Portfolio
Here’s the lowdown on some of my latest projects.
Have any questions, or want to view specific examples?
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Sainsbury's Bank
Email, social & website
I was tasked with drafting warm and engaging copy for Sainsbury’s Bank, including emails, sales pages and social media posts.
Like most large brands, Sainsbury’s Bank has a distinctive brand voice – part of the brief was replicating this voice to the letter.
After carefully studying the brand’s tone of voice guidelines, I drafted clear and compelling content with attention-grabbing headlines.
A large part of my work was transforming complex information into simple, digestible content.
I received positive feedback from my client, who noted my commitment to nailing the brand voice.
Dobbies Garden Centres
Signs, social & loyalty cards
Dobbies’ new loyalty card scheme is aimed at younger millennial and Gen Z customers.
I was asked to produce copy for the cards themselves as well as for the scheme’s in-store poster and social media promotions.
The client received several creative options, including a series of plant-based puns.
For this project, it was important to strike the right balance between appealing to a younger audience and respecting the brand’s existing tone of voice, which has mass appeal.
I delivered on the brief, bringing freshness and vibrance to the copy without steering too far from the tried and tested brand voice.
Baxters
Organic social media
A much-loved food company, Baxters sells its soups, preserves, condiments and chutneys internationally.
I wrote Facebook, Instagram and Twitter captions for Baxters’ Christmas campaign to boost sales in the run-up to the festive period.
Collaborating with a talented graphic designer, I also developed some sparkling asset ideas. For greater impact, I made the most of Instagram’s suite of interactive features, including polls and quizzes.
The copy was warm and friendly, consistent with Baxters’ tone of voice.
Eden Scott
Blogs, eBooks & content strategy
Eden Scott is one of Scotland’s largest recruitment agencies.
I work closely with the Eden Scott team to develop and execute content strategies that increase leads.
Always mindful of the firm’s two distinct audiences: clients and candidates, I create thoughtful content, including SEO blogs and eBooks. Working closely with the Eden Scott marketing team, we continually adapt our content to optimise lead generation.
Recruitment can be a dry topic – but it doesn’t need to be. Together, we retain readers’ interest with energetically paced content and engaging section headings.
Over time, this approach has led to an increase in client enquiries and candidate applications.
Macs Adventure
PPC & SEO
Macs Adventure organises self-guided walking, cycling and outdoor activity holidays for adventurers across the globe.
I was asked to draft click-worthy PPC ad copy and meta descriptions to make the company more easily discoverable online.
Using an energised and playful tone of voice to encourage clicks, I drafted clear and compelling copy centred around focus keywords.
Before work began, I joined several discussions with the agency and their client about the core target personas. All of my copy was geared towards a specific persona’s interests.
My client reported high click-through rates for both ads and organic content.
