Laura Zoe Matthews
COPYWRITER/MARKETER
Resume
PROFESSIONAL ​INFO​​RMATION
I have a passion for producing content written to increase brand awareness and engagement levels. I love creating and brainstorming ideas and I keep a book of ideas full of interesting advertisements, logos and slogans for inspiration. I thrive unser pressure and enjoy working in a business orientated yet creative environment. I feel that I work well in a large group, where ideas can merge and develop however I also enjoy the quietness and focus that comes when working independently. I enjoy writing persuasive content and I am great at identifying errors and proof reading. I have a passion for generating new ideas. Furthermore, I enjoy blogging and staying on top of social trends.
“But words are more powerful than anything."
- Jennifer Donnelly
WORK EXPERIENCE​​
August 2015- Present​
Web Editor
My current role requires me to ensure the company website is updated with relevant, engaging and accurate content. I enjoy copywriting and understand the importance of creating engaging and persuasive content. The audience that we target as a brand are vulnerable and all content must be sensitive and formal, yet with a friendly undertone.
I advise, train and support the nine regional marketing teams across the country on how to edit their web pages and guide them on their tone of voice. I review all content for the website, only approving copy that adheres to the brand guidelines. I create various pages on the website including campaign and regional landing pages in order to promote our key campaigns of the year. Along with the print and digital marketing team, I plan and coordinate various campaigns and ensure that regional Marketing Executives understand the key messages in order to create their promotional materials. I ensure that events are promoted accurately throughout our digital material and liase with the print team on a daily basis so that all Marketing material flows with the same messages. Additional responsibilities include creating website redirects, liaising with various agencies including Zoopla, actioning website audits, logging website issues with our digital agency, updating the IT team, improving SEO and general website maintenance.
I also produce a weekly digital marketing report with my team, which reports on our campaign statistics. Reporting is an important tool for our Marketing team and provides guidedance on future campaogns and directions. All marketing material is marked with a unique telephone number and source code which allows us to measure it's results.
August 2014- August 2015​
Digital Marketing Coordinator
My role required me to create online content and digital campaigns for the nation's leading house builder, McCarthy & Stone. I managed the regional Zoopla and Rightmove accounts and ensured all content remained updated and engaging. I ensured that all images, floor plans and online brochures were SEO tagged effectively and I also tracked and updated the South West PPC account for McCarthy & Stone. My responsibilities also included sending weekly marketing emails to the company data base, undistributed prospects and also purchased data bases. I am an experienced user of CMS Epi Mail and I am also able to use Pure 360 to create and measure the open and click through rates of email campaigns. I also used Google Analytics to measure the success of the website and study which devises our customers use.
I briefed in adverts both print and digital including leaderboard and MPU banner adverts to external agencies and the company graphics team. I ensured that all digital adverts are trackable by creating UTM codes. I regularly booked online adverts and liaise with various websites to book space. I was the sole content creator for the South West website and I update all copy, images, online videos, floor plans, brochures, maps and contact details. I also promoted Sales Launches and provide information regarding the event. For many of the events, I arranged Facebook promoted adverts for prospects within a twenty mile radius of the development or event location. Other promoted content on social media includes Official Openings and flythrough videos, which give the user a digital tour of the development. I wrote the scripts for the flythroughs and liaised with the production company that created them to give them direction. I ensured that all content remained within the brand guidelines and I also proof read print adverts, CRM mailings and other general marketing material created within or for my region. As well as the above, I collected and created social media and blog content which I pass on to our Head of Social Media to publish.
April 2014-August 2014​
Email Marketing Assistant
I worked for a software company that provides a real time bidding service, which aims to generate a greater profit than Google Ad Server. My role required me to research websites, collect contact details and email potential customers in order to generate leads for the sales team.
September 2013- January 2014
Contributor
I worked voluntarily as a Contributor for a student magazine called, 'On The Scene.' My duties included proof reading and editing content for my section and also creating the quirky and intriguing names for the various article sections. I also created content for the Lifestyle section, writing content regarding travel, bars and gym reviews. My role required me to conduct primary research through interviews and group discussions which in turn allowed me to gain information and insight for future articles in the magazine.
2013​
Work Experience Copywriter
I have previously worked voluntarily as a work experience Copywriter for Juno Web Design. During my time in Nottingham, I produced online content for various websites including, Beers of Europe, Kigu and also Juno Web Design. I also contributed to various marketing campaigns which aimed to promote brands of beer during sporting events such as the Grande Prix and The Winter Olympics.
2013​
Work Experience Copywriter/Blogger
I gained the opportunity to work as a work experience Copywriter at Stratton and Craig in London. During my time, I was asked to produce online content for a range of garages across England and Northern Ireland. The content aimed to inform readers of the services available and the locations of the garages. I also produced an online news article which allowed me to report on the automobile brand Dacia. Furthermore, I contributed to a weekly blog called, 'Ad of The Week.'
EDUCATION
2011-2014
Southampton Solent University
I have completed a degree in Advertising and am proud to have studied at an award winning University, recognised for creativity. I have gained industry experience through modules including Freelancing, which has given me the opportunity to work on current projects including an upcoming student magazine. I have also studied Copywriting, which has inspired me to follow my career path.
2008-2011
Itchen College
After a dismal year of studying Biology, Psychology and Physical Education, I was inspired to study Communicational Studies and Media Studies by my tutor. A week into my new courses and I knew that writing and advertising was my forte. My passion for language grew as I studied English Literature, discovering writers such as Jennifer Donnelly. During my time at Itchen College, I gained a grade B in both Communicational Studies and Media studies and a C in English Literature.
2003-2008
Woodlands Community School
Whilst at secondary school, I gained nine G.C.S.E's ranging from grades A to C. I was also a member of the Gifted and Talented register which abled me to partake in extra curricular activites including, 'The mentoring scheme.' I was also selected to take part in a project set by IBM, which aimed to increase female participation in careers in technology. The project was a year long and provided me with oppertunities to develop my presentation and entrepreneurial skills.