Daniel Tyte
Managing Director

Dan’s the man behind Working Word’s strategic direction, leading our team of super talented PR professionals from the front.  A born storyteller and social media specialist, he loves a big idea, is cool in a crisis and really cares about making change in organisations through creative and compelling communications.


Dan's one of only 200 or so Chartered PR practitioners in the whole of the UK.  He's worked in PR since B.F. (Before Facebook), advising clients in fields as eclectic as professional sports, tourism, pop music, heritage, health, alcoholic drinks, third sector, arts, education, professional services and government information.


As a journalist he wrote for men’s, literary and music magazines.  As an author, he’s written Amazon best-selling Lord Sugar-approved social media books and two novels: 2014's Half Plus Seven, 'coming-of-age novel snorting with energy' (Daily Mail) and 2018's The Offline Project, 'an exceptionally funny, well-observed and street-smart book' (The Big Issue). 


And on a rare day off, Dan can be found on football terraces supporting Cardiff City FC. 



Caroline Holmes
Operations Director

A total chatterbox and ultimate nosey parker, Caroline was born to work in PR. With more than a decade in the industry under her belt, she has devised, managed and delivered of creative communications programmes for some of the UK's best-known brands from Specsavers to Barratt Homes.


As operations director and co-owner of the business, Caroline is responsible for all things people-related as well as providing a cool head, awesome organisational skills and a ridiculous commitment to processes to keep the business running like clockwork.


Caroline is a co-founder of Fiftyone3, a networking organisation specifically designed for young professionals and chair of the Welsh business women’s network Grŵp. When she’s not in the office, Caroline is usually found chasing her two young kids round soft play.



James Nee
Head of Creative

As Head of Creative, James oversees video production at Working Word from inception to delivery. As well as generating original ideas with the wider team, his role is to examine our clients’ brands and understand their objectives to create content which is tailored for their audience and brings success to their campaigns.


James’ first promo for Working Word caught the attention of The One Show and since
then he’s directed and produced work for a varied range of clients, including Homeless World Cup, Visit Wales, Principality, Plaid Cymru, Sport Wales, and National Museum Wales.


In collaboration with one of our regular clients, Dwr Cymru Welsh Water, he created a series of promos, radio adverts, and 360°content (created in partnership with Atticus Digital) for the award winning One Last Breath campaign.


His creative side is balanced with an interest in data and making sure the videos we create are tailored specifically to their intended audience, and then seeded in a way that ensures it reaches that audience. Outside the office, James is one half of Think Nice, whose debut short film Bullshit! was named Short of the Month on Vimeo.



Kara Williams
Account Director

Kara works across a myriad of sectors including tourism, hospitality and law. She is skilled at crafting creative and inspirational copy for clients and conceiving innovative branding and campaign themes. Something of a perfectionist Kara believes success lies in the details.


As an ex-journalist Kara is an experienced writer who is able to understand complex subjects quickly and succinctly identify and convey key messages to the target audience. These are invaluable skills for her work in legal and business sectors, where clients include Capital Law and Trade & Invest Wales.


Her ten years of experience as a lifestyle and travel journalist has also been instrumental in her work with leisure and tourism clients, including Visit Wales and Visit Swansea Bay.


Passionate about homes and interiors, with a particular weakness for unfortunately expensive scented candles, if she wasn’t working in PR Kara would be an interior designer.



Sarah Wise
Account Director

Sarah thrives on the variety of agency life, with more than a decade of experience in PR in Wales, covering every sector from education to charity, construction and major consumer brands. She’s been first on the phone to some of the UK’s biggest ever lottery winners, managed their press events from start to finish, worked as an outsourced university press officer and headed up the PR team of a Welsh cancer charity in that time and loves getting to the heart of an organisation’s purpose and values to get the best results from a campaign.


Interviewing and writing comes naturally to Sarah, who can handle a case study with sensitivity, warmth and an eye on newsworthy angle. She has ghost-written pieces for rock stars and royals in the past, but her favourite interviews have been with ordinary people doing incredible things for Welsh charities.


Outside of work, Sarah enjoys adventures with her four-year-old son, escapism in the form of a good book, and planning complex budget holiday itineraries.



