I'm a content strategist, editor & writer helping brands turn big ideas and expertise into content that makes a difference.
For 15+ years, I’ve created content for brands and titles including the i paper, Holland & Barrett, Flo, Livi, Contiki, The Modern House, Happy Place, Gymshark, Nature’s Menu and Sainsbury’s.
I help brands cut through the noise with smart strategy and brilliant editorial – from changing the conversation around perimenopause to inspiring people to make small, positive changes to how they live. I work across lifestyle, with particular expertise in women’s health, wellbeing, fitness, food and travel.
Whether you need someone to shape your content strategy, lead a mega editorial project, turn expert knowledge into compelling content, make AI work harder (and smarter), or simply find the right words, I can help.
What can I help with?
Content & editorial strategy
Need someone to see the bigger picture?
I help brands work out what content they need, why they need it and how to make it as impactful as possible. From editorial strategy and content planning to tone of voice, audience journeys and new magazine launches, I can shape the vision, bring the right people together and turn it into a plan that actually gets made.
Whether you need someone to lead a project from start to finish or plug into your team as an experienced editorial lead, I'm your woman.
Expert-led content
Expert-led content? I E-E-A-T it for breakfast (sorry).
I work with clinicians, specialists, founders and subject experts to uncover the ideas, insights and stories audiences actually care about. I can manage the whole process, from finding and briefing experts to interviews, commissioning, writing, editing and sign-off. It's an area I know well from working in health and women's health for many years.
Writing, editing and campaigns
Simply need brilliant words?
From standout features and SEO content to email journeys, digital campaigns, social and video scripts, I create sharp, engaging content that sounds like you and gives people a reason to care/click/act. I'm equally happy developing the creative idea, commissioning and managing a team, editing existing work or getting stuck in and writing it myself.
Human-led AI content
Need to create better content, faster, without churning out sludge?
I help teams work out how to use AI intelligently, combining its speed and scale with expert input and experienced human editorial judgement (that's me!). This could mean improving and humanising existing AI-generated content, creating prompting and editorial frameworks, building expert-led workflows, protecting your tone of voice or finding smarter ways to scale high-volume content without compromising on quality.
The nuts & bolts
Editorial strategy & content planning · Fractional/embedded editorial support · Commissioning & editing · Features & copywriting · Expert interviews & content · SEO & content optimisation · Email & CRM · Social content · Digital campaigns · Video, podcast & webinar scripts · Tone of voice · Content audits · Workshops & training
Testimonials
Ellie Hughes,
Group Content Director, The River Group
“Amy worked with us as editor on a tight-turnaround project for a client with many different stakeholders. She was brilliant throughout – calm, professional, and unfailingly positive, as well as being a very talented creative. A great team player who went above and beyond – I'd highly recommend her.”
Danielle Welton,
Editorial Director, Holland & Barrett
“Amy is great at leading on client content strategy – she executes beautifully and easily manages teams of writers, designers and divas. Regardless of the pressure or pitch, she always brings out the creative best in everyone.”
Rebecca Denne,
Ex Head of Content, Stylist & Vitality
“If you're after a brilliant editorial lead that brings equal measures of talent and can-do vibes to the table, then look no further. I've worked with Amy for the last 6 years and I've seen her develop her career with professionalism, knowledge, conviction and spark. If you have the chance of working with her, grab it with two hands.”
Bryony Henderson,
Lead GP, Livi UK
“Amy is one of those rare people that manage to bind a team together with effortless ease. The articles that she wrote were superb and needed very little medical checking on my part and, above all, easy to follow and read.”
Let's work together
Whether you need a reliable freelancer or you have a project in need of some editorial clout, get in touch for my availability and day rate.
Based in Buckinghamshire, working in London.
Tel: 07816411501 a.bonifas3@gmail.com
