MY CV

Professional Experience

I’m an experienced copywriter, journalist and social media strategist who has worked across a broad spectrum of both online and offline media, with fashion, beauty and FMCG being key throughout my career. I’m confident in leading editorial strategy, building marketing plans, creative workshops and developing tools for successful team writing including tone of voice and briefing styles. I also have Sitecore accreditation.

I am also well versed in using Hootsuite as a result of social media planning and scheduling, while also knowing the ins and outs of Buffer.

During my career I have been extremely fortunate to manage and develop individuals who have learnt great skills and progressed into successful positions.

DIGITAL PORTFOLIO

I have an extensive digital portfolio, which can be found here:

https://www.dropbox.com/sh/urb27l35juvysuv/AAADgg5I79N3aMFpFk-wSr96a?dl=0

MAJOR ACHIEVEMENTS

HelloFresh

Creating a successful out of home campaign that garnered the most conversions on record, while also working to create unique and emotive Direct Mail.

Social Media

Successfully growing a client’s social media reach by 500% in six months. https://www.onbrand.co.uk/case-study/growing-social-media-presence

George.com

Establishing a tone of voice and improving the user experience for George.com. Creating a content plan and writing a wide range of product copy and key trend pages that differ from other sites to engage the target audience.

Huffington Post parenting contributor
http://www.huffingtonpost.co.uk/andreamarie-petrou/

Social Media

Successfully growing a client’s social media reach by 500% in six months. https://www.onbrand.co.uk/case-study/growing-social-media-presence

PPA Awards

Runner-up in PPA Awards in the new consumer journalist category 2002

Writing

Creating a tone of voice to be used throughout bounty.com, daily writing of news articles and informative content.
Numerous freelance articles for top publications.
Working with a range of advertising agencies including Wunderman and Biglight, to produce quirky straplines and copy.

Traffic & Engagement Growth

Introduced and delivered the news section of bounty.com – linked to social channels to

maximise traffic and engagement.

CAREER PROGRESSION

Copywriter, Cheil UK Nov 2021 -Present

Cheil UK holds the digital account for Samsung. As part of my FTC I have hit the ground running, creating marketing plans for the technology company, amending the tone of voice for exisiting pages and creating CRM content to encourage customers to buy. Advising on wireframes for UX and creating a better customer journey has also fallen into my remit here.

Lead Copywriter, HelloFresh March 2020 – Nov 2021

HelloFresh provides fresh, quality ingredients and simple to follow recipes that are delivered straight to the door. The service aims to encourage people to cook meals from scratch and make dinnertime simple. During my time at this global brand I have worked across a range of different touchpoints including CRM campaigns for new and existing customers, writing podcast scrips and working on new messaging for a range of campaigns and products. The nature of this job means I have to be versatile in my tone of voice, whilst keeping an overarching tone in mind. I also have to ensure I am fully organised to ensure I keep to strict deadlines. Highlights of this role to date include: New messaging for a successful brunch campaign, highest converting out of home campaigns and a new podcast scripting process that has also pushed HelloFresh to the forefront of partner’s minds.

Social Media and content Editor, OnBrand January 2019 – Present

OnBrand is a full service marketing agency based in St Albans. Here, I prodominantly work within the retail and hospitality space with client’s including Tesco Café (Girrafe in some spaces) and Marks and Spencer Café. My job role has evolved from social media and writing to strategist and creative business. I have taken part in a range of new business pitches and also work closely with the overall St Albans retail consortium to create fashion based copy for Enjoy St Albans. This includes working with affilates and partners to bring products to life. At my time at OnBrand I also managed and developed two interns that went on to get influential jobs elsewhere.

In the time I have been at OnBrand I have also had proven growth within our client’s social media, driven through analysing posts and trialling new concepts. Evidence of this is here: https://www.onbrand.co.uk/case-study/growing-social-media-presence

I have also used Google Analytics to monitor OnBrand’s web traffic as well as our clients. However, I still write style articles for our clients, which form their own tab on websites.

Editor, KIDLY.co.uk April 2016 – January 2019

KIDLY is a new children’s brand aimed at the 0-4 market. Its ethos is to sell genuinely useful products for kids, that parents will love too. As it’s a fairly new brand to the market, I’ve been very lucky to be part of shaping the tone of voice and strategy. This includes creating branding and copy for the brand’s fashion label too.

