Amy Nicholson

Directing the digital content strategy for the brand. Overseeing the creative and design team leading on direction, production and overarching strategy of content ideated and written across the website, campaign, email marketing, digital advertising and social media.

Managing multiple simultaneous digital campaigns, including social media, onsite, blog, print, video and email, while working with wider paid marketing channels to ensure maximum amplification. Key responsibilities include; Writing concise, engaging copy for new product launches, creating content marketing activity that aligns with trading activity, identifying trending topics and reacting to them within a tight deadline, briefing the creative team on content output. Delivering content outcomes with meaningful measurement. Generating awareness, traffic, leads, sales, retention and brand advocacy (NPS) in line with marketing targets, with clear measurement to demonstrate ROI. Extensive experience using multiple content mangagement systems and creation tools including Magento, Wordpress, Shopify and Abobe Creative Cloud. Responsible for creating the brand TOV and rolling it out across international territories while ensuring that key stakeholders adhere to it on an international level. Working with development teams to identify and execute new functionality that will elevate the user experience, increase conversion and establish CurrentBody as an authority in the beauty device industry. Growing organic traffic through strategic SEO optimisations identified through keyword research while also working with external agencies to implement technical recommendations.

Creating the marketing activity calendar and supporting communications relating to trading activity, whilst conveying a strong brand message. Editing content for TOV, accuracy, consistency and legal compliance, whilst ensuring a fluent customer journey to maximize sales and conversion. Carrying out continuous competitor analysis, noting key beauty trends, content techniques, promotions and analysing against the site in order to remain competitive. Managing multiple simultaneous digital campaigns, including onsite, blog, video, email and social media, whilst working with wider paid marketing channels such as PPC and affiliates to ensure maximum amplification. Driving organic, direct and social traffic to ensure monthly and quarterly KPI’s are met. Constructing a creative brief for each activity adding ideas and recommendations for the studio and design team to take inspiration from. This includes briefing photography, web banners, campaign emails, social activity and onsite messaging. Using web-traffic analytics (Google Analytics and Linkdex) to identify successful content, recommend areas of improvement and contribute to lowering visitor bounce rate and attracting repeat web traffic. Proficient in a number of content and SEO platforms. Including but not limited to; Wordpress, Google Analytics, Adwords and Linkdex.

Planned, wrote, edited and produced both editorial and video content for online and social platforms. Created, managed and launched the company’s first ‘Skincare Glossary’. A content-rich project that provides the customer with expert advice on skincare ingredients as well as a platform to shop beauty products by ingredient. Further achievements include; writing, editing and launching Beauty Expert’s first online shoppable magazine ‘The Expert Edit’. Enhanced audience interaction via social media, user-generated content, and partnerships.

My previous role as a Content Curator involved writing engaging and informative content for both print (Hull Daily Mail newspaper) and online platforms (hulldailymail.co.uk). The role involved sourcing, pitching and creating original ideas in order to generate sharable content suitable for both online publication and a range of social media forums, namely Facebook and Twitter. Key aspects of the role included writing compelling and accurate copy of both pre-empted and spontaneous news from a wide array of topics including events, ‘what’s on’, retail, fashion, food and community news, whilst ensuring all copy was in keeping with house style. Single-handedly sourced and wrote the most read online article in Hull Daily Mail history (attracting a total of 404,000 unique viewers) with ‘Fan says his 29 Miley Cyrus tattoos are stopping him getting a girlfriend’. Monitoring social media trends in order to generate current, on trend web content with the aim of maximizing traffic and UGC. Producing articles with picture and video elements in order to attract maximum page views and engage with a key audience. Using an array of specialist software, such as; Canva; Backbench and CMS in order to resize/edit videos and photographs in order to create a complete 'news package' ready for online publication. Experience in embedding pictures and videos to a CMS by using HTML coding. General journalistic duties included interviewing, recording, note-taking, transcribing, communicating and building relationships with key external stakeholders.

My role included researching and writing copy for both the weekday and Sunday edition of the newspaper, attending daily news conferences, pitching news and feature ideas, proof reading and fact checking articles. Further duties included working closely with the features team in order to generate ideas and copy for the ‘10 of the Best’ online feature. This involved reviewing a wide variety of products, from health and beauty to gadgets and technology and writing articles on them.

During my role as a Community Reporter at the Liverpool Echo I worked to assist the Communities Editor in generating original content for the weekly community newspaper, Merserymart. My key responsibilities included sourcing, researching and writing original news for both print and online platforms. Using my adept interpersonal skills, I was quickly able to establish a list of key contacts in order to facilitate the coverage of both pre-empted and spontaneous news. I worked to a deadline to produce concise, detailed articles, which involved conducting numerous interviews – enabling me to enhance my interview technique and develop my communication skills. Further responsibilities included fulfilling multifaceted duties including covering live events, fact-checking, proof- reading, headline/cutline writing and fitting Indesign layouts.