ABOUT SARAH CARRINGTON
Native English B2B content specialist in Switzerland
Your strategic partner for international-standard English content, helping you to swap superficial
AI output for high-stakes strategic communication.
Content to communicate
and convince
I’ve been helping businesses communicate better for more than 25 years, acquiring the editorial eye and strategic skills to help them perfect their tone and their argument. I’ve been a communications consultant and content lead at award-winning London marketing agencies, and before that, I worked in theatre. The golden thread is a lasting interest in what makes stories work for their audience.
AI can be a brilliant tool for marketers who want content at scale. But if you’re worried about losing the emotional intelligence and precision you need to protect your brand – or are just overwhelmed by tools and options – I can help.
Human-led, AI-assisted (sometimes)
LLMs can type serviceable text faster than any human writer. For certain tasks in certain contexts, they can be genuinely helpful. When they provide real value, I use some of these tools as part of a considered process.
But LLMs cannot understand context or offer reliable judgment. AI cannot tell you whether your messaging is strategically sound, whether your white paper will hold the attention of a time-poor reader, or whether the tone of your output is degrading your brand.
I partner with businesses who choose not to work with AI alone, but instead want a senior editor and strategist who knows when and how to produce content that adds value to their business.
“The problem isn’t just that AI hallucinates. It’s that it sounds so authoritative when it does. You need experienced human oversight to spot it and correct it.”
The Swiss-Global connection
I moved to Lausanne in 2009, to Zurich in 2011, and continue to work internationally. That’s all given me a particular interest in translating text that is linguistically correct into content that is also culturally and commercially credible. Those are often very different things, but when you get that balance right, your content really resonates.
How I work
I work with a small number of clients at a time, and your project determines the way I work. Engagements range from standalone deliverables for outcomes like a flagship report, a round of investor communications, an AI content audit, to ongoing advisory relationships and partnerships.
Who I work with
I work with B2B organisations where the content has to be right, and quality matters – often in highly regulated industries. I don’t work with content farms, SEO-at-scale operations, or organisations whose main content goal is volume.
Most new clients come through referrals. If you found me another way and want to know if I can help, let’s have a brief, no-pressure chat.
Unsure if my services suit your business?
Let’s have a brief, no‑obligation call to see if we’re a fit.