Description

I create ideas.

I articulate ideas.

I breathe life into ideas.

You get the idea.

Ideas need shape. Stories need direction. Brands need meaning. That’s where I come in.

I’m a storyteller, creative, copy lead, strategist, and author, helping brands shape what they say and how they say it.

For over 15 years, I’ve worked across agency, in-house and freelance roles, guiding creative

thinking and brand language for names like Booking.com, Zalando, Expedia, adidas, eBay, British Gas, and lululemon.

Most recently, I spent six months with lululemon’s EMEA team as their Copy Lead, overseeing

messaging across brand campaigns, digital, retail, internal, and social. Before that, I consulted as a senior voice across multiple global accounts at Smarts, partnering closely with their leadership to shape strategy, storytelling, and tone.

Whether I’m writing copy, building a tone of voice, or helping define a brand’s narrative, I bring

clarity, consistency and creative thinking to every brief, whether it’s B2C, B2B or internal comms. I’ve written books that document culture and shape brand narratives. Long-form or short-form, 10,000 words or 10, I’m a storyteller at heart.

If you need ideas, structure, and sharp words that cut through the noise, I can help.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

LULULEMON,
EMEA COPY LEAD
SPORTS
July 2025 - December 2025 (5 months)
London, UK
• ● Appointed to lead copy direction for lululemon across EMEA during a six-month transition period, overseeing brand, campaign, and channel storytelling for the region.
• ● Managed and developed a team of two copywriters, partnering closely with art directors and designers to deliver fully integrated creative across campaign, retail, social, email, CRM, and digital product surfaces
• ● Led conceptual development for multi-channel brand initiatives, shaping idea territories, key messaging frameworks, and creative narratives that aligned global strategy with regional needs.
• ● Embedded within cross-functional teams including Brand, Marketing, Retail, Community, Product, and E-commerce, providing advisory support and ensuring consistency of tone, clarity, and brand expression across all outputs.
• ● Delivered creative leadership across fast-paced workflows, balancing strategic thinking with hands-on craft to meet business priorities and tight turnaround cycles.
• ● Elevated regional creative cohesion through improved process, clearer briefing structures, and stronger alignment between global brand storytelling and EMEA execution.
Strategic creative thinking Creative team management Creative quality control Creative direction Strategic problem-solving
Alex Mills Writes
FREELANCE COPYWRITER AND CREATIVE
June 2020 - Today (6 years)
London, United Kingdom
• ● Spearheaded creative and strategic brand storytelling initiatives, significantly enhancing brand visibility and engagement for industry leading brands.
• ● Leveraged over a decade of expertise to deliver compelling narratives across diverse platforms, helping brands articulate their identity and values without resorting to overt selling tactics.
• ● Crafted impactful written content spanning articles, blogs, interviews, and event reports, with a keen focus on sports, sustainability, and design. Recognised for capturing pivotal cultural moments and engaging with a broad audience through authentic storytelling.
• ● Conducted in-depth interviews with notable personalities in sports and entertainment, bringing unique insights and perspectives to a wide range of topics.
• ● Excelled in creative writing, producing film treatments, poetry, short stories, and biographies that resonate with audiences on a personal and emotional level, for both commercial and editorial purposes.
• ● Committed to crafting messages and stories with purpose and meaning, my work is driven by a passion for sport, design, sustainability, and creating a lasting impact.
HILL + KNOWLTON STRATEGIES,
SENIOR CONTENT LEAD (COPY)
December 2016 - June 2020 (3 years and 6 months)
London, UK
Appointed to deliver strategic content and publishing mandates for global retail, leisure, and sports clients, including adidas, managing world-leading athletes and brands. Led four direct reports and large campaign teams.