ROLE:
Researched and wrote the Tone of Voice Guidelines for harrods.com.
Worked with the Content Team to implement new tab system to optimize the use of HTML and CMS
Edited existing copy of key merchandise to optimize sell through during The One And Only Harrods Sale
Research and copywriting of the Size Guides and Buyer’s Guides for Fashion, Home wares, Appliances and Sports Equipment to improve usability

RESULT:
Authoring the Tone of Voice guidelines as a resource for the Content Team, Marketing Team and CRM Team to use in the overhaul of the harrods.com site

ROLE:
Copywriting and concepts for ATL, Integrated, CRM and Digital campaigns
Established a clear Tone of Voice
Set up the creative process and copy guidelines for the new eCommerce site
Worked with the marketing team and external CMS, HTML and Flash providers to on the website build
Put freelance resource in place to handle the influx of merchandize
Produced the style and tone for all emailers for the CRM team
Involved in all troubleshooting, testing and approvals before going live
Played an active part in the Integrated and Digital team reporting to the CD, reviewing all copy and mentoring other team members

RESULT:
Ensured that the eCommerce site was up and running from a content and creative point of view and put a creative team in place to support it.

ROLE:
Creative direction and copywriting across all clients and pitches
Lead the team from concept to production on integrated and digital work
Responsible for all creative presentations, copywriting, crafting and reviewing of art direction, web design and video editing

RESULTS:
Won awards for digital craft for the House of Krone
Achieved record web traffic for Sports Illustrated Swimwear Edition every year
Ran highly effective email and website promotions for TaylorMade Golf
Produced compelling creative on all adidas launches, retail creative and online promotions in the build up to the 2010 World Cup in South Africa
Ripe was appointed the digital agency for adidas in SA alongside TBWA

ROLE:
Managed the integrated arm of BBDO CT
Creative direction, copywriting and all conceptual work on all major campaigns
Initiated all integrated creative strategies to support all major ATL campaigns
Presented all campaign and pitch creative alongside the ATL team
Built relationships with all key clients and their marketing teams
Recruited, performance managed and built an integrated creative team alongside the ATL team

RESULTS:
Built a highly profitable business unit
Appointed to the Board of BBDO
Became one of the Directors of this highly successful advertising agency