SKILLS AT A GLANCE

Strategic Problem Solver // CX & UX-Minded // Creative Thinker // Detail Orientated

A/B Testing // Information Architecture // Concept Development

Microsoft Suite // Google Workplace // Figma

Experience

VML + Wunderman Thompson MAP

// Marketing Copywriter

2020 - Present

Clients: THE COCA-COLA COMPANY, FORD PRO, TOYOTA, IKEA, VELUX, KLARNA and NESTLE.

• Regularly craft strategic, creative and technical copy for diverse CRM channels, audiences and markets across multiple clients.
  
• Partner with strategists, designers, and product teams to draft ideas, content and present work to internal and client stakeholders.
  
• Work with designers and strategists highlight the importance of accessible communication.
• Mentor junior copywriters and host monthly Copy Craft meeting with copywriters across Europe and North America.
  

Spotlight: Supported the Data & Analytics team in developing a machine learning system for email subject lines and preheaders.

KLARNA

// Marketing Copywriter

2021 - 2023

Retained 100% by Klarna in their Customer Evolution, Conversion, Churn and UX teams.

• Regularly created content strategies and content for journey flows by collaborating with CRM, product, and legal teams to identify ​customer needs, expectations and Klarna-related solutions.
  
• Developed creative copy and content for email, social, and web across various markets and KPIs.
  
• Worked alongside localisation teams to ensure content was appropriate for each market.
• Part of the content team to help develop Klarna’s ChatGPT tool, Copy Assistant.

Spotlight: Created strategy and copy for the 'Shop Again' churn campaign, increasing Klarna user engagement by 26%.

Uncle Grey

// Creative Copywriter

2019 - 2020

Clients: VELUX, CARLSBERG, SOMERSBY, GRIMBERGEN and BEYOND 2020

• Applied my creative thinking skills to create content and concept proposals for TV ads, social media, print, and video.
  
• Created press releases, concept manifestos, web copy, brand toolkits, newsletters, and SEO-optimised blog posts in a fast-paced ​environment.
  

head to my LinkedIn if you want to read more about my experience...

Education

MA Cognition and Communication

University of Copenhagen

2015-2017

Classes Included: Introduction to Cognitive Science, Audiovisual Communication and Globalisation, and Theories of International ​Relations

BA Media and Film Studies

York St John University

2015-2017

Classes included: Media Futures & Cybercultures, Transnational Cinema and Media Geographies

BA Communications

Juniata College, USA (Exchange)

2012

Classes included: Writing Across the Media, Digital Storytelling, Photography and American Immigrant Literature

Take a look at some of the projects I’ve worked on

Putting payments ​on Autopilot with ​Klarna

Updating CRM ​consent for

Shell

All content in this portfolio is for demonstrative purposes only and should not be ​used or repurposed without the consent of the brand in question.

A trip down ​memory lane with ​LEGO

Putting payments on Autopilot with ​Klarna

In 2023, Klarna launched Autopay, a new in-app payments feature designed to help create ​a smoother user experience for customers.

By enabling Autopay, Klarna customers would be able to automatically pay their Pay in 30 days and Klarna Card ​repayments, removing the risk of missed payments, or even worse, late fees.

Throughout April and May 2023, I supported the payments domain at Klarna with the launch of Autopay in the UK.

The objective of this campaign was to Introduce UK Klarna customers to Autopay, and create an always-on journey ​which included two emails, one in-app message and two push notifications.

Project Goals

• Introduce UK users to Klarna’s newest in-app payment feature - Autopay.
  
• Highlight key features: automatic, for current and Pay in 30 days payments only.
  
• Focus on how Autopay can be useful for Klarna users.
  

Approach

From previous projects, we have learnt that less is more. Therefore, the comms should ‘set the scene’ and highlight clear benefits and simple ​directions. Ultimately, engaging the user to take the next step and find out more.

When creating the copy, I tried to understand the problems customers could be facing with the ‘old’ Klarna set up; losing track of payment dates, ​potential late fees and so on. This provided a good foundation to highlight how Autopay could benefit the users and improve their repayment ​experience and overall experience with Klarna.

By drafting ideas and speaking to the Autopay Product team, I was able to create content that was correct, clear and concise while ensuring the ​Klarna tone of voice was used.

I was also able to work alongside designers to create mockups, and worked closely with the legal team to ensure the content and disclaimers were ​consistent in terms of compliance.

Results

In the period following this campaign, 230K UK users signed up to Autopay, up from 20k at the start of the campaign.

Mockups

Updating CRM consent for Shell

Shell wanted to boost their marketing consent uptake for their membership ​programme, Shell Go+.

Originally, the Shell Go+ in-app marketing consent screen only contained the legally required information.

