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Senior
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0
jobs
Experienced copywriter and editor
Alexander MacDonald
,
Harrow, United Kingdom
Experience
Other titles
Skills
I'm offering
Copywriting, editing and proofreading
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - ?
job
Senior Marketing Executive
Wildstone Ltd.
Responsible for managing the Pulse brand and producing all content. Pulse is multi-functional smart street furniture for deployment in cities, delivering next-generation connectivity for increasingly digital society. Tailored to meet specific needs of their locality. Features include way-finding, city information, 999 button, device charging, contact to local charities including homelessness outreach, free calls, IoT and small cell tech, defibrillator, Wi-Fi, air quality, pedestrian footfall and traffic flow sensors.
• Utilised copywriting skills to implement content plan and created extensive multi-channel pipeline content strategy. Responsible overall Company and brand-wide for copy-focused tasks as go-to writer and editor with aptitude for language. Always demonstrated creative approach to improving marketing materials and new content or approaches to attract target audience.
• Established ToV, tailoring brand content and promo activity per channel for diverse audiences - B2B and B2C, public and private sector. Wrote thought-leader smart city blog and smart city articles/PR. Proficient in any copy from short to long.
• Social media content brought Twitter followers (key social channel) up from c.50 to over 8000 in two months, gaining direct leads and stakeholders. Produced all website copy and SEO. Engaged audiences with solid product insight and CTAs, always mindful of UX. Created content plan and overall layout of Pulse website, the brand's shopfront.
• Positioned brand as telecoms thought-leader to huge increase in engagement rates. Established leads through creating promo content, brief and title for smart city roundtable, attended by Theo Blackwell, CDO of London, and senior London borough politicians. Resulted in my writing an article and white-paper summarising chief points, insights and future aims of smart city sector. Published across key editorials in public sector - our end-user audience.
• Responsible for first deployment of Hubs in UK. Engaged all city leaders and authorities to attend highly successful launch day with great turnout. Garnered press coverage city and nation-wide, including a BBC News feature. Created video script to guide video team's top-class launch video. Created 'buzz' on social. Generated copy for varied tech events and trade shows.
• Able to articulate technical, complex product and key USPs in succinct and audience-friendly way. Worked directly under Marketing Manager, collaborating with wider team (Planners, Designers and CEO etc.) external agencies and senior stakeholders to develop multi-channel marketing activities and copy content. Quickly understood product, market and audience.
• Utilised copywriting skills to implement content plan and created extensive multi-channel pipeline content strategy. Responsible overall Company and brand-wide for copy-focused tasks as go-to writer and editor with aptitude for language. Always demonstrated creative approach to improving marketing materials and new content or approaches to attract target audience.
• Established ToV, tailoring brand content and promo activity per channel for diverse audiences - B2B and B2C, public and private sector. Wrote thought-leader smart city blog and smart city articles/PR. Proficient in any copy from short to long.
• Social media content brought Twitter followers (key social channel) up from c.50 to over 8000 in two months, gaining direct leads and stakeholders. Produced all website copy and SEO. Engaged audiences with solid product insight and CTAs, always mindful of UX. Created content plan and overall layout of Pulse website, the brand's shopfront.
• Positioned brand as telecoms thought-leader to huge increase in engagement rates. Established leads through creating promo content, brief and title for smart city roundtable, attended by Theo Blackwell, CDO of London, and senior London borough politicians. Resulted in my writing an article and white-paper summarising chief points, insights and future aims of smart city sector. Published across key editorials in public sector - our end-user audience.
• Responsible for first deployment of Hubs in UK. Engaged all city leaders and authorities to attend highly successful launch day with great turnout. Garnered press coverage city and nation-wide, including a BBC News feature. Created video script to guide video team's top-class launch video. Created 'buzz' on social. Generated copy for varied tech events and trade shows.
• Able to articulate technical, complex product and key USPs in succinct and audience-friendly way. Worked directly under Marketing Manager, collaborating with wider team (Planners, Designers and CEO etc.) external agencies and senior stakeholders to develop multi-channel marketing activities and copy content. Quickly understood product, market and audience.
Iot, UP, Manager, Social, Go, Guide, Feature, Public sector, Content Strategy, SOLID, Ceo, Twitter, Blog, Content, Website, Social Media, Pr, Website copy, C, Deployment, B2C, UX, B2B, Video, Writing, Layout, Seo, Copywriting, Marketing
2018 - 2018
job
Content Marketing Manager
GLH Hotels Ltd.
(Contract)
Managed content/CRM elements for summer engagement campaigns. Strategic driver for Marketing and CRM content/copywriting at largest owner-operator hotel management/hospitality company in London with international audience reach, across GLH (B2B), Guoman, Thistle, Thistle Express and Amba Hotel (B2C) brands and at hotel property level. Collaborating with wider Marketing & Brand team, external agencies and senior stakeholders to develop multi-channel marketing activities and copy content.
