About me

*Currently available for freelance work* I’m a writer and editor based in Adelaide, Australia. With more than 10 years experience, including being part of the team to launch ASOS in Australia, I have experience across editorial, content direction and creation, digital, and marketing. I’m attuned to the ever-shifting space of commercial creativity and have enough ideas to fill a book (or two).

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Projects

• 22

  Dark WaveMy debut book Dark Wave recently won the 2020 Viva La Novella prize. https://www.hardiegrant.com/au/publishing/bookfinder/book/viva-la-novella-winner-02-by-lana-guineay/9781922267252
• 2

  ASOS AustraliaEditorial direction, copywriting and campaign production for ASOS Australia. Images from Australian festival campaign.
• 4

  ASOS Australia swim campaignASOS Australia swim campaign, 2014.

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Work history

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Writer & EditorFreelance
Feb 2015Adelaide, AustraliaFreelance
As a freelancer I provide journalism, content, digital marketing, trend and consumer insight, and editorial guidance to global clients including ASOS, Oyster Magazine, Canvas8, Junkee Media, Writers SA, and more.
Senior Editor - AustraliaASOS
Jun 2012 - Feb 2015Sydney, AustraliaFull Time
ASOS is one of the world’s leading online retailers, operating across 237 countries from a base in London. As part of the team to launch ASOS in Australia, I created bespoke multi-channel campaigns, from concept through to execution.

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Skills

• Fashion
• Copywriting
• Editing
• Journalism
• Creative
• Editorial
• Email Marketing
• Features
• Web Content
• Social
• Content and Media Writing
• Idea Creation
• Communication and Brand Plan
• Ecommerce Content