Joe Emery

Head of Design

London, England, United Kingdom6 yrs 6 mos experience

Highly Stable

Key Highlights

15+ years of experience in high-stakes communications.
Increased fundraising by 40% for a hospice.
Secured £25m in investments through clear messaging.

Stackforce AI infers this person is a Brand and Messaging Specialist with expertise in high-trust communications across various industries.

Contact

Skills

Core Skills

Brand & Messaging StrategyTone Of VoiceBrand MessagingStakeholder CommunicationCrisis CommunicationMessaging StrategyBrand CommunicationStakeholder ManagementCommunications PlanningContent Strategy

Other Skills

Messaging TransformationTone of Voice DevelopmentPublic Health MessagingFundraising CommunicationStrategic OutreachScript WritingClient Relationship ManagementHigh-Stakes CommunicationRecruitment MarketingGovernment CommunicationsChange ManagementClient CommunicationTone of Voice RebrandSEO Content StrategyCustomer Engagement

About

📧 hello@joeemerywrites.co.uk 📞 +44 7833 961 569 Lead Copywriter with over 15 years of experience in high-trust, high-stakes environments. Known for simplifying complex ideas. Trusted by the UK Government, Virgin Media O2 and the NHS. Plus global brands including Apple, Google, Disney, Netflix and Amazon Prime Video. Working with global B2B and B2C brands across financial services, the public sector and charities. Defining brand voice and tone of voice (TOV), with practical messaging frameworks and playbooks. Helping brands sound clear, human and confident through emotionally intelligent copy. Building marketing foundations teams can apply consistently across channels. Specialising in rebrands, UX and SEO copy and content strategy that drive engagement and conversion. Helping teams write clearly, confidently and with commercial impact. CORE AREAS OF FOCUS: Brand & Messaging Strategy | TOV & Brand Voice Systems | Narrative Development & Positioning | UX, SEO & Conversion Copywriting | Multichannel Campaigns (Web, TV, Radio, Social, Print) | Stakeholder Workshops & Collaboration | High-Trust & Regulated Communications | B2B & B2C Brands | Global & Cross-Cultural Projects

Experience

6 yrs 6 mos

Total Experience

2 yrs 2 mos

Average Tenure

Current Experience

Nottingham building society

Lead Digital Copywriter | UK | Tone of Voice Rebrand & SEO Content

Jul 2024 – Mar 2025 · 8 mos · Nottingham, England, United Kingdom · Hybrid

Led a company-wide tone of voice rebrand to modernise financial messaging and improve customer understanding across digital and branch communications
Increased customer engagement by simplifying product copy, eliminating jargon and improving clarity
Ran brand voice workshops that empowered teams to write with confidence and consistency

Tone of Voice RebrandSEO Content StrategyCustomer EngagementBrand & Messaging StrategyContent Strategy

Virgin media o2

Sr. Digital Copywriter | UK | Campaigns & Brand Voice

Aug 2021 – Jul 2023 · 1 yr 11 mos · Greater London, England, United Kingdom · Hybrid

Worked with global brands including Apple, Samsung, Google, Disney+, Amazon Prime Video and Netflix on national campaigns
Increased website conversions by 35%, from 2.8% to 3.8%, through clearer, commercially focused digital copy
Wrote and shaped national TV and radio campaigns, including work with Sean Bean
Led end-to-end copy for entertainment campaigns across TV, web and retail

Campaign ManagementBrand Voice DevelopmentDigital CopywritingBrand & Messaging StrategyContent Strategy

#joeemerywrites ✍🏼

Lead Copywriter | Brand & Messaging Specialist | Tone of Voice Consultant | Global

Sep 2015 – Present · 10 yrs 7 mos · Greater London, England, United Kingdom · Hybrid

Led messaging transformation projects for global brands, financial institutions, government bodies and charities
Advised senior stakeholders on clarity, trust and persuasion in high-stakes communications
Delivered tone of voice (TOV) rebrands and brand messaging systems
🩺 Saint Francis Hospice | Essex | Fundraising & Supporter Communications
Led a TOV rebrand that increased fundraising by 40% and volunteer sign-ups by 25%
Secured public support from West Ham United FC through strategic outreach and partnership messaging
Reframed hospice care communications to build trust and reduce stigma
🏥 NHS | UK | Crisis & Public Health Communications
Rewrote national COVID-19 call handler scripts, raising caller satisfaction by 20% from 76% to 91%
Led clarity-focused script restructuring during a high-volume public health crisis
Simplified complex medical guidance for frontline call teams
🏦 Credit Suisse | Global | Ultra-High-Net-Worth Client Communications
Secured £25m in new ultra-high-net-worth investments through calm, precise and prestige-preserving client communications
Shaped high-stakes communications for global UHNW client relationships
Simplified complex financial messaging without diluting exclusivity
🎓 Department for Education | UK | Recruitment Marketing & Communications
Increased national job applications by 30% through strategically positioned recruitment campaigns
Developed clear and persuasive messaging for government recruitment initiatives
Simplified complex public sector communications to improve applicant clarity
🍁 Royal Bank of Canada | Global | Change & Revenue Protection Communications
Protected 15% of revenue during a major service transition by reducing churn through clear and trust-building client communications
Led messaging during a high-risk operational change affecting global clients
Clarified complex service updates to minimise confusion and resistance

Messaging TransformationStakeholder CommunicationTone of Voice DevelopmentCrisis CommunicationPublic Health MessagingBrand & Messaging Strategy+1

M&g investments

Lead Copywriter | Europe & Asia | Investor Communications & Tone of Voice

Aug 2011 – Jul 2015 · 3 yrs 11 mos · Greater London, England, United Kingdom · On-site

Increased investor engagement by 30%, from 14% to 18.2%, by modernising tone of voice and simplifying complex financial communications
Defined and implemented a new tone of voice across investor communications in Europe and Asia
Unified brand voice across multiple international markets

Investor CommunicationsTone of Voice ImplementationBrand & Messaging StrategyContent Strategy