We could tell you about how ‘innovative’ and ‘creative’ we are but we’d rather bring it back to basics: we’re people who love to tell stories. And we want to help you tell yours.

We’ve been wrangling content since back in the day when Yahoo was cool. We’ve written copy that inspires people to travel by train, about what nano-coating technology is and on colour palettes for decorating the home. What can we say, we’re adaptable. We’re also lovely folks who care about creating engaging content that produces results.  

Meet our Team


Christine Cawthorne


A BBC-trained journalist, Christine set up Crocstar in 2008 in response to the growing need for well-crafted digital copy.

You’ll always find Christine with a stack of post-it notes and pens. She works with clients to understand what they need and set the strategy. She also gives every bit of content her final seal of approval before it goes out the door.

Christine works on content strategy, consultancy and training.

Crocstar trivia: The team bought Christine a ‘Boss’ badge last year and she still hasn’t taken it off.

Christine’s most overused phrase: “My mum’s French.”


Matt Edwards

Business partner

Matt works with clients to understand what they need and how we’re going to do it. He’s a brilliant storyteller and has people in stitches with his tales. Matt’s background is in film and video, so he’s also a whizz with the silver screen. 

Matt works on: Client relationship management and business processes.

Matt’s most overused phrase: “I’m not caffeinated enough.”

Crocstar trivia: Matt recently spent 18 months working in Singapore. 


Lucie De Lacy

Creative director

One of those rare organised-yet-imaginative people, Lucie brings campaigns to life. She collaborates with clients and our team of content writers to set the creative direction. When it comes to content design, Lucie is a natural at putting users first.

Lucie works on: Creative concepts, client relationships and helping the team produce outstanding work.

Crocstar trivia: Lucie has played Toto's Africa 1,733,892 times. And counting. 

Lucie's most overused phrase: "Tea. I need a cup of tea." 


Shannon Watson

Writer and content creator

Literature-obsessed Shannon has been writing copy all of her life. As a graduate from a creative writing course at Derby University, witty alliterations, snappy sentences and a killer attention to detail comes naturally. 

Shannon works on: Creating content for different channels.

Crocstar trivia: In 2016, Shannon watched 120 films and completed her 30 book challenge. In her spare time, she pens poetry on her blog.

Shannon's most overused phrase: “I just watched this great film…”


Abi McIntosh

Writer and content creator

Abi has an eye for those unique elements that makes a brand stand out. From capturing trends to writing quirky one-liners, she’s a hybrid creative who’s as brilliant at writing advertising copy as she is at directing a cross-platform social media campaign. 

Abi works on: Creating content for different channels.

Crocstar trivia: Abi has tried to ban herself from buying clothes on ASOS three times. She’s not yet succeeded.

Abi's most overused phrase: "I love that outfit." 


Tom Moore

Research and trend analyst

In the office we call Tom ‘the internet’. He’s always 10 steps ahead in the developments of digital platforms, the popularity of online trends and memes that we laugh at for hours.

Tom works on: Scheduling social media content, performance tracking and analysis of social media accounts.

Crocstar trivia: Tom’s a secret internet celebrity who once ended up on Reddit. 

Tom's most overused phrase: “That meme is so out of date.”


Aaron Ledingham

Business analyst

Aaron is the oil that keeps our creative content wheels spinning. He’s in charge of our day-to-day structure, keeping our tasks in check and helping us all stick to deadlines. 

Aaron works on: Business processes.

Crocstar trivia: Aaron is from the Isle of Man, so he’s one of only 85,888 people.

Aaron’s most overused phrase: “Are we ready for standup?”