Jan 2024 – Mar 2024 · 2 mos · London, England, United Kingdom · Hybrid

• I joined LYMA’s CRM team to help with BAU emails during a busy time, while the rest of the company focused on a new product launch. Working closely with the Head of Membership and CRM Lead, I crafted new creative copy for weekly campaigns for LYMA's multiple products (Supplement, Skincare and Laser), divided into segments: Reinforcement, Winback, Crossell and Upsell. I also rewrote various important member customer journeys (e.g. a new 12-day Supplement customer journey and the Pause journey) in order to engage or encourage re-subscription.

Aug 2023 – Jan 2024 · 5 mos · London, England, United Kingdom · Remote

• I led the website rewrite project for this B2B PSP finance company based in Dubai while it rebranded. I created new Tone of Voice and Strategic Messaging Guidelines, wrote the entire new 17-page website (including new company tagline, homepage, 13 product pages, careers page etc) and oversaw the UX writing of its new payment gateway product for merchants. Working remotely, I liaised daily with team members all over the world, and collaborated closely with the heads of design, UK and marketing. mentored a non-native english speaking copywriter and together we created the first content for the company on LinkedIn, building the following up from zero to several thousands.

Mar 2023 – Aug 2023 · 5 mos · London, England

• I went on Maternity Leave in March to have my baby boy - my finest work yet!
• I went back to work part-time freelance when he was 6 months old.

Dec 2022 – Mar 2023 · 3 mos · London, England, United Kingdom

• I worked with the content team at Standard Chartered on their website rewrite project. It was my job to improve the Sustainability section, from a copy and UX point of view, as well as give recommendations on design. After creating an in-depth review and mapping the whole section in Miro, I presented to senior stakeholders and got sign-off on a slimmed-down UX architecture, copy and images improvements. I rewrote 8 key landing pages incorporating SEO and best practice UX and worked with the design team to help source better images. I also reorganised the sustainability library, transforming it from a bit of a dumping ground into an alphabetised searchable tool.

Oct 2022 – Jul 2024 · 1 yr 9 mos · London, England, United Kingdom · Hybrid

• As Copy Lead of my own Ltd. company, I freelance for a range of brilliant financial clients, including LYMA, Jillion, Wise, Clim8, Gaia and Standard Chartered.

Aug 2022 – Oct 2022 · 2 mos · London, England, United Kingdom

• I was brought in to help the small Copy Team with their Tone of Voice rebrand - it was a great project to work on and one of my specialisms.
• Alongside this, I also helped to improve copy processes by introducing a formalised Asana board, Notion Wiki page and Slack channel for the copy team's 3x a week 'Writing Help Hour'. Previously, this was managed ad hoc over chaotic Slack DMs and was a drain on the copywriters' time.
• I wrote numerous customer emails with a/b testing included, from an Oktoberfest cross-sell account and card campaign to anti-phishing codes.
• I launched paid social ad tests with the Copy Team, exploring whether functional or playful copy works better in certain territories.
• I mentored the copywriters in skills such as presenting and advocating for their craft within the Brand and Creative team

Jun 2022 – Jul 2022 · 1 mo · London, England, United Kingdom

• Gaia is the world's first IVF insurance product and the most unique tech company I've had the pleasure of working at. I took on this short but sweet contract just before getting married and going on leave.
• I wrote a wide range of copy assets for them, including an OOH and social campaign, improved their onboarding emails, wrote brochures for their new medication delivery service, and created strategic messaging guidelines.
• I worked closely and collaboratively with the support team and Joanna, the marketing director.

May 2022 – Jul 2022 · 2 mos · London, England, United Kingdom

• Clim8 is a new sustainable investing app, backed by Channel4 Ventures.
• I was brought in during a busy period to help write new landing pages (Junior ISA and Refer-a-friend) plus the accompanying emails and social posts.
• I also updated all of Clim8's onboarding customer emails, ensuring copy was in the right tone of voice and with clearer shorter messaging that's designed to achieve better click-through.
• I worked closely with Marcus, the Content Lead, on numerous projects including content strategy ideas and strategic product messaging.

