Fenwick
Creative leadership
Brand voice
Campaign development
Editorial strategy
Partnerships
Training
The brief
Fenwick brought me in during a period of significant change. A restructure had left the business without a copy department just as a new brand direction and tone of voice were beginning to take shape. They needed senior creative support that could both keep the work moving and help embed the new direction across the business.
My role
I stepped in as the senior lead for copy, working closely with the Heads of Brand, Marketing & Communications to identify priorities and build stronger brand foundations. Alongside leading day-to-day copy and editorial, I developed campaign territories into narratives, messaging and executions, shaped partnership concepts including Newcastle United, overhauled the editorial approach and trained teams across marketing, communications, paid media, social and SEO.
The outcomes
What began as a short-term brief evolved into a year-long partnership. I helped embed Fenwick's new brand voice, introduced clearer ways of working and strengthened creative capability across teams, leaving the business with a stronger foundation from which to rebuild its copy function.
“Charlotte embedded herself seamlessly into the Fenwick team, quickly becoming a trusted creative partner and bringing strategic thinking alongside exceptional craft. From shaping our brand voice and editorial approach to contributing to campaigns and partnerships, she operated with real autonomy and became an incredibly valuable part of the team during a period of significant change.”
— Alex Baker, Head of Marketing & Communications
