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Work Background
apna studiosFreelance Creative Copywriter
Aug. 2024 - Oct. 2024London Area, United Kingdom- Developed creative strategy workshops in collaboration with the Creative Director.
- Created brand territories, personas, tone of voice (TOV), and brand books for clients Gymshark, Free Soul, and SetPieceSocial.
AmazonFreelance EU Copy and Content Writer
Sep. 2023 - Jun. 2024London, England, United Kingdom- Scaled copy across multiple departments by leveraging AI tools, developing messaging frameworks, and curating a 2,500-word copy library.
- Tested and optimised language models to improve content quality and speed for marketing, campaigns, and social media.
- Collaborated cross-functionally to manage translation for 9 languages, ensuring consistent, localised messaging across EU markets.
Everleaf Drinks | B CorpContent Editor and Tone of Voice Custodian (Part-Time)
Jun. 2023 - Jan. 2025London Area, United Kingdom- Developed and implemented a nature-inspired tone of voice that reflects Everleaf's brand ethos.
- Led workshops and trained teams to ensure consistent brand messaging across channels.
- Built copy frameworks and revamped brand and email copy to enhance customer engagement.
NIO CocktailsGlobal Copy and Content Lead
May. 2022 - Mar. 2023- Spearheaded the creation of NIO Cocktails' brand manifesto, tagline, and tone of voice, shaping the brand identity for this premixed cocktail startup.
- Led B2B, ATL, and digital marketing campaigns, overseeing the creative process from concept to execution.
- Briefed content agencies, providing feedback and edits to ensure high-quality output aligned with the brand.
- Managed translations for four languages and cultivated strong agency relationships to ensure global consistency.
- Line managed a small team of creatives, guiding content production across channels.
- Produced copy for social media, email campaigns, and product descriptions, driving engagement and sales.
- Managed the content calendar, introducing storytelling ideas to strengthen our brand strategy.
- Hosted workshops to maintain editorial consistency and tone across all brand communications.
FindmypastUX Copywriter
Nov. 2018 - May. 2022- Crafted clear, user-friendly UX copy to help users discover their ancestral origins.
- Conducted user testing and interviews with US and UK audiences to refine copy and improve the user experience.
- Collaborated with product managers, engineers, and researchers to align copy with technical capabilities, enhance terminology, and optimise design.
- Worked closely with designers on information architecture, flow, and UI copy to improve user journeys.
- Evangelised UX copy across the company by leading copy discussions, maintaining tone consistency through Slack channels, and upskilling teams on tone of voice.
- Scaled copy efforts by hosting workshops and creating playbooks, empowering stakeholders to independently craft microcopy while maintaining brand integrity.
PerlegoTone of Voice Consultant
Oct. 2018 - Nov. 2018London, United Kingdom- Created an inspirational TOV that helped this ed-tech startup get noticed and loved.
Truant LondonSenior Freelance Content Writer
Jul. 2018 - Sep. 2018London, United Kingdom- Provided freelance creative support for Truant London, primarily working on campaigns for their client, Royal Caribbean Cruises.
MoonpigFreelance UX and CRM Copywriter
Jul. 2018 - Sep. 2018- Revised email content and refreshed copy for the welcome programme, UX, and app to enhance user engagement.
FitFlopCopy Lead
Nov. 2017 - Aug. 2018London, Greater London, United KingdomDeveloped the brand’s tone of voice and supported a multi-channel content strategy for major product launches.
- Streamlined copywriting workflows to improve team efficiency and output.
- Managed freelance and junior copywriters, editing product and email copy for UK, EU, US, and Canadian markets.
- Created SEM and landing page copy to boost visibility and performance across digital channels.
MADE.COMSenior Copywriter
Nov. 2016 - Nov. 2017London, United Kingdom- Streamlined copywriting processes for junior and freelance writers, optimizing workflows and CMS efficiency.
- Acted as a tone of voice (TOV) custodian, editing product, email, outdoor, and social copy for SEO, accuracy, and TOV consistency across UK and international markets.
- Managed a small team while writing UX copy, catalogue content, and ATL copy for radio, TV ads, outdoor campaigns, and pop-up events.
