BRAND-BUILDING CONTENT AND COMPELLING STORYTELLING THAT CONVERTS

Veena is the founder of VLM Communications, partnering with mission-driven founders and brands on the move.

VLM Communications helps ambitious entrepreneurs and mission-driven brands in Singapore and London articulate their value through brand-building content and compelling storytelling.

We specialise in:

Website content strategy and evergreen brand messaging to convert visitors to loyal customers and clients
Bio / about page development and editing for founders, CEOs and entrepreneurs to strengthen their authority in the sector, and develop a distinctive personal brand that doubles as a sales funnel

Founder Veena McCoole brings 8+ years of experience across journalism, PR, corporate communications, and integrated marketing.

She ran communications and marketing at NewsGuard, overseeing global expansion and scaling remote teams between New York and London, after closing $250k in revenue during her first year working in partnerships and business development. Prior to that, she worked across more than a dozen retained clients at strategic communications agency FGS Global, where she advised FTSE 100 and global clients on complex transactions, ESG strategy and reputation management.

Beyond VLM Communications, Veena currently advises the Oxford Internet Institute at the University of Oxford on communications and marketing initiatives, coaches clients in her private practice as a qualified mindset coach, and writes a newsletter.

With previous journalism experience at Forbes in New York and The Business of Fashion in London, Veena has also written for the Irish Independent, Business Insider, Artsy, Air Mail, and Thingtesting, among others.

Veena graduated from Yale University as a Journalism Scholar with a B.A. in English Literature. She is half-Thai and half-Irish, and spends most of her disposable income on croissants and plane tickets, splitting her time between London and Singapore.

get in touch

SELECT CLIENTS INCLUDE

Full Fact

• The Wedding Edition

• Oxford University

• Refute

• Starling Bank

• Beaufort Green

• Full Fact • The Wedding Edition • Oxford University • Refute • Starling Bank • Beaufort Green •

Client testimonials

"Veena is one of the most impressive professionals I have ever crossed paths with. She has the business acumen of a Harvard MBA, without having needed the formal training. As NewsGuard’s VP of Strategic Partnerships, she blew me away with her keen intuition for commercial partnerships, her executive presence on client calls, her creative approach to identifying and engaging new prospective clients, and her ability to diligently close deals. If I get the chance to work with her on even just one more project in the future, I will be beyond grateful to have her on my team."

SARAH BRANDT, HEAD OF SALES AT NEWSGUARD
"Veena has been working as Refute's fractional head of marketing. She has an amazing ability to take a complex technical topic and create thought leadership and sales content that can be understood by senior non-technical audiences. Her deep expertise in the counter-disinformation space is an asset to Refute. She is highly motivated, driven and organised and she truly feels embedded as part of the team. Would thoroughly recommend working with Veena."

TOM GARNETT, CO-FOUNDER AND CEO AT REFUTE
"Working with Veena was an absolute dream. She is not only incredibly switched on and professional but also emotionally supportive. She see things in places we wouldn’t think to look and refines concepts into something clear, articulate, and strategic—a skill creatives can often struggle with. Her ability to expand and shape ideas with such precision and depth was incredible. Without a doubt, she is one of the most talented people I have ever worked with, and I would recommend her in a heartbeat."

KENDRA LEAVER-RYLAH, THE WEDDING EDITION
"Working with Veena has been an absolute pleasure. She consistently goes above and beyond in everything she does, bringing creativity, precision, and an incredible work ethic to every project. Veena has an exceptional ability to take our ideas and execute them to perfection. She is an invaluable part of Beaufort Green and genuinely cares about the success of the business. I would highly recommend her to anyone seeking a marketing and communications professional who delivers outstanding results."

CHARLIE INCE-GREEN, BEAUFORT GREEN
"It was a real pleasure to work with Veena. She is extremely diligent, full of initiative, with an engaging writing style and good attention to detail. The report-writing project she helped us with at Full Fact required her to collaborate with different stakeholders and to familiarise herself with a broad range of policy proposals in a relatively short period of time. Veena managed to do this quickly and efficiently to provide us with a helpful draft report we could shape to our needs in short order."

MARK FRANKEL, HEAD OF PUBLIC AFFAIRS AT FULL FACT
"We are consistently impressed by Veena's ability to create and deliver high-quality content with remarkable speed. As a self-starter, she develops her own ideas and executes them promptly, producing engaging content that captivates audiences from start to finish and requires minimal edits. She seamlessly aligns with the brand's messaging and vibe, ensuring her work reflects it authentically. "

REBECCA SILVER, LOFTIE
"Working with Veena is a real pleasure. She brings creativity to every project, generating thoughtful, effective ideas for communicating research across a range of media. Alongside her creative strengths, she is highly professional and exceptionally well-organised. Veena has a positive, can-do attitude and consistently delivers work of the highest quality. She also builds strong, collaborative relationships across the organisation, making her a valued and trusted colleague."

ANTHEA MILNES, OXFORD INTERNET INSTITUTE
"Veena was a pleasure to work with on our recent UCL alumni careers event. She demonstrated professionalism, enthusiasm, and reliability: replying to emails promptly, asking insightful questions and engaging with fellow panelists and the audience. Veena provided expert, thoughtful, and productive answers, and her emphasis on building a portfolio career was totally invaluable to our students. I’d highly recommend working with Veena on any speaking engagement!"

Alyssa Hickson, Careers Consultant at University College London
"Veena crafted our new brand messaging and updated our website copy, and she’s my top recommendation. We benefitted not only from her copywriting and storytelling expertise, but also from her external perspective on our product. It was valuable to have input from a professional who knows the field well, but brings an outside view. I truly appreciate Veena’s involvement and clear communication throughout the process."

Tamara Loseva, Marketing Lead at the Aurora Tech Award
"Veena has been instrumental to our team’s success through her exceptional work. Her attention to detail is second-to-none and she is extremely responsive. Veena has a knack for conveying complex ideas with clarity and precision while maintaining a collaborative and approachable demeanour. Her professionalism and enthusiasm inspire our whole team and we highly recommend working with her!"

EMMA BANNISTER, PRESENTATION STUDIO
"Veena is one of the smartest and most business-savvy people I have ever met. Hard-working and tenacious, her strong mindset and positive attitude translates into diligent and considered work every time. She is both able to take informed decisions as a leader and work as a valued and critical member of the team, bringing insightful and challenging ideas to every project she is involved in."

CHARLOTTE COBB,
CORPORATE COMMUNICATIONS DIRECTOR
"Veena helped me refine and craft my brand messaging and wrote the web copy for my private practice website. I benefitted from her high-quality and meticulous copywriting as well as her external perspective on our services. The material and revisions were written and received on time. All in all, I would highly recommend her!"

DEVIKA ABROL, PSYCHOTHERAPIST