My initial post-graduate studies, after studying history and industrial sociology at UCT, were in journalism. I then went on to study copywriting at AAA in Cape Town.
Since then I have worked in agency, freelance, above and below the line, as well as in on-line environments, honing and perfecting the skills needed to create copy that works for both clients and readers.
Being a bit of stickler for the English language, I have struggled with the balance between crafting copy that is readable and copy that is search engine friendly – often both are polar opposites of each other. I am constantly aware of what I am writing, and whether or not I would be happy to read it.
My training in copywriting has enabled me to channel my writing in a much more succinct way, and has given me a set of skills that is not only more are more than useful in the world of online media, but in today’s age of instant gratification is highly sought after: short, sweet and to the point, yet descriptive and interesting.
I have also had experience in both marketing and PR positions, which have broadened the way in which I see the role of copy – it has added further dimension to my experience and my ability to craft copy that works strategically.
I have been very lucky to work on some fabulous projects that have helped me to develop my writing range further – I feel that in order to perfect my craft and stay relevant, it is vital to work across the writing disciplines, so I try to keep my work varied, to stay abreast of the trends and developments, particularly when it comes to technology and style.
My clients have included SafariNow.com and Mudwallow.com – both travel and tourism websites. I have also done a great deal of work with Aylesford International that has included the website copy and updates, all the property write-ups, as well as a monthly e-newsletter. I have also worked for Shimansky where I was involved in writing online copy, as well as above and below the line copy for them. I regularly write for Nedoweb (a digital agency) for a variety of their clients, including medical insurance, environmental clean-ups and tourist information about the Western Cape. I have written magazine articles for the financial services industry, including an article for InMag on Santam. More recently I have worked with Paarl Media consulting as their in-house copywriter and marketing officer, working on advertising campaigns, updating their website, newsletters, staff newspaper, press releases, AV scripts and editorial content for various magazines.
With online copy comes social media campaign management too. I feel very strongly that social media, if used correctly and strategically, can boost business and raise company profiles. I have devised and implemented social media campaigns for several clients, and have found that once they are aware of how platforms such as Twitter, Facebook and Instagram can create chatter around what they do, these become very valuable media.
I am dynamic and very flexible. My strength lies in my pro-active approach and developing and maintaining solid relationships both with my colleagues and clients. I have a passion for writing and for new ideas and love to see the vigour that possesses people when they speak about ideas in the same vein, and
I feel I would contribute a great deal of creative energy.
Date of Birth: 26 September 1976
Nationality: South African/Australian
2009 – January – Present
Full Time Freelance Copywriter
Job Description: Copywriter creating all copy for range of clients
Job Details: creating all copy for clients including websites, newsletters, press releases, brochures, proposal documents, presentations, above and below the line advertising
Clients: Paarl Media, Nedoweb, Shimansky, Santam, F D Media and PR Consultants, Aylesford International, Saatchi & Saatchi, Mudwallow.com, Positive Dialogue PR, Angeluchi Clothing Boutique, Benguela Cove Wine Estate, Maharaj of Hout Bay, Safari Now, Cape Wonder Tours, Jeff Tours, Wipspace, The Majestic in Kalk Bay, Charmbeads.com, Quirk, WSI Internet Solutions, Elawini Properties, Riverwolf Tours, Nemov & Wilson Designs, Indalo Contractors
2008/2009 – September – January
The Media People – Media/Marketing Agency
Job Description: Copywriter/Creative Department Co-ordinator
Job Details: to conceptualise and create all copy for clients, including websites, newsletters, internal and external communications, training manuals, press releases; to manage all creative needs of clients, and pre-empt these; report back to account manager weekly; conceptualise, plan and implement ideas on the creative front that can be pitched to clients as a value added service; work with account managers scripting all presentations, reports and any additional scripting needs of the client; oversee campaigns from conception through the production stage to completion, and this extends to monitoring and taking responsibility for printing and or production that is outsourced, as well as managing the flow of work between all creatives and account managers; co-ordinate all client functions ranging, including launches, press events, staff team building etc.
