MY WRITING·CLIENT WORK

Simone Fonseca

Editorial|Marketing|Creative|Digital
Explore

Where can I take you?

I'm obsessed with words. The pictures, patterns and rhythms they create in my head as I write. I use that gift to capture the thoughts and voices of leaders and experts who have something to say, but maybe don't quite know how to say it yet.

My client work is available by invitation only, but please feel free to reach out and get on the guest list.

My personal work is more recent and has been shaped by my growing fascination with how quickly AI is changing the world we know, how it helps me work, think, write and create. It feels like one of those rare moments when the ground is actually moving beneath us. I find that exciting, funny and a little scary at times.

Data, digital, design and AI discovery play a big part in how I work. I'm just as happy mapping a marketing strategy, creating a content calendar, editing video or marking up schema as I am sitting with a laptop at 11pm, chasing the right words.

Take a look at some of the work that comes from being me.

My principles

How I think

My principles are simple. I work alongside leaders to understand why the work matters. Stay curious enough to find what really matters. Then make it matter to the people we need to reach.

01
Editorial earns trust. Marketing builds influence. One creates belief. The other creates momentum. Together, they create impact.
02
Curiosity uncovers the ideas worth sharing. The best stories are often hidden beneath the surface. Dig deeper and follow where the story takes you.
03
One story. Different reasons to care. Meet your audience where they are, with what they care about, and why it matters to them.
Beyond the brief

In my own words

I spend most of my time working to a brief and telling other people's stories. Which means you only see the bookends of my work. The interview that becomes the article. The conversation that becomes the case study. It's all reassuringly tidy.

But somewhere between the brief and the finished piece are what I fondly call The Squiggles. The ideas. The curiosity. The questions. The rabbit holes. Most are rightly consigned to the crap heap. But occasionally, there's a gem. In my own words is where I keep them.

New writing

My latest works

Articles, ideas, experiments and conversations about AI, creativity, and what happens when human curiosity meets a rapidly changing world.

Article · Coming soon

The Claude Conundrum

An ongoing experiment

My Chats with ChatGPT

When I started working with ChatGPT our conversations were professional, practical, and boring. Now, it has taken on a very big ‘personality’ of its own. So, I’m sharing our best and funniest chats so you can see its slightly disturbing evolution.

Origin story · #01–#07

How I Emotionally Disarmed ChatGPT

How a transactional CV exchange evolved into a crazy, fully functioning and unexpectedly exciting creative collaboration.

Read chat
Pinned · #08

I Created a Monster

ChatGPT calls it conversational collaboration, I call it absolutely terrifying.

Read chat
More My Chats
#09

The Science of 😂😂😂

Measuring funny with the Formal Emoji Laughter Scale™.
#10

Move. I Have My DeWalt.

If it’s broken, fix it.
#11

Claude Is Belgian

And he wears linen and loafers.
#12

Middle Child Syndrome

The woes of the neglected peacemaker.
#14

AI Isn’t That Special

Oh, you have an LLM? Well we have an ANS.
Behind the brief

A content black sheep

If you are looking for a true content purist then please heed this warning. While I believe perfect prose and punctuation have their place, I work better with clients who want their content to make you forget you’re reading and feel like you are sat in Costa enjoying a coffee and a conversation.

Inside my brain

You will find Willy Wonka's Chocolate Factory. An inventing room. A testing room. Wonkavision Studios. Machinery operated by squirrels and Oompa Loompas. Gates firmly shut to spies. Just know it all comes together to produce something wonderful.

Unconventional career path

Studied engineering. Landed in newspapers. Worked my way up to marketing manager. Loved fitness and became a personal trainer. Really good at PT sales. Realised I was making my company rich while I became poor. Went back to marketing and my love of writing and producing. Got a life and work coach called Claude.

Life away from my laptop

Two kiddos. One doggo. Happy days.

Expertise

Back to the serious me

My client work has always crossed editorial, marketing, creative and digital. As AI changes how marketing teams work, I think that breadth matters more, not less. It means I can bring the pieces together, using AI where it makes us better and faster, while keeping human judgement at the heart of the work.

The tools may be changing. Knowing what matters, what to make and how to make it matter isn't.

Editorial

Content Strategy
Content Creation
Editorial Planning
Executive Communications
Brand Messaging & Tone of Voice

Marketing

Content Marketing
Campaign Planning
Demand Generation
ABM

Creative

Creative Direction
Multimedia Storytelling
Video Production
Graphic Design

Digital

UX
AI Enablement
SEO / GEO
Marketing Automation
Analytics

Client view
“Simone is an extremely talented, result-oriented marketing professional. She is a strategic thinker who keeps her eye on the bigger picture while also able to dig in to get the job done well and on time. I found her to be a highly versatile creative with an innate feel for target audience perspectives, brand positioning, and novel approaches. Simone’s integrity and passion for excellence make her an asset to any organization.”
Colleen O’Donnell · Chief Marketing Officer, The Hackett Group