Copywriter
Curriculum Vitae
KEY SKILLS
COPYWRITING | CONTENT | BRANDING | CREATIVE DIRECTION | STRATEGY | ADVERTISING | MARKETING
WORK EXPERIENCE
2018—PRESENT HEAD OF COPY | VALLISTER | LONDON, UK
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Use brand-level thinking to create engaging content for lifestyle and technology brands.
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Coordinate strategy and delivery with copy and design teams.
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Liaise with stakeholders in marketing and compliance to identify key USPs and develop creative solutions for SEM and ATL/BTL advertising campaigns.
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Target audiences in Europe, Latin America, Asia and the Middle East.
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Recent projects include the UK launch of European fintech company Vestle.
2009—PRESENT FREELANCE COPYWRITER & BRAND STRATEGIST | LONDON, UK; NEW YORK, NY USA
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Work with clients to ideate concepts and develop unique, evocative content.
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Focus on beauty and wellness, fashion, arts, lifestyle, luxury, NGOs and charities, pop culture, e-commerce.
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Brand activation, pitches, social media, content strategy, competitive analysis, digital marketing, brand journalism, creative fiction, blog posts and SEM/SEO.
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Key projects include the launch of NUDESTIX Cosmetics, TULA Skincare, Campari Group Spiritheque, TIMEX Group GG S.1 Automatic Watch, Lamborghini website and Monocle Magazine.
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Key beauty/wellness brands include DECIEM, ZO Skin Health, SkinCeuticals, Medik8 and Venus Concept.
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International clientele includes UK, USA, the Middle East, Italy, France, and Germany.
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Worked within creative teams at such global agencies as Wunderman Thompson and Ogilvy.
2013–2018 COPYWRITER | GVC (bwin.party DIGITAL ENTERTAINMENT) | LONDON, UK
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Chief wordsmith for CRM content, ATL and BTL campaigns, and social media for retention/conversion campaigns.
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Conceptualised and produced engaging content, video advert scripts, taglines and digital and print marketing.
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Adapted tone of voice to fit the various brands and target audiences including Foxy Bingo and PartyPoker.
FREELANCE COPYWRITER - STRATEGIST | SOUTER/PARTNERS | NEW YORK, NY USA
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Brand positioning and revitalisation projects focused in luxury, architecture and art and culture sectors.
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High-level copy and content, elevator pitches, identity statements, tag lines, launch materials and video content.
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Grew relationships within diverse client portfolio, ranging from startups to Fortune 500 Companies.
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Key projects include Givenchy, Rimmel London, American Ballet Theatre, Dubai Design District, K-Swiss, Getty Museum, Issey Miyake.
2012 CONTENT DIRECTOR | MACY'S LookOUT FASHION CAMPAIGN | NEW YORK, NY USA
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Created editorial content and strategy for Macy's-sponsored fashion campaign with OUT Magazine.
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Conceived and styled all looks for photo shoots and video production.
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Wrote all onsite copy, promotional emails and adverts for digital and print media.
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Worked with key brands including Calvin Klein, Polo Ralph Lauren, Levi’s, Diesel, Kenneth Cole and Lacoste.
2010–2012 MARKETING STRATEGIST & COPYWRITER | FRESHPAIR.COM | NEW YORK, NY USA
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Led marketing team to develop ATL and BTL creative solutions for merchandising and promotions.
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Organised marketing plan for National Underwear Day including digital and social media content, public outreach and TV appearances.
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Created all on-site copy including advertorial content, CRM copy, SEM and product descriptions.
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Managed in-house public relations department.
2006–2010 FASHION & BEAUTY EDITOR | BLACKBOOK MAGAZINE | NEW YORK, NY USA
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Directed fashion, beauty, and accessories markets including domestic, European, and men's and women’s for one of NYC’s hippest downtown indie art/culture/fashion magazines.
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Conceptualised trend and feature pages, editorial content and produced and styled photo shoots for print and digital.
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Established excellent relationships with fashion and beauty public relations representatives.
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Collaborated with marketing and advertising departments to produce promotions and advertorials.
2004–2006 EVENTS SPECIALIST | ESTÉE LAUDER COMPANIES | NEW YORK, NY USA
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Brand ambassador for prestige brands Créme de la Mer and Jo Malone.
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Produced informative brochures, training manuals and editorial content for print and digital.
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Planned and assisted with promotional events in New York City region.
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Collaborated with major retail doors including Bergdorf Goodman and Saks Fifth Avenue.
EDUCATION
2004 B.A. English/Creative Writing, Fairleigh Dickinson University
HOBBIES & INTERESTS
Comedy writing, improv and sketch comedy, proud tenor 1 in the London Gay Men's Chorus, yoga, languages, vintage Nintendo.