Catherine Jones

A woman with short brown hair, wearing a denim jacket and a colorful floral top, standing in front of a blue wooden wall with a lighthouse mural.
A woman with short brown hair, wearing a denim jacket and a colorful floral top, standing in front of a blue wooden wall with a lighthouse mural.

BRAND STORYTELLING & VOICE

THOUGHT LEADERSHIP

CREATIVE COPYWRITING

CONTENT STRATEGY

EDITORIAL OVERSIGHT

B2B | TECH/SAAS| PROFESSIONAL SERVICES | EDUCATION | NON-PROFIT

About me

I’m a strategist, editorial lead and exceptional writer, able to combine analytical, creative and communication skills. I believe organisations earn trust and grow through the quality and integrity of what they put into the world.

Seventeen years in education gave me a deep knowledge of language, audience, and how people process information. Leadership developed my skills in managing teams, leading projects, working with stakeholders, and handling complex, sensitive situations. 

Building my own business taught me marketing from the inside and led me into content strategy, brand positioning, messaging and commercial strategy. Today, I bring those disciplines together across thought leadership, editorial oversight, SEO, brand, campaigns, digital content and creative copy.

I’m intellectually curious, creative and driven, with a lifelong passion for learning and training or teaching others. I move comfortably from strategy to story, data to insight, from the big picture to the precise words on the page – with a clear vision of how those pieces fit together.

I bring a breadth of experience to content – linguistic depth, intellectual curiosity and creative instinct, combined with strategic vision, commercial understanding and editorial authority.

My nontraditional career path has taken me from secondary English teaching, special educational needs, alternative provision and leadership to entrepreneurship, marketing, copywriting, brand strategy and tone of voice. Each chapter has added another dimension to how I think and work. 

Experience

Content strategist, senior copywriter and editor

CREST - Global cybersecurity accreditation & membership body
Jan 2026 – present

  • Content strategy, planning & editorial oversight.

  • Helping build a growing marketing function, establishing content and briefing processes, and raising editorial standards.

  • Copywriting and creative ideation for campaigns - across connected blogs, landing pages, email sequences, ads, LinkedIn post series, press releases, member communications and internal briefing packs.

  • Research-led thought leadership on AI, OT/ICS and TLPT in cybersecurity.

  • Report writing for research, annual report and event publications.

  • Creative conversion copywriting for event assets and website pages.

  • Expanding the content mix, including the introduction of member case studies.

  • Brand voice development & editorial guidance across the organisation, including creating a terminology database.

  • SEO & AEO planning, new website development strategy & content performance tracking.

  • Designed and delivered company-wide AI copyediting training and editing guidelines.

  • Responsible for redeveloping The Wave, internal member newsletter.

Consultant copywriter, strategist and brand voice specialist

Clean Slate Copywriting/Clean Slate Strategy - 2017 – 2025

  • Brand strategy, positioning, messaging & tone of voice.

  • Senior-level B2B copywriting across websites, campaigns, email & sales content.

  • Thought leadership, white papers, eBooks, case studies & long-form content.

  • Content strategy, SEO & audience research.

  • Facilitated brand discovery and strategy workshops for businesses and marketing teams.

  • One-to-one coaching for business owners and marketers in copywriting and content, and brand strategy and positioning.

  • Designed and delivered talks, webinars, workshops and in-person training in brand identity, creating original content, and copywriting.

  • Embedded consultancy for marketing teams & agencies.

  • Led writing teams as overseeing editor on complex projects, setting direction and maintaining quality across deliverables.

  • Served clients across wide range of sectors including tech, SaaS, cybersecurity, professional services, aviation, finance, marketing agencies, education, non-profit, membership orgs, personal brands and events.

Professional writing training & course development

Clean Slate Copy School 2023–2025

  • Specialist training arm of Clean Slate.

  • Designed, sold and facilitated workshops, webinars and courses for marketers, writers and businesses.

  • Created online course teaching core writing foundations.

  • Developed own IP “3 Cs of copywriting” as a framework for building foundational writing skills.

  • Delivered training across copywriting, copyediting, brand voice, language and original content.

  • Developed and sold copywriting and copyediting eBooks and learning resources.

  • Developed AI copyediting training focused on improving clarity, originality and human voice.

  • One-to-one writing coaching and skills development.

Education & leadership

English teaching, SEN, alternative provision & educational leadership. Qualified Teacher Status.
Hampshire, West Sussex & Brighton 2003–2020

  • Qualified teacher. Taught English Language & Literature through to A level.

  • Progressed into SEN, alternative provision and leadership roles.

  • Managed a specialist education unit and led a team of teachers and teaching assistants.

  • Completed Hampshire County Council leadership training.

  • Chaired complex multi-agency meetings and managed relationships across education, families and external services.

  • Designed curricula, learning programmes and resources for diverse needs.

  • Trained, coached and supported colleagues to develop their pedagogy and practice.

  • GCSE English Language & Literature examiner, later progressing to Team Leader.

  • Developed deep expertise in language, writing, editing, communication and how different people process information.