Dec 2021 – May 2022 · 5 mos · London, England, United Kingdom

• Left company due to layoffs - redundancy*
• As Head of Copy, I supported Uncapped across its two core products: funding and banking. In this senior marketing role I led on all messaging creative and strategic, and the overall content plan.
• As part of Uncapped’s planned expansion into the US, I led the messaging for its new beta website and customer comms. I worked closely with product teams and strategists and did research with US locals to develop the brand positioning, TOV and copy for the core banking product and financial tools such as Instant Revenue, Automated Bills and Daily Insights.
• I wrote all the banking emails and sms messages for our select group of ‘early access’ customers. From onboarding to product messages to initiatives like free domestic wires, I communicate consistently, effectively and A/B test along the way - e.g. I improved our onboarding rate by 58%
• I optimised the outbound and inbound emails for the sales team by creating personalised replies for ecommerce Vs Saas that linked to relevant case studies and created unique creative assets that captured our core sales messages
• I wrote Facebook, Instagram and Google search ads and A/B test them. We are continually iterating with new versions of our best-performing funding and banking ads, using targeted data and insights

Nov 2019 – Dec 2021 · 2 yrs 1 mo · London, England, United Kingdom

• I led the copy team at Revolut for over 2 years. I created the messaging for countless new global products and helped grow the business from 10 million customers to a financial super app with 16+ million customers
• I was initially hired into the Wealth + Trading team as their Lead Copywriter to build and launch the new Revolut Trading product. Working closely with the PO's and Head of Trading, André Mohamed, I negotiated required changes with our legal team and external regulator and made sure the copy in-app, on web, and throughout our comms was both easy to understand and within the strict regulatory rules. After 6 months of joining, the copy team was centralised, so I took on writing for ALL Revolut retail products, but kept Stock Trading as one of my expert areas
• I successfully led the copy team through the pandemic and beyond. Once we made it to the other side, I recruited numerous copywriters and mentored them to promotion
• From in-app native to email, mobile and web, I oversaw the launch of multiple new Revolut products and personally created the copy for the launches of Stock Trading, Commodities, Shopper, Pockets, Rewards, Web App, Junior, Metal, Pet Insurance, Business Cards plus the launches of Revolut in the US for both retail and business, the list goes on...
• I created Global Tone of Voice Guidelines and Strategic Messaging Guidelines for every product in our portfolio, when previously there were none (just a solitary TOV blog). I presented this work in a global Town Hall, held coaching sessions with international teams and mentored all new joiners, ensuring they used the framework correctly to deliver on-brand messaging that our customers would find engaging
• I also created numerous processes such as Briefing Guidelines for Stakeholders, Copy Briefing Templates, JIRA systems and Copywriter Medals - many of which were used daily company-wide

Oct 2016 – Sep 2019 · 2 yrs 11 mos · London, United Kingdom

• I worked across a broad range of Imagination's clients, creating copy for pre / during / post-experience. From Shell to Major League Baseball to Jaguar Land Rover, I crafted the words that create the desired emotional response and behaviour from the target audience. I gave an Imagination Labs Talk to staff on Verbal Messaging, wrote White Papers and The Connected Experiences Index.

Jun 2016 – Sep 2016 · 3 mos · Shoreditch, London

• Working in a team with an art director, we created the brand world for the all-new adidas Athletics category and created the FW/16 and SS/17 campaigns, including all the copy taglines, articulations and storyboards for the global campaigns across retail, digital and social. Featuring athletes such as Gareth Bale, Simone Halep and James Harden.
• I created a Tone of Voice document for the Athletics marketing team and visited the Adidas HQ in Herzogenaurach, Germany.

Sep 2015 – Mar 2016 · 6 mos · Battersea, London

• I was employed as a freelance Senior Copywriter on the British Airways social team. As part of a creative team I worked from the conceptual stage through to final delivery, creating content that was on-brief and engaging for Facebook, Twitter, Instagram and LinkedIn.

Nov 2014 – Jul 2015 · 8 mos · London, United Kingdom

• I worked across the JTI tobacco portfolio, working on global brands such as Camel, Winston and Glamour.
• I was mainly responsible for writing Verbalisation Guidelines which are used by the brand managers to speak to the consumer and trade target audiences.
• I also wrote social copy for political clients such as the Liberal Democrats, working from creative concept stage through to final delivery.

Feb 2014 – Jun 2014 · 4 mos · London, United Kingdom

• Founded in 2010, GetTaxi is a free app that allows users to order a taxi directly from their mobile in Israel, London, Moscow and NYC.
• Brought GetTaxi’s global content presence into line, re-writing all online and in-app texts
• Wrote their Tone of Voice document and presented it to the senior board.
• Managed local community managers, introduced them to editorial content calendars.
• Wrote social copy, blog posts, retention emails and press releases plus a weekly email to drivers from the CEO and a weekly round up of global MKTG activity, using MailChimp.
• Secured GetTaxi as the Official Transport Sponsor for high profile events such as Vogue Festival
• Travelled to Tel Aviv and NYC to meet the teams and work on campaigns ie: #GettAnything

Aug 2013 – Feb 2014 · 6 mos · London, United Kingdom

• Worked across two key accounts – Barclays Business and Barclays Retail (as well as occasional copywriting for Vision Express and Aviva)
• Wrote all the copy for the Barclays Facebook, Twitter and LinkedIn pages, working to tight deadlines.
• Created content strategies and worked closely with the community managers, planners and designers to create content ideas that came alive over social.