• Created engaging experiences and seamless journey across customer life-cycle/funnel. Used copywriting skills to implement editorial activity plan, create extensive multi-channel content calendar for pipeline/future campaigns and broker partnerships to successfully own and lead projects from ideation to result.
• Maintained ToV, tailoring brand-consistent content and promotional activity per channel per brand. Demonstrated ability to develop short and long-term eCommerce initiatives that capitalised on existing and evolving projects.
• Created and sourced content from pro photography to wide-ranging copywriting including website/landing pages, blogs (Wordpress), sales collateral, social media (produced overarching social strategy, FY targets, handbook for all hotels).
• Social media management on all channels across brands (Twitter, Facebook, Instagram) and training hotel staff on best practises, resulting in consistent publishing/scheduling of engaging, diverse content and CTAs. Strengthened position as hospitality thought-leader and enormous increase in engagement rates and direct bookings and revenue - the company's overall key objective.
• Utilised Google Analytics, Sprout Social and organic tools alongside Head of Digital to isolate revenue/traffic through social efforts, and to report on and adapt social strategy against ROI and KPIs - while sharing outcomes and analysis with wider team.
• Consistently created exceptional email and web content alongside Jellyfish digital marketing agency, sent out to sizeable post-GDPR database - copy, eye for design/detail and producing engaging competition mechanic, led to excellent engagement/open rates, CTR and entries. Effective communicator with very strong writing skill-set and proven ability to collaborate across teams.
Managed content/CRM elements for summer engagement campaigns. Strategic driver for Marketing and CRM content/copywriting at largest owner-operator hotel management/hospitality company in London with international audience reach, across GLH (B2B), Guoman, Thistle, Thistle Express and Amba Hotel (B2C) brands and at hotel property level. Collaborating with wider Marketing & Brand team, external agencies and senior stakeholders to develop multi-channel marketing activities and copy content.
• Created engaging experiences and seamless journey across customer life-cycle/funnel. Used copywriting skills to implement editorial activity plan, create extensive multi-channel content calendar for pipeline/future campaigns and broker partnerships to successfully own and lead projects from ideation to result.
• Maintained ToV, tailoring brand-consistent content and promotional activity per channel per brand. Demonstrated ability to develop short and long-term eCommerce initiatives that capitalised on existing and evolving projects.
• Created and sourced content from pro photography to wide-ranging copywriting including website/landing pages, blogs (Wordpress), sales collateral, social media (produced overarching social strategy, FY targets, handbook for all hotels).
• Social media management on all channels across brands (Twitter, Facebook, Instagram) and training hotel staff on best practises, resulting in consistent publishing/scheduling of engaging, diverse content and CTAs. Strengthened position as hospitality thought-leader and enormous increase in engagement rates and direct bookings and revenue - the company's overall key objective.
• Utilised Google Analytics, Sprout Social and organic tools alongside Head of Digital to isolate revenue/traffic through social efforts, and to report on and adapt social strategy against ROI and KPIs - while sharing outcomes and analysis with wider team.
• Consistently created exceptional email and web content alongside Jellyfish digital marketing agency, sent out to sizeable post-GDPR database - copy, eye for design/detail and producing engaging competition mechanic, led to excellent engagement/open rates, CTR and entries. Effective communicator with very strong writing skill-set and proven ability to collaborate across teams.
Twitter, GDpr, Photography, Management, Sales, Analytics, Website, Content, Blogs, Landing pages, Database, International, Express, Detail, Web, Google, Social, Manager, LED, Ecommerce, Social Media, Marketing, Wordpress, Content marketing, Design, Copywriting, Google analytics, Web content, Writing, Digital Marketing, CRM, B2B, B2C, Social media management, Instagram, Training, ROI, Facebook
2017 - 2018
job
Marketing & Communications Executive
Fitzdares Ltd.
Responsible for cultivating new brand identity for Fitzdares, transforming the brand through engaging B2C comms/copywriting as more than a private bookmaking platform, but a sophisticated, high-end lifestyle brand with a members' club philosophy.
• Represented brand across all communications, both internally and externally, B2C and B2B. Drove innovation and idea generation across all marketing channels: maintaining competitive edge by delivering innovative copywriting.
• Established Fitzdares as major player within its market niche in overall saturated sector through creating unique ToV. Drove innovation and idea generation across all channels. Gained PR/adspace from likes of FT How To Spend It and Walpole. Quality of copy evidenced by company synopsis/proposal for SBC Racing Bookmaker of the Year.
• Reinvented the weekly sporting email content, with penetrating, on-brand copy, engaging imagery and fresh features that resonated with audience/demographic. Raised open rates to an average of over 45% from approx. 25% (industry average is 8%).
• Key role in marketing and organising the hugely successful Fitzdares Fighting Futures event at The Ned, London -boxing event centred around showcasing top talent, the next generation of champion boxers. Worked with agencies such as BBH and Live In The Projects to deliver dynamic digital marketing campaign, with quality videos/promos (scriptwriting and filming) and photography. Branded company as luxury events platform that provides bucket-list experiences for members - a major USP.
