Creator of concepts.
Writer of words.
Stumbler of careerpaths.

Hello, I’m Hayley and I make my money as a fractional creative director / freelance creative copywriter / UX nerd.

My family are pretty confident that this is something to do with writing / websites / advertising and not illegal, but sometimes they worry I have some clandestine occupation I’ve not mentioned. Currently based in Berlin, I’m a would-be nomad with an itch to live life in random parts of the world.

I brazenly moved to Germany in 2012 to volunteer with a non-profit group for a year. At this point I should mention, I’m British and I did not speak a word of German. I had a 3-month au pair job lined up to try and learn the language and earn a little cash while volunteering. That lasted 3 weeks. Then I was jobless, homeless (I squatted in a friend’s attic), and still unable to even order coffee/beer in German. Not part of the plan.

I figured I had nothing left to lose and applied (in English) to a job ad (in German) for a creative intern role at the Frankfurt office of a network agency.

I Google-translated the ad (remember it’s 2012, it was dubious to say the least) and promised the agency I could write amazing English (I could) and knew how to create fantastic social media content (I did). I also gushed about how much I wanted to learn German (sort of?). For some unknown reason, they hired me.

And so began my journey into advertising. I quickly moved from intern to junior to mid copywriter, before switching offices and coming to Berlin. After several years embedded in agency life, instead of taking a senior position, I decided it was time to go solo. In 2019. Yeah, right before that little thing we call the pandemic.

Since then, I’ve had the privilege to work with a diverse selection of clients, creating everything from brand positioning and strategies to multi-channel content and user-centric websites. From upcoming sports brands and well-established automotive and engineering companies to wellness startups and repeat solopreneurs and non-profits.