Editorial Lead / Senior Copywriter / Corporate Communications Specialist / Brand Storyteller
Professional Profile
Senior Copywriter, Corporate Communications Specialist, Editorial Lead and Brand Storyteller with extensive experience creating high-performing content for leading Australian brands, retailers and publishers.
Key strengths include copywriting, editorial leadership, SEO, content strategy, local and global campaign development, corporate communications and the delivery of engaging content across digital, print, social, EDMs and brand campaigns.
Trusted by local and global brands including DECJUBA, Hairhouse, Merry People, L’Oréal Paris, Sussan Clothing and Foxtel to strengthen brand voice, engage audiences and support commercial growth.
Professional Experience
Senior Copywriter & Brand Storyteller
Creating strategic, customer-focused content for leading Australian brands across retail, lifestyle, beauty
and consumer sectors.
Selected Clients
Hairhouse • Merry People • DECJUBA • Sussan • L’Oréal Paris • The Flatiron Label
Key Achievements
- Delivered integrated campaigns across digital, retail and social channels.
- Developed SEO-driven website content, blogs, product copy and landing pages.
- Produced EDM campaigns in US, UK and AU.
- Wrote corporate communications and internal stakeholder content including sustainability and modern
slavery reports. - Created campaign concepts and creative copy aligned with brand strategy.
- Worked collaboratively with designers, photographers, videographers and marketing teams to deliver
end-to-end campaigns. - Styled and produced major editorial campaigns across beauty, fashion and interiors.
Editorial Lead
Selected Publications
- Deputy Beauty Editor — Marie Claire
- Lifestyle, Travel & Beauty Editor — Sunday Life
- Health, Celebrity, Lifestyle, Travel & Interiors Editor — Woman’s Day
- Lifestyle & Travel Editor — FOXTEL Lifestyle You
- Beauty Contributor — Australian Women’s Weekly
- Beauty Editor — Australian Yoga Journal
- Beauty Editor — Fitness First Magazine
- Freelance Contributor — Cosmopolitan, Cosmo Brides, Real Living, Kidspot, The Urban List and Rescu.com.au
Career Highlights
- Created campaign copy for the launch of Eastland Shopping Centres $665 million progressive and cultural retail hub.
- Reported internationally from Paris, New York and Texas for brands including Estee Lauder, Holden and Foxtel.
- Led the national Hairhouse brand refresh, delivering campaign ideation, copywriting, creative production
and casting. - Created campaign copy, blogs and EDMs for Merry People across Australia, the UK and the US.
- Partnered with L’Oréal Paris and its creative agency McCann Australia to launch the L’Oréal Beauty Room, scripting influencer content.
- Ghostwrote Beauty in Bloom for cosmetics founder Natalie Bloom.
- Represented Pantene and Neutrogena as a beauty expert for national television and print campaigns.
- Founded and established a successful hospitality business, leading branding, marketing and event strategy.
- Produced editorial and branded content across beauty, lifestyle, fashion, travel, interiors and wellness for some of Australia’s most recognised publications including Marie Claire, Woman’s Day and Sunday LIFE.
- Reported for Woman’s Day on several red-carpet events.
- Created internal reports including Slavery Report and all DECJUBA Foundation partner profile pages during role in Corporate Communications.
Appeared on the TODAY show as beauty expert.
Core Skills
Brand Storytelling • Editorial Leadership • Copywriting • SEO • Website Copy • Campaign Development • Corporate Communications • EDMs • Product Copy • Blogs • Feature Writing • Interviewing • Creative Ideation • AI-Assisted Content Creation
Technical Skills
SEO • Google Workspace • Microsoft Office • Canva • ChatGPT • Figma • Monday • Slack • Claude
Studies
Journalism internship / New Idea Magazine
Diploma Business + Public Relations / Deakin
Copywriting Course / Australian Writers Centre
Copywriting + Communications / RMIT