Projects credited in
- Ted Baker — Ted's School of ExcellenceRedesign of Ted’s School of Excellence, the introductary training course for all new Ted Baker retail employees. The course allows them to instantly understand the brand and the high expectations that go with it. Designed to emulate an old book of knowledge from the outside, the interior pages give the outwardly dull knowledge a bright, modern and dynamic twist.
- Ted Baker Direct Mail Letter, Booklet and InvitationI designed a printed direct mail 'Whistle & Flute' guide to suiting, with letter and invitation featuring first-name personalisation. I designed a concertina-fold guide to show Ted's different suit types. Accompanying this was a double-sided letter featuring first-name personalisation, a size guide with space for the recipient to write their own personal measurements, and a T for Tall card. The pack was wrapped in a tape measure and sealed in an envelope that I designed to look like a suit pocke
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Work history
Content Strategist & CopywriterThe Business of Fashion
London, United KingdomFull Time
Recruited as the brand’s first copywriter to unite tone of voice across all business areas, and refresh both B2B and B2C communications, working within an in-house Studio to deliver:
• Brand: Creation of tone of voice guidelines; standardisation of straplines and boilerplates; in-house press releases; SEO copy for YouTube videos; technical copy for website backend
• Marketing: Ideation and execution of weekly email campaigns and all on-site marketing and ad copy; paid social campaign copy; event invitations and VIP communications
• Editorial: Editing the in-house Style Guide and resolving grammar/style questions across the business; contributing to pitches; supporting the team with headline/subject line ideas
• Content: Writing interviews and articles to briefs for commercial clients; creating weekly Careers articles and newsletters; editing, proofing and fact-checking articles
• Subediting: Across the business, from print issues to commercial decks to online articles
Senior Creative CopywriterTed Baker
- London, United KingdomFull Time
Recruited to head up Ted Baker’s creative copy strategy and tone of voice implementation across the business, working within the Creative team to deliver projects across the business including:
• Creative: Leading concepts and copy throughout the department for campaigns, shoots, videos, branding, new diffusion lines, swing tag design, Annual Reports
• Marketing: Final copy sign-off on all creative assets for a wide spectrum of projects, including in-store event materials, POS, competitions, catalogues, and packaging
• CRM: Final copy sign-off on all emails, editorials, and site content; working closely with ecom team to develop ideas and maintain tone of voice across the site
• Social: Final sign-off of all copy and assets via Ted’s and licence partner channels; developing ideas and maintaining tone of voice; writing all blog content and adapting this internationally
• PR: Writing seasonal and collection press releases from Ted & licence partners; working closely with team to develop ideas and leverage past experience/contacts
• Windows: Developing seasonal, international, sale, Christmas, and wholesale window ideas
• Stores: Creating copy for use throughout new store designs across the world
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Skills
- Fashion
- Marketing PR
- Branding
- Lifestyle
- Online
- Creative
- Marketing Strategy
- Social Media Marketing
- Web Content
- Social
- Editing Proofreading
- Content and Media Writing
- Copywriting
- Editing
Education
U
U
FrenchUniversity College London
- London, United Kingdom
French Language, Literature, History & Film