Editorial content

I’ve written and edited stories that make complex ideas clear and engaging — from product launches and team projects to thought pieces and interviews. My focus is always the same: clarity, tone, and structure that help people connect with the work.

Note: Due to the everchanging nature of this work, the content on these live pages might change or become unavailable after the last update of this portfolio.

LUSH: Choosing the best tech to do good - Adyen

LUSH partnered with Adyen to build an omnichannel payment solution, connecting payments across physical and digital retail. The goal was to explain complex infrastructure in a way that aligned with LUSH’s ethical brand and avoided generic marketing language. It helped that I was and still am a LUSH superfan!

My role
I led the project end to end. I wrote the article, worked directly with LUSH’s brand and digital teams to shape the narrative, and managed production of the supporting video. I arranged the shoot, hired the agency, managed budget, and approved the final edit. During filming, I interviewed the LUSH team on camera to draw out the operational and commercial impact of the solution.

Focus

• Translating payment infrastructure into clear business impact

• Structuring the story around operational challenges rather than features

• Balancing brand voice with technical accuracy

Outcome
The piece became one of the most visited pages on the entirety of adyen.com. I tracked and reported on performance using Google Analytics, monitoring engagement metrics such as page views and time on page. Insights from this data informed the structure of future case studies.

FlixBus: The road to global expansion - Adyen

FlixBus worked with Adyen to support expansion into new international markets. A key part of that growth was enabling local payment methods suited to each region. The challenge was explaining how payment localisation supports market entry and conversion.

My role
I led the project end to end. I wrote the article, worked with internal stakeholders to shape the story, and managed production of the supporting video. This included arranging the shoot, hiring the agency, managing budget, and approving the final edit. I also interviewed the FlixBus team on camera to surface practical insights around expansion and localisation.

Focus

• Explaining the commercial importance of local payment methods

• Framing the story around expansion challenges rather than product features

• Making technical infrastructure accessible to a broad audience

Outcome
The piece performed strongly relative to comparable merchant stories. I tracked performance in Google Analytics and used engagement insights to refine the structure and narrative of subsequent market expansion case studies.

Kenya and the original mobile payment service - Adyen

To demonstrate Adyen’s strength in emerging markets, I identified an opportunity to focus on M-Pesa in Kenya, one of the world’s most mature mobile payment ecosystems. The goal was to challenge assumptions about where payment innovation begins.

My role
I wrote and researched the article, working closely with our Kenyan partner Cellulant and Adyen’s local payment method manager to ensure accuracy and strong regional insight.

Focus

• Positioning M-Pesa as a mature ecosystem, not an emerging novelty

• Translating regional payment dynamics into globally relevant insights

• Balancing cultural context with technical precision

Outcome
The piece strengthened Adyen’s emerging markets narrative. I tracked performance in Google Analytics and used engagement insights to refine subsequent regional stories.

PSD2: Understanding Strong Customer Authentication - Adyen

With the introduction of PSD2 and Strong Customer Authentication, many merchants were unclear about what the regulation meant in practice. The goal was to provide clear, reliable guidance without oversimplifying legal and technical detail.

My role
I wrote and structured the article, working closely with compliance, product marketing, and product managers to ensure accuracy and practical relevance. My focus was reducing confusion and helping merchants understand both the regulatory context and its operational impact.

Focus

• Translating regulatory language into clear, actionable guidance

• Explaining how SCA would affect payment flows and conversion

• Aligning legal accuracy with product capability

• Structuring the article around common merchant questions

Outcome
The piece became a reference resource for merchants navigating PSD2. I tracked and reported on performance using Google Analytics, monitoring engagement metrics and using insights to refine how we approached regulatory education content.

5 things we learned from The World Cup - Adyen

During the 2018 World Cup, we identified an opportunity to explore how major global sporting events influence payment behaviour. The goal was to create a timely, data-informed piece that connected cultural moments with commerce, while remaining grounded in payments insight. As a football fan, I was itching to see the data and distill into something fun.

My role
I wrote the article, working with internal stakeholders to align on the data points and narrative angle. The piece was designed to work across channels, with sections adapted for social media and press outreach.

Focus

• Connecting real-world events to payment trends

• Balancing light, timely tone with credible data

• Structuring the piece for reuse across multiple formats

• Ensuring clarity and accessibility for a broad audience

Outcome
The article was repurposed for social and press and picked up by multiple outlets across European markets, including Sweden and Spain.