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Senior copywriter

Eucalyptus

2022 — 2026

• Lead end-to-end creative development across Juniper’s performance and brand channels, from insight-driven concepting through production and execution across TVC, Meta, YouTube, radio, OOH, and digital.

• Conceptualise and deliver integrated campaigns that drive both brand impact and commercial performance, including major product launches and category-defining initiatives.

• Craft empathetic, patient-first brand storytelling that builds trust and emotional connection, translating real patient experiences into authentic creative across testimonial and campaign work.

• Write and oversee high-performing conversion and brand copy across channels (Meta, YouTube, landing pages, email, TVC), owning the majority of Juniper Growth creative output.

• Define and champion Juniper’s tone of voice and messaging frameworks, acting as brand guardian and final quality gatekeeper across all creative work.

• Translate deep customer insight, cultural trends, and performance data into compelling creative hooks and scalable messaging strategies that improve engagement and conversion.

• Direct patient testimonial content across TVC, YouTube, and performance campaigns, interviewing patients and shaping narratives that strengthen credibility and brand affinity.

• Mentor and develop a multidisciplinary creative team (5+), providing feedback, coaching, and craft leadership while managing creative delivery, sprint planning, and output velocity.

• Collaborate cross-functionally with designers, producers, art directors, editors, and leadership to bring ideas from script to final asset, ensuring high creative standards and regulatory compliance.

Copywriter

Phytologic

2021 — 2022

Phytologic is the parent company of Australian vitamin and wellness brands Rochway, Henry Blooms, and Anthogenol.

• Planned and executed integrated PR and marketing strategies across all brands, from briefing and project management through to performance analysis.

• Led brand identity and messaging across all touchpoints, including packaging, digital, social, PR, and campaigns; delivered new brand identities for Henry Blooms and Rochway.

• Wrote high-quality copy and communications across channels including organic social, digital ads, eDMs, websites, e-commerce, product labels, training materials, press releases, radio, TVCs, and sales collateral.

• Partnered closely with design, regulatory, PR, and marketing teams plus digital agencies to deliver campaigns, ensure TGA compliance, and execute marketing initiatives.

• Supported New Product Development from research and concept through to launch, conducting market and competitor analysis to inform strategy.

• Managed marketing events, media activations, and brand partnerships, representing brands on shoot days and at trade shows.