Matthew Parr
Account Director

A naturally inquisitive person, Matt’s a guy that has to know what makes a thing tick. He takes the same approach to identify his client’s key messages and share them with the world. He loves working with clients in digital, technology, manufacturing, education, finance, digital and the public sector.


If you don’t know what a compound semiconductor is, or the difference between A levels and the International Baccalaureate, don’t worry, Matt does. He says the trick is to not be afraid to ask what might be a stupid question, we can confirm that he’s definitely not afraid to do that. Happily, this approach helps him find the information that gets the job done. He can also hold his own when talking WordPress to web developers, which comes in handy from time to time.


When he’s not working here, you’ll probably find Matt working on a DIY project at his first home. The quest to find which was actually documented on film as part of the Principality’s First Time Trier campaign.       


If you’re looking to talk about a project with Working Word, give Matt an email at matthew.parr@workingword.co.uk

Bethan Jones
Account Director

Bethan works with clients across a variety of sectors making every day at Working Word completely different from the last. She is currently working with Wales’ largest building society Principality, Visit Wales and on the Welsh Language Music Day – Dydd Miwsig Cymru campaign – to name a few! A highlight in her five years at Working Word to date, Bethan led National Museum Cardiff on its award winning ‘Dino Babies’ social media campaign, which told the story on social of a dinosaur wreaking havoc across the city.


With a particular interest in lifestyle and tourism, Bethan can usually be found organising press trips or chatting about her clients’ latest news or updates with the likes of The Sunday Times, the Guardian, National Geographic and Olive magazine.


Bethan is passionate about keeping up to date with the latest breaking news and the newest social media app on the market, finding PR opportunities for her clients as a result.


A keen festival-goer, you can often find Bethan dancing away to good music in a field with her friends and family (and maybe a cider in hand too).



Adam Hale
News and Media Manager

With a background as a journalist, including three years as Wales Correspondent for the PA news agency, Adam knows how to dig out a solid story and turn it into regional and national news.


His work has been featured in all major national newspapers as well as by broadcasters and regional outlets across Wales and the UK, covering subjects like politics, health, industry, education, entertainment as well as dealing with big breaking news stories. You may have even seen him take part in televised Welsh Government press conferences or heard him on the radio during the coronavirus pandemic.


His strong writing ability, inquisitive nature, and knowledge of the news industry means he can quickly identify clients’ messages and how best to secure coverage for different audiences in print, broadcast, or online.

Adam is bilingual and committed to championing the Welsh language.

Out of the office, Adam can usually be found at a gig, a Cardiff City game, or a tapas bar.

Anthea Crowe
Senior Account Manager

Whether she’s managing press interviews, collating award-winning nominations, running social campaigns or drafting features, Anthea is passionate about all things PR.


Joining Working Word three years ago following a year in PR, Anthea has worked with a range of clients covering a variety of sectors from industry and healthcare to construction and consumer brands including Liberty Steel, Sport Wales, Treads shoes, Waterstone Homes and Oakwood Theme Park.


With a natural knack for writing, she is skilled at effortlessly crafting media-ready content that journalists love and has seen her work consistency published across national, regional and trade platforms. She’s a real people person and has been on the phone to some of the biggest names in journalism, from the Guardian and the FT, to the Wall Street Journal and Bloomberg, as well as managed press events with leading UK broadcasters.  


Originally training as a multi-media journalist before turning her hand to PR, the fluent-French speaker has a First-Class Journalism degree from the UK’s number one journalism school, Cardiff University.


Outside of work, Anthea loves nothing more than spending time walking her two Irish setters Merlin and Murray, who made on-screen appearances as Redbeard on BBC’s Sherlock.



Ffion Roberts
Digital Marketing Manager

If you're looking to create social media content that stops scrollers, to dive deeper into your data or connect with more people, then you need to speak to Ffion (in Welsh or English).


Ffion loves nothing more than examining analytics and getting to the heart of what these actually mean for her clients, creating insight-led campaigns. When new social developments hit- a Facebook update, a TikTok trend or a  Twitter tweak- Ffion is the first to know. She loves creating content that reaches audiences in innovative ways, like Instagram stickers, GIFs, graphics or videos.


