Penelope Dowling


  • LocationLondon, United Kingdom



  • Marketing PR
  • Writing
  • Copywriting
  • Blogs
  • Web Content
  • Photoshop
  • Word
  • Magento
  • Copywriting
  • Content and Media Writing
  • Copywriting
  • CMS Umbraco

Work history



The Jewellery Editor

Nov 2013 - Mar 2015
  • The Jewellery Editor is an online magazine for luxury jewellery and watches. -­? Copywriting product descriptions for the Window Shopping pages of The Jewellery Editor website. -­? Crafting the JED tone of voice across all product copy. -­? Work closely with SEO Executive ensuring content is optimized. -­? Selecting 20-30 jewellery and watch products to feature in Window Shopping each week. -­? Liaising with brands and designers for press releases and product information. -­? Resizing and editing images to upload to CMS (Umbraco). -­? Weekly uploads of products to live website via CMS. -­? Merchandise site. -­? Maintaining the Window Shopping section ensuring accuracy of information.


Freelance Eccommerce Copywriter


Feb 2014 - Feb 2014
  • All Undone is a luxury lingerie label. -­? Product copy for All Undone’s Spring/Summer 2014 collection for their eCommerce site.


Content & Merchandising Executive

Astley Clarke

Mar 2012 - Sep 2012
  • Astley Clarke is an online contemporary luxury jeweller. -­? Copy writing for all products on website ensuring content was SEO in line with identified key words. -­? Use of Magento e-commerce software to set up products. -­? Editing images using Adobe Photoshop – included touching up, re-sizing and templating as well as selecting images that best represent the products. -­? Uploading all products onto site within planned launch timings. Up to 100 products per week. -­? Use website analytics to merchandising site to optimise sales. -­? Work closely with marketing team to create a consistent message across the site ensuring weekly newsletters were targeted to latest product releases. -­? Co-ordinate photography schedule.


Marketing & Website Manager

Farm Direct

Mar 2011 - Mar 2012
  • Farm Direct is an online food ordering service sourcing local season fresh food for residents of North London. -­? Manage e-commerce website: writing copy, sourcing images and working closely with web developer to improve user experience. -­? Developing, designing and delivering marketing campaigns through multiple channels such as weekly email newsletters and leaflets, print media and social networking. -­? Segmenting customer and prospect database for targeted marketing campaigns. -­? Use of Adobe Photoshop and InDesign.


Founder & Director

Equa Clothing

Apr 2005 - Jan 2011
  • Founder and Director Founded and managed an ethical fashion boutique and eCommerce site in Islington, London. The business specialised in fair trade, organic and sustainably sourced women’s wear and accessories. -­? eCommerce: • Designed the Equa ecommerce website. • Created and edited Equa’s photography aligned with the Equa brand image. This included not only liaising with photographers and planning photoshoots, but also taking product shots and editing in Photoshop. • Writing all product and non-product copy across the website and social media channels. • Managing website daily including uploading products, managing stock levels, web sales and writing basic HTML code. -­? Marketing: • Positioned and marketed the business through multiple channels, such as direct email marketing, blogging, social networking, PR and print media campaigns. • Maintained customer and prospect database. -­? Merchandising: • Predicting stock levels for the boutique. • Ensuring the correct product mix. -­? Buying: • Researching and buying from new and established ethical clothing labels. • Trend analysis and forecasting. • Forward and in-season buying. -­? Supply chain: • Ensuring brands stocked sourced their collections inline with Equa’s ethical policies. -­? Managing suppliers and logistics. -­? Accounting and Payroll: • Using Sage and TAS accounting systems: VAT returns, end of year accounts, payroll. -­? Operations: • Managed five members of staff.


Conference Assistant

EMAP Conferences

Jun 2004 - Apr 2005
  • Personal Assistant to Managing Director. Assisted with the organisation and delivery of a wide range of B2B conferences, associated planning and logistics. Ran the office and was responsible for budgeting, office management and recruitment.


Account Executive


Jul 2002 - Aug 2003
  • EuroDirect (now CallCredit) is a top three UK Direct Marketing Agency. -­? Managed and developed client relationships. -­? Devised direct marketing strategies for multiple financial services clients. -­? Managed client databases including de-duping, un-subscription through TPS, MPS and electoral role, and database profiling using EuroDirect’s consumer classification tool, CAMEO. -­? Database segmentation for targeted direct marketing campaigns.



Development Studies

University of Leeds

Aug 2003 - Aug 2004
  • MA Development Studies



University of Leeds

Aug 1999 - Jun 2002
  • BA Geography