This is a selected sample of recent work. For a full career rundown, see LinkedIn.
The brief: fun, shareable ’Cool Nostalgia’ content targeted at older Australians, that their grandkids can also relate to. See:
Your Loan Hub, NAB
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.
Content strategy & copywriting
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.
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
Jetstar MasterCard whitelabel site