ASOS
ASOS is one of the most creative places I’ve had the pleasure of working at. As an editor, I play a key role in delivering and shaping multichannel editorial content across fashion and beauty campaigns, editing and refining copy for clear, engaging and effective storytelling.
I act as a guardian of tone of voice, mentor writers and contribute to the overall content strategy to enhance quality and consistency of our work.
One of my favourite aspects of this role is pitching, writing and editing articles on our editorial platform, ASOS Style Feed. In the mood for a little read? Here are some of my favourites:
Danielle Galligan on corsets, secrets and House of Guinness
Why tartan is a year-round wardrobe hero
Nicholas Hoult is the king of minimalist dressing
Iconic on-stage style moments that made festival history
The aesthetics of summer’s hottest album drops
Urban Outfitters
In my role as Creative Marketing Editor, I played a key role in the social & content team, brainstorming ideas, delivering marketing strategies and editing content for impactful storytelling.
I owned the brand voice, executed seasonal messaging frameworks for the business and led customer-facing comms.
White Stuff
Freelance copywriting support across email lifecycle programmes, monthly emails and product descriptions.
The Good Studio
TOV, editing and copywriting for the launch of the new website for The Good Studio, a design agency based in Hong Kong.
Crafted design-led copy across company case studies, articles and talent biographies.
The Body Shop
Oversaw marketing emails and targeted content to deliver against customer lifecycle.
Crafted creative copy and captured results-driven data to increase customer retention.
Accelerated automated email campaigns across UK, EMEA, NA and AUS.
Swarovski
Social and Digital Copywriter working across:
Swarovski: news and events content for website and social.
Atelier Swarovski: fine jewellery copywriting for website, email and social.
Swarovski Foundation: positive impact and sustainable messaging for website and social.
Owned seasonal content strategy for Swarovski which included global events, new product launches and brand collaborations.
Amplified copy and content for Swarovski to increase engagement rate across social platforms.
Represented Swarovski as a sponsor at LFW shows.
Planned and produced social coverage to tight deadlines on exclusive shows including the Super Bowl, BAFTAs and the Academy Awards.
Jack Wills
Crafted lighthearted, compelling copy across all channels and made it relatable to gen Z audience.
Specialised in copywriting and worked closely with wider marketing team to deliver content for social and events.
Rollacoaster Magazine
Interviewed four up-and-coming South African artists for Rollacoaster's Utopia issue in collaboration with photographer Kristin-Lee Moolman.
Wonderland Magazine
Worked in house and wrote digital fashion and lifestyle articles for Wonderland.
Wonderland Magazine – LCM: Liam Hodges SS17
Wonderland Magazine – 6229
Wonderland Magazine – Laura Callaghan
Wonderland Magazine – Palace X Adidas
Wonderland Magazine – Dior Cruise 2017
Wonderland Magazine – 7 Wonders: Sónar Festival
Fault Magazine
Attended presentations and reported on thought-provoking runway shows.
Fault Magazine – LFW SS18 Day Two
Fault Magazine – LFWM: SS18 Christopher Raeburn
Fault Magazine – Vivienne Westwood LFWM AW/17
Fault Magazine – Katie Eary LFWM AW/17
Fault Magazine – Liam Hodges LFWM AW/17