- Presented at the Ideal Home Show, sharing interior design tips on behalf of Made.com.
FineryFreelance Copywriter
May. 2016 - Jun. 2016LondonOn weekends, I wrote copy for a series of CRM emails, encouraging customers to spend more and enter Finery’s VIP loyalty programme.
MADE.COMMiddleweight Copywriter
Mar. 2014 - Nov. 2016London, United Kingdom- Elevated Made’s tone of voice by introducing more warmth and humour, A/B testing to optimise its impact, and making it a standout in the industry, praised on social media and emulated by competitors.
- Increased email open rates by 8% through regular testing and established best-practice principles for future campaigns.
- Created engaging blog, SEM, and social media copy that boosted brand visibility and user engagement.
- Served as the point of contact for translation agencies, ensuring TOV consistency across French, German, Dutch, and Italian markets.
Secret SalesFreelance eCommerce Copywriter
Feb. 2014 - Feb. 2014London, United KingdomI wrote 70+ descriptions for the company's flash sales in fashion, accessories and homeware.
L.K.BennettFreelance Fashion Copywriter
Dec. 2013 - Feb. 2014London, United KingdomAs well as producing copy for CRM emails, site banners, product descriptions, and content hub ‘The Edit’, I proofread and signed off all in-store signage and packaging copy. I also edited other freelancers’ copy for style, accuracy and SEO.
SelfridgesFreelance Online Copywriter
Jun. 2013 - Feb. 2014London, United KingdomWhile writing product, homepage and email copy for mens and womenswear, homeware, beauty, food, wine and toys, I got to see how a 500-sku-a-day, multi-category e-tailer used an exceptional process to remain on track. I continue to use some of their project management practises today.
John LewisFreelance Fashion Copywriter
Feb. 2013 - Jun. 2013London, United KingdomI was hired as part of a project to upgrade the homeware product copy, making it more engaging, on-brand and SEO friendly. I was invited back a little later to write SEO-friendly copy for mens and womenswear, food, wine, toys and gifts.
DotcomrepublicCommunity Editor and Copywriter
Oct. 2012 - Feb. 2013London, United KingdomA content marketing agency specialising in strategy, PPC, SEM, analytics and social media. I wrote and edited clients’ advertising, social media, CRM and PPC copy, using Google Analytics, Trends, and AdWords to measure and respond to demand. While building relations with business partners and clients, I acted as copywriter, editor and community manager.
MyChicCity.comFreelance Features Writer
Mar. 2012 - Aug. 2012London, United KingdomAn events website for fashion-conscious women, living in close proximity to London. I wrote features on lifestyle, beauty, newly launched fashion brands, happenings around London, and interviewed key designers, gallery owners, performers and artists. I also helped with press releases, adverts, CRM emails and social media copy.
Fashionista-OutletFreelance E-Commerce Copywriter
Oct. 2011 - Feb. 2012London, United KingdomMy first break into copywriting, I got to write email, banner, blog and social media copy for exciting brands like Alexander McQueen, Versace, Moschino, Vivienne Westwood, D’Squared, Missoni, Roberto Cavalli and Giorgio Armani.
Progressive Digital Media GroupSub Editor
Jun. 2008 - Sep. 2011London, United KingdomA role with a real mixture of production, editing and client liaising. First, I’d edit journalist’s copy for accuracy, style and consistency. Then, after coming up with snappy headlines, subheadings and captions, I’d brief the design department on a fitting concept for the layout. Once the article came back, I’d edit it in InDesign, InCopy or Photoshop before sending the magazine to print. As much of our revenue came from paid advertorials, I’d work with the clients on their articles, making sure the copy best represented their services while balancing the editorial integrity of the magazine. This was achieved while sticking to a tight print schedule.
Dazed & ConfusedEditorial and Fashion Intern
Apr. 2006 - Jun. 2006Old Street, LondonResearching news stories, proofing freelancers' copy, admin tasks, Photoshop and QuarkXpress amends, assisting on photoshoots, ordering and returning clothing samples, covering reception.
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