During my 2023 standup comedy phase, which taught me the value of being concise.

Senior STRATEGIC Copywriter: social, digitaL, & UX

Intrigued by the nuances of language and how they impact communication. Divergent, independent thinker, seasoned Copywriter/Creative/Strategist, and fast-paced problem solver with agency (AnalogFolk, TMW, Impero), in-house (ITV, CNN), startup (PeerIndex), and standup (comedy) experience.

Skills

  • Concepts and copywriting for tech, sports, finance, cybersecurity, automotive, FMCG, alcohol, and entertainment

  • Research, insights, and content strategy for Land Rover and Booking.com

  • Collaboration with Researchers, Creative Directors, Designers, and Art Directors 

  • Crafting tone of voice for ABBA Voyage, DIT, Barratt Homes, Sony, and Booking

  • Proficient in German with German copywriting experience

Achievements

  • Created the ‘Love Your Body’ creative platform, TVC, and social content for WW (Weight Watchers), which increased media-driven sales by 20%

  • Winning concept and pitch presentation for ‘Paris Hilton’s Zombie Paparazzi’ app

  • Campaign assets, copy guidelines, and brand archetypes for ABBA Voyage launch

  • Leading copy on VPN microsite that increased orders by 23% at Kaspersky

Professional Experience

Dec 2024 - Present

Freelance Senior Copywriter / Creative / Strategist

Copywriting, content strategy, and tone of voice for various clients.

July 2022 - Dec 2024                  

Senior Copywriter at a global cybersecurity company

Led copy outputs for global cybersecurity company, bringing value propositions to life across digital touchpoints. Collaborated to create research-driven, human-centred copy that converted.

Achievements

  • Lead Copywriter on SEO-optimised VPN microsite that increased unique visits by 172%, increased average time on site by 31%, and increased orders by 23% over 8 months

  • Initially hired as Senior UX Copywriter, I took on extra responsibility by leading the creative and strategy on global digital advertising, increasing paid social CTR by 28% 

  • Improved web design process by moving from Google Sheets to Figma for all copywriting drafts and feedback, which improved collaboration with the design and product teams

  • Wrote audience-centric copy for 44 landing pages and 22 digital media/paid social campaigns to amplify marketing initiatives and support product goals


Dec 2018 - April 2022                 

Copywriter at TMW Unlimited 

Copywriter for integrated agency working on verbal identities, digital, social, TVC, print, and radio concepts, and scripts for NS&I, VOXI, Vodafone, ABBA, WW, HSBC, Sony, and others. 

Achievements                     

  • Developed digital strategy, brand narratives and verbal identities for ABBA’s new tour, Barratt Homes’ social media, and the DIT’s email marketing

  • Scriptwriting and digital copywriting for Vodafone, including on digital parenting, helping to increase their NPS score year-on-year to a record 26 points

  • Wrote savings-focused CRM copy for HSBC and NS&I, helping the latter to increase the number of customers making regular savings by 15%.

  • Created the ‘Love Your Body’ creative platform, TVC, and social content for WW (Weight Watchers), which increased media-driven sales by 20%


May 2016 - Dec 2018           

Freelance Copywriter at AnalogFolk, ITV, CNN, POSSIBLE, Spark44, Freemavens

As a freelancer, I worked on digital strategy, insights, and copy at various London agencies for Booking.com, Fiat, Jaguar, and Land Rover. I also planned content and wrote copy for ITV and CNN.

Achievements                        

  • At Spark44 I developed social media and content strategy for Jaguar and Land Rover UK, launched the Velar across UK social channels, and managed a Community Manager

  • Grew Booking.com’s Instagram following by 320% at AnalogFolk, translating pitch-winning ATL creative into social copy, influencer strategy, and social tone of voice guidelines

  • Carried out in-depth social listening, research, and analysis for Lipton at Freemavens

  • Developed social content and copy as part of the award-winning social team at ITV

  • Planned social content for car brands Fiat, Alfa Romeo, and Abarth at POSSIBLE and developed digital concepts for Raffles Hotels and BBVA Bank at CNN

               

Oct 2014 - May 2016                  

Senior Social Creative at Impero

Developed social media concepts and copy for Lindt Chocolate, Brancott Estate Wines, and Absolut Vodka. Pitched for and won new business, including for games developer Deep Silver Fishlabs.

Achievements                         

  • Developed pitch-winning creative work for Deep Silver Fishlabs gaming, building a social media concept and strategy for their ‘Paris Hilton Zombie Paparazzi’ game

  • Managed email marketing for Lindt UK, seeing regular 20% open and 10% click rates

  • Lead client workshops on the Lindt account to develop content strategy, generate social media concepts, and refine content pillars

  • Handled marketing and PR for the agency, managed relationships with the press, and facilitated 25 web design award wins and 7 advertising award nominations