Jan 2013 – Jul 2013 · 6 mos · Farringdon

• Project managed the build phase of Seven-owned Content HQ website, chose the platform provider and the news curation tool, worked with design team on look and feel.
• Managed an editorial calendar and project timeline
• Content creation - wrote articles, conducted interviews, sourced pictures, managed Twitter.
• Developed a new content strategy for the website in collaboration with the senior content directors.

Jul 2012 – Oct 2016 · 4 yrs 3 mos · London

• Services include creative concepts, copywriting, editing and consulting.
• I've worked on integrated advertising campaigns, event posters/spaces, websites, banners, social posts, blog posts, radio scripts, POS, DMs, flyers, press releases, tone of voice docs and brand bibles. I can also provide German to English translation.
• Clients have included: Barclays, Moo, TKMaxx, VO5, Treseme, Camel, Diesel, British Airways, adidas, Levi's.
• Agencies: Dare, JPMH, Deep Focus, Verbalisation, MediaCOM, Virtue UK, MONK, SapientNitro, U-Dox.

Jun 2012 – Jun 2013 · 1 yr

• Regular contributing writer to this leading youth culture website.

Jan 2011 – May 2012 · 1 yr 4 mos · Berlin, Germany

• Development of social media strategy for 14 markets to clearly define the role of social media and best practice. Led the strategy to combine all Facebook pages into one unified brand page.
• Development of always-on streams of social content
• Community management across social platforms including daily updates, issue management, eCRM and customer engagement.
• Established and managed the editorial blog THE28 and commissioned a Tumblr site.
• Management of key influencer relationships in Berlin (bloggers, press).
• Oversaw the collaboration between 28 and LiveBeats.com (live streaming portal).
• Originally based in Berlin, I then joined the International Marketing team in Palma de Mallorca for 3 months. I was also sent to Dubai to plan the social campaign for UAE.

Jan 2010 – Jan 2013 · 3 yrs

• I founded BANGBANGBERLIN in 2008 originally as print fanzine on Berlin’s subcultural music, fashion, art and club scenes. I moved it online (www.bangbangberlin.com) in 2009 and it became one of the leading sources on Berlin. We had sections of our Berlin City Guide printed in The Guardian online and UK Vogue. I have also been quoted as a source on Berlin in Guardian's The Guide and British GQ.

Jan 2005 – Sep 2009 · 4 yrs 8 mos · Berlin Area, Germany

• Landed this lead role 6 months after moving to Berlin
• Launched the very first issue of EB Magazine and created the first flat plan and content strategy
• Managed the editorial content, direction, theme and 10k budget of every issue (quarterly)
• Managed the integration of the TMobile brand and its partners content.
• Created content (features and interviews) and managed the transfer of print content to online.
• Managed staff’s work, external contributions and the print deadline for every issue.
• Recruited and managed an editorial and digital team, including a full-time fashion editor, art director, online editor, music editor, interns and a pool of freelance contributors.
• Chief Editor of numerous EB City Guides (which were printed separately), these included Barcelona, Paris, Vienna, Prague, Ibiza, London, Berlin, Split/Dubrovnik.
• Our print-run was increased in the second year from 20,000 to 40,000 and distribution expanded from Germany to include Austria, Hungary, Czech Republic and the UK.

May 2003 – May 2004 · 1 yr · London

• The Fish Can Sing was a cutting-edge creative marketing and PR company and they gave me my start in the world of creative copywriting and branded content. Brands included Motorola, Nike, Absolut and Grolsch.
• The truth isn’t out there, it’s in How To Be Abducted by Aliens – a guide for all alien abductee hopefuls (although with no guarantee of results).
• Behind the How To Be Abducted By Aliens fanzine was an ambitious, big-budget Grolsch ad that the brand felt could engage people’s imaginations, if given a little extra editorial push - which it was our job to provide. We found that by taking the UFO community seriously, we uncovered original, “factual” material that would engage journalists and consumers. Working with journalists, UFO-spotters and sci-fi writers, we set up a faux pro-abduction movement complete with fanzine and website. I was the writer on the project, writing copy and conducting interviews.
• I left TFCS to move to Berlin - and the company later split with one half starting up a new agency called 'Not Actual Size.'

Sep 2001 – Nov 2001 · 2 mos · London

• Interned at what was the coolest magazine in the world.