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I am a 26-year-old Australian expat, freelancer, food and travel writer based in London. I spend my time walking the streets of various European and Middle Eastern cities with a camera and notepad in hand, trying my hardest to capture the culture and essence of a place. I couldn't pick my favourite destination, but Chamonix in France and Granada in Southern Spain would be up there. I am often asked why I chose to leave Western Australia to live in London. While I haven't left my beloved home state behind forever, as a city of endless opportunities, London has given me worldly experience both in travel and in personal growth.
My role is to write engaging and appealing text to accompany images online, keeping with the style and audience focus of alexandalexa.com. I ensure that the information published to the website is both comprehensive and useful to the customer whilst promoting the key selling points of a product. Here, attention to detail in addition to speed and style of writing is key.
Writing travel, lifestyle and entertainment articles for Western Australian-based publication Primo Life.
Pitching and writing 500-word stories related to science and research in Western Australia.
Writing travel and food articles for TNT's website and magazine publications.
Sporadically assisting the director of Western Australian-based company Wordy Bird in day-to-day external or internal communications. This normally includes copyediting, copywriting, email and business letter copy, website writing, newsletter copy, social media planning and the occasional newspaper report.
I write online content for Urban Walkabout London which specialises in features on new restaurants, bars and retail establishments popping up in the various boroughs of the city. I also interview influential people making an impact in the hospitality and retail industry in London.
I worked as a temporary public relations consultant at Good Relations, a branch of Chime Communications. The accounts I worked on varied from Waitrose and Airbus through to Subway, Weetabix and B&Q. My role involved meticulous attention to detail, flexibility and organisation with an ability to adapt to deadlines and key performance indicators. In addition to writing press releases, editing websites, communicating with journalists and assisting with events, I ensured daily social media reports were sent to clients and trends and influential tweeters were monitored.
While freelancing in London, I undertook an online internship at a finance media hub in Clerkenwell entitled World News Media. I would research and pitch online story ideas for the company’s publications including Business Destinations, The New Economy, World Finance and European CEO at various meetings during the week. I was required to write approximately 500 to 1000 words for each story, including providing a heading and sub-heading suited to online content.
My role at The West Australian was varied and deadline-driven. I was required to source feature-length stories and news stories for The Mining Chronicle, published monthly; lifestyle stories for Minestyle, published bimonthly; and lifestyle stories and travel stories for Runway, published seasonally. Additionally, I would submit stories and reviews for the annual West Wedding Guide and the annual Good Food Guide. Following the completion of stories, I would edit my work and the work of my colleagues in InDesign for grammatical errors, placing importance on the creation of headings and sub-headings, captions and style changes. Furthermore, my role included the project management of West Australian Newspapers’ advertising features from start to finish, including meetings with clients, creation of content and illustrations, subediting, layout and finalising the project after design. This required frequent liaison with an editor, designers, sales executives and clients to determine the quality of the project before sending it to graphics. In addition, I was required to update the Facebook pages and websites linked to all publications my team worked on, including The West Wedding Guide blog.
After graduating in 2010, I was hired as a graduate general news reporter at a Fairfax-owned rural newspaper entitled the Busselton-Dunsborough Mail. My position required me to become ingrained in the community of Busselton in order to source stories for the weekly paper in particular rounds. I would interview talents either face-to-face or over the phone, while also taking necessary photos for the relevant stories. I would write the stories in an objective manner and in a style cohesive to the newspaper to meet the weekly deadline. I was then required to place my stories onto Quark Layout Systems, sub-edit the stories and those of colleagues, write headings, captions and place illustrations and/or photos into an incorporated design. I would then send my pages to production. Following this, I would place the stories online and on Facebook.
Journalism and Professional Writing
Awarded the best copywriting for 64 page Energising WA feature at The West Australian.