Holly has extensive experience working across various industries, including insurance, finance, marketing, e-commerce, health, business, and automotive. Her past clients include Westpac, St George, Audi, OpenCorp, KPMG, Laundromap, GS Diamonds, and MSC Dental.

As a copywriter for Westpac and St George:

• Drove governance of content redesign for multi-brand customer re-engagement programs.
• Managed circa 40 stakeholders.
• Worked closely with the business analyst to turn complex banking processes into coherent CX.
• Developed a brand strategy, including product USP and CX mapping.
• Provided product page optimization, including SEO, as well as conversion rate optimization.
• Redeveloped the tone of voice, including trigger email, marketing email, SMS, UX copy, and microcopy.
• Managed CX content deliverables.
• Optimized data-driven product pages.
• Developed in-app personalization, trigger and lead nurturing emails, and content marketing strategy.
• Audited, researched, and wrote SEO-optimized blog series.

As a strategic content lead for Veromo, Laundromap, and Parallel Group:

• Worked with Laundromap to drive rebrand communications strategy, USP, tone of voice, content strategy, and creative team management. Results: 355% uplift in landing page CTR and 730% uplift in ROI for Facebook ads and AdWords campaigns.
• Developed customer personas, IA, site-wide page optimization, form optimization, and microcopy.
• Audited, researched, wrote, and tested data-driven, SEO-optimized blog series, video scripts, in-app content, trigger emails, and ebooks. 

As a writer, editor, and content strategist for NAB, KPMG, and OpenCorp:

• Achieved 140% uplift in sign up CR for OpenCorp.
• Managed site-wide copy optimization for digital transformation, including form optimization.
• Reworked entire site to be user-focused across two customer sets and three products.
• Performed ad campaign messaging and A/B testing.
• Managed SEO strategy, development, and editing across blogs and landing pages.
• Redesigned trigger emails, ATL, landing pages, paid ads, social, EDMs, internal communications, trigger emails, video scripts, and annual reports.

As a content writer for Salmat, Think32, and Nexa:

• Developed a brand strategy, including product USP and CX mapping.
• Achieved 200% uplift in SEO traffic for Think32; 140% uplift in inquiry conversions; three new, extra customers per month.
• Developed content strategy and wrote over 20 targeted, SEO-driven thought leadership blog articles. 

health.com.au (part of the GMHBA Group) is an online private health insurer based in Australia.

• Restructured dry, heavily regulated insurance content to become accessible and enjoyable.
• Achieved 120% uplift in inquiry conversions.
• Led to achieving the Telstra Victorian Business Awards Best New Startup 2013.
• Created an industry-leading tone of voice and brand strategy.
• Managed the rollout of 20 landing pages led by marketing personas.
• Created and executed a site-wide content strategy.
• Developed customer-facing help desk and FAQ content.
• Handled site-wide SEO implementation.
• Produced blog content to integrate with social syndication.
• Developed marketing and trigger email communications.

• Interfaced between editorial and digital marketing teams to redevelop the tone of voice for both existing and new customer segments.
• Re-architected creative briefing processes ensuring higher quality work delivered faster.
• Planned and executed a content strategy.
• Managed e-commerce and customer-facing PR sites and IA.
• Oversaw representative instructional site, training materials, and IA.
• Wrote copy for the online magazine, websites, e-commerce, banners, social, eDMs, and PR.
• Developed a data-driven business case behind Avon’s online magazine, directly attributable to sales.
• Managed trigger email communications, seamless SEO across content, and consistent UX across all channels.