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Copywriting, Community Engagement, Communications Strategy

My experience was brought to you by the PR industry, where I gained the gift of grit (and wit), the non-profit sector which put my heart on my sleeve, Asian Geographic Magazine which pushed me to craft my skills for a global audience, and a natural-born talent for connecting with people. That's all 'audiences' are, really, people.

From social media posts that cut through the chaff, punchy website content, inviting e-DM, standout press releases and long-form copy that takes the reader on a journey, I can turn my skilled  hand to all platforms, helping you to craft the perfect story and tell it where it most needs to be told.

" I love her relatable, likeable and engaging tone of voice - she speaks to our members in a way that inspires conversation. Lauren understands the importance of strong community management, branding, tribal marketing and trans-medial cross platform story telling."

(Anne Scott – Founder & Global Community Manager, Girl Gone International)

Portfolio

Creative Copy for Expedia '365 Days of #OMGB' Campaign

  • Captivating headlines and creative description copy for tourist attractions and destinations in the UK - to feature on an interactive calendar function within Expedia.com. I was tasked to create copy that is attention grabbing and relatable to an American audience, while retaining a quintessentially British tone of voice. With a maximum of 5 words for the headline, and 3 sentences for the description, I captured the essence of each event, finding that nugget that would excite and inspire readers to action.

Communications Consultancy and Copywriting for GrabCar Singapore

  • Content strategy development for GrabCar (South-East Asia's answer to Uber!), helping the client to maintain a strong online presence with their local audience in the lead-up to Grand Prix weekend. My solution was a round-up of all the best F1 parties in the city, highlighting insider tips for locals that would help them join the F1 revelry on a budget. Content included a blog article, e-DM, Facebook, Instagram and Twitter posts.   

An Award-Winning PR Stunt for the British Heart Foundation

  • As part of an agency team, I managed end-to-end delivery of this PR event, taking the concept of a 'love lock' inspired fundraising event from paper through to launch in London's Covent Garden. As part of my efforts to maximise PR potential from this campaign, I entered it into the Institute of Fundraising National Awards, writing a winning award entry submission for 'Most Innovative Fundraising Campaign'.

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Experience

2015present

Copywriting, Community Engagement, Communications Consultancy

FREELANCE

Clients: Expedia, GrabCar Singapore, Girl Gone International, Klein Scott

Work: Applying my communications expertise to my love of travel, destination marketing has spearheaded my freelance portfolio to date. I've created evocative online content for global travel brand Expedia, and grown a networking community for international women from zero to over 500 highly engaged members in less than a year. I have also produced press releases and consulted on brand strategy for start-up businesses, helping them to craft mission statements and translate their mission through messaging across all touch-points.

Nov 2014May 2016

Digital Strategy & Marketing Manager

Media Group Pte (Singapore)

Working to improve the online brand presence for a collective of international special interest magazines, including Asian Geographic and Scuba Diver. Including content planning for social media channels, launching e-Newsletter communications and building e-commerce websites. I also developed new business proposals and nurtured partnerships with local tourist, arts and cultural institutions in Singapore, to gain access to wider audiences and open up new online communications opportunities.

July 2014Sep 2014

Senior PR Consultant

Cohn & Wolfe (Singapore)

Clients: GlaxoSmithKline, Brother 

Work: Writing press release copy for new product launches, long-form industry analysis feature articles, and coordinating a local press event with medical professional keynote speakers to tackle negative associations around a pharmaceutical brand.

Sep 2012Feb 2014

Communications Account Manager

The Good Agency (London-UK)

Clients: Cancer Research UK, British Heart Foundation, WWF, UNISON, Wrigley's Extra

Work: As Press Officer for the agency's largest client, this role developed my skills in how to seamlessly deliver a clear message across multiple platforms as part of a fully integrated communications campaign. I delivered successful campaigns online for national charities and managed online communities on Twitter and Facebook, achieving 386% of campaign reach target for UNISON's 'Celebrate Teaching Assistants' campaign.

Mar 2012Sep 2012

Account Manager

RPM (London-UK)

Clients: Virgin Money, Talisker Whisky, Cow & Gate

Delivering experiential events at Cowes Week on the Isle of Wight, and the London Marathon, aligning event experiences and collateral messaging with the client's PR objectives.

April 2011Feb 2012

Junior Planner

iD Experiential (London-UK)

Clients: Britvic Soft Drinks, Constellation Wines

Performing industry and audience research for new business pitch teams, helping to develop pitch documents and facilitating creative brainstorms for idea generation.

Education

20102011

Postgraduate Certificate, International Business Practice

St Mary's University, Twickenham

A one year postgraduate programme combining remote part-time study with a full-time internship in New York City. Undertaken as part of the Mountbatten Institute cultural exchange scheme.

20052009

BA (Hons), Marketing

Bournemouth University

A four-year programme combining marketing theory, consumer psychology, practical advertising and PR assignments, including a one-year industrial placement.