Copywriting & content marketing

This is a selected sample of recent work. For a full career rundown, see LinkedIn.

Content marketing

Daily Care

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The brief: fun, shareable ’Cool Nostalgia’ content targeted at older Australians, that their grandkids can also relate to. See:

7 athletes still crushing it

Top 7 movies from the 60s that shocked the world

Top 5 kitchen hacks from the frugal generation

Content marketing

Your Loan Hub, NAB

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Your Loan Hub is a content library for mortgage brokers to share with their clients, to promote engagement and demonstrate their expertise. The brief: authoritative, valuable and above all, accurate.

Restumping 101: Everything you need to know about restumping your home

How to survive a home renovation with a baby on the way

Six smart ways to attract quality tenants

Content strategy & copywriting relaunch

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Jetstar’s site relaunch in 2015 required an overhaul of all copy to introduce principles of writing for the web and plain English, reduce complexity, strip out formal engineer-speak and make the content experience more seamless.

We replaced the stilted, formal voice of the old site with copy that reflected Jetstar’s brand personality: fun, caring, open.

The old site had long pages of impenetrable text to explain complex subjects like baggage; we broke this down into scannable, bite-sized pages with improved content UX.

Marketing copywriting

At Jetstar I work across the business to define and promote a consistent brand voice, managing stakeholders across diverse departments to keep marketing messages on brand, consistent and customer-focused.

I craft marketing copy including:

  • online campaigns and promotional copy
  • whitelabel sites
  • email marketing, acquistion and retargeting campaigns
  • internal communications, campaigns and publications
  • brand voice guidelines
  • employment value proposition development and copywriting
  • customer care communications
  • public announcements and call centre scripts
  • wayfinding and airport signage

‘My Jetstar’ sign-up acquisition eDM campaign



Jetstar Brand Book

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Jetstar MasterCard whitelabel site