Hi there, I’m Johanna (she/they)

coach, copywriter, and marketing strategist

I help vegan business owners and other rebels with a cause own their message, stand out online, and sell more—without selling out.

I’ve always believed in the power of words.
And I love supporting the people who want to use them to change the world.

Whether it’s through high-converting copy, brand voice clarity, or visibility & messaging coaching, think of me as your guide and supportive sidekick on your mission.

Here’s what I believe: You don’t have to shout to make an impact. But you do need to own your voice and your message.

I’m here to help you do just that.

BOOK A FREE DISCOVERY CALL

If you want to know how I got here, read on…

IT ALL STARTED WHEN I WAS JUST A KID

Growing up in the Finnish countryside, I spent a big part of my childhood at my grandparents’ farm.

I loved being there because I loved being around animals: feeding the pigs and chickens, fetching the cows from the pasture for afternoon milking, helping Grandma name the newborn calves…

But those years also opened my eyes to something else.

I saw cows being forcibly impregnated to ensure they would continue producing milk. Day-old calves bellowing in barren pens after being taken from their mothers. Young bulls taking their first shaky steps after being tied from the neck, only to be loaded onto a slaughter lorry.

When I was young, the things I saw were normal to me because they were normal to everyone around me.

But the older I got, the more uncomfortable I became. It was as if I began to see something others didn’t, hear a voice nobody else could. It said, “this is not right.”

The day I turned 16, I declared to everyone that I wouldn’t eat meat anymore. That was the start of my lifelong mission to stand up for non-human animals.

FINALLY, FEELING LIKE I WAS MAKING A DIFFERENCE

After graduating from high school, I couldn’t wait to escape to the city. After feeling like the odd one out for so long, I was itching to find people who understood me.

I’d always loved languages and writing, so I decided to pursue a career in translation. I spent my days studying English at university and dedicated my free time to animal rights activism.

I planned campaigns, organised events, cooked a lot of vegan food, and marched in more demonstrations than I could ever remember.

Through animal rights, I discovered other social justice movements and realised that oppressive systems are interconnected.

After getting my Master’s in English, I did my best to combine my passion for advocacy, languages, and writing.

I collaborated with organisations working for a better future. I translated books on animal ethics, our food system, and the problems of industrial agriculture — plus, I even worked as a chef at Finland’s first vegan café.

SERIOUSLY QUESTIONING THE PATH I HAD TAKEN

After 10 years of working as a translator, I had to face facts.

Finnish is a small language, so there were only so many value-aligned jobs I could take on. And as a translator, you’re always conveying what somebody else has already said.

I knew I had more to offer—and more to say.

So I started exploring how to become a better writer. That’s when I discovered copywriting: The art of inspiring action through words.

I was instantly fascinated. But stepping into this work wasn’t easy.

After identifying as an activist and anti-capitalist most of my adult life, marketing felt like a dirty word. And sales? Even worse.

I was scared I’d be seen as a sell-out. I didn’t want to manipulate people into buying things they didn’t need.

It took some serious soul-searching before I gave myself permission to pursue this path.

The turning point came when I found copywriting expert Alex Cattoni. Her messaging was full of empathy—and it drew me in.

So I enrolled in her programme, the Copy Posse Launch Pad.

After getting my copywriting certification, I realised I had found what I had been looking for: a potent way to harness my love for words to make a positive difference.

Since then, I’ve joined Alex’s exclusive mastermind, REIGN, where I continue to deepen my skills alongside some of the most respected copywriters, marketers, and brand strategists in the industry.

Over the past three years, I’ve also had the privilege of coaching over 500 aspiring copywriters through the Launch Pad—the same programme that changed the course of my career.

And outside of client work, I co-host Plant Powered Business: Strategies to Grow Your Positive Impact—a vegan podcast and YouTube series exploring how we can build ethical, impactful businesses.

ON A MISSION TO HELP CHANGEMAKERS STAND OUT AND MAKE THE IMPACT THEY CRAVE

What started as a desire to become a better writer turned into something much bigger: An unexpected journey of growth and visibility.

I went from being a purpose-driven but financially struggling translator…

To becoming an activist-entrepreneur with a vision for deep, systemic change.

But here’s the truth…

For years, I tried to change the world while keeping myself invisible.

And that’s not the kind of change I want to model.

I want vegan business owners, ethical entrepreneurs, and other rebels to take up space.

To claim their voice. To shape culture. To build new ways of living, relating, and doing business.

Because the more of us who show up online—clearly, confidently, and with integrity—the less alone we all feel.

And from that visibility? Real change begins.

That’s how we reach more people, help our animal friends, and create the future we actually want to live in.

Everything I’ve been through has taught me this: Your voice matters. Your vision has power. And your business can be a vehicle for real transformation.

I believe you can build something that brings you joy and purpose—while helping create a more kind, just, and sustainable world. I believe you can make money and be a good person. And I believe you don’t have to hustle or burn out to make it happen.

The world is waiting for you to succeed.

And I’d be honored to walk with you on the way.

Let’s Talk

MY NON-NEGOTIABLES

CHANGE

Change happens through us. If you want to change the world, a great place to start is the stories you tell yourself about what’s possible for you.

I believe your business is a potent tool for positive change. I’m here to guide you as you deepen your impact and create a business that feels good.

REALNESS

The world desperately needs more brands that are transparent and genuine in their communication and behaviour.

I believe the secret sauce to your success is you. When you own your unique story and purpose, you become like a magnet for the right people.

COLLABORATION

There’s power in sharing ideas, resources, connections, know-how, and enthusiasm. We get much further when we work together and lift each other up.

I believe changing the world through your business is much easier when you focus on what you’re good at and lean on others with the rest.

SUCCESS

Our collective future depends on the success of ethical, sustainable brands that see business as a force for good.

When I succeed in helping an ethical brand grow, there’s a shift in the world for the better. Whatever success means for you, I’m here to help you achieve it.