My career began in print media writing for national titles including Marie Claire, Cosmopolitan,
New Idea and Sunday LIFE to name a few.
More recently I have moved into copywriting, working in-house with fashion, beauty and lifestyle brands harnessing my strong journalistic voice to create web, social and EDM copy that truly engages.
With decades of experience across print, digital, web and SEO, I offer a unique hybrid of knowledge
and expertise, and am well-equipped to work to any deadline at any pace.
Freelance Journalist, Copywriter, Communications Specialist + Brand Storyteller.
Journalistic career highlights include senior roles on esteemed titles such as Marie Claire, Woman’s Day, SHOP Til You Drop, Sunday LIFE, Real Living, Australian Women’s Weekly, MYER Emporium, The Urban List and Australian Yoga Journal.
More recently, copywriting clients include DECJUBA, The DECJUBA Foundation, HAIRHOUSE, Stylizen and SUSSAN’S.
Beauty + Wellness Expert.
Words have taken me around the world. I have reported on various global launches, interviewed some of Australia’s most well-known identities and worked in-house with various local companies, rebranding their voice and elevating their reach through various channels, organic content and full campaign ideation.
As a beauty and wellness expert I have represented Australian brands and publications at international events and launches. Notably, I have collaborated with global giants such as Estee Lauder, GM Holden, Pantene and Foxtel, solidifying my position as an industry expert.
Corporate Communications Specialist + SEO Expert
Throughout my career I continue to thrive on experience and education in an ever-changing industry, recently furthering my studies in digital and SEO-aligned copywriting to enhance my skills in driving organic traffic.
My recent experience in Corporate Communications has allowed me to work more extensively with brands through inward facing content, creating business policies, internal comms, and reports. I have also worked within the philanthropic space, creating web copy, most notably for DECJUBA Foundation and their partners Foodbank, The Hunger Project and Australian Ballet.
Print Media Clients + Roles
- SHOP Til You Drop: Interiors Editor producing and styling shoots as well as creating all long form copy.
- Sunday LIFE Magazine: As Home Editor, I interviewed notable Australians, creating engaging interior profiles
across this national weekly lift-out. - Australian Yoga Journal: My Lifestyle Editor role saw me brief ideas and create monthly lifestyle and wellness features.
- Emporium Magazine (MYER): As Beauty Director, I commissioned and created all copy, shoots and visual beauty content across an average of 12 pages per month.
- Fitness First Magazine: My role as freelance Beauty Editor required the contribution of high-impact beauty articles and fitness stories.
- Cosmopolitan Extension Magazines: As a freelance contributor, I provided beauty, fashion and lifestyle stories
– both short and long form – to Cosmo Bride Magazine.
Freelance Clients + Roles
- STYLIZEN: As the Editor across Fashion, Beauty, Lifestyle, Home, and Wellness on this shopping platform, I was required to submit multiple daily stories to short deadlines.
- PRIMPED.com.au: Commissioned by Zoe Foster-Blake as Beauty Contributor in one of the most successful early beauty platforms, I created personal, engaging stories based on beauty experiences and expertise.
- Tony Bianco WHITE Magazine: As Features Editor, I drove brand awareness and sales for this custom title.
- Kidspot.com.au and Just B: As a regular freelance contributor, I provided regular freelance beauty contributions across topics including pregnancy, parenting and wellbeing.
- RESCU.com.au: As the resident Beauty Expert, I provided regular beauty and wellness articles as well as YouTube tutorials for the online publication.
- FOXTEL Lifestyle YOU: As Lifestyle Editor, I provided in-depth monthly feature and news stories across beauty and celebrity, travelling overseas on several occasions to file stories and representing major advertisers across the platform.
- SUSSAN: Within a freelance capacity, I crafted captivating, trend-based copy for EDMs aligning with SEO.
- The FLATIRON Label: I have developed the entire brand TOV, website copy, EDMs, social media campaigns, content creation, and event management.
- L’Oreal Paris: As Senior Beauty Director and Content Producer, I was hired by McCann to spearhead the YouTube launch of ‘The Beauty Room’. My responsibilities included scriptwriting, casting, storyboarding, content creation, and directing.
- HAIRHOUSE: Approached to create a new direction in tone for the relaunch of Hairhouse Warehouse, I crafted persuasive copy across multiple platforms, including EDMs, social media, website content, captions, and press releases. I also developed ideation for major campaigns for Mothers Day, Christmas, and sales, including campaign lines, talent casting, and shoot production.
- DECJUBA: I played a vital role as a Corporate Communications Specialist, creating internal and customer-facing copy for DECJUBA FOUNDATION. Responsibilities also included policy writing, EDMs, and marketing copy.
In addition to the above, I have worked on smaller in-house launches and projects with renowned clients such as Renya Xydis/Valonz, Rationale Skincare, HAIRHOUSE, Face+ MediSpa and Paul Bangay Design.
References
References are available upon request.