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 - Sustainable Platform, UO In Progress
Brand: Urban Outfitters
Summary: Delivered a long-term strategic and global platform for sustainable initiatives across North America and Europe, named UO In Progress.
Impact:
Executed a platform that balanced the nuances of sustain whilst clearly communicating to the consumer in our brand voice, resulting in increased dwell time and social engagement.
Collaborated with the global sustain and product teams to capture information.
Project managed website landing page to ensure customers had access to all UO’s sustain information.
Assisted UX journey testing, and implemented changes to optimise content.
Used messaging as a base to roll out sustainable content in store, social and on product.
Reformation – 360° Campaign Concept
Sample 360 concept for Reformation.
Brand: Reformation
Summary: This is a mock project for Reformation. This sustainable fashion brand sends emails with subject lines that strike the right balance between ambiguity and interest. Known for it’s cool-girl copy, Reformation has an irreverent attitude with a playful tone of voice that I had to try out. I dreamed up a 360° campaign concept named ‘Summer Fling’ which introduced new prints to flirt with across email, web and social.
Impact:
Flexed my short-form copy skills targeting millennial city girls who wanted a good-for-the-planet wardrobe to match their unapologetic lifestyles.
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.