Coach – Marketing, eCRM and Website Copywriter across Coach and Coach Outlet

Aptean – SEO, AEO & GEO Copywriter & Content Specialist

Aptean builds industry-specific enterprise software. The systems that run a food manufacturer’s cold chain, an equipment dealer’s back office, or an asset-heavy operation’s maintenance schedule. I write for their SEO and content team through an agency, on an ongoing contract. The remit runs across their product verticals rather than sitting with one, so in any given month I might be working on food and beverage trends, cold chain logistics, dealer management systems or AI agents. That brings three connected challenges. Range, because each vertical has its own vocabulary, regulations and pressures, and getting up to speed on a new one is a regular part of the job Audience, because a single blog might be read by a CFO, an operations lead, an IT director and an implementation partner, all at different points in a long and expensive buying decision Search, because every piece has to earn its ranking while still reading like something a person wrote for another person Most of the work happens before I write a word. I research the subject, look at what’s already ranking and where the gaps sit, then build the brief and outline with guidance on structure, keywords and internal links. There’s a regional layer to all of it. Aptean sells across the US, UK and Europe, and the same subject changes shape depending on where the reader sits. Traceability in the US means FSMA and a 2028 deadline. In the UK and EU it means a different set of digital record-keeping rules. Product names differ by market too, so a piece written for one region can’t just be lifted into another. I write in US English as house style, flag idioms that won’t travel, and check that links point to the right regional variant of a page rather than defaulting home. The writing itself starts from the reader’s day rather than the product sheet. The batch that has to be recalled. The shipment sitting in the wrong temperature range. The machine that fails on a Friday afternoon. Once that’s grounded, the technical detail has somewhere to sit. Alongside the blog work, I’ve been part of the team rewriting website copy for Aptean’s site migration and personalisation.

Visa – Copywriter, Ecosystem Publishing, SEO, GEO & AI Discoverability

The Story... Visa needed content that could solve a very specific problem. Discoverability. As search shifted towards AI-led results and large language models began shaping what gets surfaced, Visa’s expertise in payments, fraud, and value-added services needed to show up clearly in the places people and platforms actually rely on. Not just on Visa’s own site, but across respected third-party publications and reference sources. The challenge wasn’t authority. It was visibility, relevance, and accurate representation in a search landscape increasingly influenced by LLMs. I joined the project to help address three connected issues. • Discoverability, because modern search and LLMs rely heavily on third-party editorial and structured reference content • Clarity, because payments infrastructure and fraud prevention are often explained in language that’s hard to follow • Credibility, because content had to meet strict editorial, compliance, and neutrality standards to be publishable outside owned channels My work sat at the intersection of all three. I wrote four long-form articles, two for Forbes and two for the Financial Times, translating complex fintech topics into clear, grounded explanations shaped around real search intent. Alongside this, I reviewed existing Wikipedia entries and produced structured recommendations to fill gaps around Visa’s value-added services. The focus was accuracy, neutrality, and sourcing, strengthening how Visa’s role in the payments ecosystem is represented within one of the web’s most influential knowledge layers. Across everything, the goal stayed simple. Make Visa’s expertise easier to understand, easier to surface, and easier to trust.

Keep the Learning Burning – website content