I’m a digital communications and UX copy specialist. I consult with brands and agencies to optimize digital experiences and CRM content.

It can feel like a bot-meet-bot world online. I look at the bigger picture –exploring every interaction for opportunities to create meaningful connections and build lasting relationships between people and brands. 

A strategic copywriter, I transform high-level business insights into meaningful brand stories and actionable content guidelines.

I excel at creating engaging, practical and easy-to-follow brand and tone of voice guidelines that deliver identifiable brand consistency across all touchpoints, from websites, apps and press kits, down to CRM life-cycle content and email signatures. 

• ADIDAS

• Philips

• Heineken

• ACHTUNG! mcgarrybowen

The ask
Consolidate and audit years of collected creative, strategic and process guidance from multiple legacy platforms and create an engaging experience with actionable insights and concrete how-to guidance in the Brand voice.

The action
I worked with my design partner to define a new information architecture and align on a content strategy. Together we streamlined the user journey, identified and removed blockers and content redundancies, and added tagging for content searching.

CollaboratIng with all business and strategic stakeholders, I identified what content was still relevant but needed to be updated and where the content gaps were. I conducted interviews and workshop sessions to create new, engaging and on-brand content. Finally, I managed migration of all content to the new platform.

The result
Traffic to the updated creative guidance area on the upgraded platform more than doubled, with 90%+ of employees reporting they would now recommend the platform to new starters, and use it regularly themselves.

Working with brands and agencies, I create stories that inspire connection, and content strategies that build lasting relationships.

I explore every point of interaction across the consumer journey against existing CRM comms to identify what brands are getting right, and where we can improve the experience together.

• Dyson

• ADIDAS

• Philips

• Adobe

• Tommy Hilfiger

• DDB Tribal

The ask
Support the Employer Branding team with campaign creation, internal comms, and social content messaging and content strategy.

The action
We identified relevant market trends and areas of opportunity for recruitment, and I aligned the content strategy and calendar accordingly. Working with the team and creative production partners, I realized several employer branding campaigns, generating content for use across multiple channels and social platforms. I also drafted all communications for events, including PR, landing pages, CRM, and social content.

The result
Increased visibility across social channels, with a significant drive in traffic coming from LinkedIn and Instagram in the targeted demographic. YACHT recruitment reported a 4% jump in industry relevant applications.

I work closely with multidisciplinary teams to create efficient and engagingly human digital experiences.

I’ve been working on digital products since 2011. As a UX writer, I see every micro-interaction as an opportunity to improve the overall experience. By never losing sight of the entire customer journey, across all channels and touchpoints, and aligning it with the business goals, I’m able to ensure the UX copy elevates and enforces the brand and digital communication strategy.

• Philips Coffee+

• FindHotel.Net

• ACHTUNG! Mcgarrybowen

• Catawiki

The ask
Join the Center of Excellence team to optimize EMEA CRM content production and conversion, and establish brand-specific best practice guidelines for CRM content and UX across mobile and desktop.

Identify opportunities to improve the journey, UX copy, and SEO with e-comm and community engagement teams.

The action
I looked at the data to find out what was working, based on that I defined content testing parameters to refine Peak period messaging. I also managed content creation and delivery workflow for Peak emails for EMEA and cleared the content backlog. Finally, I created persona-based guidance for their new RFM strategy.

For Dyson LiveLab I conducted a UX audit of the registration and product testing onboarding user flows, optimizing existing content and creating new interactions as needed. For the e-comm team, I created an SEO optimized landing page, with guidance on how to lower the barriers to conversion/onward journeys.

The result
The CRM team were extremely pleased with a 4x increase in content production during the intense Peak period, and clear testing results showed a signifiant uptick in conversion. Projections showed gains of 2m+ if the proposed best practice guidance were to be implemented in all EMEA markets.