PROFESSIONAL SUMMARY

Senior Content Specialist and Copywriter with over 12+ years of experience creating high-performing creative content for the travel and e-commerce sectors. Primarily focused on projects relating to customer experience/retention, social media, brand building, and data-driven campaigns emphasising SEO and B2C/B2B informative content.

PROFESSIONAL EXPERIENCE

LEAD COPYWRITER & CONTENT MANAGER

EssilorLuxottica, Lenstore, London, UK / Remote | 2021 – 2024

Create engaging copy and content across all Lenstore campaigns, including newsletter and CRM email comms, LenstoreHub blogs, social media, joint business ventures, and UX/creative copywriting for website rebranding. Manage a team of international copywriters to ensure consistency in Tone of Voice, brand values, and expert optical advice amongst Lenstore’s UK, German, French, Italian, and Spanish e-commerce sites and communications.

• Improved checkout conversion rate from 86% to 95% through UX copy and site redesign that focused on  a mobile-first shopping experience
• Developed creatives and crafted copy for 1.8 million Lenstore email subscribers 
• Managed  projects for a team of 4 in-house & freelance translators — responsible for content planning across 5 major international markets
• Directed and designed social media creatives for quarterly joint venture projects with major brands, including Johnson & Johnson, Ray-Ban, and Bausch & Lomb
• Reduced operational packaging costs by 12% by redesigning shipping boxes
• Implemented a revised Tone of Voice and design guidance to strengthen brand recognition — resulting in a 30% improvement in customer recall
• Increased keyword ranking for ‘contact lenses’ + ‘lenses’ to consistently place in the top 2 search results — improving organic traffic YoY over competitors

EDITOR & SENIOR CONTENT SPECIALIST

TripAdvisor Media Group, Airfarewatchdog.com, Boston, MA / Remote | 2017 – 2020

Provide expert editorial coverage for the Airfarewatchdog.com blog, airline sales, and social media reach. Write compelling articles regarding trade news, limited-time deals, and ongoing travel trends. Optimise data from daily deal feeds, curate industry-wide airfare sales and manually update fare attributes for multiple TripAdvisor Media Group websites.

• Authored articles featured or quoted in Condé Nast Traveller, USAToday, LA Times, New York Times, Jetsetter, SmarterTravel, news.com.au, and Frommers
• Posted over 700 blogs and airfare deals annually with a 25% increase YoY. Resulting in a $1 million in revenue average per month in 2019
• Increased AWD newsletter subscriptions to 4.5 million with targeted content, engaging articles, and improved CRM strategies
• Boosted organic traffic by 300%  after role switch to Editor & Content Specialist
• 200% ancillary revenue increase by implementing e-commerce content modules earning up to $16K/month via affiliate links

SENIOR AIRFARE ANALYST

TripAdvisor Media Group, Airfarewatchdog.com, Boston, MA / Remote | 2009 – 2017

Maintain the Airfarewatchdog.com fare database. Monitor assigned airline and third-party websites, tracking airline industry pricing, awards, and practices.

• Streamlined automated fare listings by implementing quality KPI thresholds, leading to an 800% content increase at half the cost
• Update and add strategic content to the Airfarewatchblog and AWD Twitter feed (peak reach of 675k followers)
• Ensured up-to-date and accurate content was posted for Airfarewatchdog.com’s registered 7 million monthly visits
• Trained 6 new employees in fare administration and responsibilities for the airfare analyst position. Served in a supervisory role as team manager when required.
• Researched and vetted 400+ airfares per day to provide detailed information for users searching to book cheap flights 

AFFILIATE MARKETING COORDINATOR

The Sportsman Channel, New York, NY | 2007 – 2009

Assist in the network sales process by creating presentations, sales materials, and new marketing initiatives: coordinate promotional ad sales incentives, industry events, and contests.

GRAPHIC DESIGNER/PROMOTIONS PRODUCER

ABC6 WLNE-TV, Providence, RI | 2003 – 2007

Developed, conceptualized, and designed on-air graphics for daily newscasts. Responsible for all design-related pre/post-production assignments. Print and web design work along with promotional spots and animations, IDs, stings, and banners used for live newscasts.