What do copywriters and actors have in common? Great hair and strong teeth? Well, perhaps. Copywriting whizz Emily Ash Powell, global head of copy and editorial at Bumble, says fundamental similarities lie in the ability of both professions to embody characters.

This is just one pearl of wisdom the wordsmith shares with CR as she reflects fondly on her career as a copywriter so far (she’s only just hit her 30s). A certified disruptor, before Powell landed at Bumble, she had already shaken up the world of pet food (Tails.com), skincare (Skin + Me), men’s grooming (Harry’s), home decoration (Lick), flowers (Freddie’s flowers), and chocolate (Tony’s Chocolonely). Looking at this list, it’s fair to say she has a particular fondness for startups and D2C brands with big personalities.

“I am probably drawn to them … maybe they’re drawn to me,” Powell muses. “I know what it’s like to look at a brand disrupting a space and think: Who’s saying what? How can we say it differently? How can we say something consistently?”