ABOUT

communications and editorial specialist

I help creative organisations find the words to clarify their purpose, sharpen their voice, and connect meaningfully with audiences.

Trusted by leading arts, culture and creative organisations, including:

WITH BYLINES AT:

I’m a freelance marketing and communications specialist with twelve years of experience in the arts and creative industries.

I help organisations sound more like themselves, by defining their core values, getting to know their desired audiences and connecting to their purpose. I create distinctive brand personalities through engaging digital and printed editorial content and community engagement.

After graduating in 2010 I worked as a B2B journalist for four years, before establishing myself as a freelancer in 2014. Since then I’ve worked with arts centres, cultural institutions and Arts Council England National Portfolio Organisations. Through a client roster including Artangel, Punchdrunk Enrichment, Rich Mix and Village Underground, I’ve developed my skills at storytelling, distilling key messages and extracting the most captivating elements of cultural programmes, projects and causes.

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What I’m known for:

Tone of voice development for arts and creative organisations
Strategic communications and marketing campaigns
Editorial storytelling for web, print, and newsletters
Social content that builds community and conversation
SEO-led content that balances visibility with voice
Designing with accessibility in mind at every stage

I work collaboratively, taking time to understand the values, concerns and ambitions of each organisation. My background in journalism means I ask the right questions, while my experience in arts marketing means I know how to turn insight into impact.

Education:

MA in Creative and Life Writing at Goldsmiths College, London, 2020-2023
Learning to Sub-Edit, Press Association, 2015
2.1 BA Hons in English and American Literature from Goldsmiths College, London, 2007 - 2010

Volunteering:

I am a volunteer for mental health crisis text service Shout. After undertaking over 30 hours of training I spend time each week listening to people who are experiencing a difficult time for their mental health. While the conversations are never easy, I have been able to use the patience, acceptance and active listening skills developed in this position in every facet of my life.

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Get in touch

If you’re an arts or creative organisation looking to sharpen your voice, launch a project, or reconnect with your audience, I’d love to hear from you.
avainlondon@gmail.com