Freelance + Inhouse
Copywriting
I approach copywriting with the same mindset I bring to UX and digital design: clarity, simplicity, and connection. From social content and CTA-driven emails to full-scale campaigns and website storytelling, my goal is always to balance personality with purpose.
Each piece is crafted to engage the right audience, reflect the brand voice, and drive action - whether that’s a click, a visit, or a lasting impression.
Year
2018 - 2025
Client
Many
Headlines & Taglines
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Looks like art, holds your Friday night.
Branding tagline for e-commerce wine accessories brand
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From the heart, not the shelf.
Branding tagline for e-commerce gifting site
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Lick The Plate.
Merchandise Tagline for The Pancake Parlour event
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![Double shift into a double stack?]()
Double shift into a double stack? Thought so.
6-second YT bumper tagline for 24/7 dining campaign
Email & CRM Copy
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You're this 🤏🏽 close to your next reward!
Only one visit away to unlocking something yum!
As Lovely Rewards VIP, you’re treated to a surprise every 5th visit (first name).
🎵 So close you can almost taste it! Release your inhibitions, drink the maple syrup! 🎵 -
Pancakes - delivered your way!
More Perks, Less Fees
Hey (first name),
Craving pancakes but don’t feel like heading out? Consider it handled!
You can now order directly from us for delivery - no extra fees, just fluffy stacks at the same prices you’d get in-restaurant.
In even sweeter news - now, when you order online, you can finally earn and redeem your Pancake Points and use exclusive vouchers for delivery. Huzzah!
Stay comfy, we’ll bring the pancakes right to you. -
Your Pancake Points are about to expire!
Don’t let your rewards gather dust, treat yourself before they expire
Hey big saver!
Right now, you’ve got X Pancake Points. That’s basically free pancakes. Turn your hard-earned points into something delicious. Browse below! (insert image of rewards table)
Catch you at the Parlour soon.
Social Content
Longform & Web Copy
Our commitment to Community
For over 45 years, we have been providing sweet moments to Melburnians. With quality fresh food and experiences for our staff, customers and communities.
The Pancake Parlour supports those in need by creating sweet moments for local communities, charities, and sporting clubs.
Our commitment to social responsibility is nothing new. Over the years, we've supported causes that align with our values. The Flip Side is a natural extension of this work.
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A Gift That Keeps on Gifting. Cue, Treat mail.….
Imagine thoughtful little parcels showing up, just when you need them. Sometimes with snacks. Sometimes with sparkly things. Always with meaning.
You didn’t think we’d forget about you, did you? Ultimate gifter, kind to your core, worthy of spoils just as much as anyone? Well, this is for you.
Join our subscription and receive curated kits for life’s big, small, and in-between moments - delivered like magic to your doorstep. Choose your vibe, set your timing, or leave it all to us.
Surprise kits
Seasonal self-care
All packed with intention. All just for you.
Because your joy doesn’t need a reason - but it does deserve a schedule.
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Stacks at your Finger Tips
When the world flipped in 2020, so did we - in the best way. Drive-in pancakes, takeaway windows, online ordering - we got creative, quick. But we didn’t just adapt, we evolved.
From renovating our Werribee restaurant to opening brand new Parlours in Southland and Watergardens, we kept stacking up the good stuff. Our TikTok found its groove (and went viral), social media became a space for community, and our website got a well-deserved glow-up.