With 20+ huge hybrid hotels, an international website, app, social channels, newsletters and campaigns, The Social Hub has a lot of places where its voice needs to show up. Keeping all those messages recognisably part of the same brand is where I came in.
In a one-year stint as in-house Senior Copywriter, I advised on messaging, communications and content strategy, working across teams and markets to turn brand thinking into communication people could actually use.
Part of that meant looking beyond individual pieces of copy: how does a campaign move from awareness to conversion? What does someone need to hear at each step? And how do you keep the story consistent when many different teams are telling it?
Along the way, I delivered UX copy for the app, full-funnel campaign workflows and a new tone of voice document to make it a more practical tool for everyone creating content. I also worked across the international website, downloadable lead magnet, social media and newsletters, collaborating closely with marketeers, brand teams and other stakeholders. Last but not least, I created a script, blog and a newsletter for the B Corp announcement.
A broad brief, in other words. Which suited me just fine: sometimes the job was finding exactly the right sentence, sometimes it was helping everyone agree on what that sentence needed to do.
