CopyVirtue - Human -Centric Copywriting | Brand Strategy | Optimization & Consulting

At CopyVirtue, I specialize in working with eco-conscious brands and virtuemakers—passionate visionaries committed to creating positive change. My approach combines holistic brand strategy with intentional copywriting to help businesses communicate their mission with clarity and authenticity.

Here’s how I help brands grow:

Crafting Core Messages: I help businesses clarify their purpose, voice, and narrative to ensure their message resonates deeply with their ideal audience.

Building Sustainable Brand Strategies: I create strategies that align with brand values and ensure long-term success by focusing on what matters most.

Amplifying Impact with Copy: From websites to social media, I write copy that connects, engages, and drives action—helping brands inspire change and leave a lasting impression.

If you're looking to build a message that’s more than just words, let’s chat and explore how we can work together to bring your brand’s story to life.

Founder of CopyVirtue | Helping Purpose-Driven Brands Build Impactful, Bona Fide Messaging 

Self Employed

" You'll stop going to school once you graduate 3rd grade." 

This is what my dad told my 6-year-old self. 

And there I was crying my eyes out on the 1st day of elementary school. 

But then 3 school years didn't seem like much.

And 15 years later I became a teacher of English to speakers of other languages. Not even in my wildest dreams. 

But I now proudly call myself a language geek with a grammar tooth. I tutor young minds and broaden their horizons with stories from around the world. While incorporating what students don't enjoy much - grammar and vocabulary.  

I'm passionate about helping my students (6-45yr) realize their full potential. My classes are diverse but always interactive. I'm in charge of the language development, lesson plans, execution, and students' progress. 

The best part? 

When an ex-student of mine bumps on me on the street and leaves me grasping for air. Their hands wrapped around me, squeezing so hard I could barely breathe. 

And of course when I get to prank those who sat an exam about their results. Not to brag but 100% of them pass, so it gets boring, and I like to spice things up by telling them they failed 😉.

By the way, once I finished 3rd grade, I had told all my friends from school that I would NOT be coming back.

Teacher of English as a second language

Daramiblog

I wanted to travel the world and get paid for writing. 

But the pandemic hit so I had to improvise. 

And there I was learning everything about the blogging world. 
The idea was to share my knowledge on multiple subjects.
 Little did I know, I'd be ranked on the 1st page on Google.

Content Writer

The VA associates

Optimized WordPress Blog for SEO using best practices.
Created content that resonates with readers
Utilized Affiliate Marketing
Used Pinterest to grow organic traffic by 10%
Did the Keyword Research using tools like Moz, SEMrush, SurferSEO, Google Trends, GSC
On and off-site SEO 
Build the strategy and outreach for Backlinks.
Crafted on brand Pillar Pages.

Content Writer And Social Media Strategist 

2happy..gr 

I wore many hats while working in this D2C e-pharmacy.

One minute I was supporting customers pick a product, the next I was translating product descriptions to make sense for the reader. 

If I wasn't on the phone placing orders on behalf of customers, then I'd be probably processing those same orders. 

My favorite part was crafting product descriptions that truly represented the product.

Customer Service | Sales Representative

Words That Win Hearts & Move Missions Forward

You didn’t start your business just to sell. 

You started it to make an impact. To change something. To create something that truly matters.

Words can sell. But when used with intention, they do way more.

They can amplify your purpose, build you trust, and ignite real change.

Try to picture this: you’re trying to build a masterpiece, a skyscraper that towers above the rest, but your foundation is... sand. Without a clear message or a strong foundation, even the most polished campaigns crumble.

That’s exactly what I saw happening. Brands with brilliant ideas were getting lost in a sea of jargon, inconsistency, and noise. Saying a lot without truly saying anything.

That’s when I realized something: it wasn’t just about better words. It was about uncovering what makes a brand human—its story, its heartbeat, its undeniable truth.

Fast forward to today, and that’s exactly what I do.

I help founders, innovators, and changemakers craft messaging that feels right. So they can connect deeply, stand out authentically, and make the impact they intended.

But we both know that people don’t just buy products or solutions. They buy stories, values, and the feeling of alignment.

So what happens when your message feels off—too vague, too generic, or not quite landing the way it should?

🔹 You have the vision, but explaining it feels like a tangled mess. 

🔹 You know your work is valuable, but people don’t seem to “get it.” 

🔹 You’re doing everything “right,” yet your brand still feels like a well-kept secret.

Here’s the thing: It’s not about having the loudest message. It’s about having the truest one.

You are in the right place if you are looking for:

✔ A strategic partner who doesn’t just fill in a brand voice template.

