For each project I begin by clarifying its objectives and the audience's needs and behaviour. My varied experience makes me a savvy and responsible strategist and I work with clients or team members to make sure we achieve the best result with the available resources.
I bring structure to content and use my knowledge of the audience to create a seamless and effective user experience (UX). Layout and navigation is intuitive and calls to action are clear.
Writing & editing
My writing is engaging, well-researched, concise and accessible. I edit often, my eye for detail keeping content clean and accurate.
I deliver audience-oriented content to meet objectives. Online, I format copy appropriately and incorporate relevant keywords, links and titles for Search Engine Optimisation (SEO).
Having worked as both client and supplier I have a well-rounded approach and am objective-oriented. I meet deadlines and remain organised and communicative under pressure, managing others involved where necessary.
New Zealand Flora and Fauna
Victoria University of Wellington
Ways into Writing
Leeds University, England
Master of Science
Teesside University, England
Bachelor of Arts with Honours
Economics and Marketing, 2:1
Keele University, England
Grammar to Go
Victoria University of Wellington
Writing and Photography for Newspapers
Wellington High School
Short Stories that Work
Wellington High School
May 2015 – present
Writer/Editor, Museum of New Zealand Te Papa Tongarewa
Early days yet, but I'll be writing and editing online and exhibition content, running training sessions, advising on content strategy, etc.
May 2014 – May 2015
Freelance content creator
Projects completed include websites for Te Motu Kairangi – Miramar Ecological Restoration (see Te Motu Kairangi case study) and Shark Track (see Shark Track case study). Both projects involved strategy work, information architecture, educational copywriting, substantive copy-editing and web development.
I also run my personal project: Soul Tramper.
Contributor, Wilderness magazine
Three tramping articles of mine were published in Wilderness magazine, two journey-centric features and a shorter factual piece. Each met a brief outlined by the editor. See Wilderness case study.
February 2011 – October 2013
Communications and marketing coordinator, Zealandia
Strategy & copywriting
I produced high-quality, engaging content for a range of audiences and a variety of media. I was responsible for the organisation's website, newsletters, media releases, social media, event materials, annual report and ground-floor gallery. I also contributed to advertising, temporary signage, speeches and brochures.
Always working within tight timeframes, I developed each brief to identify its requirements and outline a suitable creative concept, then researched and produced material to suit.
The audience's needs determined my writing style and the subject matter's depth. I sought out stories that revealed the heart of the sanctuary and represented its stakeholders. I wrote concisely, used plain English and met word limits. Online, I used search engine optimisation to rank high in search listings.
I used the Māori and English names of species together where possible and used macrons to spell Māori words correctly. I also advocated for inclusion of Māori themes in visitor information.
I edited my own and others' work as needed, including letters from the CEO, contributions from volunteers and advertising copy. I also proofed material from external suppliers and partners.
Structuring content was a key part of my work (see bird-feeding leaflet case study).
In 2012 I designed the information architecture for Zealandia's new website, and managed freelance graphic designers and developers as the site was built. I merged content from two older sites and wrote fresh content to meet audience needs. The new navigational structure removed obstacles for visitors and showcased the organisation. The site was well received and led to an increase in online referrals. See Zealandia website case study.
Relationships & project management
I developed effective relationships with regular contributors such as the conservation manager. I encouraged the use of tracking and edit/review functions in Word and managed multiple versions with a simple file-numbering system and diarised chase-up dates to ensure timely input from others.
For the most part I managed my own tasks, prioritising as needed and deputising for the marketing manager when necessary.
Event management, signage & exhibitions
My role encompassed event management, including launching Sirocco the kākāpō's first visit to Wellington, with guests including the Minister of Conservation and the Mayor of Wellington.
To organise events I held planning meetings with those involved and delivered supporting materials such as run sheets, signage, speech notes and visitor fact sheets (see clue hunt case study).
After identifying an opportunity with unused ground-floor space I put together two small photo exhibitions from concept to production, both well received.
Commitment & improvements
I was dedicated to my job and the organisation, acutely aware of the need to serve and represent stakeholders correctly and to work efficiently within budget to meet Zealandia's varied objectives.
I made practical improvements to save time, reduce errors and improve communications.
May 2008 – October 2009
Programmer, Salted Herring
As sole technical lead in a three-person company I took on the responsibility to develop and deliver award-winning interactive Flash websites for big name clients such as O'Neill, The Great New Zealand Songbook, Annabel Langbein, Splore festival, Kapiti Fine Foods, PQ Blackwell and Massimo Vitali.
Adaptability, creative thinking and attention to detail were crucial skills for working in a small team and high-pressure environment.
July 2004 – June 2007
Programmer, Click Suite
I initially provided consultation to Wavelength on behalf of Click Suite and developed Telecom projects on a freelance basis. Once employed full-time I programmed Flash interactives for clients including RaboPlus and Te Papa Museum of New Zealand.
Flash, PHP and MySQL were the main technologies used.
December 2000 – November 2003
Web designer & developer, Magnitude
Originally involved with design, I crossed over to become a highly competent developer of online HTML, PHP, MYSQL and Flash websites. Clients included Wagamama and GHD Hair.
Volunteer work & outside interests
I have volunteered many hours as a conservation volunteer at Zealandia – efforts that were recognised with an 'Outstanding New Volunteer' award and some paid conservation work.
Tramping is my favourite way to connect with nature and to refuel.