Experience

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  Qatar Airways

  • Doha, Qatar

  • Digital Content Specialist

    • Feb 2021 - Present
    • Doha, Qatar

    My role is based in the Digital Enablement department and I focus on copywriting for online channels to support various teams within the company. This includes Loyalty, Digital Marketing, Digital Product, Customer Insights, the Contact Centre and more.I produce and edit content for omni-channel campaigns, each incorporating touchpoints such as landing pages, emails, push notifications, social media posts, Google display advertisements and others. Furthermore, I assist with search engine marketing by composing copy for responsive search advertisements (RSAs), structured snippets and sitelinks. An event that was thoroughly marketed across all the aforementioned platforms, was the FIFA World Cup™️. This is since Qatar Airways was the Official Airline Partner of this global football tournament.The airline has also launched a selection of forward-thinking initiatives to enhance its loyalty programme, Privilege Club. I create an abundance of promotional material to announce new features, in addition to special offers from Qatar Airways, Privilege Club and its partners. This aims to increase member acquisition and engagement. I also draft automated communication providing updates on membership status, past and upcoming flights, and product purchases.Moreover, I review prototypes and wireframes of webpages to provide customer-friendly copy for digital products, by following user experience (UX) copywriting principles. All copy boasts a conversational tone of voice, which contributes to forging a seamless customer journey on desktop and mobile websites, and the mobile app.To ensure the generation of high-quality copy on all online channels, I compile a variety of digital content guidelines based on industry best practices. Key topics that are covered include writing error messages, promoting the mobile app on third-party platforms, and more.

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  noon

  • Copywriter

    • Sep 2020 - Dec 2020

    As a Copywriter on the Creative Content team, I produced a variety of content for the brands noon, noon Daily (now noon Grocery) and SIVVI. Certain pieces of content showcased noon’s house brands, while others were sponsored by sellers who listed their catalogue.Plenty of my work promoted noon’s annual Yellow Friday Sale, which took place during the week of Black Friday. In addition, I generated content for noon Daily that was distributed on a day-to-day basis and tailored to customers’ unique interests. This entailed composing onsite copy for hero banners, product listing page (PLP) banners and several modules. Furthermore, I drafted push notifications and social media posts.This was also done in preparation for the relaunch of SIVVI, an online store known as the Middle East’s “fastest fashion destination”. The content either conjured anticipation of the relaunch, or highlighted new offerings that complemented the brand’s revived positioning. Other activity involved proofreading transactional and promotional emails. Moreover, I created blog posts on fragrance and skincare for noon’s dedicated luxury cosmetics section, “The Beauty Boutique”. Each blog post introduced a premium brand whose products were newly available on noon.

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  Self-employed

  • Freelance Content Producer

    • Aug 2019 - Sep 2020

    I assisted brands in the bridal fashion industry with implementing their marketing strategies, by contributing content to their online platforms such as blogs. The content was composed by following a brief and, if necessary, edited according to provided feedback. I also created editorial online articles on lifestyle topics submitted to a website called “The South African”.

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  One&Only Resorts

  • Dubai, United Arab Emirates

  • Assistant Manager, Global Communications

    • Apr 2019 - Jun 2019
    • Dubai, United Arab Emirates

    I monitored media coverage that One&Only Resorts received from various outlets, and compiled reports on it using Smartsheet and Adobe Acrobat Pro DC. Reports were gathered using Box to assist with forming an electronic direct mail (EDM).I also reviewed and updated press releases that were uploaded to the online newsroom using PressPage. In addition to this, I used Salesforce to maintain records of contacts such as journalists and social media influencers, who provide coverage for One&Only Resorts, to strengthen and maintain relationships with them. Furthermore, I revised the annual Communications Guidelines to incorporate new departmental procedures. Lastly, I liaised with external public relations agencies and consulted ReviewPro, to research competitors.

