Dean Robinson

Dean Robinson

CopywriterLondon, United Kingdom
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Dean Robinson

Dean Robinson

CopywriterLondon, United Kingdom
About me
A copywriter with a background in fashion and marketing. Educated to a degree level in English Language with additional experience in magazine journalism and teaching English as second language. Currently working for COS, a fashion brand that offers modern, high-quality and sustainably made collections. Based in their London head office, I cover copy for all global brand-led communications – from weekly newsletters and webpage copy to store signage and the COS Magazine. In 2019, I was nominated for the Erling Persson award. This recognises H&M Group employees who have put company values into action, achieved great results and been a role model to inspire others.
Projects
  • Sustainability at COS
    Sustainability at COSCopy for a new online destination to tell the story of sustainability at COS. The webpages cover a range of different topics – from more sustainability sourced materials in their collections to innovative ways they are building their stores. For this project, I had the chance to speak to some true experts in this field within COS and the H&M Group. It was so inspiring to hear from people who are so passionate about the work they’re doing to take fashion into a new era. I also had the pleasure
  • Materials that matter: Manteco
    Materials that matter: MantecoA feature for the COS Magazine on their collaboration with Italian fabric innovators, Manteco. Since Enzo Anacleto Mantellassi started producing recycled wool yarns from old military garments in 1941, the family-run textile company has been leading the way in how clothing can be made for the better. It was a pleasure to speak to Enzo's grandson and current CEO, Marco Mantellassi, to find out more about their sustainable innovations and how they've been working with the collections at COS over
  • The story behind COS Tallinn
    The story behind COS TallinnA few words on the web for COS. It was such a pleasure to speak to head of interiors, Delphine Gautier Webb, on the beautiful new store in Tallinn for the latest edition of the COS magazine. Housed in a former bread making factory, the store is the brand’s first opening in Estonia and one of the first stores to pilot reusing fittings from previous COS stores – which saved over 10000kg of waste from going to landfill (about the same weight as a London double decker bus). Very proud to be able
  • A feature for COS Magazine on Resell
    A feature for COS Magazine on ResellTo share the story behind the brand's new secondhand online marketplace, I spoke to some of the key people behind the project for the March issue of the COS Magazine. Read the feature here: https://www.cosstores.com/en_gbp/magazine/stories/from-us-to-you-cos-resell.html
  • Five minutes with the COS campaign stars
    Five minutes with the COS campaign starsAn interview with activists Zinnia Kumar, Ben Hurst, Asha Mohamud and Alfie Nickerson for the December issue of the COS Magazine. https://www.cosstores.com/en_gbp/magazine/people/take-five-with-our-campaign-stars.html
  • COS Magazine: talking tailoring, sustainability & craftsmanship with head of menswear Christophe Copin
    COS Magazine: talking tailoring, sustainability & craftsmanship with head of menswear Christophe CopinTo tell the story of craftsmanship behind the tailoring at COS, I interviewed the head of menswear Christophe Copin and pattern cutter Tibor Rohaly for a feature in the relaunch edition of the online COS Magazine. Read the full article here: https://www.cosstores.com/en_gbp/magazine/stories/talking-tailoring-menswear-design-christophe-copin-aw20.html
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Work history
    COS logo
    COS logo
    CopywriterCOS
    London, United KingdomFull Time
    After over two years as an online copywriter at COS, I was presented with the opportunity to join the brand and communications team as their new global mid-weight copywriter. I now write creative, brand-led copy for multiple customer touchpoints, such as newsletters, store signage, the COS magazine, digital and printed advertising, social media, and various other projects launched to tell the story of the brand and its products. Due to the variety in this role, I regularly collaborate with all departments within the business - from buying and design, to e-commerce and local area teams located all around the world.
    COS logo
    COS logo
    Online CopywriterCOS
     - London, United KingdomFull Time
    Part of the H&M Group, COS is one of the world's leading fashion brands offering modern, high-quality and sustainable design. I joined their head office team in London to write descriptions of their online products. Due to the size of the collections, this meant writing a high volume of copy in a short space of time – greatly improving my copywriting abilities and attention to detail. Whilst in this role, I was proud to have led – and implemented – a new strategy for their product descriptions. By using various e-commerce testing techniques, we identified a number of key areas we could enhance the customer's experience at this crucial touchpoint in the online shopping experience, such as changing the format to bullet points for easier readability, bringing important information, like fit and material composition, to the forefront, and using SEO keyword research to maximise the outreach of the products.
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Skills
  • Copywriting
  • Content SEO
  • Wordpress
  • Copywriting Editorial
  • Brand Copywriting
  • Content Copywriting
  • Ecommerce Copywriting
  • Digital Copywriting
  • Marketing Copywriting
  • Fashion Copywriting
  • Product Copywriting
  • Creative Copywriting
  • Advertising Copywriting
  • Email Copywriting
  • Writing
  • Blog Writing
  • Content Writing
  • SEO Copywriting
  • Adobe Creative Suite
  • Microsoft Office
  • Editing Copy
  • Magazine Editing
Education
    S
    S
    BA (Hons) English LanguageSheffield Hallam University
     - Sheffield, United Kingdom
    Through studying the ways that language works and exploring its role in shaping our understanding and experience, I acquired a wide variety of tools and techniques in using language to socialise, communicate and persuade.