Portfolio
From contributing to Australia’s favourite health magazine to creating visual stories while on the road with some of the world’s leading travel content creators, my career has seen more twists and turns than an Agatha Christie novel. But don’t take my word for it. Explore some of the work I’ve done to see what I can do for you.
NET-A-PORTER
Coming soon.
Selfridges
Swapping my copywriter hat for one that was far more stylish (and expensive), I spearheaded a large-scale content project for Selfridges that saw the production of 5,000 onsite category pages. Daily duties included coordinating a team of 14 freelance copywriters and editors while managing timings, road maps, day-to-day tasks, and client communications. Without breaking a sweat, naturally.
New Balance
In what you could only describe as a bizarre turn of events, this non-runner was presented the opportunity to write for one of the world’s most recognised athletic brands. Thankfully, I know how to shop. So, producing SEO-led onsite copy for New Balance’s End of Season Sale was remarkably easier than my first attempted 10 kilometre run.
Finish Canada
When I was asked to produce SEO-led website content for Finish Canada, I was surprised at how the meagre topic of dishwashing quickly turned into a passionate debate. Turns out, the humble kitchen appliance sparks far more discussion than the age-old question, “To pre-rinse or not to pre-rinse?”. From delving into the politics of water saving to offering tips and advice on eco-efficiency, I busted the myths of dishwashing, one informative article at a time. Spoiler alert: Skip the pre-rinse.
Topdeck Travel
At Topdeck Travel, I dutifully carried out my role as Global Content Specialist five days a week. When magic struck? I’d swish my cape and morph into a globetrotting, wannabe filmmaker. But, seriously. It’s not often you get paid to gallivant the world making travel content with a bunch of talented creatives. Oh, and I occasionally wrote some stuff, too.
Trafalgar Travel
As the world’s leading guided touring company, Trafalgar Travel knows a thing or two about holidays. Luckily for them, I know a thing or two about content. Together, we created kick-ass brand campaigns, blog posts, web copy, and social content. Heck, I even had my words light up Times Square.
T2 Tea
An experiential haven akin to Wonka’s Chocolate Factory (but for tea enthusiasts), T2 was born and brewed in Melbourne, Australia before sweeping the world by storm. Here, I got to play out my fantasies as Chief Tea Taster™ (or Copywriter as the job title suggested) while I sipped and swirled my way through product descriptions, email copy, packaging copy, and in-store POS.
Women’s Fitness
When I first started working with the team at Women’s Fitness magazine, I was concerned my penchant for pastries would quash my authority. Turns out, they value cheat days as much as the rest of us. They also value good writing, which is why they let me contribute to regular pages, conduct research for feature stories, and independently style shoots under the watchful eye of the then-Fashion Editor.