Fleur McGerr

copy lead


Fleur has been wrangling words for over a decade. She is currently head of social media at DigitalBinx, but still finds time to write copy for clients as diverse as The Guardian, Rackspace, Reader's Digest, Centaur Media, Berry Bros. & Rudd and an array of small companies, both on and offline. Long, short or 140 characters, your brand is in safe hands.

Gemma Phelan

product lead


While running her own digital marketing agency, DigitalBinx, Gemma's clients included News UK and Paramount Pictures. She has previously worked at the Daily Mirror, Hachette, Elle Magazine, and most recently headed up engagement for Government Digital Service (GDS), and managed products at the Cabinet Office and Hargreaves Lansdown.

Laith Al-Kaisy

content lead


Laith worked as a hack on national magazines and newspapers, before starting By the Word to focus on content and copywriting. He's written words for the public and private sectors for over 10 years. Most recently, he's been working with Lloyds, helping to transform the bank's digital journeys with content design, readability, user testing, and future thinking.

Amy McNichol

content lead


Amy started out at BBC Magazines and worked across thirteen of their titles. A former content editor for John Lewis, she has also penned editorial, advertorial and marketing copy for brands including The Independent, ABTA, P&O Cruises, the Greek tourist board, Mr Men, Lego, Puffin, Clarks, Mister Maker and CBeebies. Until recently, Amy was led gov.uk's plain-English initiative, and is now making content better at Co-op.