Before going freelance at the end of 2020, I covered all things digital at UK fashion brand FatFace. I wrote copy for blogs, marketing emails, product descriptions, CRM and anything else customers came across during their online shopping journey. 

FatFace design and make clothes built for adventures beyond the 9 to 5, so their tone of voice is relaxed, conversational and a little bit playful. A big part of my role involved coming up with the email content plan for each season, working alongside the design team to bring these ideas to life while driving sales and engagement.

I also developed the blog content plan each season and distributed the copywriting amongst myself and the rest of my team. The aim of each blog was to improve our organic search rankings while also updating customers about all the exciting things going on within the business.

Because of how adaptive we had to be, a lot of my content didn’t stick around for long. I did manage to save these examples, though: