Catherine Mack
A travel writer specialising in sustainable and responsible tourism, and open to writing on most subjects.
Words
Work
About me
I am currently Content Manager at The Natural Adventure where my main role is overhauling all site content. Prior to that, I was Content Producer at Voi Technology, a sustainable micromobility startup. My focus at Voi was press releases, op-eds, CRM, blogs and social media content around sustainable transport.
Pre-pandemic I was Editor-in-chief at Rail Europe UK (formerly Loco2.com) and very much enjoyed writing about rail travel.
I still write freelance articles and am open to writing content on any subject. However, sustainable travel, transport and ethical products are what interest me most. I am Irish, based in London.
How I work
I endeavour to make copy clear, easy and engaging. I enjoy writing in a style where the reader senses a personal approach, never feels patronised and where personality and humour are able to trickle through.
I have written B2C and B2B content, and have collaborated with designers, UX teams, PR and SEO experts to create expert digital content. Whether you want blogs, newsletters, op-eds, landing pages or social media content, I am happy to wordsmith it.
I enjoy using project management software such as Trello to maintain a transparent and smooth workflow. I am a deadline devotee and smile at the sight of a style guide.
My ethos
Having always written about sustainability and ethical sectors, inclusivity and equity have long been at the core of my work and personal life.
One of my skills is to write with empathy and often always come back to the human story. Who is being affected by an issue? Who is reading this? How do I win over people who are cynical to an important issue? How do I avoid lecturing or alienating readers? Then, of course, how do I create an informative, original piece which also leads to a call to action?
I am a listener and a learner and I also take the attitude that no question is too stupid, especially when it comes to fully understanding briefs and tone of voice.