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Work Background
Brow CodeSenior Copywriter
Jun. 2023- Creation and ownership of all copy, messaging and taglines across social, web, packaging, print, new product launches, marketing campaigns, product naming, press, ads, blogs, and email.
– Developed comprehensive brand voice guidelines and led the implementation of tone of voice across all departments and platforms, helping to embed a distinct and consistent brand personality.
– Wrote and optimised copy for both new website builds covering UX, SEO, and product content, with a focus on clarity, tone alignment, and user experience.
– Created and managed an ongoing content marketing calendar collaborating cross-functionally with eComm, social, and creative teams to ensure output was agile, cohesive, and customer-first.
Vitality Brands WorldwideLead Copywriter
Jan. 2021– Engaged on an ongoing freelance basis to lead the strategy, tone of voice development, and copywriting across all seven brands in the Vitality portfolio: Epzen, essano, essano Haircare, essano Happy Skin, Tribe Skincare (soon to be renamed), Cancer Council, and Skin Health.
– Created distinct, ownable tone of voice frameworks and brand strategy documents to bring cohesion, clarity, and standout storytelling to each brand.
– Delivered full-funnel content for internal and consumer-facing channels across packaging, website, email, blogs, campaign assets, social, paid media, pitch decks, and more.
– Collaborated closely with marketing teams, creative directors, and agency partners to align messaging with evolving visual identities and go-to-market strategies.
Strong Fitness Magazine AustraliaBeauty Editor
Feb. 2019 - Jan. 2022
Australian Beauty ConnectionsSenior Copywriter
Jan. 2019 - Jan. 2022– Ideated and executed brand storytelling, copy, and tone of voice development across a suite of beauty brands, including Skinvitals, Laand, Cake, Nip+Fab and Coast to Coast
– Delivered high-impact brand strategy, voice guidelines, and creative content spanning packaging, digital, and campaign assets.
– Spearheaded the transformation of Skinvitals into Laand, overseeing everything from renaming, product ideation, and formulation input to tone of voice development, product naming, and a 40-page investor pitch deck outlining the brand’s philsophy and go-to-market strategy.
– Provided ongoing consultation on tone of voice, brand DNA, and cross-channel messaging to elevate consistency and connection across consumer touchpoints.
Loco Love ChocolateSenior Copywriter + Marketing Manager
Feb. 2018 - Jan. 2022– Drove the brand's strategic transformation from a cult artisan treat into a nationally recognised, multi-million dollar wellness-luxury brand.
– Developed the brand's signature tone of voice, content pillars, and marketing strategy to unify messaging across all customer touchpoints.
– Wrote and executed copy for product launches, campaigns, email marketing, website, packaging, loyalty, paid ads, press, retail, and influencer collaborations.
– Conceptualised loyalty program and subscription model, boosting retention and LTV.
– Collaborated with recipe developers, creatives, and digital partners to create viral content and strengthen brand affinity.
– Delivered targeted lifecycle flows and upsell strategies to increase repeat revenue.
– Created and executed sell-out marketing campaigns that consistently drove urgency, emotional engagement, and product sell-through.
– Wrote the brand’s first sustainability report, weaving transparency, ethics, and storytelling into one cohesive narrative.
– Contributed to national retail expansion and major media coverage through clear, consistent brand storytelling and press outreach.
– Copy and content frequently cited by customers as a key emotional driver behind brand loyalty and repeat purchase.
Total Beauty NetworkSenior Copywriter
Mar. 2016 - Feb. 2018
Blitz Publications & Multimedia GroupBeauty Editor - Women's Health and Fitness Magazine
Feb. 2016 - Mar. 2018Melbourne, Australia
Nourished LifeCopywriter
Mar. 2015 - Feb. 2016
ManiCareBrand Ambassador + Beauty Writer
Sep. 2012 - Nov. 2015
Self-employedFreelance Senior Copywriter
Jan. 2010Melbourne, Victoria, AustraliaSpecialising in high-converting content, copywriting and commerically-driven strategy for beauty, wellness and lifestyle brands. Select Clients: INIKA, Nourished Life, Nuzest, Loco Love, Tonik, Twoobs, Contrology Active, Keeko Oral Care, Running Bare, Manicare, McPhersons, Total Beauty Network, Vitality Brands, Epzen, Sukin, Thrills, Australian Beauty Connections, L'Oreal Professionel, Maybelline, Brow Code Retail & Professional, Woohoo Body, essano, Cancer Council, endota, and more.
DDGDailyBeauty Editor & Marketing Manager
Sep. 2009 - Mar. 2015
MultipleBeauty & Wellness Journalist
Jan. 2009Words published in: Grazia, Fashion Journal, Wellbeing Magazine, Strong Magazine, Women’s Health & Fitness, Australian Natural Health, Spa International & Wellness, Mama Disrupt, Mammamia, Nature & Health and more.
GraziaBeauty Writer
Jan. 2009 - Sep. 2009
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