I am an Editorial Director and Content Creator with over 15-years experience as a Fashion Editor, Copy Editor, Journalist and Stylist working with national and international publications, start-ups and brands. I currently work for Stitch Fix UK, where I was head-hunted to lead their Editorial team and am employed as their Senior Fashion & Copy Editor. Previous clients include POP Magazine, Grazia Middle East, Stylist Magazine, LOOK Magazine, ASOS, GraziaDaily.co.uk, InStyle.co.uk, Try Tuesday @ Marks & Spencer.
Projects
- Stitch Fix How It Works Campaign, 2022Co-created, styled and scripted Stitch Fix’s first international campaign, featuring placements as a national television commercial, email, paid and organic social. The approach? We took the most common questions received from prospective clients about Stitch Fix, an online personal styling service, to created a narrative between brand and customer. The result? A snappy, easy-to-understand campaign that put the clients’ style first.
- Try Tuesday Editorial• Championed and launched Tuesday’s online editorial platform, creating an additional £2.8m profit to the company and contributed 45% of the companies total annual sales. • Conceptualised Tuesday’s weekly CRM newsletter, promoting weekly editorial content, re-engaging the customer and enriching their journey. In the first year, these created £1.25m sales. • Managed a team of stylists to submit daily digital editorial content, streamlining the workload and maximising output. • Devised and impleme
Work history
Senior Fashion & Copy EditorStitch Fix
London, United KingdomFull Time
- Winner of Drapers Digital Award in 2020 for Best Use of Digital Personalisation.
- Play a key role as the Editorial Fashion & Copy Manager at Stitch Fix UK, driving the brand's content strategy and execution for the UK market.
- Create the UK's tone of voice, develop and deliver original messaging across various marketing channels including: Email, paid & organic social, product/site, print, tv/radio, etc.
- Style photoshoots for both men's and women's fashion, encompassing on-figure and still life photography to create a visual narrative that works across multichannel platforms, including CRM, Organic Social, Paid Social, PR and affiliate partnerships, ensuring exceptional customer experiences with compelling fashion-forward looks.
- Build a comprehensive content strategy and marketing calendar for CRM, based upon analysis of customer insights and annual BDMT strategy.
- Frame content strategy with a strong blend of creativity and strategic thinking, aligning it with business goals.
- Utilise deep knowledge of the UK consumer mindset and market to create exceptional experiences.
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Head of EditorialTry Tuesday
- London, United KingdomFull Time
• Winner of Drapers Digital Award in 2019 for Best Use of Digital Personalisation, founded by Marks & Spencer
• Championed and launched Tuesday’s online editorial platform, creating an additional £2.8m profit to the company and contributed 45% of the companies total annual sales.
• Conceptualised Tuesday’s weekly CRM newsletter, promoting weekly editorial content, re-engaging the customer and enriching their journey. In the first year, these created £1.25m sales.
• Managed a team of stylists to submit daily digital editorial content, streamlining the workload and maximising output.
• Devised and implemented a digital editorial content strategy, tracking user engagement to ensure content relevancy.
• Developed and led tone of voice across all channels; writing, editing and subbing all copy for CRM, social, online, product and brand.
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Skills
- Content Strategy
- Copywriting Editorial
- Fashion Styling
- Campaigns
- Photoshoots
- Creative Briefs
- Leadership
- Logistics Management
- Content Creation
- Copy
Education
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BA (Hons) Fashion JournalismUCA - University of Creative Arts
- Epsom, United Kingdom