Currently working as one half of the global Charles Tyrwhitt Copy Team, I shape and maintain the brand TOV, writing everything from the smallest tweet to the grandest billboard. With meticulous attention to detail I consistently deliver a high standard of work under tight deadlines, driven by the impact that potent, characterful copy can have on the success of a brand.Locked Pro Plan feature
Sharing responsibility in a team of two, I am responsible for writing all of the marketing copy in the business globally. I develop and maintain the brand’s renowned TOV on every channel for both acquisition and retention campaigns including: → Creation and management of multi-channel campaigns such as ‘The Perfect Wardrobe’ and ‘The Qualities of a Well-dressed Man’, both of which drove record sales and engagement. → Advertising including (tube/subway/billboard) print ads, magazine spreads, direct/cold letter mail, newspaper inserts, radio scripts and more. → Rebranding exercises: an overhaul of the current ‘welcome/nursery’ programme, branding a new shirt subscription service, adapting the house tone of voice to the younger customer, and work on the company’s mission statement. → All online marketing: from emails and social media to editorial content and web banners, as well as all forms of new customer acquisition. → Assisting with marketing strategy and taking a proactive approach to content, identifying areas for improvement and initiating projects. → Territory-specific copy (sometimes translated) for different markets across America, Australia and Europe. Creating successful launch campaigns in Spain, The Netherlands, China and more. → Tailoring copy to different customer segments based on buying behaviours and lifecycle stage, and writing for different customer demographics. → Catalogue concepts and creation. Charles Tyrwhitt produce many catalogues each season and I am responsible for coming up with campaign themes and slogans as well as the nomenclature and product copy. → Store signage POS marketing, labels, internal comms and many other ad hoc projects.
Contract work for London-based menswear designer, Percival. Working with the Design Director to write the product descriptions for most of Percival’s AW15 collection – nearly 50 products – and receiving excellent feedback.
Kidswear then menswear copywriter for F&F Online, Tesco’s primary copy team at the time. Here are some of my achievements while working at F&F: → Working closely with the buying and merchandising teams to drive a 5% increase in conversion in both SS16 target growth areas: denim and tailoring. The former contributed to a 71% YoY increase in online denim sales. → Creating tone of voice guidelines for Tesco marketplace suppliers. → Overseeing the best selling Festival Fashion campaign and producing content for the most successful Back To School campaign. → Conceiving and creating a new Denim Fit Guide and Tailoring Style Guide. In both cases customer engagement more than doubled vs. previous pages. → Driving a 10% increase in customer satisfaction by personally rewriting all the F&F static pages; now being used as a benchmark across the whole of Tesco. → Being the SEO lead in the department and agency point of contact. → Overhauling the rapidly expanding Tesco direct marketplace. → Producing from scratch the best ever performing kidswear trend feature. → Copywriting for other business-wide projects including CSR, grocery and seasonal campaigns and more.