Sheena Isokariari

The new Aveda Invati Ultra Advanced range campaign

I developed the concept and copy direction for a campaign promoting the new Aveda Invati Ultra Advanced haircare range, featuring ambassadors Bex Campbell, Mel Schilling, Andrew Le Page, and Tasha Ghouri. This process involved crafting the campaign story and developing three different concepts, each with its own manifesto, which I then presented to the brand team. Once one concept was selected, I collaborated with a freelance art director to flesh it out into a series of social media videos and email and website assets, including writing prompts for each ambassador's scripts.

Aveda Full Circle Takeback Program

The Estee Lauder group hired me to work on a new sustainability initiative for Aveda. Working alongside an art director and content producer from ideation and concept stage to execution.

Concepts were presented to the global team and senior management. Content developed was for homepages, landing pages, in-store POS, packaging and social media channels.

For Bobbi Brown’s #INMYSKIN campaign, I developed the UK storytelling concept, led by Global Pro Artist Amy Conway, to support the launch of the brand’s Weightless Skin Foundation.

Built around the idea “In My Skin, I See Power,” I shaped emotive prompts and messaging exploring power in motherhood, self-expression and confidence — bringing a human, real-life lens to a foundation designed to look and feel like real skin.

The work came to life through a hero video and supporting stills for Meta, YouTube and TikTok, translating global brand messaging into a locally resonant, socially native expression that celebrated real skin, real stories and real women.

Working in the marketing department with the Content Editor and Content Executive, I crafted engaging, editorial, on-brand copy across multiple platforms, including website copy, CRM emails, social media, blog, SMS messaging, and product descriptions. In addition, I was responsible for overseeing, proofreading, and editing the work of the Content Executive.

I now provide ongoing freelance copy support for the brand on a regular basis.

Blogs I've written

Five top autumn picks for her

Five top autumn picks for him

Meet your match: Mini-me style

Five transitional pieces for autumn for her

Five transitional pieces for autumn for him

How to build a summer capsule wardrobe for him

How to style capri pants

A local's guide to Henley-on-Thames

Holiday day packing for him

Holiday day packing for her

A local's guide to Reigate

Father's Day Gift Guide

How to dress for work in the summer - for him

How to dress for work in the summer - for her

How to style shirts this season - our guide for him

What to pack for your next city break

Five outfits to wear to work in winter - for her

Five outfits to wear to work in winter - for him

Valentine's Day gifts they'll fall in love with

Lead Copywriter (FTC) for Amazon Fashion, leading copy across EU10 markets (UK, Germany, Italy, France, Spain, Portugal, Netherlands, Poland, Belgium and Sweden), shaping clear, customer-first storytelling at scale.

Responsible for writing and overseeing copy across CRM, onsite, social, digital advertising and push notifications, delivering an average of 28–30 UK-led projects per month. Working with a junior copy assistant, managing editing, proofing and quality control to ensure consistency, clarity and tone of voice across markets.

The role involves translating creative briefs into high-performing campaigns across luxury and premium fashion, sports brands and BAU activity, including seasonal events, Prime Day, the Trend Hub, the NextGen (Gen-Z) fashion storefront, brand and product launches, and influencer activations. I work closely with marketing, brand, social and campaign teams to deliver cohesive, commercially driven work across channels.

Worked with a Senior Art Director to develop the creative concept and copy for Liz Earle’s Glow Range campaign, marking a new brand chapter under the global idea “Bio-enhance your skin,” developed in partnership with The Pharm.

The campaign delivered socially led content designed to elevate product storytelling while driving engagement and sales.

Working with the content editor on an ongoing basis, I've written copy for Ben Sherman's emails and their social media channels.

Having freelanced at Fitflop a few years ago, I was recently invited back to help on various projects. Projects included creating Black Friday and BAU CRM emails including subject lines and pre headers, web copy, and paid social media content for the launch of the new FFRUNNER, Fitflop's first-ever running trainer. I also worked on the launch of RELIEFF, the brand's new recovery Toe-Post Sandals.