When it comes to media planning and buying , Ffion can help with strategies to target specific audiences through all the digital networks you’d expect: Facebook, Twitter, LinkedIn, Insta, Spotify, DAX, YouTube and Google, as well as TV, radio, OOH and more.  She’s connected with hundreds of local community groups, interest groups and influencers across the country, which amplify our campaigns to the people that matter most.


Ffion completed a Master’s in International Public Relations and Global Communications Management, from Cardiff University, and previously graduated from Cardiff University with a BA in Journalism, Media and Cultural Studies.


Esme Winter Lockwood
Account Manager

Before joining Working Word, Esme worked at the BBC for five years in production across programmes including The One Show, Countryfile and Crimewatch. With a background in finding and setting up interesting stories across a wide range of topics, Esme understands what it takes to create engaging and sought after content. With experience of pitching large commissions inside the BBC and to other major broadcasters, she’s got the skills to get your story to the right place.


From speaking to case studies from all walks of life and building strong relationships with large companies, Esme considers herself a real people person and loves nothing more than having a good conversation about a story.


Because of the varied content she’s worked across, she’s a natural at becoming an accidental expert in all sorts of niche areas from the decline in bird species on the Orkney Islands to knowing how many people can change their own car headlight.


When she’s not at work, apart from enjoying being an English rugby fan in the Welsh capital, Esme likes exploring the Welsh coast with her camera or venturing up to some of her favourite spots in Scotland.



Kayla Moyes
Account Manager

For Kayla, a Cardiff University MBA Media Management alum and PR professional both in Canada and the UK, not one day is the same for her at Working Word. Whether she is coordinating media attendance at major events or securing interview opportunities, writing press releases, running social media campaigns or drafting case studies and web content, Kayla is always using her PR magic.


Kayla has clients across several sectors including the arts, environment, education, food and drink, fostering, sports and the public sector and has been a key player in campaigns for BAFTA, The London Mint Office, Five Rivers Fostering Agency and Welsh Government’s Business Wales.


She has secured notable national and trade industry coverage and worked with journalists from The Telegraph, The Independent, The Sunday Times, BBC, The Mirror, Times Higher Education and Olive Magazine.


Kayla is always looking for fresh and current ideas for her clients and their multi-media campaigns. She has taken a keen interest in data visualisation and is learning daily on the different ways information can be represented through digital charts, maps and interactive stories.


Outside of work and with a love for the outdoors, you can find Kayla hiking in Snowdonia or the Lake District or walking the Pembrokeshire Coast Path. When she’s back in her native Canada, you can find her slalom skiing her local Mount Washington or paddle boarding on the Georgia Straight.



Aira Gonzales
Account Executive

With an impressive BSc in Biomedical Sciences from Cardiff University, it is normal for people to wonder how Aira got into PR. Her experience working in public engagement initiatives backed by National Museum Cardiff and the Welsh Government’s National Science Academy developed her skill-set in science communications. 


From oncology to how stem cells work, Aira has the scientific knowledge and the skills to communicate complex jargon effectively. Keen to use her communications skills in various sectors, Aira has hung up her lab coat to learn the ins and outs of compelling storytelling and PR. 


Aira works alongside the Working Word team to ensure that campaigns run as smoothly as possible. Flexible and versatile, Aira assists in many aspects of our campaigns no matter the client from press release sell ins for Life Sciences Hub Wales, to social media content creation for the Wye Valley River Festival.


Outside of the office, Aira enjoys playing with her half-Chihuahua half-Yorkie Monty and spending way too much time watching Netflix.


Ria Chowdhury
Account Executive

After recently graduating from Cardiff University with a first class degree in Human Geography, Ria couldn’t bring herself to leave the Welsh capital just yet, and so, she secured herself in both Cardiff and PR as part of the Working Word team.


Human geography? While it may not be PR, Ria is proficient with all things people and the planet, whether this be environmental sustainability, tourism and travel, or even the retail sector. She’s keen to use her knowledge and travelling experiences to bring a new perspective to compelling storytelling, whilst developing her skillset throughout all areas.