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  Condé Nast

  • Cape Town, Western Cape, South Africa

  • Content Solutions Copywriter

    • Feb 2018 - Mar 2019
    • Cape Town, Western Cape, South Africa

    I worked on a cross-functional team in the company’s Brand Development department, to produce content for sponsored, omni-channel campaigns. The campaigns resulted from brand partnerships and were executed in collaboration with the Digital department. The aim was to boost the revenue of the publications “GLAMOUR”, “GQ” and “House & Garden”. I drafted proposals to initiate the partnerships before proceeding with content production. The content included online articles, for which concepts were formulated and outlined in content plans, presented to brand partners. Most articles constituted native advertising because they promoted the offerings of brand partners, including those trading luxury goods such as ELIE SAAB, Bvlgari, Versace, Michel Herbelin and Lexus.Other content consisted of social media posts, email newsletters, banner advertisements and press releases. I also assisted with video production by writing briefs, scripts and interview questions, and with event preparation by providing copy for invitations and signage. To foster harmony between copy and visuals, content incorporating imagery and/or videos was produced in conjunction with graphic designers.To ensure that content was aligned with brand partners’ positioning, it accurately relayed their messaging in the relevant publication’s tone of voice. Working on multiple projects simultaneously made it crucial for me to effectively prioritise my workload. This allowed for completion of all content for all brand partners, timeously.

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  The Pretty Blog

  • Cape Town, Western Cape, South Africa

  • Editorial Content Producer

    • Oct 2017 - Feb 2018
    • Cape Town, Western Cape, South Africa

    I created editorial and sponsored online articles on a variety of topics including weddings, fashion and home décor. The sponsored articles served as native advertising, since they promoted the offerings of brands such as Poetry, Tread+Miller and FALKE. All articles were uploaded to the website using the content management system (CMS), WordPress. I used Trello to monitor the complete article production process, from conceptualisation to publication.I also engaged in email marketing by compiling the weekly newsletter using Mailchimp, and proposed subject line variations for A/B tests. Lastly, I assisted with social media marketing by producing posts for the Pinterest account, and scheduling them using Tailwind.

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  Self-Employed

  • Freelance Content Producer

    • Jul 2017 - Sep 2017

    I pursued marketing and editorial projects with a special focus on the wedding industry. This included revamping online and offline copy for one of South Africa's leading bridal couturiers. I also created editorial and sponsored online articles for a website called "The Pretty Blog". The sponsored articles constituted native advertising because they promoted the offerings of brands such as Poetry and Skagen.

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  Habari Media

  • Cape Town, Western Cape, South Africa

  • Editorial and Social Media Intern

    • Nov 2016 - Jun 2017
    • Cape Town, Western Cape, South Africa

    I produced content for two publications, namely "Cape {Town} Etc" and "Wedding Etc". This entailed creating online articles featured on the editorial calendars of both publications, and uploading them to the websites using the content management system (CMS), WordPress. I followed the search engine optimisation (SEO) guidelines on WordPress to heighten the articles’ search engine rankings. Furthermore, I sourced images that were resized with Photoshop and added to articles, to enhance the articles’ visual appeal. In addition to this, I implemented the publications’ social media strategies by producing posts for their Facebook, Twitter and Instagram accounts. I then scheduled the posts according to content calendars using Hootsuite. Moreover, I assembled reports stating the key metrics of social media competition posts, to track their performance. Lastly, I managed the publications’ social media communities by monitoring and responding to user-generated communication, such as posts, comments and direct messages.

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  24.com

  • Cape Town, Western Cape, South Africa

  • Journalism Intern

    • Aug 2016 - Nov 2016
    • Cape Town, Western Cape, South Africa

    During brainstorming sessions, I developed concepts for online articles included on the editorial calendar. I then created these articles, focusing on topics such as fashion, weddings and personal wellbeing, for the website "W24" (w24.co.za). I also updated editorial online articles submitted by external content producers. All articles were uploaded to the 24.com content management system (CMS). Furthermore, I ensured that the articles were visually appealing by sourcing and adding images.

