I write for industries where every word gets checked
I'm a fractional content lead for regulated industries, based in Melbourne. That's 12 years in super, banking, insurance, payroll and tech, and a BA (Hons) in Marketing.
I was made redundant twice in 12 months. The second time, I was 18 weeks pregnant.
That's when I stopped waiting for someone else to give me stability, and built AX Content so I could work on my own terms.
Around the same time, I was diagnosed with ADHD, and a lot of things suddenly made sense. Why I thrive jumping between problems. Why I spot patterns other people miss. Why I work best embedded in a team rather than stuck in one fixed role.
It's also why fractional work suits me so well. I get to sit inside a team, work directly with the people who need me, and skip the agency layers entirely.
From B2B agency intern to content lead for regulated industries, with a few plot twists along the way.
An internship at a B2B web design agency. Not the most exciting clients, but a great place to learn the basics.
Graduated with a BA (Hons) in Marketing and spent two years marketing an education supplier to international markets.
Moved to Australia, freelanced for a B2B agency, then went in-house at ecommerce brand Ecosa.
Created partner content for brands like AWS and Employment Hero.
Took on content in-house at GuildSuper and learned the ins and outs of writing for super members.
Freelanced with Lexicon, an agency focused on financial services, and Hometime, then joined DisplaySweet.
Went full-time freelance, focused on copywriting for regulated industries.
Started leading content for clients, and in 2026 brought in trusted freelancers, so clients get a whole team behind me.
A few things I'm stubborn about.
Most teams have plenty of content already. Before we make anything new, we find out what's working and get more out of it.
No publishing for the sake of it, and no set number of posts a week. Every piece has a job to do.
No account managers and no juniors picking up your brief. You work with me, and I bring in trusted freelancers when the work needs them.
Alice is, without exaggeration, one of the best I've ever worked with. No task is too big, too complicated, too annoying or even too small.
Her process was smooth, collaborative and efficient. She made what could have been an overwhelming project feel completely manageable.
Love working with Alice. She always has a positive attitude and just gets things done when they need to be done.
I've also worked with teams at Employment Hero, Aware Super, GuildSuper, Cylo, Influx and more.
Book a call and tell me what's going on with your content. I'll tell you honestly if I'm the right fit.
