Anthropologie (London)
Digital Editor & Copywriter
I was responsible for all print and digital copy: emails, social media, homepage & product content, all messaging about Anthro Perks (the brand’s loyalty programme), the coveted Christmas catalogues…. everything!
Collaborated on the editorial calendar, launched 200+ products per month, created seasonal gift guides and landing pages
Launched the brand’s first blog
Highlights: The fun, creative copy process. Collaborating with designers, photographers and illustrators to tell the story of a product, campaign or season.
This role had a substantial UX element too, with improvements made to the Information Architecture, filters and design of landing pages.
I created an AB testing strategy to continually refine the copy: from email subject lines to website banner CTAs.
I also collaborated on a project to improve the PIM (clearer, time-saving flows for various business users).
Other Projects
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Anthro's first blog
I launched the brand’s first blog: writing articles/ interviews about fashion, lifestyle and food. I also reported on performance and opportunities.
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Tone of Voice
I created a Tone of Voice document, capturing Anthropologie’s playful language and adapting it for UK and European audiences. Included SEO considerations.
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Optimized PDP content
I conducted a competitor audit of PDPs, which led to several improvements. The product copy and naming conventions were elevated to reflect the brand’s luxury price point and boost SEO. Wove storytelling elements into the copy.