Copywriting & Content Creation

At the core of all the content, there is the story. And "if the story is in you, it has got to come out." - Faulkner.

you can make anything by writing (C.s lewis)

At the core of everything I do, there are the words. Writing is my ultimate love and has been a stable foundation for every venture and across every platform. I can write features, packaging copy, ad campaigns, attention-grabbing social media words, listicles, articles and more. I can write heartfelt, cheeky, funny and straight. I can write for parents, seniors, teens, women, travellers, adventurers, men and for kids. I'm not outstanding at captions but other than that, I'll rarely say no to a writing gig. 

copywriting, campaigns & content

As Head of Content at Edge agency, I worked across a number of clients and was a key driver of pitches, ideation, daily newsroom deliverables, proactive business development and strategic creative projects. I always have a focus on and passion for getting results: thinking outside the box and using a variety of options to get the job done - and done right. I have proven experience dealing with and having insights on all facets of content creation - from digital to design to copywriting. I've crafted copy for social media campaigns, daily deliverables and long form articles, for clients including Jurlique, Nestle (Milo), AAMI insurance, Lendlease, Petbarn, Suncorp Super, Optus, Aussie Home Loans, Hunter Valley and more. 

"I have worked with Lulu on numerous copywriting projects. She always manages to deliver on the brief and exceed expectations. She is a great creative and conceptual writer and on top of this a lot of fun to work with." - Kim Cole, Account Director

writing for online

Being a digital expert is ever-changing, with the latest rules or hot new platform transforming regularly. I believe the focus should always be on quality work that is crafted specifically for the audience and platform to get maximum results. That can present in a variety of ways. With Big Brother and Optus, I was responsible for both creating and managing the delivery of a huge volume of daily 'newsroom' style content; with AAMI insurance I worked on numerous specific and focus Instagram and Facebook campaigns and with Petbarn I developed and executed an editorial strategy that saw a huge increase in customer engagement. Every client has a different need and content can be sculpted and developed to forge a truly meaningful and genuine relationship. 

"Lulu is an energetic and passionate colleague who is consistently reliable, incredibly creative, and a digital expert. An absolute pleasure to work with, showcasing professionalism internally and with external key clients, broadcasters, and agencies. In the 24/7 world of digital, Lulu is committed to getting the job done, no matter how hard that requires she work, and delivers beyond expectation.
Her unwavering commitment to her work and the digital business, together with her expertise is exemplary to her colleagues. I highly recommend and support Lulu in any endeavour to which she directs her focus." - Sarah Millwood, Brand Integration and Licensing Manager, Screentime