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Work Background
VMLContent Lead
Nov. 2023London, England, United KingdomStarting as the sole UX writer and now Content Lead within a small team of content designers and strategists, my role includes: Designing, writing, editing and testing clear, compelling in-product copy to help customers and businesses meet their goals. Including product flows, interface language, education materials, product naming, navigation and content patterns across design systems. Leading and collaborating with cross-functional teams to apply systems thinking, content strategy and best-practice to web and app journeys. Ensuring journeys are customer-first, accessible, clear and use consistent language. Managing multiple content projects from planning to execution, balancing deadlines, scope changes and constraints, plus developing scalable content processes to boost efficiency. Building strong client and stakeholder relationships, collaborating to define processes, ways of working, and execute strategic initiatives. Ensuring high quality content and consistency standards are maintained.
VMLSenior UX Writer
Jul. 2022 - Nov. 2023London, England, United Kingdom
Marks and SpencerContent designer - UX, Apps, Operations
Jul. 2021 - Jul. 2022Working with UX design and research, operations, product owners, developers and marketing teams to create seamless customer journeys across the M&S app and M&S.com. As the sole UX writer/content designer my role included: Collaborating with the head of UX design to establish a UX writing practice. This included developing processes, content standards, cross-functional relationships and ways of working. Collaborating with cross-functional teams to design seamless journeys across web and app, ensuring that content is simple, clear and accessible while aligned with brand voice. Creating clear, reassuring checkout and payment systems, including the launch of the new loyalty payment method Sparks Pay, requiring a seamless web and app onboarding experience plus credit application. Designing end-to-end experiences from product browsing, wishlist functionality, and personalised recommendations, to checkout and post-payment, balancing clarity and consistency with brand voice. Leading web and app content for key product launches including Scan & Shop, quick buy, easy returns, Beauty Advent Calendar, and an overhaul of the customer support email suite.
Marks and SpencerDigital copywriter
Nov. 2020 - Aug. 2021London, England, United KingdomCopywriter leading across beauty, homepages and UX writing for M&S.com and app (UK and ROI).
Marks and SpencerHomepage editor
Aug. 2018 - Nov. 2020London, United Kingdom– Write creative and optimised copy for UK, Ireland and App homepages, plus ad-hoc marketing projects including email, social and editorial articles – End to end project management of weekly homepage content updates across UK and Ireland M&S sites, plus the M&S App – Ensuring BAU process plus ad-hoc reactive updates all run smoothly and to deadline, from trade planning and briefing, to design mock-ups, stakeholder sign-off and production – Liaise with stakeholders across the business to ensure homepage content aligns with brand building campaign activity while delivering conversion targets – Create briefs using JIRA to ensure collaborative working between Trade, Design, Copy, Production and Operations teams – QA the UK and Ireland homepages plus App, ensuring brief requirements are delivered, and that linked customer journeys are highly optimised for conversion, TOV and SEO – Report on homepage KPIs plus Style & Living editorial performance using custom Adobe Analytics workspaces
GLOSSYBOXActing Beauty Editor
Nov. 2017 - Jan. 2018London, United Kingdom– Acting Beauty Editor during transformation period following The Hut Group acquisition of GlossyBox – Brand guardian ensuring consistent TOV and copy standards across all platforms and marketing touch-points – Write blog content to support GlossyBox clients and partners, ensuring KPIs are met and final product is delivered on time – Collaborate with creative and social teams to ensure all visuals and copy align to the GlossyBox identity
Clique BrandsWho What Wear UK + Byrdie UK Contributing Editor
Mar. 2017 - Aug. 2018London, United Kingdom- Create data-driven editorial and affiliate-focused features for Byrdie and Who What Wear - Curate shoppable content featured in CRM emails and weekly newsletters - Oversee the delivery of sponsored articles and social media posts for clients including: Créme de la Mer, Matches Fashion, ASOS, Harvey Nichols, Net-a-Porter, Topshop, Elemis and more
CliqueByrdie Contributing Editor
Apr. 2016 - Aug. 2018London, United KingdomContributing editor at Byrdie UK, creating engaging, problem-solving beauty and wellness features; putting a fresh and relevant spin on highly searched for topics using tightly targeted SEO, and promoting via tactical social media strategy.
Hearst Magazines UKAsda Good Living | Digital Content Editor
Oct. 2015 - Jan. 2016- Support digital launch team to plan and execute an effective content strategy - Research SEO keywords and trending topics relevant to target audience analysis - Create short and long form content using SEO and conversion optimisation techniques - Translate business stakeholder priorities into engaging customer-facing content
FreelanceContent Editor
Jun. 2015London, United KingdomCollaborating with high-profile e-comm brands and media titles to develop customer-first content across multiple platforms including app, web, social and email. Content types include: end-to-end e-commerce flows, UX redesigns, onboarding experiences, product descriptions, long-form articles, Facebook posts, Instagram posts and Stories, Pinterest posts, app push notifications, email newsletters. Notable clients include: Rituals Cosmetics, FlashPack, GlossyBox, The Guardian, The Independent, Marie Claire, Stylist, Clique Brands, Hearst UK, Asda Good Living, Glossybox.
