Editorial storytelling, copywriting and content strategy for brands in the fashion, travel and luxury spacenike
Kicking it into the mainstream, I’ve written extensively for Nike. Content includes launch comms (email, app and e-commerce assets) for major drops, Apple Watch Nike copy, and full-scale content for the Nike (M) collection – from interview questions for world-class athletes to immersive app and email threads.
Building from Nike Inc manifesto content, I crafted a range of strategy-first digital and offline copy, collaborated through creative reviews with global senior partners, and worked closely with project managers and designers to ensure quality control of copy on final assets.
“A talented writer, thoughtful, strategic, reliable and dedicated” Head of Content, The Outnet“Tess has consistently impressed us for over 5 years” Senior Content Manager, McArthurGlen Group
Maison Margiela
I crafted fashion season editorial across Maison Margiela (womenswear and menswear) and MM6 collections for avant-première, main and défilé, equating to over a thousand detailed product stories annually. In charge of new product titles and editorial descriptions, I applied my specialist skills in this area to elevate the brand’s offering and cement them as the coolest, cutting-edge luxury house.
I shaped the production of a Brand Book for all product content, as well as template copy for the Iconic lines.
Following this, I was also appointed to work on CRM, crafting engaging yet commercial newsletters – translated for all markets.
“Collaborating with Tess is a real pleasure – I definitely recommend her” Global E-Commerce Managertara formula
Long-form editorial, brand narrative, campaign storytelling
“Oh, the good life. It may mean different things in different cultures; but, for us, the good life is synonymous with the Mediterranean way of life.
It’s why we chose to open our lab in the heart of the Med, why our formulation process is grounded in Mediterranean ideals.”
Reveal Your Glow with Bakuchiol
Working on a large-scale communications and marketing plan, I crafted Tommy Jeans’ manifesto for its event presence at Lowlands Festival.
Beneath this campaign story, I rolled out digital and social copy executions for event hype and follow-up – for brand channels and influencer collaboration examples.
TOMMY HILFIGER
“Tess writes commercial copy that is also elevated and unique” Senior Content Manager, Reiss“Tess reminds me of lawyers I’ve worked with – from a short intro call, she understood our brand identity and executed creative copy perfectly” Founder of Arshie
selfridges
On a global digital project, I joined the team at Greenlight Digital as Senior Editor and Project Lead for the production of SEO-driven content for Selfridges.
I led a content team of 15 junior to mid-weight copywriters and editors and oversaw deliverables – running the project alongside the Head of Content and SEO Performance Director. We developed and executed 5000 PLPs for the famous department store’s website.
I was in charge of allocations and daily targets, delivered constructive feedback throughout, supported and challenged the team, edited and fact-checked copy plus managed client deadlines.
“Tess was incredible – critical in ensuring deliverables were met to the highest standard” Head of Content & Digital PR (agency-side) lastminute.com
Scriptwriting for the holiday deals site and YouTube presence – sharing the magic of discovering global destinations.