WHERE I'VE WRITEN
WORK
2025 - 2016
(Find my CV below in PDF form)
SHOPRITE HEAD OFFICE:
SENIOR DIGITAL COPYWRITER
11 months
Dec 2024 - Present
Rehired by Shoprite to lead high-level creative and strategic copy initiatives across the Group’s retail brands following a successful tenure at Sunbet. Returned in a senior capacity with expanded responsibilities, greater creative authority, and a more direct role in shaping the brand’s voice and communication strategy.
My current focus extends beyond writing - I’m actively involved in concept development, campaign leadership, and cross-departmental collaboration, ensuring creative cohesion
Sunbet.co.za
COPY LEAD
8 months
Apr 2024 - Nov 2024
I was brought on for my expertise in promotional writing, particularly in crafting high-converting SMS and mailer campaigns, as well as my strong conceptual insight, which played a key role in revitalising the brand during its rebranding phase. I led all brand, promotional, and conceptual copy as a one-person team and later went on to establish and develop a full copy department in the months that followed.
This included recruiting, screening, and assessing potential writers, as well as managing and directing the interview process. Once the team was onboarded, I took on the role of training, mentoring, and guiding our newly hired copywriters to ensure creative consistency and strategic alignment across all communications.
The role offered valuable experience in creative leadership and brand transformation within a fast-paced digital environment. Ultimately, I chose to return to Shoprite to pursue a broader creative opportunity that aligned more closely with my long-term career direction and professional strengths.
SHOPRITE HEAD OFFICE:
MID-WEIGHT DIGITAL COPYWRITER
3 years 7 months
Sep 2020 - April 2024
During this period, I worked in-house at Shoprite HQ, in "The Studio", via the 99c Ad Agency. My roles include working on both Shoprite, Checkers & Sixty60 brand work, social media content creation, targeted mailers, and new feature roll-outs.
99C ADVERTISING:
MID-WEIGHT
FREELANCE COPYWRITER
10 months
Oct 2019 - July 2020
During this time period, I freelanced at 99c more than once. My roles included below-the-line conceptual work on brands such as Spur and Checkers Liquor Shop, with the occasional digital piece.
DERRICK CAPE TOWN:
DIGITAL COPYWRITER
8 months
Nov 2019 - July 2020
At Derrick, my roles included campaign conceptualisation (through-the-line), short and long-form copy pieces for
blogs, website rewrites, and social media content creation
and management.
THREE MAGAZINE ZA:
SOCIAL MEDIA & COMMUNITY MANAGER
4 months
Aug 2019 - Nov 2019
I've been fortunate enough to write and run social for a local online magazine called Three Mag. My general roles include planning content rollouts and creating conceptual content and daily posts. I also managed general upkeep and focused on the growth of the magazine's social media platforms.
DUKE ADVERTISING:
JUNIOR COPYWRITER
1 year
Aug 2018 – Aug 2019
At Duke, I focused on honing my craft and improving my best practice, working on brands such as Pepsi Global, Jive Cool Drinks and Pioneer SA. I also did some finance writing for YPO. During this time, my work won two Loerie Awards (Silver and Bronze) and some local awards.
DALMATIAN ADVERTISING:
(M&C SAATCHI ABEL)
JUNIOR COPYWRITER
1 year, 7 months
Feb 2017 - Aug 2018
This was my first formal agency job, which I started shortly after completing my Diploma. During my employment, I worked on multiple brands such as Twisp SA, The Marriot Group and Boschendal Wines, doing above-the-line & below-the-line work, website rewrites and content pieces.
QUIRK/MIRUM:
JUNIOR COPYWRITER
3 months
Oct 2016 – Dec 2016
Known then as Quirk, this is where I interned just before completing my Diploma in Copywriting. While at Quirk, I was fortunate enough to work on big alcohol brands such as
Hunters and Savanna while getting a good feel of the ad world
and industry.
Downloadable CV
EDUCATION
2018 - 2014
UNIVERSITY OF THE
FREE STATE
- DIGITAL MARKETING
6 months - online
2018
This was a 6-month online course that I did part-time with TUIT University. During this time, I learnt many marketing and digital marketing skills, including how to complete an environmental analysis, formulate a competitive advantage for a business, and implement market segmentation and target market identification.
Certificate
RED AND YELLOW
- COPYWRITING STUDENT
2 years
2014 – 2016
I spent two years developing my writing and conceptual skills at The Red and Yellow- school of advertising. This was a great experience and a good stepping stone as I was able to work under industry leaders on genuine brands with other creatives. I finished my diploma course in 2016 with a cheeky Bronze Loerie in packaging design.