About Amy
14+ years crafting engaging content that converts, compels and puts the user first.
🌟 UX/UI writing
🌟 Content design and strategy
🌟 Brand storytelling
🌟 Journalism and editing
My work has spanned editorial and advertorial copy for high profile digital media titles; in-store POS, multi-channel marketing and onboarding journeys for global retail brands; UX and UI writing for apps and websites, plus content strategy, KPI analysis and project management.
English
Native or bilingual
Remote only
Primarily works remotely
Experience
- Wunderman Thompson Commerce & TechnologyUX WriterE-COMMERCEJuly 2022 - Today (3 years and 11 months)London, UK- Leading UX writing and content design for a diverse portfolio of e-commerce brands,redesign projects and new product launches- Close collaboration with cross-functional teams including UX and UI design, CXmanagement, data analysis and development, to deliver seamless customer journeys- Craft compelling UI copy across all touchpoints, including checkout and paymentsystems, product descriptions, FAQs, error messages, landing page copy and more- Develop comprehensive tone of voice guidelines and brand style guides to helpcreate and implement a strong, consistent digital presence and brand identity- Conduct detailed audits of website content to identify key optimisation opportunities- Promote the importance of best-practice content design and strategy across thebusiness internally and in a client-facing role
- Marks and SpencerUX, app and digital content leadRETAIL (LARGE RETAILERS)November 2020 - July 2022 (1 year and 8 months)- Leading UX/UI copy across web and app – homepage, landing pages, checkout, errormessages, tool tutorials, push notifications, app store copy, CTA buttons- Develop and safeguard the M&S tone of voice across all digital touchpoints within theUK and Republic of Ireland, owning and maintaining the M&S brand style guide- Evolve and relaunch a full suite of post-purchase and customer service emails- Regularly audit and optimise key customer journeys including checkout and payment,FAQs, click and collect plus returns- Create optimised end-to-end copy for new product launches including Sparks Pay,Scan & Shop, Sparks Plus- Collaborate with UX design and research, product owners, developers, operations,personalisation and marketing teams to create seamless customer-first journeysacross the M&S app, M&S.com, M&S Bank and Sparks loyalty scheme
- Marks and SpencerDigital copywriterFASHION AND COSMETICSAugust 2018 - November 2020 (2 years and 2 months)London, UK- Copywriter leading across beauty, homepages and UX for M&S.com and app (UK and ROI).- Craft compelling brand storytelling across the M&S homepage, category landingpages, CRM emails, social channels and in-store POS on a weekly and seasonal basis- Project manage weekly homepage refreshes from brief to go-live, ensuring businessKPIs are met while delivering a cohesive, customer-first brand experience- Liaise and collaborate with stakeholders across the business, including marketing,trading, design, operations, development and senior leadership to create timely,customer-first brand copy in line with campaign and product launches- Oversee the trial of AI-powered copy testing with an external agency to improvewebsite conversion and click-through rates
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Education
- PGDip Magazine Journalism, JournalismCardiff University / Prifysgol Caerdydd2009PGDip Magazine Journalism, Journalism
- BA Joint Hons, English and Media StudiesSwansea University2008BA Joint Hons, English and Media Studies