In this new update, Shell wanted to include an additional screen that would highlight customer benefits while ​updating the legal copy in the second screen to better match the Shell tone of voice.

I was tasked with creating the new copy for these in-app screens.

Project Goals

• Encourage new users of Shell Go+ to give their marketing consent
  
• Highlight benefits for the customer in screen 1.
  
• Translate the legal copy in screen 2 into a more approachable tone of voice that matches Shell’s brand guide.
  

Approach

The Shell Go+ app offers customers the ability to earn points and unlock rewards when they spend money at Shell.

By providing their marketing consent, Shell can send their Shell Go+ users exclusive, personalised perks by utilising their data.

Taking this into consideration, I felt that it was important to highlight in Screen 1, the overall benefit to users - receiving a personalised experience ​from Shell.

I wanted to ensure the copy was clear, casual and transparent, identifying what the user can receive in a tone that talks directly to the user.

In Screen 2, the original copy was used as a guide since there were certain words and phrases that needed to be included for legal reasons. However, ​my aim was to continue the clear, casual and transparent tone of voice used in Screen 1.

I also continued this tone in the CTAs by using ‘Sign me up’ and ‘No, thank you’ as opposed to something more typically found in consent screens like, ​‘Sign up’ and ‘Close’. I hoped that keeping the CTAs similar, yet different, this would maintain the attention of the user and allow them to feel engaged ​enough to give their marketing consent.

Results

The app screens are now live.

Mockups

Screen 1

Screen 2

Klarna pride themselves on creating a unique tone of voice that’s easily recognisable.

However, their Welcome push in their onboarding journey was missing that special Klarna something.

In this project, I was asked to create some alternative Welcome push notifications that could be presented to ​stakeholders.

The push notifications needed to bring the ‘Klarna energy’, engage the new user and ensure the message was clear ​and concise using Klarna’s conversational, human-first tone of voice.

Project Goals

• Create a Welcome push notification that aligns better with the brand TOV
  
• Create 3 examples that can be tested
  
• Each test should focus on a different angle and use Klarna's conversational tone of voice to try and create a more human-first interaction.
  

Approach

Klarna has a unique tone of voice, however, there are other brands out there who are also cutting ties from the typical, run-of-the-mill copy. ​Researching brands and forums, I was able to create a collection of push notification examples that I could use as inspiration when drafting the first ​round of Welcome push notification copy for Klarna.

Test A/ “Welcome to the club”:

Upgraded the existing copy by simply adding a more emotive and conversational tone of voice with the opening line, ‘It’s so great to have you here.’ ​This could be a good opportunity to add personalisation.

Test B/ “And... you’re in!”

The Welcome push notification is typically sent straight after the user has performed their first action with Klarna, e.g., creating an account. This ​notification takes advantage of this timeline and creates a more unique first interaction.

Test C/ “Hi, Hello, Hey, Howdy.”

Sometimes, the most effective way to welcome someone is to simply say hello. This notification ensures that the first interaction is friendly and ​welcoming, rather than product-focused and sales-like.

Results

Following the A/B/C test, ‘Hi, Hello, Hey, Howdy.' gained the highest interaction. This notification is now used as the first interaction with the customer ​during the onboarding journey.

Mockups

A trip down memory lane with ​LEGO

In 2018, LEGO were bringing back their much-loved LEGO Ford Mustang set.

Designed for a more mature audience, we created a trailer that would be used across their social ​media platforms.

Creating a vintage vibe by showing the LEGO Ford Mustang ‘driving’ in front of a screen, copy was ​required to elevate the scene and engage the audience.

A Trip Down Memory Lane

I still remember the day I bought her.

I’d spent two summers working at this diner in town, saving money for my Mustang.

When the day finally came, I went down to Denny’s Car Dealership on Montgomery Avenue and ​came away with my very own Ford Mustang.

Driving through the streets that day had to be one of the greatest days of my life.

Once I finished college, I went on a road trip across state.

Just me, my Mustang, and the open road.

That trip changed my life.

It was my first taste of real freedom… and I met Amber.

Turns out her dad had a Mustang GT.

We were married a year later.

Even after all these years, I’m still tinkering around with that car.

I don’t get out in it much these days, but I see it as my time machine; it keeps me feeling ​young.

You know, my Ford Mustang is so much more than just a car.

It’s part of my life.

So, you want to know more about me? Let’s go!

I currently live in Breda, ​Netherlands

I grew up in Leeds, in ​the North of England

I lived in Copenhagen, ​Denmark for 8 years

I’m forever searching for new podcasts ​and love getting recommendations!

I enjoy cooking up a storm in the ​kitchen and starting new craft projects

I love travelling. New or old, I always love ​to explore