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: Lead Copywriter
Date: March 2024 - June 2026
The Challenge
NEXA needed a copywriter who could keep pace with a high-volume, multi-account agency environment and produce consistently strong English copy across formats, platforms and industries.
The Solution
Brought in for a three-month restructure, I became a permanent fixture across 40+ accounts. I implemented quality control processes, supported junior writers, and produced everything from social content and web copy to pitch decks, OOH and campaign narratives, often working directly with founders and CMOs.
The RESULT
Copy and strategic messaging contributed to a MENA Search award-winning campaign that drove 30% year-on-year growth in client registrations. Multiple accounts grew from zero to 10,000+ followers.
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 needed copy for The Nexus, a new Grade A commercial building in downtown Saigon, that would resonate with decision-makers at multinational companies while satisfying multiple stakeholders across different countries.
The Solution
I developed a central creative concept around connection, expanding it from geography to encompass connection to the city's past and between people in the workplace. Working closely with Doodle's project manager and design team, I navigated multi-stakeholder feedback while maintaining a consistent tone and narrative throughout.
The Result
The Nexus launched as one of downtown Ho Chi Minh City's most prominent Grade A commercial buildings and is now at full occupancy.
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 needed someone to 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. I contributed to naming processes, developed guest journeys and played 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 without disruption to client relationships. The engagement led to an ongoing working relationship beyond the original contract.
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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. They needed 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
Both DuraLand and DuraOcean won industry awards at launch. 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:
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, 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 maintained consistent written output throughout significant growth, reinforcing their reputation as one of the most trusted voices in the Vietnamese real estate market.
Case Study: Diag
The Client
One of the largest diagnostic laboratory networks in Vietnam, with 40+ clinics across Ho Chi Minh City.
Role:
Lead English Copywriter
Date:
October 2022 - March 2023
The Challenge
Post-COVID, Diag was closely associated with pandemic testing. A new website and major bilingual campaign were needed to broaden brand awareness and reposition the company across its full range of health services.
The Solution
Working two days per week embedded with the marketing and medical teams, I rewrote copy across the website, app, chatbot and SMS services, hundreds of product descriptions and medical reports, each accuracy-checked with clinical staff. Copy was developed across two distinct audience tracks: benefit-driven and accessible for consumers, authoritative and precise for medical professionals.
The result
The website rebuild and campaign contributed to sustained growth in conversion rates. Diag has since become the leading diagnostic testing provider in Ho Chi Minh City.
