Sharing stories for tomorrow’s world

Over the past 17 years, I've worked with marketing teams and creative freelancers all over the world on a broad range of projects. What they all have in common is a desire to challenge the status quo through sharing stories that resonate.

From strategising with senior leaders at global organisations like Virgin to directing social media videos for fast-growing scaleups like Makers, I’ve consistently demonstrated an ability to envision the bigger picture while delving into the details.

EARLY CAREER HIGHLIGHTS

In 2007, I co-founded yMedia, an award-winning social enterprise in New Zealand. This was my first step into early-stage startups and it kicked off a passion for storytelling and digital marketing that I still have today.

I then teamed up with Xero founder Rod Drury on a white paper, after which I was asked to create an e-book for a national government agency in New Zealand (NZTE).

After moving to London, I produced a digital strategy in collaboration with President Obama’s digital agency, which included working with the United Nations HQ in Manhattan.

London STARTUPS

In early 2012, as the global coding bootcamp General Assembly laid the groundwork for its UK launch, I collaborated with startup veteran Rob Fitzpatrick on initial events and brand awareness campaigns.

Later that year, I joined Escape the City (Esc) as a community manager. I went on to spearhead Esc’s education arm, and led the development of the Startup MBA program. I also started to contribute to the Huffington Post.

In 2015, I joined a startup within Virgin, where I delivered brand messaging and purpose, working closely with the Virgin Global Marketing Director. My next move was to legal-tech startup Lexoo to do content strategy and production.

At Makers, I started as a content producer in 2017 then led their content and communications. One of my proudest achievements was co-founding the UK's first Women in Software Power List in 2019, to champion diversity in tech.

COPY & CO

In early 2021, I launched my own boutique content studio. The first few years of Copy & Co were a whirlwind, working with over 65 clients in 18 cities globally on their copywriting and content strategies.

At first, I deliberately took on a very broad range of projects and clients. But in 2023, I served on an advisory board for increasing diversity in the UK B Corp community, then worked with B Lab UK as a communications consultant.

Collaborating with B Lab UK inspired me to refocus Copy & Co’s mission — and to specialise in supporting B Corps and mission-driven startups. In 2024, I also became more focused on bridging the AI divide.

Books

Alongside client work, I’m always developing as a writer and editor. I have trained at Faber (2019) and Curtis Brown Creative (2024) writing schools, and apply those storytelling techniques to my consulting work.

I see books as another type of content. Besides writing my own books, I have also helped others release theirs, including Makers founder Evgeny Shadchnev and nutritional therapist Daisy Ilchovska.

All in all, the above has taught me that great people come to serve, not to be served. To explore working together, please visit Copy & Co, the home base for all my consulting work.

GO to copy & co

“No content strategy challenge is too big for Adele. Calm, collected and can-do, I would recommend working with her in any capacity if you’re looking to tell better stories about your business.”

— Alex Bailey, Head of Marketing at Makers