Work examples

Case studies

A teal and beige poster with a red border and the text 'B2B SaaS Reseller' and 'Content Support, TOV & Messaging.' The logo of 'IntY' is at the bottom, featuring an orange stick figure with arms raised.
A promotional brochure for B2B aviation safety consultancy by ACROSS, emphasizing brand strategy, tone of voice, and website copy, with a mission statement about safety and success.
A promotional poster with a teal border and beige background. It features the logo of an organization called 'ipse'. The poster promotes a B2B nonprofit membership organization and discusses brand messaging, story, and tone of voice, including a quote about self-employment.

Copy & content

A promotional poster for BrightElm, an event agency. The poster features the title of a thought leadership article about global industry trends and their impact on association meetings, with the BrightElm logo and tagline at the bottom.
A report cover page for a nonprofit organization called CREST, focusing on global cybersecurity, thought leadership, and AI penetration testing campaign. The cover has a teal border, a beige background, and includes the CREST logo.
Cover page of a report titled 'B2B Global Branded Merchandise Agency Copywriting Annual Sustainability Report' by Promote Group, with a teal border and beige background, and the Promote Group logo at the bottom.

Other work

A digital flyer or brochure for Clean Slate Copywriting promoting workshop activities and client projects related to brand strategy, identity, and tone of voice, with a woman smiling in a denim jacket and contact details.
Conference event poster with text about a brand identity and positioning workshop featuring the Inty logo with a stylized orange figure and the slogan "Build a brand you can grow".
Digital flyer for an online webinar titled 'Thought Leadership Writing' scheduled for Thursday, May 18, 2023, at 2:00 PM, featuring speaker Catherine Jones. The design features teal, beige, and blue colors with a photo of a woman speaking or presenting.
Poster with text and a photo of a smiling woman. The poster discusses writing original content for SEO in the age of AI, featuring a blue and beige background with a green border.

Trusted by brands and agencies

Logo for Jack Renwick Studio featuring stylized red text and black text below.
ARUP logo in red text
Logo of core econ with the tagline 'Economics for a changing world' underneath.
Logo of Prominate Group with a purple abstract icon and the company name in purple text.
Brightelm logo with the tagline 'The Event Agency For Associations'
The IPSE logo featuring an orange background with white text.
Motiv Exhibitions logo with a green circle and a stylized white 'M' inside it, alongside the words 'Motiv Exhibitions' in green text.
Text that reads 'The Radiator Centre' on a plain background
Cognition logo with the tagline "The Brand Psychology Experts" on a colorful background.
Johnson Banks logo in bold black text on a white background.
Milkround logo in black and white
Company logo with text reading 'Across Safety Development' and the slogan 'Our mission. Your success. Everyone's safety.'
Flylogix logo with company name in black text and a small black, yellow, and white graphic element.
Beacon logo with stylized torch symbol and text
Logo with stylized 'M' and 'F', text 'Marketing Fusion' in purple and teal colors on a white background.

Testimonials

“Catherine researched a niche topic with depth and precision, and still kept the messaging clear, engaging, and true to my own voice. That balance is incredibly hard to achieve for people outside tech, and Catherine pulled it off seamlessly.”

Luca Mezzalira, Front End Architect & Author

“We worked with Catherine on a demanding content project for the UAE. This involved creating e-learning modules covering an enormous range of business topics. What impressed me most was the impeccable quality and consistency of her work. She took the time to bring other writers (and myself) up to speed. She's super smart and seemingly unfazed by complex subjects, even the driest financial topics.”

Oliver Forrester, Cognition Agency

“Catherine transformed our extensive annual Impact Report into compelling, vibrant content that truly brings our message to life. Catherine consistently demonstrates professionalism, thoroughness, and genuine pride in her craft.”

Priya Pancholi, Prominate Group

“Catherine held a number of training days at intY to assist the marketing team with their copywriting skills. She is a supportive teacher, has a good understanding of the tech industry and brings fresh ideas to the table. She has helped my team members and I to understand how to bring personality to our writing and she has opened my eyes on how to create meaningful content that resonates with the reader.”

Harriet Willshaw, IntY
A woman with short reddish hair smiling while resting her chin on her hand outdoors, with blurred greenery and a fountain in the background.

Areas of expertise

  • Content strategy & planning

  • Editorial oversight & quality standards

  • Thought leadership & research

  • Brand strategy & positioning

  • Messaging & tone of voice

  • Copywriting & storytelling

  • SEO & AEO

  • Website strategy & content

  • Campaign development

  • Audience research & journeys

  • Content analysis & optimisation

  • Training & workshops

Core strengths

  • Linguistic depth

  • Intellectual curiosity

  • Critical thinking

  • Creative problem-solving

  • Strategic vision

  • Editorial judgement

  • Commercial understanding

  • Collaboration & teamwork

  • Adaptability

  • Leadership

  • Teaching & facilitation

  • Broad B2B experience: tech, Saas, aviation, transport, membership orgs, conferences/events/exhibitions, professional services, personal brands, education, non profit, designer radiators, forest school, finance, coaching and agency marketing.