As a self-proclaimed social media addict, back on campus Ria worked with the dating app Bumble, creating content for national social media campaigns, independently organising events targeting University students, and gaining an understanding of the influencer marketing structure.


Supporting the Working Word team in a versatile role, she has most recently been working with BAFTA Cymru and the Food and Drink Wales Industry Board, and is willing to roll up her sleeves to create professional content.


When she’s not at work, Ria’s passion for travelling means that she is constantly on a mission to meet new people, see new places, and occasionally try out a new language; Italian being her most recent project – Arrivederci!



Gwilym Hughes
Campaign Executive

Since Gwilym put on a music festival for 5,000 people on the West coast as a teenager he hasn’t really stopped, from working in politics at Senedd Cymru, picking up Spanish in Argentina, and emigrating to the Nordics before the age of thirty, he’s always thrived on having a lot going on.


A native Welsh speaker, Gwilym worked for Plaid Cymru where he organised campaign launch events and party conferences, took the party leader on roadshows across Wales to engage with as many voters as possible, created video and social content from action in the Senedd Cymru chamber, wrote speeches/researched content for UK wide television and radio appearances.  This experience gave him an inner knowledge of how the Welsh Parliament works and how to communicate its work to the wider general public.


With a deep passion for almost all types of music, he’s spent near a decade as part of the team at Cardiff’s Sŵn Festival and hosted many summer daytime techno parties on the Helsinki coastline where the sun never sets.  As a 13-year-old Gwilym co-founded a music review website, most of which he still stands by.


His true love however is football.  Gwilym is a long-time member of the Red Wall and founder and president of Aberystwyth Town FC’s leading Cardiff-based fan club. He’s also made several appearances on BBC Radio Cymru and various football podcasts talking about anything from Spanish transfer rumours to making Finnish Top Division score predictions.


Outside of music and football he spends his time delving into Latin American cinema, jumping off the sofa at early evening quiz show The Chase or travelling back to his beloved Ceredigion to see the family Welsh Terrier.

Georgina Cartwright
Account Assistant

With an MA in Magazine Journalism from Cardiff University, Welsh speaker Georgina helps our team create stories that splash in the media and stop scrollers on social.  A proud graduate of the top creative specialist university in the UK, University for the Creative Arts, she walked away with not only an Honours degree in Fashion Journalism and a passion for independent publishing and narrative reporting.



Alongside an addiction for InDesign and Photoshop fuelled by her publishing roots, Georgina specialises in building and maintaining reliable relationships with our clients, media and fellow creatives.



Specialising in sustainable writing means that supporting others is a huge passion of hers. Whether that is by supporting local, independent businesses day-by-day, or tutoring the content creators of tomorrow on the Creative Content Copywriting course at The International Career School.



As well as being a features writer for Mad About Doin’, Georgina is a freelancing fanatic, writing regularly for Style of the City and other independent mags. Out of office, Georgina enjoys cooking, caravanning and working on the print issues of her sustainable interiors and fashion magazine, Blue Chip (all with a glass of wine in hand!)



Ethan Blake
Campaign Assistant

In 2020 Ethan graduated from Bournemouth University with a degree in BSc Sports Management. With past work experience in marketing, football and law Ethan’s variety of skillsets and knowledge has enabled him to become a great communicator and develop creative ideas. 


During his time at university Ethan found a love and passion for marketing while studying his degree, and this landed him a marketing/coaching role at a youth academy in the USA. Dealing with players' parents, the players themselves and partners such as FC Bayern Munich and Adidas daily. Ethan is eager to use his knowledge and past experiences to produce intriguing storytelling all while improving his current skillsets.  


In his spare time Ethan can be found on the golf course, but his number one love is football. You may occasionally find him out in the pubs on the weekends too.  

Mason Palmer
Creative Development and Design

Mason is our digital designer extraordinaire, combining graphic design with stills and motion to create client work that’s fresh and exciting.  


From producing small design assets, to full-blown animated videos, Mason’s digital arsenal brings our clients’ stories to life. Don’t have video footage but still want exciting visual assets? No problem. Mason draws from fonts, textures and imagery in order to develop vibrant projects from nothing more than an idea. To date, his work for us has found itself aired on the BBC and on the shelves in Waterstones.  


