In 2013, I co-founded Siblinc Ltd, a specialist product copywriting agency supporting leading fashion, beauty, lifestyle and hospitality brands.
Over the past decade, my focus has been on content quality assurance, editorial review and brand voice management. I have overseen the review and refinement of thousands of product descriptions, marketing assets and digital content, helping ensure every piece is accurate, consistent and aligned with each client’s brand guidelines.
Throughout my career, I have worked with global brands including HUGO BOSS, AccorHotels, Kurt Geiger, Moss Bros and Boohoo, collaborating with copywriters, content teams and e-commerce managers to maintain high editorial standards across multiple channels.
As AI becomes an increasingly important part of content creation, my expertise has evolved to include AI copy review and editorial quality assurance. I help businesses evaluate AI-generated content, checking for accuracy, consistency, tone of voice, clarity and factual reliability before publication. My goal is to combine the efficiency of AI with the judgement and attention to detail that only an experienced editor can provide.
Today, I work with brands, agencies and marketing teams to ensure every piece of content—whether written by people, AI or a combination of both—is polished, on-brand and ready to publish.
If you’re looking for an experienced editorial partner to strengthen your content quality and AI publishing workflow, I’d love to hear about your project.