Originally from Edinburgh, I've worked in Paris, London and Barcelona writing for magazines including Dazed & Confused, AnOther, Another Man, Wonderland and METAL. I've also worked as a Content Writer for Farfetch, spent time in the E-commerce department at SHOWstudio and supervised the Erdem showroom during Paris Fashion Week. After this, I moved to London to work for Harvey Nichols in the Online Product Marketing team. Currently, I'm based in Edinburgh and work as the Content Manager at schuh.Locked Pro Plan feature
- 6 direct reports - Manage the content team responsible for delivering content, assets and outputs - Lead the brand tone of voice through copy and visuals - Manage visual budget and calendar - Creative direction - Contribute to ATL campaigns and media plans, inclusive of detailing KPI measurements - Create holistic campaigns across all channels: retail, digital, social, OOH
- Visual Merchandising - Implementing online marketing campaigns - Building product into the site - Changing CLP and top nav content and categories - Selecting products for themed emails and editorial content - Using Content Square and Google Analytics to report on site performance and customer behaviour
- Wrote product descriptions and category copy - Merchandised products for a plethora of luxury brands - Cross-categorised products across the site
- Liaised with buyers to organise appointments - Hired interns - Oversaw visual merchandising in the showroom
My dissertation was a 13,000-word body of work on the use of subcultural aesthetics in the youth menswear market. Interviewees included photographer Nick Knight, Harvey Nichols menswear buying staff, writers for Dazed & Confused Magazine and Producers of Another Magazine amongst other industry professionals.