Micaela Marini Higgs

About

Micaela Higgs is an editorial and content writer with experience writing content and marketing copy for B2B and B2C clients such as museums, brands, apps, websites, and luxury guides. She has crafted market research and branding reports for companies like Netflix and Kellogg, written content for travel apps, and given Michelin exclusive peeks into Thai food traditions. Her work has appeared in The New York Times, Women’s Wear Daily, The Michelin Guide, Vogue, BBC Travel, Eater, The Goods/Racked, Tonic, Lonely Planet, Munchies, VICE, JSTOR Daily, The Pacific Standard, and Ozy.

Employment

5 roles

Jan 2014 - Present 12 years 4 months

Copywriter

Independent

Created bespoke content and marketing copy for clients such as museums, apps, and websites to engage users with informative writing consistent with each brand’s strategy and voice.
Focused on TOV and creating brand books for luxury clients.
Produced deliverables including case studies, microcopy, client presentations, exhibition texts, biographies, videos, blog posts, original guides, customer journeys, and promotional print materials.

Oct 2012 - Present 13 years 7 months

Editorial Writer

Independent

Pitched, researched, and wrote unique content tailored to the editorial style and tone of voice of different print and online publications.
Researched and interpreted relevant data to produce short and long form content.

Apr 2016 - Oct 2019 3 years 6 months

Market Researcher, Consumer Insights

Kantar Futures

Conducted market research in Thailand and Madrid for international clients, offering consumer insights, trend predictions, and branding strategy on a freelance basis.
Analyzed and synthesized user journeys to create insight decks, design consumer interviews, and conduct client presentations.
Clients: Netflix, Kellogg, and Diageo.

Oct 2018 - Oct 2019 1 year

Lead Copywriter

Studio Banana

Studio Banana is an interior design studio based in London, UK with an office in Madrid, Spain.

Created and implemented content strategy for new business related to the future of work, talent journey, and user-centered design.
Coordinated directly with clients and internal teams to create web copy, videos, case studies, sales pitches, and supporting texts.
Managed content on their MailChimp accounts and update and edited their CMS.
In charged of content strategy and implementation for the OSTRICHPILLOW brand. Tasks included writing copy for their new ecommerce, defining tone of voice, writing an internal brand book to standardize messaging across platforms, creating a B2B catalogue, implementing a record breaking B2C marketing and email campaign, and executing a product launch.

Sep 2017 - Mar 2018 6 months

Bangkok Local Writer

Lonely Planet

Identified and wrote up points of interest in the city, pitched and wrote news stories and articles, photographed attractions, and edited and updated existing content in their CMS.
Used local knowledge to craft unique guides and any relevant content that visitors will find useful.