Ground-up involvement in brand and campaign development, from naming and strategy through to scheduling, production, activation and ongoing marketing support.
Performance-focused copy
Conversion copy across web, paid search, email and social campaigns, using audience insight and emotive cues to drive results.
Ideation from page to screen
Creative, taglines, scripts and storyboards crafted with efficiency and energy. Collaboration with production teams for motion picture magic that makes sense commercially.
Proven versatility
Production across digital, print and broadcast channels for organisations spanning consumer brands, finance, healthcare, property and professional services.
Core capabilities
Brand strategy
Brand & product naming
SEO strategy
Audience insight
Campaign concepts
Scripting & storyboards
Tone of voice
Editorial standards & compliance
Website copywriting
UX writing
Editorial writing
Technical communication
Tools of the trade
Proficient in Adobe Photoshop, Illustrator, Premiere Pro and After Effects.
PsPhotoshop
AiIllustrator
PrPremiere Pro
AeAfter Effects
IdInDesign
2026 SHOWREEL
Selected experience
The work, on record.
Editorial judgement, brand thinking and hands-on delivery. Open a file to explore the work behind each role.
2026Multi-brand Copywriter
Scope of work
Produced multi-brand customer and product communications across Entain’s Australian and New Zealand portfolio, working within distinct brand voices and a highly regulated environment.
Key contributions
Developed tone-of-voice frameworks across Entain’s Australian and New Zealand brand portfolio.
Produced brand-specific messaging for product launches, app updates and feature releases.
Developed brand-specific AI copy assistants used by hundreds of employees organisation-wide.
Worked across Brand, Product and Legal to deliver clear, accurate and compliant communications.
Featured work
“2 Hundy” TV campaign
2025Digital Copywriter
Scope of work
Researched, wrote, edited and published search-led content across property, finance, insurance and other complex industries, balancing audience needs, editorial quality and commercial objectives.
Key contributions
Produced SEO-led product, service, homepage and long-form editorial content, optimised around audience intent and organic discoverability.
Researched complex subjects using credible industry, regulatory and technical sources to create clear, useful consumer content.
Edited and quality-assured accuracy, structure, readability, on-page SEO and presentation before publication.
Implemented and maintained content through WordPress and other CMS platforms, including page builds, metadata and indexing via Google Search Console.
Featured work
Search intent. Visible results.
2023–2024Copywriter & Brand Strategist
Scope of work
Led copywriting and brand-strategy work spanning client workshops, audience and competitor research, messaging frameworks, websites, digital campaigns and print collateral.
Key contributions
Planned and facilitated brand workshops exploring customer insights, competitors, audiences, positioning, purpose and key messages.
Translated research into brand strategies that guided visual identity, website development, tone of voice and broader communications.
Produced multi-channel copy for websites, SEO content, advertising, email, mobile notifications, presentations and print collateral.
Coordinated projects from briefing through delivery with clients, designers, suppliers and other stakeholders, creating sitemaps and wireframes to shape content and user journeys.
Featured work
From brand thinking to finished work.
2021–2022Digital Content Producer
Scope of work
Content and product information for a B2B e-commerce website.
Key contributions
Wrote and optimised product pages, category copy, metadata, blog articles and corporate content.
Used CMS tools, spreadsheets and analysis to check copy, imagery and product information across the catalogue.
Profile
A journalist’s eye. A maker’s toolkit.
I work where editorial judgement meets production: finding the useful idea, shaping it for the audience and carrying it through to a finished experience.