Glasgow · Content, PR and editorial

I write with a purpose.

I like the thought process of it: piecing something together, then putting it into words that make it plainer for everyone else to see. In B2B that matters. A lot of copywriting is flashy, built to be memorable. B2B is about proof and evidence. It needs to compel, but it needs to persuade too.

Right now that’s at EGG Lighting, turning engineering detail into case studies, trade press, award entries and material Sales can use. Before that, 14 years freelance, and alongside it all, 20 years as a music journalist.

See the work About

Selected work

Six pieces, and what they did

01 Scotstoun Stadium: one project, three formatsCase study, a COO comment piece in Project Scotland, and a picture feature in Scottish Construction Now. View 02 Aberdeen HQ: getting the numbers rightA flagship case study where every figure is labelled measured, estimated or modelled. View 03 Awards: one win, worked four waysThree 2025 wins, trade coverage, a Chamber feature and a Scottish Parliament motion. View 04 CPD: making engineering judgement teachableA decision framework for specifiers, written and delivered to a building consultancy. View 05 Writing in my own handBITS, my column on new Scottish music for SNACK Magazine. View 06 Editorial calendar: how I planFixed dates, lead times worked backwards, one story cut several ways. View

How I work

Listen first

Listen, then adapt

A lot of writers go into a project with their own preconceptions and plough ahead regardless. Interviewing musicians taught me the answers are rarely what you expect. You listen, and you adapt to what you hear.

Proof over flash

Buyers don’t see something and click buy, especially when the work comes through tenders and frameworks. So I go to the source, query numbers that look wrong, and say what’s measured, estimated or modelled.

The right voice for the job

My own voice is in my music writing. At work, most of what I write goes out under someone else’s name. I draft it; they sign it off or rewrite it.

AI, used properly

I’ve built AI workflows that draft from company documents. I decide the angle and the claims, and I check every figure before anything goes out.