Senior
Copywriter
Fenella Cruickshank
Editor
Coordinator
ProofreaDER
About me:
FUN FACT: There's a bed at MADE.COM named Fenella – after me:
Hi, I'm Fenella, a London-based mid-Senior Copywriter, specialising in creative, e-commerce, marketing and financial investing copy for both B2B and B2C. I have six years of experience writing fun, conversational, relevant and engaging online content for various luxury, high street, interior and sports retailers. I also have four years of customer service experience in retail and hospitality.
Experience:
Octopus Investments | Senior Copywriter
March 2021 - November 2023
- Writing and editing marketing content, including video scripts, newsletters and product launches, playbooks, landing pages, social media, thought leadership, and reports
- Managing the creative process for content – from concept and drafting to design
- Collaborating with stakeholders to ensure content meets their needs and achieves its objectives
- Creating content for all mediums and audiences, from one-sentence ads to 2000-word reports
- Working with Creative to ensure consistent copy tone and style.
- Liaising with Strategy and Planning to develop campaign concepts and ensure content achieves its objectives
- Working with Client Services to understand client business objectives and audience demographics
- Playing an active role in developing and creating content for large marketing campaigns
- Contributing ideas and expertise to the team and the agency
- Ensuring the quality, craft, and implementation of all projects.
- Working on the brand refresh, helping to carve out a new tone-of-voice development
- CRM Campaigns: Post-purchase inspiration, win-
back, reactivation, app notifications, app and
website info bars, banner copy, pods. Multiple copy
options for A/B testing to improve engagement via
newsletters, push notifications and in-app messages
– Maintaining and updating the house style guide, as well
as brand guidelines to keep the TOV relevant and on-
brand
– Suggesting and implementing process changes to
improve team efficiency.
– Providing A/B testing copy for ads, banners,
newsletters, push notifications, in-app messages
and website landing pages
– Writing and editing SEO copy and paid social
media ads.
– Content creation and editorial copy.
– Producing current, engaging copy for paid social
media campaigns.
– Providing copy for UX/app requests
- Worked on the rebrand and carving out the new
TOV
Experience:
MADE.COM | Global Lead Copywriter
March 2021 - November 2023
– Responsible for all product copy, ensuring each
one is described accurately in an engagingly, and
on-brand way
– Researching, writing, and editing long and short-
form SEO copy
– Supporting the Editor-in-Chief, Sub-Editor, and
Editor in managing workflow across campaigns and
departments
– Ensuring copy deadlines are always met
– Working alongside the Editor and Editor-in-Chief to produce
on-brand and accurate creative/marketing content.
– Writing engaging onsite copy, including homepage headers
and sale banners, plus longer-form copy for all e-commerce-
based pages, like product landing pages, buying guides,
campaigns, designer profiles and more.
- Working with teams in our ME markets to ensure copy is
consistent and on-brand
- All newsletter copy + push notifications
- Editing and proofreading copy, plus supporting with ad-hoc
copy requests from across the business
- CRM Campaigns: Post-purchase inspiration, win-
back, reactivation, app notifications, app and
website info bars, banner copy, pods. Multiple copy
options for A/B testing to improve engagement via
newsletters, push notifications and in-app messages
– Maintaining and updating the house style guide, as well
as brand guidelines to keep the TOV relevant and on-
brand
– Suggesting and implementing process changes to
improve team efficiency.
– Providing A/B testing copy for ads, banners,
newsletters, push notifications, in-app messages
and website landing pages
– Writing and editing SEO copy and paid social
media ads.
– Content creation and editorial copy.
– Producing current, engaging copy for paid social
media campaigns.
– Providing copy for UX/app requests
- Worked on the rebrand and carving out the new
TOV
Experience:
The Packshot LTD. | Copywriter
The Packshot LTD. | Copy Coordinator
June 2017 - Feb 2020
Feb 2020- March 2021
- Writing copy for multiple retailers & brands
including Selfridges, Dune, Debenhams,
Aquascutum, Tu at Sainsbury's, Brown Thomas,
Arnotts and more
- Ensuring copy is written in the correct tone of
voice and SEO-friendly
- Working to agreed deadlines with a variety of
clients
- Training freelancers and new members of staff
on copy processes and CMS
- Working closely with photography, styling and
retouch to ensure high-quality content is
delivered
- Writing SEO product descriptions, meta
descriptions and CTAs
- Working to daily targets to reach SLAs and KPIs
- Sample coordination and data management
- Editing and managing copy for multiple
accounts
- Coordinating several accounts and providing
admin for each
- Escalating missing data and product issues
- Maintaining lines of communication with
other team members
- Assigning tasks and products to the team
- Researching, writing, and editing SEO-friendly
copy in the form of product descriptions and
technical information
- Generating reports, recording figures and
outstanding numbers
- Maintaining/updating guidelines and tone of
voice style guides
past clients:
Skills:
- Team management
- Meeting targets & deadlines
- Writing conversational and engaging content
- Editing and proofreading on a daily baisic
- SEO copywriting
- Working to multiple tone of voice guidelines
– Proficient in: Microsoft Excel, Powerpoint & Word, Twitter, Instagram, Facebook, TikTok, Adobe BR, Trello, Google Drive + CMS, Project management software (Akeneo, Jira, Asana, PIM, Prismic, Ometria + Zeplin)
- Unmatched research skills
- Maintaining and updating the house style guide, as well as brand guidelines and progressing the TOV
- Working alongside CRM, brand, marketing, commercial, product and e-commerce, buying and customer support teams to deliver the best customer experience possible
Attributes:
– Disability & Neurodiversity Network Lead for the Diversity & Inclusion committee
– Friendly, funny, enthusiastic and witty
– Efficient and a quick learner with a 'can-do' attitude
– Able to work effectively within a team but also show initiative when working alone
– An excellent communicator — able to connect well and develop strong colleague and customer relationships
– Proficient at using apps and very quick to grasp new software
– "Unmatched" research skills
– Proactive and work well under pressure
– Great at foreseeing any issues that may arise and coming up with solutions
– Culturally literate
– Fluent in sign language
– Four years of customer service experience
- Active member of the Diversity & Inclusion committee
- Avid follower of the arts, both contemporary and classic.
- Strong believer in sustainability and more sustainable living
– Flexible with working in-house and remotely
Product copy:
Newsletters:
Creative + Campaign
Promo pushes, Sale, Reaches + sign up push
Paid social:
Ad + asset copy for Facebook, Instagram + pinterest
Paid social:
Prospecting, retargeting
Website & aPP Copy:
Homepage, Featured collection pods, info bars, Designer Bios, Buying + how-to guides
Push
messaging:
Crm campaigns:
SEO copy:
GET IN
TOUCH
fenellacruicks@gmail.com
Phone Number
07939 475 490