Email Marketing & CRM Copy
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From investment-grade whisky releases to luxury retail launches, I wrote email and CRM content that translated specialist spirits knowledge into something far more engaging and approachable. The focus was on bringing warmth, storytelling and personality into a space that can often feel overly formal or inaccessible.
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I create CRM and newsletter copy for Hackstons’ retail bottled drinks range, turning whisky launches, tasting notes and brand stories into inviting and engaging emails. The challenge? Balancing luxury positioning with a tone that still felt warm, conversational and easy to connect with.
However, from limited-edition bottles to editorial-style newsletters, I focused on making each email feel less like a sales push and more like an invitation into the world of Hackstons, keeping the tone of voice consistent, story-led and commercially effective.
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Helped support an increase in website traffic through content-led campaigns.
Delivered engaging CRM campaigns across launches, promotions and editorial newsletters.
Strengthened brand storytelling across customer email communications.
Contributed to the momentum behind Hackstons’ Best Newcomer win at the Drinks Retailing Awards 2026.
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At Dune London, I worked on CRM and email campaigns across new-season launches, promotional moments and brand storytelling.
My role focused on creating fashion-led copy that felt polished, engaging and true to the brand, while supporting customer engagement and sales across digital channels.
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I wrote the campaign and BAU email copy that brought each collection to life in a way that felt polished, fashion-led and easy to engage with.
I tackled everything from product launch emails to promotional moments, focusing on creating messaging that felt aspirational while still driving clicks, sign-ups and sales.
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Contributed to a 62% sales uplift during the Dune Icons: Loupe campaign launch.
Generated £70k and £69k in revenue across two key email campaigns within seven days of deployment.
Almost tripled subscriber sign-ups through optimised CRM messaging.
Delivered integrated campaign storytelling across email marketing and CRM.
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Worked on CRM and email copy for Jigsaw’s SS24 Feel Everything campaign, translating the collection’s mood, textures and effortless femininity into elevated customer storytelling.
The campaign centred around emotion and escapism, with messaging designed to feel immersive, refined and closely connected to the brand’s understated aesthetic.
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I created campaign and BAU email copy that invited customers into the world of the collection, from fluid occasionwear and soft tailoring to artisan-inspired prints and summer textures.
The focus was on balancing editorial-style storytelling with commercially driven messaging, crafting emails that felt thoughtful, contemporary and naturally engaging rather than overtly sales-led.
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Delivered cohesive CRM storytelling across the SS24 Feel Everything campaign.
Supported customer engagement through elevated, fashion-led email communications.
Maintained a consistent contemporary tone of voice across campaign and BAU messaging.
Helped create a premium digital customer experience aligned with the campaign’s creative direction.
