A hybrid strategist, storyteller and connector - generating creative strategies that distill brand values and, essentially, joining the dots for fashion, beauty and lifestyle brands to spark growth. I approach projects with a unique balance across strategy, creative and commercial and have a particular interest in where luxury marketing and sales intersect.
Associate Lecturer on the Fashion PR & Communications course 1-1 tutorials Visiting lecturing on MA Strategic Fashion Marketing
Writing editorial pages for a brand refresh project (under NDA and won off the back of the proposal I worked on in November).
Writing copy for the new launch website, including the new editorial space ‘World of Saloni’, establishing a brand voice and SEO best practice.
Producing and copywriting all marketing assets leading up to the next installment of MICAM, as the previous season.
I wrote a proposal for a beauty brand including tone of voice examples, copy for video and editorial, working to SEO best practice, as well as strategy approach pages for the pitch.
I wrote a strategy and proposal for a new business pitch to a heritage fashion brand.
A world first circular economy concept store trading physical products for digital experiences. Launched 19.11.19 at Protein Studios, Shoreditch. I consulted on production, curation of panellists and guestlists, sponsorship and press pitching.
I worked at this boutique creative agency in repositioning heritage diamond jewellery brand De Beers for a modern audience. Working to tone of voice guidelines created by 11.12, I wrote product descriptions for over 700 products, creating a new gender neutral, responsibility-focused and clean language. The new De Beers website will launch soon.
An ad hoc freelance position, whereby I worked alongside the Deputy Copy Editor and wider copy team to write and edit product descriptions in-keeping with the high end tone that this e-commerce heavyweight is known for.
A hybrid freelance contract role leading up to the footwear destination trade show MICAM’s 50th anniversary event in Milan in September 2019. I managed delivery of all digital and print marketing assets from print programmes to email newsletters, website updates and social media, writing all copy for these marketing assets, and working in conjunction with both client and an in-house design team.
A regular guest lecturer on the subject of fashion business, sales, pricing, business planning and other commercial considerations in running an independent brand at UAL and other esteemed London fashion schools, including Central Saint Martins, London College of Fashion, University of Westminster, and University of Kingston
Initially a two-week freelance assignment, I stayed with Harvey Nichols for over six weeks and returned on an ad hoc basis in 2015. Positioned in the editorial department, I wrote features for web, including pitching stories I felt tapped into the zeitgeist, such as the Guy Bourdin fashion trend that linked to the exhibition at Somerset House. I wrote copy for email newsletters including subject lines and pre-headers ensuring that there was a strong call to action each time that could sit on social media too. I also wrote copy for POS, VIP customer emails, website banners, and promotions.
I was hired via Peas agency to be the interim copywriter while the company interviewed and hired a new permanent copywriter. The copywriting team at Jack Wills comprised just one person so I was tasked to deliver all digital and print content, from billboard copy for store windows, to email newsletter and website copy. During my time at Jack Wills, a blog was launched, which I was able to contribute to. I also worked alongside Pencil, an exterior agency, to produce the seasonal 'handbook', a catalogue/zine that goes out to all customers. Other one-off projects include a denim fit guide, tag lines for swing tags, instructions for Christmas board games to go on sale on the website and blurb for the Penguin x Jack Wills 'classic novels' collaboration.
The first 360 fashion agency turning high potential creative brands into viable businesses via consultancy and services. - Baked a level of strategic consultancy into every service, connecting the dots across brand touchpoints from wholesale to PR - a uniquely holistic insight no other agency offered, differentiating mine as a ‘business partner’ for brands and strengthening/targeting our service proposition for emerging and high potential labels - Identified and wrote new business pitches, critically evaluating the bigger picture and the strength of brands’ USPs AKA their potential for long-term growth - Developed strategies for clients encompassing: - - Brand values, positioning and how those are communicated across all touchpoints - - New launches with a digital-first approach - - Pricing architecture and range planning - - Partnerships and social media including ‘ownable’ content pillars beyond the clothing - Led and oversaw consultancies, taking responsibility for results where strategic advice was implemented. Successes included a 75% increase in wholesale orders in one season following a pricing review - Conceptualised and produced culturally relevant experiential solutions for London Fashion Week with match-made creative teams to create emotional impact and buzz for our clients Linked our emerging brands with well-aligned partners to elevate them and create Instagrammable moments: - - Vans x Roberta Einer multi-season commercial footwear collaboration - - Rebel Rebel flowers x Roberta Einer floral design for LFW set and lookbook - - Ditto Press x Claire Barrow zine design and invitation printing - - Cire Trudon x Wales Bonner scent partnership at V&A Fashion in Motion - - Swarovski x Wales Bonner - the crystal brand had never before considered a menswear partnership - Developed partnerships service to include activations outside of LFW to strengthen storytelling and commercial stability for emerging brands, e.g. linking non-binary label ARTSCHOOL with arts performance group Clod Ensemble for costumes for their ‘Placebo’ show, receiving coverage in the likes of The Guardian - Curated ~20 high potential designers every season for wholesale showrooms in Paris, NYC and Copenhagen - Developed and oversaw wholesale tactics for clients who, mostly, had only taken orders from small boutiques. Firsts for our clients included orders we brokered with Bloomingdales, Liberty, Galeries Lafayette and Selfridges. - Grew Instagram followers to 14.4k with a mix of client-based and own content - Created ‘How To’ events, inspiring the next generation and fostering new connections as well as marketing the agency. I curated and moderated speakers from the likes of BBZ, Trouva, Mandi Lennard, Mishcon de Reya, Harvey Nichols, Marques’Almeida, Browns and i-D - Garnered press on the agency in Dazed, ELLE, Trendstop, The Future Laboratory, Because, and 1Granary - Speaking engagements and workshop projects with: - - ASOS My Big Idea Podcast and ASOS X Graduate Fashion Week - talking about start-up strategy - - International Fashion Showcase @ London Fashion Week - presenting The Bridge agency model - - Camera Moda Nationalize Milano graduate catwalk show judging panel - - British Council x Ukrainian Fashion Week - ‘market entry’ lectures covering business planning, pricing and fashion wholesale, and tailored mentoring and support for 8 Kiev-based designers.