• FFF event gained support and coverage from key London/boxing influencers with large SM followings, including Michael Buffer, Steve Bunce, @London, London On The Inside. Generated PR/articles in major publications online and on SM, both boxing and lifestyle such as World Boxing News, Boxing Monthly, The Week, Tatler, The Telegraph, London Evening Standard.
• Editorship of bi-annual Fitzdares Times. Contributed well-received front-page/headline article, researching and meeting with renowned Football Manager team, using own initiative to gain insider information through interview script. Audience-centric when proactively generating content ideas and copywriting for feature articles.
• Conceived engaging merchandise such as racing trainers Top Trumps decks, writing snappy/humorous bios and collating salient stats. Cards sent out to major horse racing figures, garnering fantastic reception, leading to personal endorsements from influential world-class trainers. Raised awareness and profile of company significantly.
• Represented brand across all communications, both internally and externally, B2C and B2B. Drove innovation and idea generation across all marketing channels: maintaining competitive edge by delivering innovative copywriting.
• Established Fitzdares as major player within its market niche in overall saturated sector through creating unique ToV. Drove innovation and idea generation across all channels. Gained PR/adspace from likes of FT How To Spend It and Walpole. Quality of copy evidenced by company synopsis/proposal for SBC Racing Bookmaker of the Year.
• Reinvented the weekly sporting email content, with penetrating, on-brand copy, engaging imagery and fresh features that resonated with audience/demographic. Raised open rates to an average of over 45% from approx. 25% (industry average is 8%).
• Key role in marketing and organising the hugely successful Fitzdares Fighting Futures event at The Ned, London -boxing event centred around showcasing top talent, the next generation of champion boxers. Worked with agencies such as BBH and Live In The Projects to deliver dynamic digital marketing campaign, with quality videos/promos (scriptwriting and filming) and photography. Branded company as luxury events platform that provides bucket-list experiences for members - a major USP.
• FFF event gained support and coverage from key London/boxing influencers with large SM followings, including Michael Buffer, Steve Bunce, @London, London On The Inside. Generated PR/articles in major publications online and on SM, both boxing and lifestyle such as World Boxing News, Boxing Monthly, The Week, Tatler, The Telegraph, London Evening Standard.
• Editorship of bi-annual Fitzdares Times. Contributed well-received front-page/headline article, researching and meeting with renowned Football Manager team, using own initiative to gain insider information through interview script. Audience-centric when proactively generating content ideas and copywriting for feature articles.
• Conceived engaging merchandise such as racing trainers Top Trumps decks, writing snappy/humorous bios and collating salient stats. Cards sent out to major horse racing figures, garnering fantastic reception, leading to personal endorsements from influential world-class trainers. Raised awareness and profile of company significantly.
Pr, Manager, Online, Campaign, BEE, Feature, Support, It, Reception, Content, Idea generation, Digital Marketing, Event, Photography, Interview, B2C, Innovation, B2B, Writing, Copywriting, Marketing
2016 - 2017
temp
Marketing Copywriter
Playtech Ltd..
Playtech (Contract)
Writing and promoting engaging content for all B2C copy for online gaming communications at London Stock Exchange-listed and FTSE 250 constituent company, "the world's largest gambling software and services supplier". Range of online/offline marketing channels: email and direct mail (CRM), SMS, long/short on-site copy, media banners and social media posts.
• Responsibility for development and delivery of brand and product communications, to drive both customer acquisition and retention. Completed monthly timetable of network promotions to national audience and descriptions of hundreds of games.
• Copy work on social, CRM and other channels led to increased outreach and successful consumer interactions. Rewrote the website and significant role in its effective rebranding. Wrote significant copy for SEO, including range of keywords.
• Deadlines always met in good time and to high standard, using creativity and innovation to create messages that engage target audience and create positive response and CTAs. Made sure copy was concise while remaining entertaining.
Writing and promoting engaging content for all B2C copy for online gaming communications at London Stock Exchange-listed and FTSE 250 constituent company, "the world's largest gambling software and services supplier". Range of online/offline marketing channels: email and direct mail (CRM), SMS, long/short on-site copy, media banners and social media posts.
• Responsibility for development and delivery of brand and product communications, to drive both customer acquisition and retention. Completed monthly timetable of network promotions to national audience and descriptions of hundreds of games.
• Copy work on social, CRM and other channels led to increased outreach and successful consumer interactions. Rewrote the website and significant role in its effective rebranding. Wrote significant copy for SEO, including range of keywords.
• Deadlines always met in good time and to high standard, using creativity and innovation to create messages that engage target audience and create positive response and CTAs. Made sure copy was concise while remaining entertaining.
Website, LED, Social, Creativity, Online, Software, Development, Retention, Network, Content, Social Media, Exchange, Copywriter, B2C, Innovation, CRM, Writing, Seo, Marketing
My education
2012
-
2016
University of York
Masters, English
Masters, English
2010
-
2012
Stonyhurst College
A-Levels, English Literature, English Language, History, Economics
A-Levels, English Literature, English Language, History, Economics
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