✔ Messaging that’s not just pretty words, but words that feel like you.

✔ Copy that builds trust, loyalty, and movement—not just sales.

How I Can Help:

💡 Brand Messaging & Copywriting – From websites to brand voice guides, I craft words that feel true to you and compelling to them. 

💡 Clarity Sessions – Not ready for a full project? Let’s refine your messaging in a strategic deep dive.

My Mission:

To help brands use words for good. To replace manipulative marketing with messaging that feels like home. To give changemakers the language they need to lead movements, not just make sales.

Your brand deserves more than “good enough” words. It deserves a message that pulls people in, builds trust, and drives action.

Let’s make that happen. 
 Apply to work with me at www.copyvirtue.com

Darina I.

Rightpoint

Digital Consultancy, Technology Sector.
Chief of Staff to CEO working with Executive Leadership Team and Senior Leaders to drive the growth and change agenda. This involved reviewing governance structures, driving CEO agenda and priorities, working with COO and CFO to deliver desired outcomes across a growing and dynamic organisation.

Chief Of Staff

HSBC

In the COO Strategy & Planning role, my key responsibilities included the following:
- Defined the COO strategy and priorities, including rightsizing and offshoring, finance transformation, vendor transformation, culture and ways of working, and team development for a team of 1,200.
- Member of the COO Leadership team providing input into the Executive Committee.
- Reviewed Governance papers.
- Led change in operating model, managed the Operations Committee, working with 7 Regional COOs.
- Managed financials for the COO function and provide challenge.
- Managed key people processes including resourcing, performance management, succession planning, engagement, communications and providing real time solutions to issues .
- Supported HR Chief of Staff with HR Operating Model and annual strategic priorities.
- Managed COO strategic plan deliverables chaired committee on headcount and space, produced governance submissions.
- Trusted advisor to COO leadership team and employees, providing career advice, mentoring and guidance across a wide range of issues.
- Dealt with people issues as they arose.
- Liaised and partnered with other functions across the Group (eg Corporate Real Estate, Communications, Finance, Business areas), and within HR (Transformation, Learning, Reward, Employee Relations, Data & Reporting).

In working on COO and simultaneously Chief of Staff Projects, I:
- Led succession planning of the HR COO and Operations team
- Managed costs and Group requests on budgets and headcount
- Provided solutions to aid team dynamics of virtual team
- Promoted and delivered communication and engagement of local team and COO team globally
- Supported Chief of Staff with restructure, priorities and Group wide deliverables

COO Strategy & Planning & Chief of Staff Projects, Group HR

Helped set up the HR Transformation team required to deliver the worlds largest deployment of SAP SuccessFactors as a 'big bang' implementation and the largest achieved in Financial Services. 
This was a complex, dynamic programme and involved a myriad of activities and a large team with very different skills, backgrounds and styles of working.
- The Transformation was a 3 year programme that simplified people processes across the entire HR service catalogue covering 15 processes to support 35,000 line managers in HSBC and the 230,000 employees and 55,000 contract/consultant staff, reducing the time taken to perform people management activities.
- My role was to work with the Head of HR Transformation as her right hand person on all matters, and as a member of the programmes Management team.
- I joined the programme as it was being set up, and led on resourcing the programme team of approx 400 staff covering 66 countries in which the HSBC Group operates, setting up governance and key roles, embedding strong control on costs
- Built strong relationships with the programme team, worked collaboratively with the consultancy partners, and IT provider.
- I was pivotal in building trust and engagement with the programme team, acting as a sounding board to resolve issues, and was able to translate technical jargon into simple language 
- Dealt with all people related issues, team dynamics and team building events, refreshing the format of how the team worked over the 3 years
- Restructured the 'business as usual' transformation function, reviewing the model and skill sets required. 
- Reduced the headcount by 20% as a result of the programme cutting costs to pay for the improvement in services and streamlining approval processes.
- Solved problems as they arose, ensured programme was on track and people were supported as needed, escalated issues where further support was required.

Head Of Business Management & Chief of Staff, HR Transformation

Worked with the GBM business and HR Heads to define a People Strategy to address business issues such as lack of gender diversity, mobility, the role of senior leadership, sponsorship and mentoring. Specifically:
- Defining and driving the People Strategy for the investment bank of 26,000 people managing the People Committee attended by Business Heads globally, the Head HR GBM, and Learning Head.
-Leading the development of mentoring and sponsorship programmes covering teams in Asia, Europe, MENAT, US and LAM.
- Designing career development events and short term mobility programmes to enable talent to move across teams globally and develop wider skills.
- Managing senior leader development programmes and future succession of business leaders.
- Driving delivery of Group requests on investment banks operating model, performance of senior leaders.
- Leading a review of HR Transformation project with a view to considering HR activity and any streamlining and design of future model.
- Driving cost reviews and global people surveys
- Managing resource programmes across businesses, including succession planning.
- Coaching and mentoring individuals in the business and in HR.

