Our Team

The Dovetail Agency has quickly grown through reputation, recognised by Marketing Magazine as one of the UK’s top ten fastest growing small PR companies.

Jayne Alexander - Managing Director

Jayne has over 20 years of experience within the lifestyle and travel sector, having worked for Inter-Continental Hotels and The Virgin Group before launching The Dovetail Agency 15 years ago. Formerly sales and marketing director within Virgin, Jayne has successfully built up an excellent industry profile. With a proven track record, achieving all targets set in previous job roles, both in PR and marketing management, Jayne is results-driven and promises effective implementation of a new project or strategy with outstanding results. Jayne’s experience includes a launch project for The Virgin Group. Virgin Ultimate was developed as a luxury collection of UK and international properties. Each hotel or resort was required to meet a high standard in order to be aligned and promoted alongside Necker Island and La Residencia.

Jayne and her team have managed press and client launch events in London, New York, Frankfurt, Milan and Sydney. At Virgin, Jayne managed all aspects of business start-up from the creation of sales and administration systems, to the writing and implementation of an effective global marketing and PR plan.

Virgin Gift Cards were developed from Jayne’s own initial business idea, as presented to Richard Branson. They were designed to generate incremental business for The Virgin Group, and as forecast achieved target within 18 months. The company was sold after five years for £15 million.

Jayne works with each client to develop an all encompassing business strategy and tactically to counteract need periods and weaker areas of a client’s business. As Marketing Director with Virgin and in-house Sales Director at Inter-Continental Hotels, clients involve Jayne in the planning and implementation of the overall sales, marketing, product and PR planning process.

Lucy Moss - Creative Director

After gaining a BA (Hons) in English Literature, Lucy went on to study for an MA in History of Design at the Royal College of Art, whilst completing an internship program at Traveller. After her studies, Lucy worked for one of Europe’s largest publishing houses before joining The Dovetail Agency as an Account Executive in 2005, where she worked across both the business and consumer media relations for Gleneagles Hotel, Coco Palm Bodu Hithi, Peter Island, Corporate Service at Harrods, Guludo Beach Lodge as well as The Lowell.In 2008, Lucy moved into health, beauty and lifestyle PR where she managed key accounts, including the premium Power Plate brand, London’s leading luxury health club, The Third Space, and fine jeweller, David Marshall London.Lucy rejoined The Dovetail Agency in 2010 and brings with her a slew of impressive health, beauty and luxury lifestyle contacts. She currently works across both consumer and business media.

Katherine Han  - US PR Director

A graduate of Cornell University in Ithaca, New York, Katherine has over 20 years’ experience in the PR industry. Based in the U.S., Katherine’s expertise lies in media relations, community relations, creative writing, press tours, special event/trade show coordination, pitching story angles and strategic planning. Throughout her career, Katherine has gained extensive experience in travel, luxury lifestyle, food and beverage, design, spa and wellness, health and fitness, real estate, hospitality, and retail industries. Working with some of the best travel PR agencies in the industry has seen her represent an impressive client roster of the most recognised hotels, restaurants, spas, travel outfitters, destinations and industry hospitality leaders in the world. Well-connected with key editors, journalists, freelance writers and industry influencers throughout North America, Katherine has executed successful, results-driven PR campaigns garnering media placements in top magazines, newspapers and TV outlets on a regional and national and international basis. Favourite travel destinations: Peru and Korea.

Joanna Merredew - Account Director

Joanna graduated from Nottingham University with a degree in American Studies. Prior to university she spent a year travelling in India, South-East Asia and Australia. Joanna joined The Dovetail Agency in 2007 after eleven years working at STA Travel, the global independent travel company. She has extensive experience of product, sales and marketing having worked as a Retail Sales Manager for five years, overseeing twenty UK retail branches. In her role of Product Manager at STA Travel she managed the British Airways, Virgin Atlantic, Qantas and Emirates accounts; responsible for the negotiation of fare proposals and marketing agreements for global markets with senior sales executives. Joanna implemented tactical campaigns that resulted in an increase in sales of product to key markets of Africa, Asia and Australia. Joanna took on the position of PR and Sponsorship Manager at STA Travel developing public relations with key national media, managing major PR projects.

Joanna has an extensive network of business, consumer and trade media contacts. She also has extensive B2B expertise, proposing and implementing several highly successful brand partnerships for Corporate Service at Harrods and The World. She has experience of working with tour operators from all sectors of the industry and regional and country tourist boards. Joanna has an incredible attention to detail and produces concise and measurable reports for each client on a monthly basis and holds client conference calls for detailed updates.

Rebecca Thomas  - Account Director

Rebecca Thomas joined The Dovetail Agency in 2014 with a passion for travel which she has translated into proven success for the company’s clients. With a First-class Honours Degree in Media Studies with English, Rebecca has a wealth of experience in writing for the media and has a strong network of contacts across consumer, business and trade for the travel and lifestyle sectors. A background in PR for large-scale trade shows has provided her with an understanding of event management. Assisting to drive strategy across the Dovetail Agency client base, Rebecca has a keen eye for detail, strategic thinking skills and a creative mind. She has travelled widely, from Namibia to New York, Cambodia to Cuba and is always looking to further broaden her global experience.

