About me

I'm a London-based beauty creative, with editorial and commercial credits at titles like Vogue, Stylist, Refinery29, Raconteur, Elle, Harper's Bazaar and many more. I'm an award-winning beauty journalist, and also partner with media brands to help them create impactful branded content for clients as diverse as bareMinerals, Capital One, Net-A-Porter Clinique, OVO Energy and Tabasco. I write the 'Dear Daniela' beauty column for Refinery29, and frequently contribute beauty articles to a variety of other leading digital and print glossies. I also work as a trendspotter, writing and researching beauty forecasting reports for the likes of WGSN & The Future Laboratory.

QuestionsProjectsExperienceTeam

Work history

F
F
Freelance Beauty CreativeFreelance
May 2016London, United KingdomFull Time
Editorial and commercial clients include: Stylist, Vogue, The Pool, Refinery29, Shortlist, ELLE, Harper's Bazaar, Cosmopolitan, Time Out, Space NK, Toni & Guy Magazine and Mastered. Trends clients include: WGSN, Canvas 8, Mother, The Future Laboratory Social media and content consulting clients include: Kilpatrick PR & Treatwell
F
F
Digital Beauty WriterFreelance
Aug 2015London, United KingdomFull Time
I'm responsible for creating content for the beauty hub of GraziaDaily.co.uk. My role involves close collaboration with the print team, as well as in-depth keyword research to ensure all content maintains a strong brand voice while keeping on the pulse of trends. I track what's driving traffic to our competitors, and seek out topics that we can have authority on and improve our search ranking. I also work with our social media team to create shareable content, and follow viral content to ensure my pieces make an impact on social media. My role also involves securing brand and celebrity exclusive, attending industry events and creating multimedia content, photo editing and competitions, as well other commercial and advertorial work.

+ Show more

Skills

• Fashion
• Writing
• Copywriting
• Editing
• Journalism
• Blogging
• Design
• Creative
• SEO
• Web Content
• Photoshop
• Consulting
• Analytics
• Trend Spotting
• CRM Campaigns
• Client Pitching

Education

English LiteratureQueen Mary University of London
Aug 2010 - Jun 2014London, United Kingdom
English Literature & Psychoanalysis

Awards

Johnson & Johnson Best New Beauty JournalistJohnson & Johnson
Highly commended
Johnson & Johnson Best Online Beauty JournalistJohnson & Johnson
Shortlisted