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 Alexander, founder and managing director, launched The Dovetail Agency 21 years ago having worked on several launches during her time with Virgin Management, working directly with Richard Branson. Highly respected as an advisor and expert in developing business strategies for clients operating in the luxury lifestyle sector, Jayne prides herself on an innate understanding of the commercials around each client operation. A natural entrepreneurial spirit is infectious for clients, providing an energy and a powerful wealth of ideas and contacts to elevate a business and build a company brand. Jayne gives counsel on all matters related to the success of a client campaign. Jayne is founder of The Champion of Women Awards, held annually to recognise women across all sectors who champion others and has raised much needed funds for Maggie’s in the last two years. Jayne also supports The Felix Project, Starlight Foundation and Elephant Family. An avid and passionate traveller, Jayne has achieved WSET 1,2,3 and continues to study wines and languages as well as dance in her down time.

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  - Account Director

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 (French, German & Spanish). Having travelled extensively including time living and working abroad, Hannah has excellent communication skills, and a strong awareness of cultural differences and international markets making her a key team member in global PR campaigns. Her extensive network of media contacts globally has seen her arrange press events in key media hubs and affluent locations across the world as well as securing international media coverage for clients across the travel, lifestyle, yachting, spa and B2B sectors. Hannah’s passion for business development and results-driven approach sees her looking beyond the PR strategy to increase a clients profitability by supporting the development of a strategic business plan. This includes product development, sales, marketing and media relations.

Sarah Maxwell - Senior Account Executive

Sarah joined The Dovetail Agency in October 2017 with a wealth of luxury lifestyle experience, at brands including Ralph Lauren. Graduating with a 2:1 BA in Journalism from the University of Lincoln, Sarah is skilled in communications and has a strong background in social media management as well as influencer and digital marketing. These skills, along with a strong attention to detail and network of contacts allow her to successfully work across numerous clients. Passionate about travel, Sarah is always keen to experience new destinations aiming to visit at least one new country per year.

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.