Main responsibilities include:

Creating a content plan for the brand and forming the tone of voice
Working closely with the social media team to curate images and copy for Instagram, using Planoly
Writing articles to help parents decide what to buy, as well as showing we are parents too. These articles include: Buying guides, trend pages, parenting tips and style guides.
Writing all the product copy, including specs and composition features, to ensure customers have all the information they need when purchasing their products. This also helps lessen the returns we receive.
Working on SEO across the site.
Writing and planning emails to engage our customer base and generate sales.

Senior Copywriter, Biglight June 2015 – April 2016+-

MAJOR ACHIEVEMENTS

George.com

Establishing a tone of voice and improving the user experience for George.com. Creating a content plan and writing a wide range of product copy and key trend pages that differ from other sites to engage the target audience.

Biglight is an e-commerce agency that has worked with brands such as George.com, Ted Baker and Specsavers. It delivers creative ideas to help brands succeed and stand out in a crowded market.

Main responsibilities include:

Creating a content plan for George.com
Creating a social media strategy for Ted Baker and managing Hootsuite to schedule posts
Writing trend pages, emails and product copy for fashion and beauty, kids and home
Overseeing and creating a tone of voice for the brand
Creating engaging CTAs and email headers to encourage the target audience to continue their journey.
Coming up with creative pitch ideas and content plans for other key clients including Specsavers and Ted Baker
Managing external freelancers and junior copywriters
Overseeing all copy before it goes to a client.

Executive Writer, Bounty UK Ltd May 2013 to June 2015

Bounty is the leading parenting club in the UK delivering engaging and informative content to millions of mums. It has 10m members, 208,000 Facebook fans and 40,000 Twitter followers.

Main responsibilities include:

Writing editorial and commercial content (for website, client and brand eMail, apps, four bi-annual publications and client features). This included beauty, fashion and of course, parenting advice.
Reviewing and approving externally sourced content
Participating in brainstorm sessions to generate innovative ideas and shape
client pitches
Growing social media engagement and translating this into site traffic
Working closely with other departments to ensure content standards are understood
Video script writing and editing
Website maintenance and daily management, including Sitecore CMS
Freelancer and project management

In my time at Bounty I have been instrumental in the creation and delivery of new brand and tone of voice guidelines and was a key member of the website re-launch team.

Freelance Journalist Aug 2009 to Apr 2013

During my time as a freelance journalist I wrote on a number of subjects:

Editor of fashion websites: ShinyStyle, Bridalwave & TV Scoop
Writer for technology news site: techeye.net
Writer for business news site: channelbiz.co.uk
Tech writer at Company Magazine
Bridal columnist at Close Up magazine

Staff Writer, Computeractive magazine Nov 2006 – August 2009

Leading UK magazine for computer users.

Reporting to staff editor, key responsibilities included:

Daily news
Content creation
Editorial brainstorms
Supplier management (external content).

PR Consultant, Spark Communications May 2005 - Nov 2006

Barnet-based PR firm, specialising in technology for families

Part of the spark team, I was responsible for:

Building relationships with clients and producing copy to promote their brands
Liaising with journalists to create stories that would generate publicity for clients

MY CV

I am also well versed in using Hootsuite as a result of social media planning and scheduling, while also knowing the ins and outs of Buffer.

During my career I have been extremely fortunate to manage and develop individuals who have learnt great skills and progressed into successful positions.

DIGITAL PORTFOLIO

I have an extensive digital portfolio, which can be found here:

https://www.dropbox.com/sh/urb27l35juvysuv/AAADgg5I79N3aMFpFk-wSr96a?dl=0

MAJOR ACHIEVEMENTS

HelloFresh

Creating a successful out of home campaign that garnered the most conversions on record, while also working to create unique and emotive Direct Mail.

Social Media

Successfully growing a client’s social media reach by 500% in six months. https://www.onbrand.co.uk/case-study/growing-social-media-presence

George.com

Establishing a tone of voice and improving the user experience for George.com. Creating a content plan and writing a wide range of product copy and key trend pages that differ from other sites to engage the target audience.

