copy + content + creative.
G’day, I’m Helen.
I’m a creative copy and content specialist with 7+ years of experience crafting words and content for e-commerce icons, cult brands, and local legends.
From a Melbourne start-up of 20 young creatives to a hub of 17k in Berlin, I've been lucky to work with and for some iconic brands. My 7+ career stretches from Melbourne to Berlin (with a side of the UK and Ireland) where I have worked with creative agencies (Willow & Blake, Cee Cee Creative), beauty start-up sensations (frank body, Fluff), fashion platforms (Zalando, ZMS, AirRobe), women’s wellness pioneers (Tiffiny Hall) and cultural magazines (Cee Cee, Oyster) with a few others along the way.
I thrive on the fusion of creativity and strategy, with impactful stories and community being the heartbeat of my work. I am a natural-born collaborator who also loves getting lost in her head.
My work has been in the fashion, beauty, wellness, culture, and women’s spaces with a growing curiosity for all things sustainability.
Copy + tone + creative direction + strategy + social media + content creation + campain ideation & direction.
TXO is the only platform dedicated to women and mums – created and led by fitness sensation Tiffiny Hall. As the creative lead I oversaw all marketing, social media, strategy, content creation and direction. During this time we launched 6 new TXO Flex apparel collections and 7 new TXO Life fitness programs including the viral MUMBOD and Bounce Forward programs. I led creative content production, eDM & social media strategy plus all campaign roll-outs. Some other key moments included launching YouTube which gained 15k followers, revamping the mytxo.com website and the new Bounce Forward comms strategy across all platforms.
Ideation + strategy + copy
Overall brand strategy and shift in comms to focus on women and mums which put Tiff in a unique position as a fitness professional pioneer for women’s health and ultimately saw a dramatic increase in engagement, sales and community.
Brand creative direction + content
Digital content marketing for cross-channel placements. Creative strategy, brand direction plus briefing of talent, videographers and photographers for TXO Life and TXO Flex shoots.
Photographer: Lachlan Ryan
Social + content + copy + scheduling + reporting
Managing all aspects of social across Facebook, Instagram, TikTok and YouTube for Tiff’s personal accounts and My TXO accounts.
eDM content + copy + strategy
Building weekly/monthly/quarterly content for brand, program launches and sales comms.
Copy + brand strategy + social media + content creation + tone of voice.
Script Skincare is a series of skincare stores created by one of Australia’s most highly regarded Dermatologists – Dr Greg Goodman. With 30+ years of experience, state-of-the-art technology and a unique offering of tailored and personalised skincare plans Script is the ultimate 360° premium offering. I was responsible for a brand revamp and a new social and eDM strategy which saw huge growth in engagement, sales and store visits. We also launched an exclusive webinar series with product and treatment giveaways.
Social + content strategy + content creation + copy
Creation of new templates, in-store content creation with skin specialists, brand partnerships, live events and much, much more.
eDM copy + strategy
Monthly content themes based on what your skin in doing and where you want your skin to be. Webinars, sales, brand and the inside skin scoop.
Copy + tone + creative + strategy + social media + content creation.
Zalando is Europe’s leading online fashion platform. With 35 million active customers in 17 markets, my plate has always been full and varied — content creation, copy strategy, social media, UX copy, brand partnerships, influencer activations, content articles, SEO, and everything in between. I started as Copywriter for the UK and grew into English Copywriter for three markets (UK, Ireland & Germany) & Social Media Manager for two (UK, IE). I became an integral part of the business, a key contributor to the successful market expansion into Ireland, managed the global Beauty copy and created and guarded the local tone of voice guides for both the UK and Ireland.
Ideation + strategy + copy
Building weekly/monthly/quarterly trends and themes with various internal and external stakeholders to create relevant, engaging and localised content. Liaising and briefing our influencer agencies to ensure smooth cross-channel communication and execution in line with the brand.
Content creation + copy + partnerships
Digital content marketing including blog articles, competition mechanics, social posts—both for external partner collaborations (L'Oréal, HolidaysPirates, Macmillan Cancer Support, UniDays) and internally at Zalando.
Influencer content + local strategy
Working with influencer agencies and internal stakeholders to push locally relevant content across all owned channels. Writing briefs for influencers, editing social posts and approval of content. Partnering with 30 influencers monthly and events such as B&&B Festival and London Queer Fashion Show.
Marketing campaigns + localisation + multi-channel content
Localising global concepts for each English market across multiple touchpoints: on-site, direct marketing, social media, radio scripts, paid social, OOH, print, programmatic + PR.
Social media + strategy + copy + content + data
Content development and management—including planning, writing, sourcing, creating, implementing, scheduling, community management, performance tracking & analysis.
Community mgmt + copy + social media + production + PR.
Ever used coffee scrub? Not only the dirtiest guy on the internet but the most charming, ‘frank’ has scrubbed his way across the globe to make skin and self-confidence glow. My responsibilities stretched far and wide, starting in customer relations and moving into copywriting and social media. I created content across social, on-site, CRM and PR whilst managing a highly engaged community of over 1 million ‘frankfurts’.
Copywriting + branding
Press releases for campaigns, product launches and brand moments.
Content + copy
Strategy and words for blog articles—product pushes/launches, educational pieces including SEO strategy.
Copy + content
eDMs for product pushes, campaigns, and everything in between, sent to an international base of babes.
Production + brand
Styling and art direction for new master brand content and product launches. Photographer: @frankie_marin
Community management + social media strategy + copy
Across Instagram, Facebook, Pinterest & Twitter. The social strategy since June 2016 drove many sessions — 60% of them were new. The overall organic social conversation was 3.85% of all sessions.
Copywriting + content.
Fluff is for anyone who thinks that the world doesn’t need more products, just better products. I’ve been a contributing writer of blog articles for the Issues page. One of my pieces was published in Oyster Magazine — the topic: Obsession.
Strategy + copy + social media.
Cee Cee is a Berlin-based digital magazine and agency clueing locals in on the best food, culture, art, music, and more. My days were spent uncovering and writing about the magical people, places and products Berlin has to offer. I also managed their social media channels, from copywriting to targeting — with a handful of their client’s pages too.
Strategy + copy
Wrapping up Berlin’s best-kept secrets in a carefully curated map by local experts. This was a larger scale project amplifying the best of the design department, various writers and the multi-cultural heartbeat of the city. A truly special project to work on.
Social media + copy + strategy + community mgmt
Daily/weekly strategy, content, copy, community management, and findings for Facebook and Instagram accounts.
Copy + brand identity + social media.
A creative agency that builds brands, from the strategy to the concept. I had an internship here where I worked with the founders, account managers, and writers on a variety of client’s brand identities – including tone of voice creation and direction, as well as social media management and strategy.
