Curious about people. Particular about words.
Contributed to
Freelance writer, editor, and producer
I’ve spent the past decade researching and creating content about health, sex, relationships, the care we all deserve, and the culture we consume. From perimenopause rage and luteal “urges“ to why you sweat more when you're on your period, I think every situation is made better when you talk about it (preferably over a cup of tea.)
I started my career at the BBC before moving into freelance journalism, writing for publications including Forbes, Bustle, The Times, HuffPost, Cosmopolitan and The Independent. Today, I’m a Senior Content Editor at Flo Health, where I work across health, sex, perimenopause, relationships and mental wellbeing. I’ve built up a deep knowledge of these subjects over the years, and love sharing that expertise beyond the page, whether that’s appearing on BBC Radio or chatting about health and relationships on dating and wellbeing podcasts. I’m passionate about making these subjects easier to understand, making sense of the research, and sharing what I’ve learned with others.
Alongside my in-house role, I work with brands, businesses and publications to find the right words and bring ideas to life across digital platforms. From shaping a brand’s voice and writing long-form features to optimising content for search and scripting videos, I combine an editorial eye with a strategic mindset.
Outside of content, I’m training to become a person-centred therapist, which is deepening my understanding of empathy, active listening and the many ways people make sense of the world. I hope that curiosity finds its way into everything I do.
Let’s chat: ajbroster94@gmail.com
My expertise
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Helping brands and publications develop a tone of voice that feels inclusive, engaging and consistent.
In my role at Flo I’ve co-authored brand guidelines on content for LGBTQIA+ readers, sex content, and content for teens, cultural sensitivity guidelines, and accessibility guidelines.
I have also audited and refined existing messaging, shaping brand narratives or translating a set of values into language that feels distinctive and human.
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Turning sometimes complex ideas into clear, compelling copy that puts people and purpose first.
My experience spans health, lifestyle, dating, charity and consumer brands, giving me the flexibility to move between different subjects and styles while keeping the message focused.
I can adapt a tone of voice and messaging strategy so it works for website and landing-page copy, email campaigns, newsletters, and social content.
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Using tools like ChatGPT and Claude, I optimise content workflows, automate repetitive tasks and streamline processes from analytics and audience-feedback collation to editorial review. By making the behind-the-scenes work more efficient, I free up more time for what matters most: thoughtful writing, sharper editing and content that connects with people.
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Shaping ideas into clear, compelling stories that connect with the people reading them.
My journalism background means I’m comfortable digging into research, speaking to experts, finding the human angle and fact-checking the details. I can take a project from a blank page to a finished piece, develop an existing idea, or edit a draft to give it greater clarity, structure and impact. I’m particularly experienced in health, sex, relationships and wellbeing, where accuracy, credible sources and a thoughtful approach to sensitive subjects matter.
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Helping the right people find content, without losing what makes it worth reading or watching.
I bring together editorial judgement, audience insight and SEO best practice to create content that answers real questions and meets search intent. I understand how to balance search performance with readability, tone of voice and the needs of the audience, so content works for search engines without feeling like it was written for them.
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Adapting copy and writing scripts that sound natural, fun, and human for in-app videos, TikTok, and Youtube.
I can shape the creative idea behind the content, adapting a message to suit the platform, format and audience, whether that means a punchy TikTok script, an engaging video series or an interactive in-app experience.