The Stylist GroupContributing Editor Stylist.co.uk
Jun. 2015 - Aug. 2018London, United Kingdom- Deliver reactive news stories, long form pieces and interviews across fashion, beauty, politics and lifestyle - Social media management for Stylist brand's Twitter, Facebook and Pinterest accounts - Oversee digital arm of the 12-month Clarins x Stylist Year Of You campaign, conceptualising and delivering sponsored content to support Clarins brand messages and campaign KPIs - Support delivery of commercial targets via affiliates shopping features plus sponsored editorial content - Live tweet, Instagram and report via blogs from Stylist Live events
MasteredVal Garland School of Make-up | Content Editor
Jun. 2015 - Sep. 2015London, United KingdomI worked with the Mastered team to create all written content for the online Val Garland Makeup School course, working closely with the Val Garland team plus Mastered video producers, to ensure we offered in-depth features, tutorials and industry guides as course materials for enrolled students. Topics were diverse, covering the expertise involved in runway makeup, looks for fashion campaigns and luxury magazine editorials, behind-the-scenes tips and kit advice, plus interviews with industry VIPS including Vivienne Westwood, Preen designers Justin Thornton and Thea Bregazzi, MUAs Isamaya Ffrench, Sam Chapman and Nic Chapman, plus agents at Streeters.
Hearst Magazines UKDeputy Web Editor GoodHousekeeping.co.uk
Aug. 2014 - Jun. 2015- Grow the digital reach of Good Housekeeping UK via revamped content strategy - Unique users doubled, pageviews increased by 67% within 4 months - Manage digital content team workflow and daily news agenda - Deliver SEO training and social media best-practise to print team journalists - Optimise print-based content for goodhousekeeping.co.uk
Hearst Magazines UKFashion & Beauty Editor, Handbag.com
Apr. 2012 - Jul. 2014London, United Kingdom- Create content using cutting edge SEO techniques and Google Trends reports - Acting Deputy Editor overseeing team of four content editors - Support in developing revamped content strategy to boost traffic and affiliates activity - Pageviews increased from 300,000 to 3-million in six months - Project manage Fashion Week coverage and commercial campaign activity - Create and manage social media posting across Instagram, Twitter, Facebook and Pinterest
WGSNCatwalks Team
Feb. 2012 - Mar. 2012London, United KingdomAssisting through New York, London, Paris and Milan Fashion Weeks
Glam MediaFashion & Beauty Writer
Feb. 2012 - Feb. 2012London, United KingdomWriting daily news, curating shopping galleries and beauty features in the run-up to international Fashion Weeks, along with strategic social media posting and scheduling.
Immediate Media Co.Assistant Stylist - TOTP/Girl Talk
Dec. 2011 - Feb. 2012London, United KingdomStyling and assisting fashion team at teen photo shoots.
TheDailyGather.comFashion, Beauty & Style Editor
Oct. 2011 - Jan. 2012London, United KingdomHeaded up Fashion, Beauty and Grooming sections of this luxury digital start-up, while co-designing page layouts, website design, plus editorial and social networking strategy.
Hachette UKFashion and Beauty Writer, Sugarscape.com
Sep. 2010 - Oct. 2011London, United KingdomLeading the Fashion & Beauty channels of teen website Sugarscape.com, generating daily news stories about product launches, collections, celebrity style and trends, how-to guides and seasonal shopping galleries. Sugarscape.com hit record levels of traffic during this time, with Fashion & Beauty becoming the most viewed channel thanks to implementation of my content strategy.
Hils Publications Ltd.Editorial Co-ordinator
Sep. 2009 - Sep. 2010Cardiff, United KingdomHeaded up content for Fashion, Beauty and Lifestyle sections of regional glossies Ladies First and Tiara Bridal, alongside developing and implementing a digital content and social media strategy for LadiesFirst.co.uk.
Wahanda.comEditorial Intern
Jul. 2009 - Aug. 2009London, United Kingdom
Your M&S MagazineEditorial Intern
Apr. 2009 - Apr. 2009London, United Kingdom
Western MailFeatures Intern
Mar. 2009 - Apr. 2009Cardiff, United Kingdom
Swansea LifeFreelance Contributor
Sep. 2008 - Jun. 2009Swansea, United Kingdom
Men's Health magazine UKEditorial Intern
Aug. 2008 - Sep. 2009London, United Kingdom
TI MediaEditorial Intern
Apr. 2008 - Apr. 2008London, United Kingdom
RevealEditorial Intern
Dec. 2007 - Jan. 2008London, United Kingdom
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