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Whitney Edwards

Freelance Writer | Creative Communicator

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About me

Hi there. I'm a creative writer from Sydney, Australia, currently based in Norwich, England's first UNESCO City of Literature, where I am founder and freelancer for my own copywriting business - heapswhitty Creative Communication. I am unique as a creative copywriter as I specialise in professional marketing, making my writing succinct, SEO-friendly and targeted to the audience at hand. I have worked in professional Marketing and Communication roles since 2010, collaborating with non-for-profits as well as leading on content campaigns with big brands such as the Guardian, Virgin and FutureLearn. heapswhitty Creative Communication is my full-time venture to make lively, engaging content production friendly and accessible to clients and readers alike using my special combination of writing talent, professional marketing experience and exceptional interpersonal communication skills. In other words, I know my stuff rather than talk fluff. I hold a Bachelor of Arts degree in Communications from the University of Technology, Sydney, where I majored in Creative Writing and Cultural Studies. I also spent a year from 2008-09 studying Creative Writing at the University of East Anglia, one of their leading disciplines with notable alumni. With my writing career I wish to change the world, starting one sentence at a time. Let’s make the next one yours.

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  • Publishing
  • Writing
  • Branding
  • Digital Content
  • Editing
  • Blogging
  • Email Marketing
  • Marketing Strategy
  • Creative Marketing
  • Content and Media Writing
  • Copywriting
  • Marketing
  • Content Production
  • Content Marketing
  • Content Audit
  • Content Creatiion
  • Content Curation
  • Content Writer
  • Creative Writing

Work history


Founder & Freelancer

Heapswhitty Creative Communication

May 2016
  • Full Time
  • There's not enough clever wit in marketing, so I decided to create my own. heapswhitty Creative Communication offers quick, smart writing, right at your fingertips. It's a fuss-free freelancing service. Every job is tailored especially to you and your needs. Because words should never be russshed! copied [CtrlC] pasted [CtrlV] or CluNkY. The words (and your message) should flow. Always. My business offers creative services in the areas of: - Copywriting & Blogging - Editing & Proofreading - Marketing & Branding - Professional Creative Communication


Contributing Writer

Average Janes Blog

Apr 2013
  • Freelance
  • Opinion Writer for Average Janes - an independent digital lifestyle magazine for women bringing you the best of everything the modern girl (or fancy lady) needs to know. Blog topics I've covered include: - Women in the workforce - how far have we come? - Insider's guide to hairdressing - Camden Borough - Cattitude (fem-envy) - Aussie vs Brit - Upcycling


Creative Communicator


Feb 1988
  • Full Time
  • Since I was born I reckon I have been a top creative communicator. Whether that be drawing pictures in my spaghetti sauce at age 5 in Sydney, to creating my own witty freelance writing brand in the UK, age 25. If there's something important to be said, make it exciting! That's been this girl's #1 job her whole life.


Central Marketing Administrator

University OF East Anglia

Nov 2014 - May 2016
  • Full Time
  • Worked within the Central Marketing Team at the University of East Anglia, where I led on marketing to key influencers, encouraging prospective students to study with our highly accomplished institution through digital and campus-based campaigns. As part of the Admissions, Recruitment & Marketing department, I created and managed the communication and marketing strategies to grow the visibility and impact of projects including: FutureLearn's MOOCs (Massive Open Online Courses) and the teacher's resource and advice hub 'UniBox' (supporting the student transition to Higher Education). I was also the lead on internal Postgraduate marketing to UEA students, where I utilised more creative marketing channels for messages, such as informal events, wall vinyls and graduate business cards. During this project-focused role, I worked directly with The Guardian on a sponsored online education series 'Students Change the World', generating fresh, timely content for UEA's partner zone, showcasing unique stories sourced directly from the university community. Two projects I delivered at UEA have been recognised for awards: Shortlisted in the 2016 HEIST Awards for 'Best Use of Innovation in Education Marketing', while my 'Brilliantly Placed' creative marketing campaign for teachers won a Silver Award from the CASE Circle of Excellence.


Online Marketing & Copywriting Executive

Virgin Wines UK

Nov 2010 - Nov 2014
  • Full Time
  • Responsible for sourcing, creating, organising, editing, branding and proofing marketing content for Virgin Wines and the Mail Wine Club of the Daily Mail. Key involvement working directly with Hardys Wines to launch the exclusive Chronicles range in the UK. Part of in-house team developing brand related customer research and discussions on marketing within the competitive wine industry. The role was originally focused on pure digital marketing of the website and its products and wine promotions, but I evolved this to include involvement with copywriting for regular direct marketing CRM email campaigns, partner promotional material, printed mailing advertisements and contributing cheekier content to the Virgin Wines blog. As the company continued to grow, so did my experience of project managing marketing material for targeted customer channels and strict deadlines. I continuously built on my knowledge of CMS, HTML, SEO and developed a strong sense of writing engaging content for a nationwide audience. I received technical training in the industry by successfully completing my Wines & Spirits Education Trust Intermediate Certificate with Merit. Practical experience selling and serving wine to hundreds of customers came with working annual customer tastings across the UK. My goal to establish a trusted Copywriter position for the company, a proud extension of the global Virgin brand, is my firm achievement here.


Client Services Coordinator


Aug 2010 - Nov 2010
  • Internship
  • This was a professional position within a fast-paced and demanding IT environment where my degree level communication skills were my strongest asset in catering for client needs. Worked with the Head of Client Services to research and organise superior methods of customer service levels, namely by drafting and creating the first Customer Satisfaction Project that P1 (Proteo) had developed. Delivered Service Reviews (personally meeting company clients) and constantly liaising with the Infrastructure, Sales, Marketing, Innovation and Administration Teams.


Online Producer & Editor

Vibewire Youth inc

Oct 2009 - Jun 2010
  • Internship
  • Volunteer internship with non-for-profit youth organisation based in central Sydney. Worked as Online Producer and Editor for Vibewire Portal. Gained creative and technical experience in writing, producing and editing web content, liaised with industry professionals, implemented methods to increase Vibewire’s writing community and online presence, located & trained new interns. Assisted in researching and drafting editorial manual.



School of American Studies, Literature Creative Writing

University of East Anglia, United Kingdom

Sep 2008 - Jun 2009
  • 1 year of study on Erasmus International Exchange Program, within the School of American Studies + Literature and Creative Writing, with focus on Critical Theory, Fin de Siecle artistic movement, tutored Scriptwriting with one of the West Wing writers, Poetry, Translating Texts and an independent Dissertation on Dream Psychology. Phew!


BA Communications Creative Writing Cultural Studies

University of Technology, Sydney

Dec 2006 - Oct 2009
  • 2 years spent studying on campus @ UTS Ultimo, Sydney 1 year spent studying abroad on Erasmus International Exchange Program @University of East Anglia, United Kingdom.



Silver Award for Specialty Design

CASE Circle of Excellence

  • Managed production and copyediting of targeted mailing pack to engage UK school teachers, using the concept 'Brilliantly Placed'. Project won Silver Award for Specialty Design from the CASE Circle of Excellence.


Award for Best Use of Innovation in Education Marketing


  • Editor and Marketer of advice website for UK teachers and career advisers, UniBox HE Thought Leadership, shortlisted for a 2016 HEIST Award for Best Use of Innovation in Education Marketing.


WSET Level 2 Intermediate Certificate in Wines & Spirits

Wine & Spirit Education Trust

  • Pass with Merit