Meet my work
Intro
Writing is just one part of the jigsaw.
I listen. I research. I connect. I create. I collaborate. I validate. I deliver.
Writing inspiring stand out copy is what I do best. I connect with a business and its brand and create engaging copy that either drives sales, grows a client base, increase brand awareness or leads to better product adoption.
I bring a holistic view of how to drive business success and keep an audience engaged.
About me
Hello, thanks so much for stopping by.
I am curious by nature. I’m open, I partner and build relationships that work.
Whether it is UX writing, Customer Centric copy, an editorial piece, landing page copy or product descriptions my curiosity about your industry and my ability to listen and ask the right questions will draw out nuggets of gold to make your content sing.
I’m a storyteller. The reader or user is at the core of everything I write. I also love feature writing, telling compelling stories that resonate, move the reader, motivate and entertain.
I write to engage. I write to convert. I write with empathy. I write to have an impact.
If you’re looking for a Copywriter to help bring your corporate, product, and customer stories to life, I’m your person.
I can provide research, map content creation ideas, web copy, brand names or just punchy sentences that are SEO friendly and draws the reader in. I can write for all stages across the marketing funnel ensuring tone of voice is aligned at each touchpoint.
Quality products are no longer what differentiates brands, in the high-tech era we live in but tuned in copywriting that is: intuitive, meaningful, value-add, personalised and deeply focused on consumers’ issues and challenges.
“Every product has a unique personality and it is your job to find it.”
Expertise
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Set up a fashion platform with a tech dimension and wrote all the copy. Contracted by the Westfield shopping brand in New Zealand as resident stylist and fashion writer. Blogging for Style Counsel, an image consultancy/personal shopping business on all things fashion, colour and fabulosity.
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Content provides context.
I have experience guiding users within a product to complete a task. I understand how design elements and copy work together for seamless adoption. Experience in writing style guides and user personas.
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Features pieces and blogs on sustainability, popular culture, skincare, beauty, celebrities and health.
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Love a good PDP! I’ve done some for beauty products and fashion collections. Some were serious, some funny, others quirky.
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I know how to break down complicated concepts into digestible user-friendly content that engages and unblocks & delivers your message. Contracted as a content writer for Asana I worked with a collaborative team to provide users with intuitive world class help guides articles.
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Written multiple blog articles per week for varying clients. Was once a ghostwriter…I don’t like to talk about that!…. I’m versatile.
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Written the Asana Style Guide specifically for the Asana Help Guide - a set of standards for the writing and formatting combined with the design elements.
Have experience in fleshing out the tone of voice for brands and media sites.
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Impactful short copy can be so memorable. I like nothing better than to distill an idea to its essence and capture it a few powerful words. I have written taglines, worked with a team to come up with a book title, banner ads, billboard copy, e-newsletters, social media posts and hashtags, CTA’s.
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Long copy requires relentless research. This I thrive on. Longer content also produces higher search rankings. It can fully answer a searcher’s query. It can be evergreen, original, shareable, with backlinks….you’ll be reaping rewards in the form of user engagement and brand visibility in an SEO second! I’ve written a few and know my meta-titles from my meta-descriptions. I pack my title tags with emotion. I always, always write for humans first.
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My work
Candid
An online lifestyle magazine focused on sustainability. Covering the latest innovations in wellness, food, navigating the green space, and exciting new developments in health, arts and entertainment.
I was involved from the outset - launching the brand, devising a content strategy, writing mission statements, user personas, ensuring there was a constant robust flow of copy from writers throughout the cycle and managing the process as well as writing blog pieces and social content.
Enclothed
Enclothed is my own online boutique with try-on capabilities. I saw a gap in fashion ecommerce that supports consumer purchase decisions so I partnered with the world’s best online try-on to bring the customer into the shop virtually with a one step upload process.
I set the business up end-to-end, wrote the web pages, the product descriptions, managed outreach, influencer marketing and social media direction.
Asana
Asana is a work management platform and I was contracted as a content writer for the Help Guides. I worked with a collaborative team to provide users with intuitive guide articles to create great user experiences to unblock problems, grow a user base and keep all stakeholders up to date on all product releases.
I updated the UI with new content and screenshots to bring the backlog right down. I wrote new guide articles on new product releases, features and integrations.
My legacy at Asana is creating an Asana style guide for the Help Guide.
POKO
An award-winning skin care brand in the UK & Ireland creating uniquely cruelty-free vegan unisex beauty products. High quality CBD is infused in their products to supercharge the skin which is their USP.
Involved from its conception, writing the mission statement, building user personas, product descriptions and educating users about the ingredients through blog pieces.
ORH Marketing
I worked as Content Manager for this niche marketing agency in Leinster. Tasked with building brand identities and online presence through the creation of multimedia content for a plethora of digital sites.
I managed a content team of 6 writers ensuring a robust flow of copy always met brand standards and reflected their tone of voice. Grew an online community, and tracked that community's growth through the dissemination of content online. Worked with SEO specialists to develop content to drive organic traffic for product lines and areas of thought leadership. Wrote the ORH Marketing website and marketing decks to pitch for new clients.
Namaste Technologies
Formally known as Namaste Technologies, known as the “namazon” of alternative medicine - a Canadian-based marketplace platform for medicinal cannabis, CBD and wellness products. Since evolved into Lifeist Wellness Inc.
With a portfolio of 20 global online retail sites I ensured content was up to date, audited, optimised, repurposed and amplified.
I developed, wrote and maintained a copy flow process that promoted quality and speed across their business verticals. Crafted blog content to fit tone, audience and drive traffic for a number of ecommerce sites.
The Extract
The Extract is a news site presenting breaking news as it unfolds. Delivering focused, bite-sized, top-notch and quality content in the CBD sphere. Reporting on topical news and offering impartial and editorial perspectives across multiple categories in CBD, including political, law, medical, business, technology and entertainment. If it’s trending it gets covered. The online news platform embodies the changing audience of a burgeoning industry.
Vazey Child
Delivering a suite of business advice and accounting solutions in New Zealand. I wrote their website. The brief was to write a clean, no-nonsense website with an emphasis on services and people.
Millennium Hotel
Tasked with writing copy for a Hard Days Night Hotel landing page in Liverpool was exciting! Standing as the world’s only Beatles themed hotel in the place where the fab 4 were born and raised was surreal. It has since been taken over by the Millennium Hotel but most of my copy remains on the site.
