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
Levi’s for ASOS
Brand: Levi’s for ASOS
Summary: Working on the ‘Everyday Levi’s’ campaign was a dream. I contributed to scriptwriting, concept development and copy execution in collaboration with the creative team. We partnered with viral talent Grime Gran to deliver a social-first campaign rooted in cultural relevance.
The brief was to create a piece of content that felt authentic to both Levi’s and ASOS, while capturing Grime Gran’s distinct voice and personality. The result was a pub-centric, narrative-led campaign that blended humour, style and storytelling.
Impact:
Delivered social-first content that achieved 1.8M views, with a 1.4% engagement rate (vs 0.6 benchmark).
Drove strong new customer acquisition, with 67% of audiences classified as new-to-brand.
Successfully merged brand storytelling with talent-led authenticity, creating content that resonated with a younger, culturally engaged audience.
Contributed to a full-funnel campaign approach, linking narrative-driven content with measurable performance outcomes.
Urban Outfitters - Social-First Summer Campaign
Brand: Urban Outfitters
Summary: After years of strict lockdown rules, our audience were craving an escape from their four walls. In answer to this, I delivered the ‘22 summer campaign and executed a social-first content series called UO Hidden Neighbourhoods, which saw talent rediscovering their local areas and unearthing hidden gems. The first episode was a creative piece in partnership with Levi’s.
Impact:
First content series of its kind at UO which put storytelling first and had a true brand narrative. 360 roll out across all channels to amplify content and engagement.
The first post on TikTok was our top performing social post of 2022 and drove a spike in engagement rate, proving the power of storytelling and allowing us to increase budget for similar content moments.
Episode #1 saw UO get 1m+ views and 10K increase in followers on Instagram, as well as 539K views, 40.8K likes and an engagement rate of 11% on TikTok.
Built brand awareness and commercially supported summer shop landing page. Most content linked back to this page and we saw a lift in traffic.
Due to its success it became an always-on concept used to platform voices that deserve to be heard. Over the last year UO has produced similar content to grow our presence in other markets, or to platform voices during Pride.
Social 📱
Caption: Grabbed a bite from Lisboa Patisserie on Golborne Road? @ihatewhisky and @lucyisblonde know...
Follow along as we uncover their favourite spots in their #UOHiddenNeighbourhoods @Levi’s #UOonTour #thingstodoinlondon
Email 📧
Web Copy 🌐
Jack Wills – Branded Content
Branded copywriting and content for Jack Wills.
Brand: Jack Wills
Summary: Crafted lighthearted, compelling copy across social, web, email and print. Continuous output of branded content that championed its unwavering commitment to quality and embodied the spirit of young Brits.
Impact:
Acted as brand guardian of copy, collaborating closely with marketing and digital departments to produce inspiring stories the audience could engage with.
Analysed and tested email subject lines with AI tech, which increased CTOR from 10% to competitors’ average of 19%.
Created copy for an inspiring style guide (Jack Wills Handbook) that was printed and distributed to over 200,000 loyal shoppers. TOV resonated with Gen Z audience, attracting sales from those dreaming of a summer to remember.
Kept content fresh at zero cost to the company by collaborating with press to generate lifestyle content for the blog, which was repurposed across web, social and email.
Emails 📧
Social Captions 📱
Web Copy 🌐
Print 📗
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.
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.
