Mothercare PLC

At Mothercare, I helped parents and children create their life stories. Through supportive and inspiring content across online and in-store channels, the Global Brand Team connected with customers along every step of the parenting journey.

Continuing my role as sole copywriter for the team, I sought to create content that was honest, playful, positive, relatable and inclusive - all the things Mothercare stands for. Collaborating with colleagues in Design, Photography and Product Development along with franchise partners and external agencies, I was an ambassador of the brand and their tone of voice.

Over five years with the company, I honed my copy and content writing skills, took on more responsibility and helped shape a new look and feel for Mothercare. Despite many bumps in the road, I am proud of all that I achieved, both for the business and families around the world.

Key responsibilities and achievements:
- Produced content for all seasonal and ad hoc projects (incl. campaign narrative, straplines, social, emails, blogs and advice, product specialisms, global events, window themes, POS and YouTube descriptions)
- Developed new tone of voice, drove consistency and upheld brand personality
- Created all campaign implementation packs for franchise partners
- Undertook basic Adobe InDesign training with the aim of redesigning campaign packs
- Led all written content for new guideline documents (incl. brand, social, web and icon guides) and collaborated on induction sessions for partners
- Project managed and produced copy for a new careers site (mothercarecareers.com)
- Collaborated with videographer and design agency on Mothercare's 60th anniversary videos
- Liaised with HR to plan and create content for LinkedIn
- Jointly managed the relationship with Boots' social team to plan and create content for Mothercare UK's social media channels, and write SEO copy for Mothercare pages on boots.com
- Undertook market research and fed back to wider team on next steps

Brand Copy and Content Writer

As sole copywriter within the newly-formed Global Brand Team, I collaborated on planning and creating a wide range of assets for our franchise network of more than 30 markets. Alongside the Global Brand Manager, I was instrumental in redefining our tone of voice and personality, adapting to communicate with and meet the needs of families around the world.

From campaign straplines and in-store messaging to email templates and social media content, I produced copy for all seasonal and ad hoc projects. Working closely with the designers throughout the process, we created modern and engaging assets for the milestone moments and difficult days.

Global Brand Creative Copywriter

Tasked with capturing customers' attention as they shopped, I wrote product descriptions for everyday outfits, must-have maternity items and adventure-worthy pushchairs, all for a global franchise market and delivered in line with critical paths.

As a secondary responsibility, I created press releases, blogs and advice articles to support and inspire customers, ensuring a clear and consistent tone of voice across all channels. Working with a range of content management systems, I published content to our site and liaised with the SEO Executive to maximise performance.

Digital Content Assistant

Virgin Wines

Ideated and composed engaging content for B2B and B2C sales to attract consumers and increase conversion. Also merchandised products through Blue Martini and undertook training for the new CMS, Mantiki, to support with the website migration.

Merchandiser and Marketeer

University of East Anglia

Managed student ambassadors and assisted with organisation of the mentoring scheme to increase engagement with the University and its profile within the higher education sector. Utilising a wide variety of communication channels, I also raised awareness of opportunities and promoted events.

Outreach Coordinator

Utilised an understanding of web structures and SEO to implement the migration of website content to tight deadlines and with limited resources. Also developed evergreen content and liaised with social media representatives to promote upcoming events, driving engagement for the university.

Digital Marketing Administrator

Involved with the delivery of the 2014 postgraduate marketing campaign, promoting study opportunities and open day events to students as well as internal and external outlets. Also authored web copy, implemented training for Liferay Portal to update online content, and managed associates to facilitate effective promotion of PG study at UEA.

Marketing Assistant

Responsible for recruiting and maintaining alumni donors, deriving much-needed funds and sustaining the relationship between the University and alumni. Delivered on targets within a competitive environment and demonstrated team-leading and management responsibility by inducting new staff into the team.

Annual Fund Student Caller (Donor Acquisition Team)

Managed the reception area at University Open Days, greeting visitors, processing attendance and feedback forms, promoting key events, and ensuring the smooth and continuous operation of the day. Utilised interpersonal and communication skills to provide effective customer service.

Volunteer Student Advisor

RMP Enterprise

Collaborative member of team representing Rate My Placement at University Job Fairs, acquiring potential student contacts who were seeking internships, placements and jobs, with an emphasis on reviewing and evaluating employers and opportunities.

Brand Representative

I am a storyteller and lover of wordplay, a confidante, patient pawrent, and occasional baker. During my career, I have worked in a variety of marketing and content creation roles, honing my writing skills and helping brands connect with their customers. From catchy straplines and social media copy to blogs and press releases, I have a broad skill set that can be tailored to any tone of voice and SEO strategy, as well as a passion for making a difference with my words.

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