Veena McCoole is a

Welcome!

If you’re looking for an experienced journalist, copywriter and editorial strategist to power your online presence with engaging content and bring your story-led brand to life with a blend of creative and commercial acumen, you’re in the right place.

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Veena specialises in:

You've built the business of your dreams; now, let's find the right words to bring it to life for the audiences that matter most. Every successful, memorable brand is powered by transformative storytelling and a thoughtful, trustworthy voice across all platforms.
Whether you're in need of smart, snappy social media captions, long-form blog post writing or newsletters that convert readers into customers — let's wordsmith your way to winning clients (and hearts) without a typo in sight.
A distinctive brand voice lights the path from discovery to investment, shining through all touchpoints of the customer journey. Build trust and articulate value with streamlined language wherever your customer may find you.

What is editorial strategy?

Put simply, editorial strategy is a more nuanced and compelling approach to traditional “content” strategy. It prioritises storytelling instead of straight-up selling, leverages subtle yet memorable moments in a target consumer’s universe, and builds brand equity for the audiences that matter most.

Editorial strategy complements other elements in a marketer’s plan, such as paid advertising, and is the optimal approach for high-end brands that recognise the value of driving long-term loyalty and premium perception through transformative storytelling.

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MEET VEENA

Veena is a freelance journalist, copywriter and editorial strategist, helping ambitious entrepreneurs and mission-driven brands articulate their value through compelling content and authentic storytelling.

With journalism experience at Forbes in New York and The Business of Fashion in London, Veena writes about art, culture, wellness, and travel. She’s written for Business Insider, Artsy, The Irish Independent, The Wedding Edition, and Air Mail, among others.

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Client testimonials

"Veena is one of the most impressive professionals I have ever crossed paths with. She has the business acumen of a Harvard MBA, without having needed the formal training. As NewsGuard’s VP of Strategic Partnerships, she blew me away with her keen intuition for commercial partnerships, her executive presence on client calls, her creative approach to identifying and engaging new prospective clients, and her ability to diligently close deals. If I get the chance to work with her on even just one more project in the future, I will be beyond grateful to have her on my team."

SARAH BRANDT, HEAD OF SALES AT NEWSGUARD
"Veena has been working as Refute's fractional head of marketing. She has an amazing ability to take a complex technical topic and create thought leadership and sales content that can be understood by senior non-technical audiences. Her deep expertise in the counter-disinformation space is an asset to Refute. She is highly motivated, driven and organised and she truly feels embedded as part of the team. Would thoroughly recommend working with Veena."

TOM GARNETT, CO-FOUNDER AND CEO AT REFUTE
"Working with Veena was an absolute dream. She is not only incredibly switched on and professional but also emotionally supportive. She see things in places we wouldn’t think to look and refines concepts into something clear, articulate, and strategic—a skill creatives can often struggle with. Her ability to expand and shape ideas with such precision and depth was incredible. Without a doubt, she is one of the most talented people I have ever worked with, and I would recommend her in a heartbeat."

KENDRA LEAVER-RYLAH, THE WEDDING EDITION
"It was a real pleasure to work with Veena. She is extremely diligent, full of initiative, with an engaging writing style and good attention to detail. The report-writing project she helped us with at Full Fact required her to collaborate with different stakeholders and to familiarise herself with a broad range of policy proposals in a relatively short period of time. Veena managed to do this quickly and efficiently to provide us with a helpful draft report we could shape to our needs in short order."

MARK FRANKEL, HEAD OF PUBLIC AFFAIRS AT FULL FACT
"We are consistently impressed by Veena's ability to create and deliver high-quality content with remarkable speed. As a self-starter, she develops her own ideas and executes them promptly, producing engaging content that captivates audiences from start to finish and requires minimal edits. She seamlessly aligns with the brand's messaging and vibe, ensuring her work reflects it authentically. "

REBECCA SILVER, LOFTIE
"Working with Veena is a real pleasure. She brings creativity to every project, generating thoughtful, effective ideas for communicating research across a range of media. Alongside her creative strengths, she is highly professional and exceptionally well-organised. Veena has a positive, can-do attitude and consistently delivers work of the highest quality. She also builds strong, collaborative relationships across the organisation, making her a valued and trusted colleague."

ANTHEA MILNES, OXFORD INTERNET INSTITUTE
"Veena was a pleasure to work with on our recent UCL alumni careers event. She demonstrated professionalism, enthusiasm, and reliability: replying to emails promptly, asking insightful questions and engaging with fellow panelists and the audience. Veena provided expert, thoughtful, and productive answers, and her emphasis on building a portfolio career was totally invaluable to our students. I’d highly recommend working with Veena on any speaking engagement!"

Alyssa Hickson, Careers Consultant at University College London
"Veena has been instrumental to our team’s success through her exceptional work. Her attention to detail is second-to-none and she is extremely responsive. Veena has a knack for conveying complex ideas with clarity and precision while maintaining a collaborative and approachable demeanour. Her professionalism and enthusiasm inspire our whole team and we highly recommend working with her!"

EMMA BANNISTER, PRESENTATION STUDIO
"Veena is an expert at writing creative, thoughtful copy for my website content and newsletters. She works quickly, is extremely responsive, constantly suggests new topics to cover, and deeply understands the messaging and tone of voice I want to convey to my community. If you need someone to help you translate your ideas into perfectly written content, you have to work with her!"

Lorena Castro, Lorena Castro Balayage
"Veena was able to quickly jump on board to help assist one of my clients with their website copy so that we could launch as soon as possible. She was professional and was able to deliver a speedy turnaround time which worked perfectly with the process we have in place in the studio. The copy was well written and the revisions we needed were done so quickly. Grateful for you!"

Emily Ospina Ruiz,
Vibras Creative Studio
"Veena is one of the smartest and most business-savvy people I have ever met. Hard-working and tenacious, her strong mindset and positive attitude translates into diligent and considered work every time. She is both able to take informed decisions as a leader and work as a valued and critical member of the team, bringing insightful and challenging ideas to every project she is involved in."

CHARLOTTE COBB,
CORPORATE COMMUNICATIONS DIRECTOR
"I really appreciated working with Veena to create copy that not only conveyed necessary information, but also my personality and aspirations. It has been an informative process which has lead to me clarify my own thinking about how I present myself more succinctly. I would recommend consulting with Veena to produce professional creative copy for your business."

Sally Williams,
Sally Williams Photography