I was hired as a freelance senior creative copywriter to help come up with names for Adidas women's collections A/W and S/S 22.

Work examples sent on request.

I was hired to craft highly creative, warm and engaging copy for fashion, beauty, accessories and homeware categories across several touchpoints, including web, app, email, print and in-store communications.

Jumped in to help the marketing team by refreshing the brand's tone of voice, crafting customer-focused copy for weekly emails and the website, and revising the Klarna landing page content.

Working within a team of 7 writers at Greenlight Digital, I contributed to writing 5000 PLPS for the Selfridges website.

I was invited back to work with Moonpig, this time as the sole copywriter. I led the evolution of the brand's tone of voice, adapting it to align with strategic positioning as needed. My responsibilities included crafting engaging and playful copy for various campaigns such as Valentine's Day and Mother's Day, as well as creating content for CRM, YouTube video ads, social media, blog posts, product names, brand partnerships, and OOH. Additionally, I wrote all copy for Business as Usual (BAU) CRM emails. I played a key role in ideating, developing, launching and crafting all copy for "The Post," a monthly newsletter offering customers exclusive glimpses into the culture of Moonpig HQ.

Blog links:

A Match Made in Chocolate Heaven

———————————————————————————————

I was brought in to help support the marketing team write copy for the Father’s Day campaign, weekly email newsletters and push notifications. Creative subject lines and preview lines were also required for each email.

I also worked with the content team on features for the Moonpig blog. I produced SEO optimised long copy for topics ranging from Father’s Day to birthday card wishes.

Based in global beauty agency Coty, I was brought in to work on the Max Factor account. I refreshed and rewrote all copy for the Max Factor global website (except the Makeup artist page). This involved developing a new tone of voice and working closely with the digital marketing team.

I also generated fresh ideas, curated content and wrote all captions for Max Factor's Instagram (November and December 2019).

Max Factor is now one of my key clients. I've helped develop concepts for web campaigns and write copy for new product launches, the Makeup Tutorials content page and the new Foundation Finder page. I also managed and developed the social content plan, including writing all captions for Max Factor's Instagram (January-December 2020).

Working for Spring Studios on The Body Shop’s new website, I wrote SEO optimised copy for 145 PLP (product landing pages), including Meta Descriptions in the new tone of voice. #MadeWithSpring

I was brought on board to help the copy and content team write engaging product descriptions (28 a day) across womenswear, menswear and accessories.

I worked on refreshing copy for existing content pages.

I was brought in to establish the brand voice for Purified Footwear, a sustainable start-up backed by Hudson London. I produced a TOV guidelines document, rewrote all website copy, developed content concepts, and supported the relaunch strategy across social, CRM, PR and shoots.

I was initially hired to cover the senior creative copywriter's holiday. This involved crafting copy for weekly emails, homepage, campaigns, events and all Christmas product descriptions. I've been invited back several times to help the team with any copy requirements.

Natura & Co is a global purpose-driven group and the world’s largest B Corp™ made up of four iconic beauty companies: Avon, Natura, The Body Shop, and Aesop.

I stepped in to lead copy on the account, crafting social media copy, writing articles, creating decks for TOV guidelines and social media toolkits, working on campaigns and conceptual work.

Links to B2B articles on LinkedIn

A commitment to defending Human Rights and being Human-Kind

Creating a world powered by circularity and regeneration

The climate crisis, and why we must protect the Amazon

I was brought in to cover the role of Social Media Manager where I was responsible for managing Facebook (UK and Germany), Instagram, Pinterest and Twitter. It was a meaty role that covered everything from driving and challenging the social media strategy to planning weekly content and owning the content calendar - coming up with new ideas, to writing captions and analysing, reporting and presenting weekly on the performance of all content.

The role also focused on building creative campaigns working closely with a paid social content agency and building relationships with influencers.

