Self Employed

Supporting growth stage fintech companies with a broad range of copywriting services.

Clients:
- Mortgage lender
- Pension provider
- Car insurance provider
- Home insurance provider
- Retail bank
- Business bank
- Investment manager
- Alternative investment platform
- Home energy platform
- Legal services platform
- Banking infrastructure provider
- FX payments provider
- Cash deposit platform
- P2P payment app
- Debt management app
- Subscription tracking app

Recent projects:
1. For a home insurance company, I rewrote a 10,000 word policy document to align with their rebranded tone of voice. The original used impersonal, complex language and wasn't easy to read (reading grade: Post-Graduate). I simplified this into a much clearer and more human document (reading grade: 8 or below).
2. For an investment startup, I helped identify their market positioning and brand messaging. This involved competitor analysis, audience matching, and developing key brand and product messaging.
3. For a money management startup, I helped grow their organic traffic beyond their homepage by developing a series of simple to read SEO guides. I analysed keyword research to identify opportunities, wireframed a template and drafted the first guide. This included an optimised call-to-action hero element. I then sourced a more junior copywriter to write more guides using the same template.
4. For a legal services company, I wrote a series of success stories (case studies) to help convert a new customer segment. This involved creating a suitable template, transcribing customer interviews, conducting independent research, and drafting a compelling story that highlighted certain services and product features.
5. For a car insurance provider, I drafted and edited all product copy for a soon-to-launch service. This involved working with the product and design team, and incorporating best-practices in UX and conversion to aid the user journey.

Senior Copywriter

CopyStyleGuide.com

CopyStyleGuide.com helps startups identify their tone of voice and communicate more effectively using our tailored copy style guides.

Founder

O.L. West

Writer of middle grade fantasy adventure novels.

Return Of The Wild: https://www.amazon.co.uk/Return-Wild-L-West/dp/1838418903/

Author

PensionBee

PensionBee is the UK's leading online pension provider.

I first joined as a freelance copywriter and later became PensionBee's first dedicated in-house copywriter.

This saw me work across a wide range of teams and tackle a variety of work, including app and website copy (UX), landing pages (conversion), editorial and news (blog), educational content (SEO/Pensions Explained), email (onboarding and newsletter), link building campaigns, video (Pension Academy), social (posts and ads), PR (releases and reports), partnership content (Fairwill/Cancer Research), and podcast scripting (Pension Confident).

Highlights included:
- Redesigning, writing and managing the monthly newsletter, increasing open rate by 2x and click through rate by 5x
- Conceptualising, scripting, casting, producing and delivering the Pension Academy video series with Patricia Bright
- Conceptualising and writing a successful monthly newsletter for customers invested in PensionBee's sustainable pension plans
- Conceptualising, writing and wireframing a successful direct mail campaign
- Redesigning and writing the new customer signup email flow, increasing completions
- Writing some of PensionBee's most read blog articles

Freelance Copywriter

Trussle

I joined Trussle to help launch and grow the UK's first online mortgage broker.

In four years we:
- helped thousands of homeowners secure a mortgage
- established Trussle as one of the UK’s most recognised mortgage brokers
- grew our team from 6 to over 130 people
- raised over £19m of investment from top-tier investors

As the first marketing hire, my responsibilities have been varied and my role has continued to evolve to compliment the company’s changing needs.

Personal highlights include:
- hiring six awesome PR, Policy, Community, SEO, and Copywriting specialists
- overseeing production of all site, product, marketing, and blog content
- growing organic site visits an avg. 180% YoY over four years
- growing organic blog visits an avg. 1200% YoY over four years
- owning brand and tone of voice development
- producing and launching a national TV ad campaign
- securing 1,000 press mentions within two years, before creating a dedicated in-house PR function
- securing internal buy-in for the Mortgage Switch Guarantee initiative, culminating in creating a new Policy function and receiving cross-party support in Parliament
- producing the annual Mortgage Saver Review industry report, receiving blanket national press coverage including a BBC News TV discussion

Content & Copy Lead

Brand & Content Manager

Marketing Consultant

Tech City Tours

Tech City Tours connects London's startup ecosystem with entrepreneurs, corporations and governments from around the world through engaging programmes of tours, workshops and bespoke events. Since October 2013 we've welcomed over 1,000 international visitors from more than 30 countries to Tech City, helping create meaningful and lasting relationships between our cities.

As the founder my role has included:
- building a network of supporting organisations and speakers
- brand creation & marketing
- securing initial sponsorship and clients
- speaking at length on London's startup ecosystem
- being a friendly tour guide!

Some of our partners include: Tech City UK, London & Partners, UK Trade & Investment, Central Working, IDEALondon, WeWork, TechHub, The Bakery, Oxygen Startups, Microsoft Ventures, Huddle, Elance, Mailjet, Moo.com, MindCandy, Tech City News, SignKick, Dreamstake, IncuBus Ventures.

I stepped back in August 2014 to focus on my role at Seedcamp, and returned in January 2016 on a part-time basis.

www.techcitytours.com

Voyage Control

Voyage Control is a cutting-edge 'Air Traffic Control' for inbound logistics management. A powerful and easy-to-use software platform enables ground transport hubs to proactively manage their traffic; thereby streamlining processes, enhancing security, reducing congestion, improving driver experience, and benefitting the environment.

As the first marketing hire, my role included:
- Developing a comprehensive brand and messaging strategy
- Creating and executing social media strategy
- Creating a PR strategy and writing press releases

http://voyagecontrol.com/

Stamplay

Stamplay is an API-based development platform, empowering web developers to build and launch full-featured web apps in record time.

As the first marketing hire, my role included:
- Developing and implementing a full marketing strategy (content, social, ads, SEO/M)
- Managing advertising budget
- Writing and distributing content for owned and third-party websites
- Conducting market research

https://stamplay.com/

Seedcamp

Seedcamp is Europe's leading pre-seed and seed stage Acceleration Fund. We invest up to $250K and accelerate them across product/market fit, traction, growth, and scale stages from seed funding to IPO.

As the marketing lead, my role involved:
- developing brand guidelines
- developing a content strategy and planning the editorial calendar
- writing and promoting editorial content
- producing imagery & video content
- securing press coverage in major tech blogs
- creating and executing social media strategy
- managing the newsletter
- managing website content and site development
- promoting events and applications

http://seedcamp.com/

Content Lead

The Developer Lab

DevLab provides developers access to the latest devices and intelligent testing solutions. Based at IDEALondon in Shoreditch, they now run the largest open device lab in the UK. DevLab also run events designed to connect the developer community with brands to drive new channels of innovation.

My role involved planning and executing the marketing strategy for the DevLab LIVE event, held at Canary Wharf in May. Using social, email, website and blog channels, Facebook ads, event directories and securing supporting partners, we successfully promoted and sold hundreds of tickets to DevLab's first three-day conference and hackathon.

www.thedeveloperlab.com

Senior copywriter with marketing and leadership experience ✍️ Helping fuel growth at some of the UK's fastest growing startups 📈 Founder of copystyleguide.com 💻 Host of the Walks With A Copywriter podcast 🎙️ Author of Return Of The Wild 🐘

Scroll down to Recommendations to see what clients think of my work 👇

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