New Zealand
Here to make minds tick and campaigns stick. Catchy, compelling copy is my currency. And, over the last 8+ years I’ve written lots of it for some of the biggest household brands in the world. Smirnoff, Johnnie Walker, Bushmills, Zalando and Booking.com to name a few. I’ve scripted social content that’s gone viral, smashed open rates way above the industry average, crafted fashion reports that have been covered by Vogue and much more. Need a new writer with words and ideas that hit different? Let’s chat.
Brand-led copywriter available for freelance, contract, and fixed-term work. I specialise in scripts (video, audio and events), social copy, email marketing, industry reports, key messaging and tone of voice. Past clients include Smirnoff, Johnnie Walker, Rightmove and Zalando. Portfolio: thefodenfolio.com Drop me a DM for the 'Strategy & TOV' password 📥
• Crafting content for Diageo (Smirnoff, Johnnie Walker, Diageo Bar Academy), Bushmills, Zalando, Rightmove, SMARTY Mobile, Food Standards Agency, Hive Home, Booking.com, Spark (Zoosk, Christian Mingle, Jdate) and more. • Writing fashion and beauty industry reports including Zalando’s 2025 Trend Forecast, garnering media coverage from 60 titles including Vogue Business and Numéro. • Scripting Rightmove's 'Selling Sunderland' social campaign with reality TV star Charlotte Crosby, reaching 1.7M+ views and 18k+ likes on Instagram. • Developing the global consumer messaging framework for Smirnoff's 2025 'Why Change a Good Thing' campaign, used by internal marketing and PR teams for press and campaign materials. • Drafting interview questions for multi-platinum artists including PinkPantheress for Zalando's AW25 campaign, securing an exclusive feature in Enfnts Terribles. • Collaborating with industry experts in the hospitality sector to craft scripts for live, global masterclasses translated into Spanish, Portuguese and German. • Creating digital content including blogs and landing pages using SEO practices (Semrush and Google Analytics), email, paid and organic social (captions and assets), in-app UX copy, newsletters and downloadable guides. • Carrying out SEO audits on under-performing blog content and optimising articles to become some of the highest-performing on the website. • Briefing content creators and managing collaborative projects end-to-end. • Partnering with strategists and designers to develop Tone of Voice guidelines • Writing (and winning) awards submissions. • Drafting strategy papers to rally internal teams behind new campaign objectives.
• Writing print and digital marketing ads including: push notifications, emails, in-app Stories, organic and paid social, performance campaigns, landing pages, packaging and outdoor media. • Producing promotional copy for partner brands including Hovis, Candy Kittens, HiP Chocolate, Quorn, Miguel’s Pizza and many more. launch of Jiffy’s first on-site pizzeria and Tesco Price Match. • Crafting UX copy for the company’s first in-app loyalty programme and stock-management app. • Developing the brand’s tone of voice including a full update of the brand guidelines. • Creating copy and pitching ideas for campaigns, promotions and competitions.
• Crafting copy for web banners, paid social, print, outdoor media, landing pages, blogs, Spotify ads, emails and event materials. • Using content management systems to build website pages, edit and upload new content including text, imagery, videos and widgets. • Creating monthly social media calendars and scheduling organic content for social channels: Instagram, Facebook, Twitter, Google + and LinkedIn. • Setting design briefs, and using graphic design programmes including: InDesign, Photoshop and Canva to edit and create artwork. • Leading on company-wide Charity Week events and campaigns in partnership with YoungMinds. • Regularly reviewing and editing Google PPC ad content to optimise the performance of ads. • Working on campaigns using the company brand guidelines and alternative brand guidelines for multiple own-brand schemes to external clients’ requests. • Co-ordinating, managing and overseeing lifestyle and product photoshoots. • Educating teams on the correct use of the brand and running regular social media and Canva tutorials, ensuring that the brand values are embraced internally. • Project managing outdoor and indoor marketing signage updates. • Presenting the marketing strategy for the year to all senior accommodation staff across England and Scotland in 2019, 2020 and 2021.
• Pitching and creating blog content surrounding fitness and nutrition. • Sourcing relevant video content and imagery for the blogs and writing the copy. • Proofing paid social ads.