I am passionate about crafting powerful copy designed to communicate authentic messages. I appreciate the importance of culture in the creative process to make a brand position come alive. I aspire to champion sustainability in creative environments and make positive change with my work.
As an avid listener of music genres, sound helps my creativity, while my love of sport drives a collaborative and team oriented mindset. I am conscientious, dedicated, and have led high-performance teams to meet or exceed objectives and I strive to learn continuously and produce excellence in all my work.
Projects
- Video ScriptwritingIn 2022, Dext released one of its most highly-anticipated product features, Practice Insights. As well as creating the product's value proposition, and building out core messaging documents, I was tasked with writing the script for the feature's hero video. This involved merging the core elements from the value prop with a creative angle fit for video. Practice Insights is a dashboard that gives accountants and bookkeepers an actionable, deep-dive view of client bookkeeping data; by no means a
- Ad CampaignAt Dext, we have two customer bases: accountants and small-to-medium business owners. Much of time, we have more freedom when marketing to our business owner audience. We can talk about things like accounting, automation and finance on a much broader scale. The following assets were part of a Paid Ads campaign we ran, targeting themes like automation, time-saving and efficiency. As is often the case with financial services, our creative scope was limited. But, as a team, we did our best to com
- Long-Form Content: E-bookBack in 2022, we decided to showcase one of our product's key functionalities: VAT checks. As you can imagine, this was bland, to say the least. But it was also complicated on a number of fronts. The audience was accountants and bookkeepers, most of whom were already experts in this field. I, on the other hand, wasn't. I was tasked with unwrapping a topic, process and solution to a group who already knew far more than I did. It was somewhat typical of all my work at Dext. That, along with a ra
- Pillar Page CreationIn an attempt to boost organic traffic, we created an SEO-driven pillar page around the topic of accounting automation. This formed a large chunk of our content strategy. But it was also very much a brand decision. We knew that our customers, and the wider accounting industry, weren't always fully convinced by us as a brand. Or, in fact, aware of what our products did. We needed to somewhat redefine ourselves. This pillar page was a key driver of that strategy, and other supporting campaigns fol
- Off work: Music ReviewsAt the start of the pandemic, I did my best to stay active and maintain my creative energy levels. I wanted to add work that I was interested in to my portfolio. I'm a music person, and while drill and grime aren't my thing, the chance to write about it was something that I couldn't pass up. I was brought in as a writer for Province, a new music blog for Hip-hop, rap and grime. It was a great experience. I enjoyed making my own assumption on songs, before crafting that into something that woul
- Music and the Coronavirus: A Soundtrack of HopeThere is a bigger picture with Coronavirus, but music is an industry, a livelihood and a means of preserving social wellbeing. Like other industries, the current state of music is clouded. While it faces an unprecedented challenge, that will damage it to its core, it is instilling a togetherness like no other. This is a worldwide struggle, but in music, we have a global harmony.
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Work history
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Senior CopywriterDext
London, United KingdomFull Time
From product launch comms, to value props, content strategy, brand stories and more, there’s always plenty for a copywriter to do at a FinTech. While Dext permits a degree of creative freedom, I've found that the financial industry, as a whole, does not. As a copywriter, it's been a test to create within these parameters, but worthwhile nonetheless. I've had to stand in an audience’s shoes once unknown to me - and write in unfamiliar territories. I've distilled complex topics into digestible content. And written copy that prompts action from a group that's, typically, cautious of change.
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FreelanceFreelance
United KingdomFreelance
Throughout the coronavirus pandemic, I've been working as a freelance copywriter. I saw this as a great opportunity develop my own experience, in some unusual circumstances.
I've worked for a number of clients during this period. At content marketing agency, Mint Content, I wrote about a wide range of topics: from mental health to drug rehab; recruitment and massage therapy. I've also been creating Instagram content for a number of local businesses, and was the copywriter behind a complete company rebrand. It's been a busy few months. But I'd like to think I've made the best of a bad situation.
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Skills
- Copwriting
- Creative
- Copyediting
- Blogging
- Marketing PR
- B2B Copywriting
- B2C Copywriting
Education
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Bachelor of Arts (BA) The University of Liverpool
- Liverpool, United Kingdom
History 2:1