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Work Background
FreelanceFounder and Copywriter
Sep. 2024Developed a skincare brand concept aimed at consumers with dry and sensitive skin, showcasing brand creation from the ground up. Designed brand identity, slogan, and packaging copy. Built a relatable, authentic brand voice aligned with values of inclusivity and confidence. Produced marketing mock-ups and campaign ideas to demonstrate creative storytelling and product positioning.
FreelanceFreelance and student copywriter
Mar. 2022City of Cape Town, Western Cape, South AfricaWoolworths Food (Student Project): Created the “Ordinary Made Extraordinary” campaign, developing social media copy and storytelling around everyday shopping. Chappies IMC (Student Project): Wrote taglines and guerrilla/OOH concepts repositioning Chappies for Gen Z audiences. Xbox (Student Project): Crafted inclusive copy for the “Every Play Counts” campaign, showcasing gaming as community-driven and diverse. Cartier (Student Project): Developed luxury copywriting concepts for high jewellery, focusing on emotional storytelling and timeless brand positioning. SADAG (Student Project): Wrote integrated campaign copy (OOH, social, radio) to challenge mental health stigma among South African youth.
OlioVeroMarketing and operations coordinator
Mar. 2020 - Dec. 2021City of Cape Town, Western Cape, South AfricaI assisted in the coordination of establishing OlioVero as a brand, previously the farm only produced olive oil for personal use. I assisted OlioVero during it’s transition to establish operations and distribution, as well as it’s website. I decided to leave after I felt I had achieved I wanted to at the brand, and I am grateful to be apart of their story.
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