Events production including consumer-facing Nike Air Max day and a private Nike event in an Arsenal FC box for VIPs. Responsibilities included: - Permits from the council - Hire and management of a photo booth - Flyposting management with an external agency - Production of stickers and ‘merch’ such as a branded glassware - Compilation of production schedule and liaison with all parties - Installation in-store and at Arsenal FC
I wrote the press release for Claire Barrow's Autumn/Winter 2014 collection, her first following her three seasons with Fashion East.
As a native English speaker / fluent German speaker, I was hired to proof read an extensive pitch document for a high profile client outlining changes to a website. As the document had already been translated from German to English, it was my task to refine the English to sound as natural as possible. Following this work, I was asked to join the freelancer pool and regularly undertook proofreading and copywriting work on an ongoing basis.
This was a temporary role to manage the company's bookkeeping on Xero, investor reports, cashflow, VAT returns, payruns and liaison with an external accountancy firm to keep all in order during a period of transition for the fashion label
I won the tender to write the copy for the Centre for Fashion Enterprise's new website, re-launched to coincide with the company's 10 year anniversary. I worked in unison with the web developer writing copy of an appropriate length according to the brief and design of each section of the website. I collated information from team members and designers alike to write background information and biographies. Following the success of this, I was asked to write articles for a newspaper-type publication to accompany an event held by the company in Italy. I independently pitched articles and/or angles to approach the story from and interviewed designers for exclusive quotes.
I was scouted to refine the brand voice across the UK and US sites. I worked as a freelance e-commerce copywriter alongside and/or briefing the in-house copywriter and digital team to write product descriptions, social media responses and e-newsletters in-keeping with the new tone of voice.
As a sister company to the non-profit Fashion East, I provided ad hoc assistance around my Fashion East role to grow this nascent brand's online presence and support the website management. I wrote the seasonal press releases introducing the new collections and liaised with an external PR agency. I updated the website using Wordpress and Shopify platforms including 'About' copy, Stockists page, product descriptions, images throughout the site and collection landing page copy. As a young brand, Lulu & Co was in need of assistance with social media. I set up the Twitter account, helping grow the followers and created content for both Twitter and Facebook. The brand closed in the mid-10's.
Fashion East is a renowned non-profit talent support scheme established in 2000 by Lulu Kennedy MBE and the Old Truman Brewery, dedicated to nurturing and launching emerging designers. This unique and varied role encompassed management of London Fashion Week events and designer brand growth. I connected many outsourced teams from PRs to event producers as well as the British Fashion Council in holding seasonal shows for womenswear and menswear designers (a catwalk show for each, and a menswear installation). I sought and assisted in securing commercial sponsors including Converse and Toni & Guy, as well as managing contract signing and project delivery between the brand and Fashion East designers. I submitted successful public funding bids at a time of deep cuts to arts public funding, as well as researched potential other governmental funding sources. At the end of funding periods, I also submitted project reports and budgets to the delivery partners. I implemented a cashflow and filing system from scratch, as well as managed budgets and liaised with accounting teams. I demonstrated problem-solving skills during ambitious events including overseeing installations including a car and a public bus stop into small Soho venues, as well as working with production companies such as My Beautiful City and FAMILY in ensuring the smooth running of catwalk shows and running a tight backstage to get fashion shows underway on time. I wrote the seasonal press release including line-up release, announcing the designers who were to be supported for the coming season, and the credit sheet and show press release which were set out on every seat at the London Fashion Week show. I also advised designers on their press releases and biographies. At the time of beginning to work with Fashion East, it was not using social media, but had a Twitter account in place with 1,500 followers. Having launched numerous designer brands into market via these three distinct events, Fashion East had an incredible alumni that the social media was not yet championing. I grew the social media following, in conjunction with one other team member, by 90% over 2 years at the company and set the company up on Instagram. I assisted designers with sales strategies, including pricing and how to reach buyers, and oversaw their further mentoring with industry experts. During my time at Fashion East, I worked with 34 supported designers including Marques'Almeida, James Long, Agi & Sam, Noki, Meadham Kirchhoff, Kit Neale, Ashley Williams, Helen Lawrence, Ryan Lo, Claire Barrow, and Craig Green, to name a few.
I was hired as a ghost blogger to write about happenings in London. Content had to be on-brand but not necessarily related to denim. I linked features to fashion and a particular Hudson Jeans product wherever possible. I blogged about culture, restaurants, art, lifestyle and fashion, e.g. Chelsea Flower Show, Paradise by Way of Kensal Green, and Frieze Art Fair.
I assisted founder Sasha Wilkins in the running of her successful blog and associated projects. I managed diary and travel and supported affiliate marketing and HTML coding and SEO. I also contributed a couple of stories to the site.
I worked on a part-time, freelance basis with this start-up brand to assist with all things marketing, e-commerce, and sales including supporting with wholesale, customer service, tradeshow set-up and management, budgets, press release and e-commerce copywriting, and marketing strategies.
During this internship, I sourced props for photoshoots and conducted interviews and reviews for the beauty pages and a beauty supplement.
I wrote press releases for emerging designers and assisted with the set-up of a London Fashion Week exhibition stand.
German, Spanish, History of Art, Cultural History, Film, Literature, Linguistics. 2008 - 2009 spent at Humboldt university, Berlin