Huffington Post parenting contributorhttp://www.huffingtonpost.co.uk/andreamarie-petrou/

Social Media

Successfully growing a client’s social media reach by 500% in six months. https://www.onbrand.co.uk/case-study/growing-social-media-presence

PPA Awards

Runner-up in PPA Awards in the new consumer journalist category 2002

Writing

Creating a tone of voice to be used throughout bounty.com, daily writing of news articles and informative content.

Numerous freelance articles for top publications.

Working with a range of advertising agencies including Wunderman and Biglight, to produce quirky straplines and copy.

Traffic & Engagement Growth

Introduced and delivered the news section of bounty.com – linked to social channels to

maximise traffic and engagement.

CAREER PROGRESSION

Copywriter, Cheil UK Nov 2021 -Present

Lead Copywriter, HelloFresh March 2020 – Nov 2021

Social Media and content Editor, OnBrand January 2019 – Present

In the time I have been at OnBrand I have also had proven growth within our client’s social media, driven through analysing posts and trialling new concepts. Evidence of this is here: https://www.onbrand.co.uk/case-study/growing-social-media-presence

I have also used Google Analytics to monitor OnBrand’s web traffic as well as our clients. However, I still write style articles for our clients, which form their own tab on websites.

Editor, KIDLY.co.uk April 2016 – January 2019

Main responsibilities include:

Creating a content plan for the brand and forming the tone of voice

Working closely with the social media team to curate images and copy for Instagram, using Planoly

Writing articles to help parents decide what to buy, as well as showing we are parents too. These articles include: Buying guides, trend pages, parenting tips and style guides.

Writing all the product copy, including specs and composition features, to ensure customers have all the information they need when purchasing their products. This also helps lessen the returns we receive.

Working on SEO across the site.

Writing and planning emails to engage our customer base and generate sales.

Senior Copywriter, Biglight June 2015 – April 2016+-

MAJOR ACHIEVEMENTS

George.com

Establishing a tone of voice and improving the user experience for George.com. Creating a content plan and writing a wide range of product copy and key trend pages that differ from other sites to engage the target audience.

Biglight is an e-commerce agency that has worked with brands such as George.com, Ted Baker and Specsavers. It delivers creative ideas to help brands succeed and stand out in a crowded market.

Main responsibilities include:

Creating a content plan for George.com

Creating a social media strategy for Ted Baker and managing Hootsuite to schedule posts

Writing trend pages, emails and product copy for fashion and beauty, kids and home

Overseeing and creating a tone of voice for the brand

Creating engaging CTAs and email headers to encourage the target audience to continue their journey.

Coming up with creative pitch ideas and content plans for other key clients including Specsavers and Ted Baker

Managing external freelancers and junior copywriters

Overseeing all copy before it goes to a client.

Executive Writer, Bounty UK Ltd May 2013 to June 2015

Bounty is the leading parenting club in the UK delivering engaging and informative content to millions of mums. It has 10m members, 208,000 Facebook fans and 40,000 Twitter followers.

Main responsibilities include:

Writing editorial and commercial content (for website, client and brand eMail, apps, four bi-annual publications and client features). This included beauty, fashion and of course, parenting advice.

Reviewing and approving externally sourced content

Participating in brainstorm sessions to generate innovative ideas and shapeclient pitches

Growing social media engagement and translating this into site traffic

Working closely with other departments to ensure content standards are understood

Video script writing and editing

Website maintenance and daily management, including Sitecore CMS

Freelancer and project management

In my time at Bounty I have been instrumental in the creation and delivery of new brand and tone of voice guidelines and was a key member of the website re-launch team.

Freelance Journalist Aug 2009 to Apr 2013

During my time as a freelance journalist I wrote on a number of subjects:

Editor of fashion websites: ShinyStyle, Bridalwave & TV Scoop

Writer for technology news site: techeye.net

Writer for business news site: channelbiz.co.uk

Tech writer at Company Magazine

Bridal columnist at Close Up magazine

Staff Writer, Computeractive magazine Nov 2006 – August 2009

Leading UK magazine for computer users.

Reporting to staff editor, key responsibilities included:

Daily news

Content creation

Editorial brainstorms

Supplier management (external content).

PR Consultant, Spark Communications May 2005 - Nov 2006

Huffington Post parenting contributor
http://www.huffingtonpost.co.uk/andreamarie-petrou/

Participating in brainstorm sessions to generate innovative ideas and shape
client pitches