PROJECTS
Case Study: NEXA
The Client
Award-winning, strategy-first digital growth agency based in Dubai, with clients across the MENA region, the US, and the UK.
Role: Senior Copywriter / Content Team Lead
Date: March 2024 – May 2026
The Challenge
NEXA were searching for a senior copywriter for their roster of global brands, who could keep pace with a high-volume, multi-account agency environment and produce consistently strong copy across formats, platforms and a wide variety of industries.
The Solution
What began as a three-month engagement became a two-year run across dozens of accounts. I was the creative starting point and final executioner for SEO, social and paid performance campaigns. This meant working directly with founders and CMOs across healthcare, aviation, fintech, banking, real estate, and design and architecture. Alongside my own accounts, I ran quality control across the wider writer team, mentored junior writers, and led weekly management meetings to assign and prioritise their workload, becoming the writer NEXA turned to for its most complex client briefs.
Highlights included an OOH and social campaign for Mbank Millionaire, a tone of voice and messaging strategy for a Qatari government entity, and 2+ years writing for clients including American Heart Association, Tally, Pegasus Airlines, Allianz, IHG, FritsJurgens, Invisalign and Payoneer.
The RESULT
Across NEXA’s accounts, there was measurable improvement in results. On ARN’s 2025 Business Club campaign, that meant qualified registrations jumped to 739 at AED 201 each, up sharply from the year before, when only 229 of 564 sign-ups qualified. Elsewhere, rankings and traffic moved: Allianz Assistance’s homepage now ranks number one in its category, and Toshiba’s organic traffic grew 23.75% year-on-year.
Case Study: Doodle Design
The Client
Doodle is a leading creative agency in Ho Chi Minh City specialising in human-centred design thinking and brand development.
Role: Project Copywriter (The Nexus Brochure)
Date: December 2022 – March 2023
The Challenge
Doodle were branding The Nexus, a new Grade A commercial building in downtown Saigon. This required copy that would resonate with decision-makers at multinational companies while satisfying multiple stakeholders across different countries.
The Solution
I built the entire 26-page brochure around a single idea: connection, the site’s crossroads location in District 1, the building’s place in the city’s next chapter, and the relationships formed inside it. That idea ran through every section, closing pages 32–33 as
“Much more than an office space, The Nexus is ‘The Connection Hub’. A place where professional ambitions can flourish alongside personal connections. A home for innovation and inspiration.“
Every section: the master plan, the amenities, even the technical spec sheets, fed back into that same concept, so the brochure read as a place with a cohesive and deliberate approach to connectivity and personal productivity.
The Result
The concept held up all the way to the closing page. Refico’s COO, Philip Cluer, signs off the brochure in language that echoes it directly:
“The Nexus is a product of all its stakeholders’ shared vision and values. It is built upon human connections.“
I also wrote the closing statement, which meant carrying the connection concept through in the client’s own executive voice as well as the brand’s.
Case Study: Purple Asia
The Client
One of Vietnam’s leading independent international branding and PR agencies.
Role: Copywriter (Maternity cover for Brand Experience Director)
Date: May 2023 – December 2023
The Challenge
With their Brand Experience Director on maternity leave, PurpleAsia sought a copywriter who could step straight into live projects across luxury hospitality, real estate and medical, covering not just copywriting but brand strategy and guest experience work.
The Solution
I joined as Lead English Copywriter across nine months of simultaneous projects, producing brand identity copy, website content, brochures and guest experience concepts. The roster spanned real estate developers including Keppel, CapitaLand and Gamuda Land, PR and advertorial content for Canadian Wood, and hospitality and lifestyle brands including Jiva Hoa Lư and Lucaris Crystal, alongside a central role in the branding of a new Hilton Tapestry Hotel in Vietnam.
The Result
I covered the full remit of the Brand Experience Director role across this multi-sector roster: real estate, hospitality, PR and medical product clients, without disruption to any client relationship during the transition.
Case Study: ScanCom International
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The Client
Scandinavian outdoor furniture manufacturer supplying IKEA, Target and leading international retailers globally.
Role:
Freelance Copywriter
Date:
2017-2020
The Challenge
ScanCom was launching two new furniture ranges, DuraLand and DuraOcean, manufactured from recycled plastics. This called for copy that positioned the products as both commercially desirable and genuinely sustainable.
The Solution
Rather than leading with product features, I built copy around environmental credentials, design quality and the story behind the materials, giving retailers everything they needed to sell the range confidently in-store and online. I also produced a style guide so retailers could create consistent messaging across multiple markets independently.
The Result
DuraOcean won Bronze at the gardiente Outdoor Living Awards 2019, and the sustainability programme behind both ranges went on to win the Sedex Responsible Business Award for Best Environmental Sustainability Programme in 2020. The style guide became the foundation for retailer communications across multiple markets.
Case Study: Knight Frank
The Client
Global real estate consultancy. Knight Frank Vietnam is one of the most trusted voices in the market for reports, predictions and investment insight.
Role: Editorial Consultant / Copy Editor
Date: August 2022 – March 2026
The Challenge
A fast-growing team producing high-profile market reports, press releases and client proposals needed consistent editorial support and consultation, without the overhead of a full-time hire.
The Solution
I provided ongoing editorial support across all client-facing and media output: proofreading and editing reports, press releases and proposals, writing leadership profiles, and developing commercial property listings across Grade A and B office buildings.
The Result
Knight Frank Vietnam retained the engagement continuously from 2022-2026. A nearly four-year relationship built on consistent editorial quality across a growing, multilingual team, with zero disruption to their published output during periods of rapid growth.