Achievements:

Increased followers from 37K to 41K, due to work with influencers and a paid social agency, and developing new creative ideas for weekly content, campaigns and collaborations.

Naming the men's spring shorts collection 'Free the Leg', which was chosen by the Creative Director, and featured across all White Stuff store windows.

Be Rooted is an American inclusive stationery and gifts brand, making history as the first Black-owned stationery brand to be featured at Target. I had the privilege of being booked on a 5-month retainer, providing ad hoc copy support. Working closely with an Art Director, Designer, and founder, my responsibilities included crafting SEO copy, developing web content, refining packaging language, and tailoring social media copy for platforms such as Instagram and Pinterest. I ensured all copy was tailored to the US market, incorporating trending topics and using appropriate US-centric terminology.

I covered the Lead Copywriter's holiday, working on copy for emails, the Rochelle Humes autumn campaign, social media and other BAU copy tasks.

I freelanced at Revolution Beauty helping out with copy requirements across all five brands (Revolution Beauty, Revolution Pro, I Heart Revolution, Obsession and Skincare). Copy ranged from product copy, press releases, social platforms and weekly email newsletters.

I was commissioned to write a feature on Berlin-based sustainable brand, Ucon Acrobatics for OnOffice magazine. This piece was featured in Issue 152, Autumn 2020. Website onofficemagazine.com.

Initially booked for two weeks, I worked for TK Maxx as their freelance lead digital copywriter for 18 months. I led a team of copywriters and worked closely with a team of designers and art directors. I was responsible for:

- Creating copy for weekly email newsletters, including subject lines and snippets (desktop and mobile), seasonal content pages, straplines for the weekly homepage refresh, landing pages and banners.

- Idea generation for campaigns and site content.

- Developing a fresh tone of voice and a solid editorial strategy.

Since leaving in January 2018, I've been back to help with concepts and content for their new inspiration hub.

Making Shapes is a creative communications agency specialising in art direction, content strategy and design. I'm one of their go-to freelancers for copy, TOV development and campaign and content strategy for various brands (from startups to big brands).

My role at Glamour was split between content writing and social media. I wrote daily trending articles for Glamour.co.uk across fashion, beauty, lifestyle and entertainment. I assisted with managing Glamour’s social media channels (Instagram, Facebook, Twitter Pinterest).

Working alongside the copywriter, I wrote copy for both online and offline touchpoints, including product descriptions, features and weekly emails.

I worked with the Global Social Media Manager to schedule weekly content and wrote captions for social media channels (Instagram, Twitter and Facebook).

Working alongside the Copywriter, I created copy for both online and offline touchpoints, including product descriptions, features, emails and social media channels ( Instagram, Twitter and Facebook).

I was approached by brand performance agency, TCC, to work as a content writer on the St Christopher’s Place account – a buzzing shopping and dining quarter that is home to several luxury and independent boutiques and restaurants.

This is an on-going ad hoc contract that I work on remotely. I write copy for weekly newsletters, campaigns, the website and social media channels. (Instagram and Facebook). I also put together content calendars for their social media platforms.

I covered the Fashion Editor’s holiday, working on copy for emails, social posts, paid social ads and the Miss Selfridge blog.

I was brought in by River Island as a freelance copywriter. In a fast-paced environment, I wrote copy for product descriptions, banners, landing page, weekly homepage, weekly email newsletters and for the style insider inspiration page across women’s, men’s and kids.

The Little Black Dress Shop is women’s designer boutique in Brisbane, Australia.

I was approached to develop the TOV for The Little Black Dress Shop’s website and ghostwrite three articles under the Journal tab.

TheBar.com, owned by the world's no.1 premium drinks company, Diageo, sells spirits by top brands and features easy-to-make recipes and content to inspire people with their hosting at-home occasions.