Charlotte Unsworth  - Senior Account Manager

Charlotte, luxury brand PR specialist, graduated from Loughborough University with a BA Honours degree in Retailing, Marketing and Business Management. Charlotte has experience managing campaigns for luxury lifestyle brands in the beauty, wellness, spa, fashion and interiors sector. Charlotte has implemented high impact PR and Marketing campaigns, including business development, partner collaborations, events, product and spa launches within the B2C and B2B sectors. Charlotte is passionate about nurturing luxury British brands, including a variety of start-ups, to achieve a scalable and long-term growth plan. Charlotte’s luxury brand experience includes Corporate Service at Harrods, ila, Elegantes London, Perfect 10 Black Label, Connock London, Bali Balm and Liaigre.

Hannah Sharratt  - Account Manager

Hannah joined the Dovetail team in 2016 after graduating from Newcastle University with a 2.1 BA in Modern Languages. With her previous experience in editorial and digital marketing in the travel and tourism sector, she has a creative mind and strong social media skills. Hannah has spent extended periods of time living and working abroad including in Paris, Munich, Valencia and the Caribbean and has a strong grasp of written and spoken French, German and Spanish. With her excellent communication skills and appreciation for cultural differences, Hannah is a key team member in global PR campaigns within the agency.

Sarah Maxwell - Account Executive

Sarah joined The Dovetail Agency in October 2017. Graduating with a 2:1 BA in Journalism from the University of Lincoln, with a passion for communications, she has a strong background in social media management and influencer marketing. Sarah also has a wealth of industry experience in roles with Ralph Lauren and K&H Comms, as well as Editorial Assistant at DIARY directory. Sarah’s love for travel developed after a summer working in North Carolina, quickly followed by trips to South East Asia, Australia and beyond. 

Alice Jackson - Account Executive

Alice joined The Dovetail Agency in July 2017 having achieved a First Class Honours in Communication and Media from the University of Leeds. Her experience reflects an eclectic mix of successful internships at companies including Ellisons, Merlin Entertainments, Avon Cosmetics and BP. Alice has devised and distributed press releases that received nationwide media coverage, contributed creative ideas towards social media campaigns, and planned large-scale high-profile events. Since travelling internationally from a young age, Alice has developed a keen interest in exploring new cultures and an awareness of luxury lifestyle brands

Freddie Stevens - Junior Account Executive

Freddie graduated from the University of Southampton with an MA in Creative Writing and a BA in English and History. During his four years at University, Freddie refined his communication skills, regularly wrote for the Edge magazine and started his career in marketing. Alongside his studies Freddie promoted a number of businesses across a range of sectors, producing and implementing tactical and creative marketing plans to drive audience participation. Freddie  also spent time celebrating the work of several Hampshire based charities and ensured their work reached as wide an audience as possible. During this time Freddie gained invaluable experience in generating positive media and events management to help launch products and engage consumers. Roaming around European music festivals ignited Freddie’s passion for travel and appetite for experiencing new cultures.

Joanna Fernandez-Corugedo  - Travel Copywriter

Joanna began her journalism career in 1998 as Editorial Assistant at the London Evening Standard, before later becoming Travel Editor, until 2015. Joanna continues to work as a freelance travel journalist and copywriter, most recently spending 18 months at a Starwood luxury boutique hotel in London as an in-house copywriter. In January 2017, Joanna joined Dovetail as a freelance copywriter. She has vast experience in the travel, lifestyle and interiors sectors. Joanna’s creative experience includes producing press releases, website copy, marketing collateral such as newsletters, sales brochures and packages, branding documents and advertising copy.


Johanna Payton  - Media Trainer

Johanna is a travel and lifestyle journalist, teacher and media trainer. Her features have been published across the national press since 2002 and she spent two years on-staff as a commissioning editor at the Guardian. Johanna started her media training career in 2008, leading training courses for journalism.co.uk. In 2011, she joined London Metropolitan University as a visiting lecturer and has since taught classes on journalism & copywriting, pitching, interview skills and public speaking for Channel 4, the Guardian and a host of independent companies and charities. In 2017, she started working with The Dovetail Agency's clients, designing bespoke training sessions to help them prepare for media interviews and events. 

Samantha Freedman - Lifestyle Copywriter

Samantha started her career as a beauty journalist over a decade ago, as the Beauty Assistant at Tatler magazine. She later went on to join the Stylist and LOOK editorial teams. After spending a year at Stylist and six and half years at LOOK, she then moved on to become the Associate Beauty Editor of Grazia. In October 2017 she went on to pursue freelance writing and brand consultancy, as well as starting her new company Just Add Beauty- soon to launch in 2018. Samantha has travelled all over the world as a beauty and health editor, reviewing spas, attending international product launches and reporting from New York, Milan and London fashion weeks. She has a keen eye for forecasting and often presents industry trend reports to beauty brands and retailers. Her most hoarded beauty positions: Candles, nude lipsticks and hyaluronic acid serums.