Great Copy

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Black and white silhouette of a cooktop with five burners.

Great copy is great storytelling, and stories are what connect your brand with its community. I’m here to help you do that.

Hi, I’m Sarah.

A simple line drawing of the sun setting over the horizon with some clouds in the sky.

Making your brand sound like you, and only you, is what I’m good at.

I have 16+ years of experience across digital marketing, creative advertising, and branding.

As a commercially aware, strategic storyteller and conscientious brand guardian, I believe connecting brands with their communities matters, and great copywriting can make that happen.

A brand voice doesn’t just sell — it connects, celebrates, and inspires.

GET IN TOUCH

A woman with curly hair tied in a bun, smiling, wearing earrings and a dark blouse with floral embroidery, standing against a plain white wall.

“Sarah’s writing is stylish, considered and accomplished. With the eye of an editor and the ability to think strategically, Sarah is a brilliant creative, and I’d jump at the chance to work with her again – she really would be an asset to any team lucky enough to have her.

— Emma Hoddinott, Content Design Lead at Publicis Sapient

What I do.

Brand strategy

Brand voice development
Tone of voice guidelines
Messaging frameworks
Content strategy

Copywriting

Campaign copywriting
Product & collection copy
Email marketing & CRM
Long-form editorial
Linguistics & localisation

Support

Copy mentoring & team leadership
Editorial oversight
SEO & AI-optimised copy
Proofreading & fact-checking

SEE MY PORTFOLIO

Happy colleagues & clients.

“Sarah is dedicated, personable and always slots into our team and processes with ease at The Online Studio - helping us to produce strategic, well-thought-out concepts and copy for diverse clients across multiple sectors. A pleasure to work with and a huge asset to any team!”

Liam Duffy, Creative Director
The Online Studio
“Sarah’s writing is stylish, considered and accomplished. Combined with the eye of an editor and the ability to think strategically, I actually asked Sarah to go for a more senior role in the team, and was delighted to offer it to her. Sarah is a brilliant creative and I’d jump at the chance to work with her again – she really would be an asset to any team lucky enough to have her.”

Emma Hoddinott, Content Design Lead
John Lewis
“Sarah is a talented writer, experienced tone of voice expert, conscientious brand guardian and enthusiastic team leader. Sarah works quickly, writes great headlines, generates oodles of creative ideas and will always challenge things that don't seem right. Sarah's sense of humour is also a great asset. She's commercially aware and has the versatility to absorb the tone of voice of any brand and hit the ground running. Snap her up before someone else does – she won't let you down.”

Andrew Syer, Head of Copy
Boden
"Sarah worked in my team as a copywriter and editor while I managed the Online Content Team at John Lewis in 2016. As Acting Editorial Manager for Home, Sarah was instrumental in developing the content plan for the Christmas inspiration & advice section of johnlewis.com. She was generous in helping writers in the wider copy team to improve their writing. We've all enjoyed the odd grammar debate instigated by Sarah! Sarah does whatever it takes to deliver on deadlines, confidently taking the initiative to tackle issues that spring up during the content production process (something I greatly appreciate in an editor!). I admire her passion to make things better and to move faster. Best of all, she is an inspiring person to be around and she's really nice to hang out with."

Georgia Cameron, Senior Performance Marketing Manager
John Lewis
I have had the pleasure of working with Sarah as her line manager while she was Senior Copywriter at TK Maxx. I say pleasure because she has the great skill of being able to manage multiple projects at once, high volumes of copy and the opinions of many stakeholders with ease, while still being a fun, upbeat team member. I feel confident leaving Sarah to man the fort knowing that nothing will get past her eagle eyes. An extremely talented writer with a precise style, engaging tone and eye for detail, Sarah is an asset to any team. From marketing copy and longform content to corporate texts and witty brand copy, her skill set is wide and she gives 100% to any task.

Sheree Millington, Copy & Editorial Expert
TK Maxx
"As my line manager at John Lewis, Sarah offered clarity and direction in her editing, as well as positivity and encouragement in her assessment of my copy. She's naturally engaging and communicative as a person, and writes with energy. I loved her enthusiasm for sharing inspiring copy and noticed she was always up-to-date on industry activity, which informed her clear-minded approach to content strategy. It's been a pleasure working with her!"

Amris Kaur, Senior Copywriter
John Lewis
Sarah is a strategically sound copywriter who makes light work of short, sharp copy, ensuring that TOV and brand presence is always top of mind. Every word hits the mark (and she's a joy to work with, too).

Paige French-Austin, Senior Copywriter
lululemon
"Sarah is an excellent writer. She was an asset to the copy team during the months she freelance with us at Boden. Perhaps more importantly, she was an absolute pleasure to work with ; friendly, good-humoured and more than able to taje initiative. I'd have her back in a heartbeat.

Jennifer Woods-Blee, Head of Copy
Boden

SEE MY LINKEDIN

New Look

• M&S

• John Lewis

• sofa.com

• Loaf

• BBB London

• Joseph

• THEM

• Whippet

• Adapt Worldwide

• Homesense

• Echo Finance

• Embodiment Unlimited

• Aspinal of London

• Protein

• Aquascutum

• Eichholtz

• New Look • M&S • John Lewis • sofa.com • Loaf • BBB London • Joseph • THEM • Whippet • Adapt Worldwide • Homesense • Echo Finance • Embodiment Unlimited • Aspinal of London • Protein • Aquascutum • Eichholtz •

Great copy is great storytelling, and stories are what connect your brand with its community. I’m here to help you do that.

Hi, I’m Sarah.

Making your brand sound like you, and only you, is what I’m good at.

I have 16+ years of experience across digital marketing, creative advertising, and branding.

“Sarah’s writing is stylish, considered and accomplished. With the eye of an editor and the ability to think strategically, Sarah is a brilliant creative, and I’d jump at the chance to work with her again – she really would be an asset to any team lucky enough to have her.

What I do.

Brand strategy

Copywriting

Support

“Sarah is dedicated, personable and always slots into our team and processes with ease at The Online Studio - helping us to produce strategic, well-thought-out concepts and copy for diverse clients across multiple sectors. A pleasure to work with and a huge asset to any team!”

Sarah is a strategically sound copywriter who makes light work of short, sharp copy, ensuring that TOV and brand presence is always top of mind. Every word hits the mark (and she's a joy to work with, too).

"Sarah is an excellent writer. She was an asset to the copy team during the months she freelance with us at Boden. Perhaps more importantly, she was an absolute pleasure to work with ; friendly, good-humoured and more than able to taje initiative. I'd have her back in a heartbeat.

New Look

•

M&S

•

John Lewis

•

sofa.com

•

Loaf

•

BBB London

•

Joseph

•

THEM

•

Whippet

•

Adapt Worldwide

•

Homesense

•

Echo Finance

•

Embodiment Unlimited

•

Aspinal of London

•

Protein

•

Aquascutum

•

Eichholtz

•

Great Copy

iamsarahwilkinson@gmail.com