I'm a copywriter, SEO content writer, and editorial writer based in Victoria, BC. I help fashion, beauty, wellness, lifestyle, and DTC ecommerce brands connect with their ideal audiences through SEO content, email marketing, website copy, brand storytelling, and editorial features. Before becoming a copywriter, I spent nearly a decade working in fashion sales, visual merchandising, retail operations, and client relationship management. I managed wholesale accounts, helped independent boutiques grow their customer bases, created visual merchandising displays for international retailers, coordinated inventory and purchasing decisions, and developed marketing initiatives that drove traffic and sales. Because I've worked across so many different areas of a business, I understand the customer journey from multiple perspectives. I know what motivates people to stop, pay attention, engage, and ultimately make a purchase. Today, I use those insights to create content that feels authentic, resonates with readers, and supports meaningful business results. Over the past six years, I've worked with brands all over the world, helping them strengthen their positioning, develop distinctive voices, and grow their audiences through strategic content. A few highlights: • Email campaigns with open rates exceeding 50% and click-through rates up to 5% • Multiple SEO articles ranking on the first page of Google and featured in AI overviews • Press releases published by major media outlets including ABC News and KTLA • Content work supporting brands featured in Elle, Glamour, Grazia, Vanity Fair, and Tatler • Editorial pieces published in Business Insider, This Magazine, Style Cartel, and Imported Goods Magazine I believe the best copy is rooted in connection. So with every project, I aim to connect brands with their dream audience through stories that make them feel seen.
- Create inspiring yet commercial visual displays that drew customers in and enhanced conversion throughout all departments - Implement campaigns, visual standards, and guidelines on floor fixtures/ walls, mannequins, and windows - Educate visual knowledge to sales team members, including training and mentoring visual merchandising back-up - Analyse sales figures and strategically plan product/department placements to optimize KPIs
- Creating cutting-edge visual displays that highlighted the designer's signature aesthetics and enhanced conversion - Execute corporate merchandising floor sets/brand adjacencies, product placement, and all signage installation and maintenance - Coach and promote the visual merchandising guidelines through working in partnership with internal teams, sales associates and vendors - Understand the company's brand matrix and essence while remaining updated with the vendor guidelines - Continually create a fresh experience for customers by properly monitoring, providing floor plans and movement to integrate new items; rotating and blending aged items on a regular basis
Build customer loyalty & brand awareness while increasing conversion through captivating copy & content. - Web Copy - Product Descriptions - Email Copy - Content/Blog Articles - Social Media Copy - Press Releases - Editing/proofreading
- Creating attention-grabbing visual displays that enhanced conversion through inspiring outfit builds and strategic product placement - Translating trend reports and guidelines from head office to be commercial for local markets - Analysing sales reports to effectively merchandise product and boost sales - Planning weekly activity schedules and creating relevant floor plans - Implementing marketing campaigns through effective use of graphics
- Creating promotional content for clientele - Managing social media accounts - Managing client mailing lists & databases - Receiving, processing, and managing inventory & correlating purchase orders - Processing returns and purchasing new stock orders
- Managing and growing a regional client base for selected brands within a wholesale/import agency. - Creating promotional content (newsletters & brochures) for existing and prospective clients - Leading sales appointments in showroom & at trade shows - Managing agency social media accounts - Assisting with administrative duties (data & order entry, client credit checks, managing client database) - Styling and co-ordinating fashion shows for Vancouver Fashion Week