WHERE I'VE WRITEN
WORK
2025 - 2016
(Find my CV below in PDF form)
SHOPRITE HEAD OFFICE:
SENIOR DIGITAL COPYWRITER
3 years 7 months
Sep 2020 - April 2024
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.
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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.