A graduate of Bath Spa University and with a digital marketing background, Mason is also our in-house web design guru. His tool belt in this department spans from writing custom CSS to wireframing, allowing him to build customised websites for our clients that are equal parts functional and stylish.


Tom Booth
Producer and Cinematographer

Tom is a multi-skilled filmmaker, having worked in a variety of roles on video projects large and small. After graduating from Newport film school in 2012, Tom started off his career as part of independent production company LightTrap Films. As a cinematographer and editor he has made content for conservation charities, sports teams and theatre companies.


Tom has engineered a multi-camera live stream via satellite from the slopes of Mount Snowdon, embedded with a team searching for caves in southern Kyrgyzstan and followed the Volta ao Alentejo cycling race across Portugal.


Tom freelanced for Working Word for a many years before coming onboard as a fully fledged member of the team.


In his spare time Tom loves to get outdoors. He is a keen climber, cyclist, runner and open water swimmer.



Jake Smith
Colourist and Editor

When Jake isn’t free-running and jumping around Cardiff, here’s making our films leap off the screen as our inhouse colourist and editor.


With a Royal Television Society award for factual camera work, extensive experience in colour grading, editing and drone piloting, Jake is our all-round film and video guru. After graduating from university, he went on to shoot ‘Go Home Polish’, a documentary currently streaming on Film4, colour graded and edited video content for the likes of Yamaha, and camera assisted on feature films and high end video adverts.


Out of the office Jake can be found playing parkour, learning to free-dive and exploring the Welsh coast, all with a camera in his hand of course. 



Tim Haughton
Creative Director

Tim is our design guru and is equally adept at creating through the latest techy software or a set of colouring pencils.  He’s an infographic and animation champion and loves to plan projects through print and social media.  


Tim has worked for many advertising agencies over the last 25 years, and has worked in both film and TV with his work published in Vogue and Campaign. He’s lectured advertising and graphic communication at the University of South Wales. He also thinks he’s a hobbit and has fond memories of directing photo-shoots with both Gandalf and Celeborn (or Sir Ian McKellan and Marton Csokas to the non-Lord of the Rings fans).


His hobbies include playing the drums in his band and watching everyone else play football for his beloved five-a-side team Red Star Blokomotiv. He’s at his happiest drawing pretty pictures and playing 70s progressive rock.

Amanda Marshall
Finance Manager

Amanda is our figures and finance queen. While the rest of the team are wonders with words, Amanda’s all about the digits, which is good news for us!


She’s worked in accounts for 16 years, applying her love for number crunching in accountancy practice, for sole traders, SMEs and now our creative bunch at Working Word.


Her passion for pounds and pence came when working behind the bar in her local pub (get the change from the round wrong and you’d know about it).  She’s kept on her toes by her two kids and loves singing and dancing in her kitchen to Motown and musicals.

Geraint John
Voice Consultant

Geraint is our team's expert in the burgeoning field of voice technology. He's the managing director at our sister company, the London-based Move,focusing on voice, podcasting, SEO, and digital advertising. 


In 2016, Geraint started investing most of his time in helping clients utilise voice technology - such as Amazon Alexa or Google Home - for marketing purposes like voice-specific SEO, the building of Alexa skills, and the creation of flash briefings.


He's the host of the number one voice podcast- The Voice for Voice- which has over 5,000 subscribers in more than 20 countries, with the largest audiences in the US and the UK.  This gives him real insight into helping clients to create podcasts of their own, by helping them devise strategy, record and edit episodes, and host and market their show.


Outside of Voice, Welsh speaker Geraint has also worked with clients on a variety of other projects, including Coca Cola,  Cambridge Audio, King’s College London, Aldi, the Post Office, Caterpillar, and many more. The work completed for these clients includes SEO, social advertising, organic social, PPC, and podcasting services.


In his previous life, Geraint ran Cardiff-based label Boobytrap Records with BBC Radio 1 DJ Huw Stephens. Boobytrap released more than 60 records in eight years, and is still a cult favourite for critics and fans alike. While at Boobytrap, Geraint became one of the first record label execs to host music on iTunes. He also turned down the chance to sign The Darkness, and prides himself on having made plenty of better business decisions since.