People Strategy & Projects, Global Banking & Markets HR

- Managed people initiatives for the GBM business.
- As COO, managed financials, headcount (26,000) and risk priorities.
- Worked with the business on their future organisation structure.
- Developed employee communications, provided guidance to leadership teams on resource mix
- Led review of Organisational Effectiveness programme for GBM, which included review of leadership roles, model, spans of reporting, double hatting of roles, global coverage etc.
- Developed an Ethics programme to support desired conduct outcomes for the business. 
- Review committee and governance papers for the Head HR.

Global Project Manager & COO,  Global Banking & Markets HR

KPMG

Following initially joining KPMG as an audit manager, I moved into a newly created role as Career Development and Resourcing Manager, and then into a Chief of Staff and Business Management role for the last 6 years or so. 

This Chief of Staff and Business Management role involved:
- Business Management: Managing an audit practice of 800 headcount with a budget of £100m.
- People Strategy: Developing people programmes to address retention issues, and to enable good people management
- People Management: Leading and managing the back office team and related functions, including Finance, Learning, Governance, and working with HR on resourcing and people related issues
- Resource Management: Developing a resource strategy and implementing programmes to hire qualified accountants from Singapore, Malaysia and South Africa. Directly involved in hiring in those sites
- Talent Management: Driving Talent Development programmes, graduate recruitment and people plans 
- Governance: Review of Committee papers
- Process Improvement: Review and amendment to internal processes 
- Corporate Social Responsibility: Mentoring a head teacher, reading with school children in East London, created an employee networking society.

As Career Development and Resourcing Manager:
- Managing resource deployment to audit teams
- Providing career coaching to individuals
- Creating mobility of staff across sectors
- Creating a mentoring programme to allow greater connection between audit managers and audit staff 
- Provided solutions to issues with recruitment process
- Improved internal processes which were not fit for purpose, or had not been reviewed for many years

Audit Manager, Financial Services
- In this role I managed a variety of audits in the financial sector, including insurance and pension clients
- This involved managing audit teams and creating good relationships with clients
- Provided coaching and support to new joiners

Chief of Staff to FS Practice Head, People & Business Management

I get priorities delivered, working with senior leaders and CEOs in a Chief of Staff capacity. My high emotional intelligence and low ego means I build trusted relationships fast. 

My experience comes from the Technology, Banking & Professional Services sector and covers People Strategy, Change & Transformation, Business Management, COO Strategy & Planning and blends of these roles. 

I have a varied and hybrid skill set having worked with CEOs, COOs, Heads of Transformation, Heads of Strategy, Chief People Officers, CFOs, and Business Heads amongst others. Many of my roles have been newly created and blended as I bring something different to the table. 

I'm trusted, commercial, professional, solution focussed, pragmatic, fair and balanced. This allows me to work comfortably with a wide range of diverse stakeholders. 

I read people and situations well, often noticing the unsaid. This enables me to work well in 'glue' roles as I can empathise with different perspectives and am able to bring people/teams together to facilitate teamwork by acting in the overall interest.

I'm good at translating technical matters into simple language to aid communication from different parties.

Stakeholder feedback is as follows:
- I have excellent listening skills, am intuitive, read the room, and see beyond what is said. I am able to maintain independence;
- I am great at bridging communication gaps, demonstrate commercial thought leadership, have well rounded and holistic knowledge, challenge effectively and have strong decision making skills;
- I am seen as collaborative, a team player, reliable, a great sounding board, proactive, supportive and solution focussed;
- I am personable, trusted and approachable

I’m an experienced leader who influences and builds trusted relationships.

I'm passionate about people strategy and developing a culture that brings out the best in people, retaining a commercial lens. 

I have significant experience of coaching, mentoring and leading teams and am passionate about helping people develop and reach their full potential, supporting their growth and confidence in achieving their career plans.

I have 11 years of experience in the Financial Services Banking industry (HSBC Bank PLC), and 15 years in Professional Services (of which 10 years were at KPMG PLC):

The areas i have worked in include:
- People Strategy and Projects
- People Management, including resourcing, talent programmes, retention strategy
- Chief of Staff roles 
- Strategy & Planning
- Business Management
- Transformation
- Function Management

taplio

The Battle

Darina I.

Baljit Kaur

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