2008 – January – Present
Freelance Event Organising/Party Planning
Job Description: organise and co-ordinate a range of events including children’s birthday parties, corporate functions and a variety of private functions
Job Details: arrange lighting, music, catering, entertainment, DJs, beverages (including cocktail bars), set up, clean up and everything in between!
2007 – August – December
EuroConnection – Film Production Company
Job Description: Production Co-ordinator
Job Details: to plan, organise and co-ordinate all elements of stills shoots (ranging from flights to special effects, from models to crew, and everything in between) for European clients and to ensure that all requirements are met while staying in budget; additional part of job included marketing Production Paradise to South African clients - an international media website that showcases visual media companies around the world.
Job Description: Marketing advisor, copywriter and shop setup co-ordinator
Job Details: create brand personality, awareness and media strategies; structure and putting together of pitches to brands such as Chanel; co-ordinate set up of shop in new section of V&A Waterfront.
2006 - 2007
JVB, London – Furniture and Interior Design Company
Job Description: Marketing, PR and Logistics
Job Details: create brand awareness through direct marketing and email mail newsletters; update and maintain website and on-line presence; organise trade fair participation, such as Decorex; create media awareness by liaising with various interiors magazines and creating ideas for furniture features; trend analysis; ordering of products and organising shipping and delivery to clients; day to day running of showroom and managing sales team; co-ordinating production and orders from clients as well as deliveries and installation of all interior design projects.
JGH Internet, Cape Town – Web Design and Marketing Agency
Job description: Web–editor/copywriter and project manager
Job details: devise and plan site structure for new clients; generate copy and content for clients’ websites; keep sites current, up–to–date and dynamic; assist with search engine optimisation; generating monthly marketing newsletter for various clients; managing workflow between designers and clients within the studio.
Accounts: Harley Davidson Motorcycles, Everard Read Art Gallery, Dylan Lewis Sculptures, Smart Art Interiors, Platinum Black Financial Consultants, and variety of guesthouses.
Harley Davidson Cape Town – Official authorised distributors of Harley Davidson motorcycles and merchandise in the Western Cape
Job description: Marketing assistant/Copywriter
Job details: managing press coverage; writing for Harley Davidson Club Magazine; creating advertising and promotional material; maintaining brand exposure through launches and a variety of promotional events.
September 2001 – January 2004
Connections SA/Way Ahead Productions, Cape Town – Commercial and Stills Photography Production Company
Job description: Production Co–ordinator
Job details: Organise and co–ordinate stills shoots in Cape Town, including location scouting, crew selection and management, castings for models and extras, organising shooting permits and equipment, catering, co-ordinating and arranging props and art department, as well as wardrobe and post-production.
Examples of Clients: Caesar Dog Food, Germany; various Matalan catalogue shoots.
2001 – 2004
Movers and Groovers Music Magazine – Youth Culture Magazine
Job description: Freelance editor and features writer
BP – British Petroleum Southern Africa
Job description: Web content co-ordinator and copywriter
Job details: Collection of information and generation of articles for content of local website; use of specially built dynamic content management system; keeping content updated and relevant to developments within the company; working with each department to ensure a presence on both the intranet and internet; working closely with web developers to create the most relevant and efficient content management system to suit BP Southern Africa’s needs.
Skills and Attributes
• Proficient in all Microsoft Office programmes
• A basic understanding of HTML and its principles
• Previous use of Wordpress and bespoke CMS systems
• Self starter
• Works to tight deadlines
• Out the box thinker/problem solver
• Excellent command of the English language, written and verbal
• Public speaker
• Organised, methodical and logical
• Team player
• Can work amidst distraction
• Strong research skills
• Good contact base built up through freelancing
• Strategic thinker
• Conceptual thinker
• Strong editing and proofreading skills
2004 AAA School of Advertising, Cape Town
• Higher Post Graduate Diploma in Copywriting
1999 City Varsity, Cape Town
• Post Graduate Studies in Journalism for Print and Digital Media – Graduated top of class
1996 – 1998 University of Cape Town
• Bachelor of Arts Degree in History and Industrial Sociology
1988 – 1995 More House School, London
• GCSE and A–Levels