Key projects I worked on:

Lead copywriter on the rebrand of Diageo’s award-winning website thebar.com, which saw a significant increase in orders, with an average increase of 33%. Item revenue soared by an impressive 864%, while website sessions grew by 77%, and the conversion rate jumped by 190% .

Created a social toolkit for The Bar (UK and global markets), brand guidelines doc and TOV deck.

Revised and elevated the TOV for TheBar.com

Crafted over 100+ SEO-optimised articles, this involved interviewing 12 bartenders to help with tips and hacks.

Crafted web copy, CRM email and social copy.

Malts (whisky) brand campaign - worked with the Strategy director, x2 Art Directors, x2 Designers and ECD on a huge brand relaunch. (Manifesto, campaign name, brand story, concepting and ideating, taglines, headlines).

Led creative concepts for various content/campaign pitches.

Storytelling and writing copy for a packaging project.

404 pages and cookies policy.

Implemented a monthly content newsletter with a round-up of trending, inspiring news and campaigns sent out to clients and key stakeholders. Monitoring sustainability news, trends, campaigns and sharing on Teams.

A selection of some articles I wrote:

Top tips for hosting an unforgettable summer party

10 classic tequila cocktails to try at home

The ultimate Christmas gift guide for her

The ultimate Christmas gift guide for him

The ultimate vodka guide

The ultimate rum guide

The ultimate whiskey guide

The ultimate tequila guide

Sugar + Style is a London based independent womenswear boutique, founded in 2013. I work as a social media editor/consultant for the brand, where my responsibilities include implementing content ideation and execution, writing all captions and overseeing influencer marketing and strategy.

I stepped in to help out the social team at Topshop/Topman. I was responsible for planning, sourcing, and managing organic content across Instagram and Twitter for Topshop and Topman UK, Australia and global markets. I also worked with the Personal Shopping team and helped with copy and content for their Instagram.

I worked with Asos as a brand copywriter, providing the copy for product pages, including product descriptions (womenswear, menswear, and beauty), brand information and category headers across the site.

I was brought in as a freelance creative copywriter to help develop the tone of voice for Evans (Arcadia group), and to implement the brand's product copy guidelines. In addition, I wrote copy for print and digital assets. Print: in-store POS, leaflets and spring summer magazine. Digital: weekly email newsletters, various campaigns such as the new Denim Edit, Style for your Shape studio & the Cut for Evans collection, blog, weekly homepages, landing pages, banners and category and brand pages.

I then moved into a freelance social media manager role, supporting the digital content manager. Day-to-day activities included full responsibility for driving engagement of the brand across social media channels Facebook, Instagram and Twitter, content planning, and community management. I was lucky enough to work on the Design Collective show - Evans first ever catwalk show at London Fashion Week, working with key plus size bloggers. I also worked on the acclaimed Style has no Size campaign.

Achievements: Delivered successful digital campaigns and collaborations with UK and international bloggers. Set the tone-of-voice guidelines to suit the new company direction.

I joined Monsoon Accessorize as the freelance social media editor. Responsibilities included managing and developing the social strategy for both Accessorize and Monsoon including the blog, features and competitions. Content planning, content creation (alongside the social digital designer), day to day running across social channels Facebook, Twitter, Instagram, Pinterest, YouTube and Google+, community management and reporting. I was also the social media person on the ground on photo shoots and events, looking after event coverage. 

Achievements: Increasing Accessorize Instagram by +40%, Monsoon Instagram by +142%, due to improved content strategy and work on SEO.

I stepped in to cover the Social Media Manager role for the Kurt Geiger (Shoeaholics account). Based at design agency Otherway, activities ranged from the day-to-day management of social media channels Facebook Instagram and Twitter, content planning, community management, reporting and arranging photo shoots. I also produced copy for the weekly email newsletters.

I worked on product descriptions for British fashion brand, Oasis, keeping to their warm and playful tone of voice.

I worked within the Online Content team producing authoritative, informative and trend-focused product copy in the Selfridges' tone of voice.