Passion meets experience
I began my career in 2009, and over the years, I have worked as both an individual contributor and as a manager in content marketing, SEO, social media, copywriting, paid advertising, influencer marketing, affiliate marketing, content creation and data analysis.
I’ve worked with companies of all sizes to grow their businesses and develop effective digital strategies. I’ve also launched my own successful digital brands. Read more about my personal projects.
Throughout my career, I’ve led teams in different markets and cultural contexts and have learned how to adapt strategically according to specific needs. I have a keen eye for data, especially when it comes to closing gaps in customer funnels and identifying actionable insights.
Still want to know more? View my CV or connect with me on LinkedIn.
Stand out without fitting in
In 2023 I worked with fintech startup Zeebu to provide copy for their website relaunch and support them with other customer and investor-facing documentation. They wanted help to establish themselves as a disruptive solution to the specific problems of a highly niched industry. I redesigned their web content to communicate their offering clearly to clients, investors and developers alike.
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They had a strategic need for their technical and marketing documentation to speak to three distinct audiences, some of whom would understand specific technical or industry terms, and some who would not. For this reason, my work involved a lot of breaking down complex technical information into clear, accessible language.
I started by performing an audit of their offering and their customer niche so I could have a clear understanding of communication in these spaces. This included site mapping, keyword research, and audience profiling. I produced a recommended sitemap and restructured the website with all new copy. I also wrote and edited advertising copy and technical documentation, including a full white paper and shorter lite papers and brochures.
Good analysis starts with good data
During my three years at Philips as Digital Performance Manager, my role was to uncover actionable insights for a team of marketeers with 14 distinct consumer product categories in the Nordic market. I initiated a project that significantly increased the reliability of our data segmentation by incorporating previously excluded pages and removing irrelevant connected pages.
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In the course of my work, I uncovered a broken process for tagging pages that was resulting in polluted and inaccurate data. There was a disconnect between the front-end designers creating and tagging new pages and the marketeers who relied on segmentation of performance data for their specific niche within the business.
I interviewed all stakeholder teams to get their input on the existing process and pain points and designed a proposed solution. I planned a collaborative workshop to correct all incorrectly tagged pages, and then a new process kickoff to train the respective teams on how to tag pages correctly going forward. This work was foundational to my role of extracting useful information for marketeers.
Storytelling is in my DNA
I have been writing professionally since 2013 for various brands, clients, and media publications. As an employee, I’ve run corporate blogs and written copy for websites, newsletters, products and social media. I’ve ghostwritten books, built content strategies and written articles that have been featured in university syllabi.
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I worked as a copywriter and communications manager for several crowdfunding initiatives. I worked on two successfully-funded Kickstarters, helping create the page itself and then doing email outreach to solicit donations, secure PR coverage, engage with backers and fulfil reward tiers.
I have published articles with Dallas Morning News, Huffington Post, Hello Giggles and several other publications, and worked as the Managing Editor for two online literary magazines. My most popular article was shared over 80,000 times on social media. I also publish my own written work with Kindle Direct Publishing.
Spinning ideas into gold
Mellie Earrings is a handcrafted jewelry business I started in 2021. I specialize in unique, lightweight, nickel-free statement pieces that draw inspiration from geometric shapes and the natural world. Mellie Earrings has a 5-star Etsy rating with dozens of reviews, and has been featured at Pride events, covered in The Local, sold in two retail stores in Södermalm, and shipped to nine different countries.
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As a small business, I have done all aspects of marketing and operating the business myself. I built and host the website, create all website, social media and newsletter content, photograph my pieces, create SEO-optimized listings for my website and Etsy, and fulfil and ship all orders.
As of 2023, Mellie Earrings will operate part-time, releasing one small annual collection and accepting commissions for bespoke pieces.
Media with a purpose
In 2017, I started volunteering for a nonprofit based in Douala, Cameroon. As the organization’s volunteer Communications Consultant, I led a project to provide menstrual hygiene supplies to local young women and girls who would otherwise miss critical school days during their period. We developed training materials, solicited PR coverage, and in the end were able to provide these supplies to more than 1,200 girls and young women in the area.
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I sought out this organization because of their work in poor communities to provide resources to children and young people, including dental hygiene, education, and job training.
One big issue for this nonprofit was seeing how many young women and girls stop going to school when they are menstruating due to a lack of supplies. When I read the statistics on how many girls get held back and even drop out of school because of these missed days, I was determined to make a change.
I headed this project and established partnership with Menstrual Hygiene Day and manufacturers who donated washable cloth pads, period underwear, and menstrual cups. This work involved copywriting, email outreach, video editing, crowdfunding, and managing relationships with various partners. I am very proud of this project and am always looking for ways to put my skills to use for the good of society. Read more about the project.