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  ELLE Decoration South Africa

  • Cape Town, Western Cape, South Africa

  • Digital Intern

    • May 2016 - Jul 2016
    • Cape Town, Western Cape, South Africa

    I was an assistant to the Digital Content Manager of the South African edition of "ELLE Decoration". My role involved creating editorial online articles for the publication’s website and uploading them using the content management system (CMS), WordPress. I followed the search engine optimisation (SEO) guidelines on WordPress to heighten the articles’ search engine rankings.Moreover, I implemented the publication’s social media strategy by producing posts for its Facebook, Twitter and Google Plus accounts. I then scheduled the posts according to a content calendar using Hootsuite and Friends+Me.

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  UCT Radio

  • Cape Town, Western Cape, South Africa

  • Newsreader

    • Mar 2012 - Oct 2014
    • Cape Town, Western Cape, South Africa

    By consulting sources such as "Eye Witness News", I did research for news bulletins for the university radio station, UCT Radio. Thereafter I compiled the bulletins, which included three news stories, three noteworthy exchange rates and a weather update. Finally, I delivered the news bulletins on air.

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  Habari Media

  • Cape Town, Western Cape, South Africa

  • Intern

    • Nov 2013 - Dec 2013
    • Cape Town, Western Cape, South Africa

    I assisted the Sales department of the publication "Wedding Album", with administration and lead searching. I also participated in creating a website and social media strategy for the publication.

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  Woolworths

  • Cape Town, Western Cape, South Africa

  • Job Shadower

    • Jun 2013 - 2013
    • Cape Town, Western Cape, South Africa

    I attended a series of talks and presentations on the operations of Woolworths with regards to business processes, financial management, quality control, retail store management, strategy and business planning and distribution. I also participated in tours of the marketing studio, head office, foods development kitchen, Victoria and Alfred Waterfront retail store and distribution centre, in order to witness these operations being implemented.

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  Radiant Marketing

  • Cape Town, Western Cape, South Africa

  • Trainee

    • Jun 2013 - 2013
    • Cape Town, Western Cape, South Africa

    I observed the personal selling/door-to-door sales process of a banking service called "Wizzit", which is affiliated with ABSA Bank and the South African Post Office. This entailed travelling to potential customers' location, providing them with information about the service and thereafter either closing the sale or sharing contact details, should they show interest in the service.

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  Wedding Concepts | Part of the Concepts Collection

  • Cape Town, Western Cape, South Africa

  • Intern

    • Jun 2012 - Jul 2012
    • Cape Town, Western Cape, South Africa

    I was an assistant to the Marketing Director of the Concepts Collection, and focused on the wedding coordination brand, Wedding Concepts. I reviewed the brand’s website, including the blog, and provided feedback on areas for improvement. I also developed ideas for content to be published on the brand’s social media pages. Furthermore, I researched competitors in the international wedding industry by consulting the world-renowned bridal publication, “Grace Ormonde Wedding Style”. Lastly, I researched competitors in the local wedding industry by engaging in mystery shopping. This involved posing as a potential customer when approaching competitors to collect information on their services.

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  Robyn Roberts Bridal Wear Studio

  • Cape Town, Western Cape, South Africa

  • Job Shadower

    • Jun 2012 - 2012
    • Cape Town, Western Cape, South Africa

    I was shown each stage of the production process for bridal and evening wear. I also viewed the display studio where the ready-to-wear collection was stored and consultations took place. In addition to this, I observed consultations for both a bride and mother of the bride.

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  The Estée Lauder Companies Inc.

  • Cape Town, Western Cape, South Africa

  • Promoter

    • Dec 2010 - 2010
    • Cape Town, Western Cape, South Africa

    I displayed the latest Christmas gift sets from Clinique by engaging in freeze modelling, which entails remaining in a stationary position to resemble a lifelike mannequin. This was done at a makeup workshop held in store, to boost customer awareness of the gift sets.