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Editor’s heart, copywriter’s soul. That’s me to a tee. I have three years’ sub-editing and seven years’ copywriting experience under my belt. The result? A rare blend of bold creativity and meticulousness. I love what I do and my passion for copy is infectious. It inspires junior and freelance copywriters but more importantly, it converts – well.Locked Pro Plan feature
During my short time at FitFlop, I’ve played a major part in establishing brand and copy identity. I’ve created the tone of voice from scratch, and have simplified their most challenging copy processes, thereby speeding up delivery and hitting deadlines. I also manage a small bank of freelance and junior copywriters, edit product and email copy for the UK, EU, US and Canadian markets, and write SEM and landing page copy. In collaboration with the Design and SEO managers, I’m currently launching a new content hub for the brand.
In my spare time, I wrote site copy for Eve’s product launches - the most high-profile being the mattress topper which, from day one, rivalled the original mattress in sales. Copy for these products was researched and written at weekends, were around 1,500 words each and adhered to the brand’s distinctive tone of voice.
Having worked as a middleweight, I was able to improve processes for all junior and freelance copywriters under my wing by streamlining how we, and our CMS worked. I was also teacher and custodian of the TOV - editing all product, email, outdoor and social copy for accuracy, SEO and TOV consistency, whether for the UK or international markets. While managing a small team, I continued to write UX and catalogue copy, and all ATL copy for radio and TV ads, outdoor campaigns and pop-up events. I also presented at the annual Ideal Home Show, sharing interiors tips on Made’s behalf.
On weekends, I wrote copy for a series of CRM emails, encouraging customers to spend more and enter Finery’s VIP loyalty programme.
As well as writing 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 and re-wrote other freelancers’ copy for style, accuracy and SEO.
I was instrumental in taking Made’s tone of voice to the next level. By adding a bit more warmth and humour and A/B testing it at every opportunity, I turned a good tone into one that was talked about, loved on social media and copied by other furniture brands. Regular testing also helped me increase Made’s email open rates by 8%, and establish the best-practice principles I still use today. I also wrote some of Made’s most attention-grabbing blog, SEM and social media copy, and was point-of-contact for our translation agencies, who interpreted my copy for the French, German and Dutch markets.
While 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.
I 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.
A 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.
BA Journalism: 2:1