Hello, I'M ALI. 

Work
Words
Wave

I write words that make people feel things. Sometimes moved. Sometimes moved to purchase.

I’m a senior copywriter and brand voice lead who helps companies sound like humans.
Campaigns, naming, tone of voice and ideas that actually land.

I’m also an internationally bestselling co-author of four rom-coms, co-founder of Australia’s travelling library Books on the Rail, and a woman with an uncomfortably passionate Diet Coke habit.

Previously, I co-founded the award-winning creative agency Hedgehog. We launched brands, won pitches and built ideas people actually talked about. It taught me a lot about creative leadership and building brands from the ground up, before I returned to my first love: the craft of writing.

My writing has appeared in The Age, The Sydney Morning Herald, Mamamia and The Herald Sun.

Brand work spans fintech, beauty, retail, technology and FMCG. Also: one award-winning fashion campaign starring a dachshund with a go-pro strapped to his head.

Whether it’s a product launch, a cultural conversation starter or a book you read on holiday, the brief stays the same: make people care.

Experience

  • Senior Copywriter & Brand Voice Lead across major Australian brands

  • Campaigns spanning London, Melbourne and digital corners everywhere

  • Award-winning creative for global names including ghd, The Body Shop, The Outnet, Samsung, Mercedes-Benz, MYOB, Cadbury, Envato and more.

AWARDS

CLIO Winner • D&AD Pencil Finalist • MADC Winner • The Majors Finalist • B&T Women in Media Shortlist • B&T 30 Under 30 Shortlist

ENDORSEMENTS

“If you need sassy copy written at the speed of light, Ali is the person.”
— Cat Totty, Global Brand Manager, MOO

“Ali is a gem. She understood our quirky tone straight out of the gates and generated one of our highest email open rates ever.”
— Lisa Campana, Design Director, Wunderman Thompson / MOO

“Ali picked up a complex creative idea immediately and turned it into compelling work. Really proactive with excellent craftsmanship.”
— Lucy Devin, Creative Director, Grey Possible

“Ali is a great asset to any company.”
— Lucio Ribeiro, MD and Chief Strategy Officer, Online Circle Digital

“I was lucky enough to work under Ali at Online Circle Digital. She is a brilliant, quick-thinking copywriter with ideas at the ready. As a manager, she brings out the best in her team.”
— Jane Sutherland, Copywriter, Online Circle Digital

Outside of work

You will find me reading or writing books, hiding novels on trains, parenting small humans and clutching a Diet Coke like a personality trait.