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.

Favourite Travel Destinations: Italy and India

Abdullah Kalaji  - Director

Abdullah joined The Dovetail Agency in December 2016 as Director, bringing with him extensive entrepreneurial knowledge, an understanding of effective company structuring and a passion for assisting companies in achieving strong organic growth. From 2010 to 2014, Abdullah acted as Managing Partner at a corporate travel agency, whilst co-founding a car dealership in 2013 until selling his majority control in 2015. In 2015 Abdullah joined as a director of My Wealth Cloud, a secure cloud based storage and document sharing platform. Abdullah’s personal interest for the automotive and yachting industries brings expertise to Dovetail, which further complements the agency’s luxury portfolio. Favourite travel destinations: Thailand and Germany.

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.

Favourite Travel Destinations: Morocco and Galapagos Islands

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.

Favourite Travel Destinations: South Africa and Sri Lanka

Leanne Farrell - Special Projects Manager

Leanne joined The Dovetail Agency in March 2011 after graduating from Nottingham Trent University and gaining invaluable luxury brand experience from several successful PR internships including Jimmy Choo, and great agency experience at Starworks and Trace Publicity. Leanne’s high fashion background has enabled her to develop some well-received stories, such as New York Fashion Week and New York couture for The Lowell Hotel.Leanne is responsible for supporting the management of several client areas including spa resorts, Michelin-starred restaurants, city hotels and ski tour operators. Building her portfolio of press contacts, Leanne works across both consumer and business media.Leanne manages the execution of our social media campaigns, and supports event planning and press trips. Leanne recently launched the 2012 MasterChef winner Shelina Permalloo’s cookery school at Maradiva, Mauritius, hosting prominent national media.

Favourite Travel Destinations: Florida and Dubai

Rebecca Thomas  - Account Director

Rebecca Thomas joined Dovetail in 2014 with four years’ experience in public relations. Rebecca graduated with a First-class Honours Degree in Media Studies with English Studies and has used her interest in these areas to gain a wealth of experience in writing for the media, as well as in her personal travel blog. She has an understanding of the complexities of event management having led the PR for large-scale events with an international audience. Rebecca also has a strong background in social media campaigns, devising and implementing strategies for clients, as well as presenting on how companies can use social media effectively for business. Her travel clients include The Atlantic Hotel, Sabi Sabi Private Game Reserve and Bürgenstock Resort Lake Lucerne.Favourite travel destinations: Cambodia and Namibia.

Charlotte Unsworth  - Account Manager

Charlotte has over three years of experience in the PR industry and in her most recent role has been responsible for the implementation of high profile PR campaigns and media launches across a host of consumer travel and lifestyle clients. Her efforts recently won a prestigious award at the Travel Marketing Awards 2016 and other career highlights include playing an integral part in launching boutique hotel, The Exhibitionist Hotel in South Kensington. Favourite travel destinations: Italy and Austria.

Lara Ballard  - Account Manager

Lara joined Dovetail following three years working as personal assistant to actress, Dame Joan Collins. Travelling internationally with the position allowed Lara to develop her skills of engaging and building relationships amongst many different circles, from the world of film, theatre and TV to the media, hospitality, and business sectors. Lara found her passion in communications with internships at Frank PR and the press office of eBay, influencing her four year bachelor course in Public Relations at Bournemouth University. Since then, Lara has developed a wealth of experience working in both travel and lifestyle PR. At Harrods, Lara worked across the home and lifestyle press team, supporting in-store brand activation, promotion and media editorial for individual brands and launch campaigns for both “Harrods is Home” and “Harrods Christmas”. Favourite travel Destinations: Vietnam and St Tropez.

Sophia Yavorski - Senior Account Executive

Sophia graduated from the University of Massachusetts, Amherst with aBA in Journalism and Political Science. Following graduation in 2011 Sophia moved to New York City to work on the Integrated Marketing team at The Walt Disney Company.  More recently, she was the Digital Marketing Manager at the Lotte New York Palace hotel, where she oversaw the hotel’s website, social media, email communication, digital strategy and promotions, as well as press and events. Following a large-scale renovation, new ownership, the opening of anew restaurant and a brand shift, it was here that she developed a wealth of experience in luxury travel from an in-house perspective. Over the past few years Sophia has also worked on the side at the lifestyle retail brand, Anthropologie on the sales team as well as assisting with window and in-store display. Favourite travel destinations: Greece and Norway.


Hannah Sharratt  - Account Executive

Whilst studying French, German and Spanish at Newcastle University, Hannah gained valuable and broad experience during her third year abroad. From working in a scuba school in Guadeloupe, an international sales office in Munich, to a digital marketing placement in Valencia, Hannah nurtured her love of travel whilst gaining exposure to foreign working environments. During her internship in Valencia, Hannah created and implemented a UK digital marketing strategy for a holiday property portal and was part of the team which launched a UK website for the company, writing and translating all copy. Hannah has thirved off exploring new cultures since venturing off at the age of 16 to au pair in Paris. Favourite travel destinations: Paris and Bali.

Joanna Fernandez-Corugedo  - 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. Favourite travel destinations: Mexico and Croatia.

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. Favourite travel destinations: Italy and Holland.