I'M FREYA
Creative Copywriter and Brand Voice Strategist
Strategically focused and ideas-driven, I give brands like yours a voice.
Because in a sea of competition, you can't rely on looks alone to attract the right people.
To capture attention, make your mark and achieve your goals...
...You need the right words.
A bit of history
I've always had a love of words and ideas, but I didn't think it would one day make me money and take me around the world.
After graduating from art school in the UK, I took on my first job as a Web Designer before moving to New Zealand. It was there that I landed my first copywriting job and the rest is history. Since then, I've worked for advertising agencies across five cities and four countries, writing for 360 degree projects for big brands like Mercedes-Benz, Cadbury, Givenchy and Sephora (full resumé below, if you're interested.)
When COVID hit, priorities changed, and I decided the time was right to go solo.
Now, I keep one toe in advertising (gotta stay fresh), and the rest of my time I dedicate to helping business owners hone their tone and share their value through cut-through copywriting.
Borders are
no barrier
2010
UK
2011
New Zealand
2012
Australia
2020
France
I’ve lived, and work with clients, around the world.
Are you a business owner or brand manager with something special to offer?
I’m a creative copywriter with a flair for strategy. Together, we can craft a voice you're proud to shout from the rooftops, and copy that converts.
Selling yourself is hard. Copywriting is even harder. So leave it to me and get back to doing what you're great at.
Experience
Senior Freelance Copywriter & Brand Voice Strategist
August 2020 - current
Having amassed over a decade of integrated copywriting experience in agencies around the world, the time was right to go solo. Now, I craft copy and concepts for organisations large and small and approach every project with equal passion and commitment.
Senior Copywriter
July 2018 - August 2020
Isobar, Melbourne
Crafting copy and concepts for all things digital—from high profile advertising campaigns to website content, UX copy to digital marketing. I worked across a variety of industries and brands, notably Australia Post, Slurpee, Holden, South East Water, 7-Eleven and Aus Gov. An ambassador for the copywriting craft at Isobar, I brought brands to life through words.
Creative Lead
Jan 2015 - July 2018
Online Circle Digital, Melbourne
As Creative Lead for one of Australia's leading independent digital agencies, I directed the creative for some of the world's biggest brands from Mercedes-Benz and Cadbury to Red Cross Blood and Telstra.
As a decision-maker heading up a talented team of 10, I steered all aspects of the creative process from strategy and planning to ideation, production and final delivery. Providing strategic and conceptual supervision on projects and well as day-to-day guidance, I aim to inspire, influence, and lead by example.
A hands-on, collaborative team player, I engage colleagues and clients to create award-winning work that's equally exciting to read, look at and experience.
Awards:
Award Winner in Digital Efficiency
AC&E Winner in Auto
Shorty Social Good Awards
Shorty Awards
Best Use of AI Finalist
Best Use of Social Media Analytics
Social Media Marketing Awards
30 Under 30 Finalist
New York Festivals Advertising Awards Judge
Senior Content Writer
October 2014 - January 2015
WME, Melbourne
A creative, driven and task-focused Senior Content Writer for WME—a global full-service digital agency. I was responsible for producing engaging, on-brand content for a valued suite of top-tier clients. With a close relationship to SEO, SEM and brand, I conjured flawless copy for websites, blogs, press releases, eDMs, white papers, social media and more. I understood where content marketing fits into the bigger picture of SEO and the client's marketing strategy and was responsible for driving ROI and performance in line with client KPIs. Through well-conceived and executed content, I drove social engagement and interaction, matched consumption intent with content, increased search performance (traffic, time on site, page views per session), positioned clients as thought leaders, generated leads and converted.
November 2013 - October 2014
A lot of travelling in South America and Asia...
Senior Copywriter
October 2011 - November 2013
GrabOne, Auckland
Created engaging, persuasive copy for one of NZ’s biggest and best-loved websites, reaching an audience of 2.9 million Kiwis every week. A storyteller who could also leap 30-character headlines in a single bound, I was responsible for much of the company's high-visibility copy. Along with excellent attention to detail and the ability to priotise workload, I employed outstanding communication skills to collaborate with sales agents, designers and clients, with a common goal of producing enticing deals that connected people to businesses, creating meaningful market experiences.
Multimedia Specialist
January 2013 - August 2013
Zoom Productions, Sydney
This boutique production house sought a motivated, innovative, multi-disciplinary creative to produce compelling work unbound by media. As a multimedia specialist and strategic thinker, I brought my high level of design and writing sophistication to create content and communications for a variety of multimedia projects and campaigns. Writing corporate video scripts one moment and scamping wireframes for a new website the next, I flexed my passion for both traditional and digital media.
Web Designer & Product Design Specialist
July 2010 - July 2011
Yell, Reading
Yell has over 50 years' experience in helping UK businesses connect with local customers. During my time as a web designer I created beautiful, clean, interactive designs with a focus on utility, accessibility and user experience. I took creative direction and worked with developers to execute the vision, seeing work through from scamps to final design production. From the logo and colour palette down to the font type and how easily customers could navigate the site, I created web designs that helped our clients' businesses to grow. Working collaboratively with producers, developers and creative colleagues I thrived on variety and was able to handle pressure. I was promoted to Product Design Specialist, overseeing the quality of creative output and facilitating the continual refinement of our craft.