Senior Copywriter & Content Strategist for High-Growth Brands
I design conversion-led narratives where clarity isn't optional. From high-stakes CRM flows to SEO assets that actually rank, I help brands bridge the gap between complex products and user action.
I work with online platforms and digital brands to create content that drives action. From signups and deposits to long-term user engagement, my focus is on translating complex information into authoritative, credible, and easy-to-understand content.
My work spans CRM flows, bonus mechanics, UX copy, and SEO content, with a strong focus on clarity, structure, and performance.
While I’ve worked extensively in iGaming and FinTech, my approach also adapts easily to other digital products where conversion matters.
― SELECTED CLIENTS
― WHAT I DO
A Short Story About Me
I specialise in writing for brands operating in competitive and highly regulated environments. From iGaming platforms to financial services and digital products, I work on content where clarity isn’t optional.
My approach is less about writing in isolation and more about structure: how content fits into a system, supports user decisions, and makes complex things easier to navigate.
10+
6+
Years working across iGaming & FinTech
Happy clients
― about
200+
Pieces of Structured Content
― EXPERIENCE
A selection of work across CRM, SEO, promotional content, and conversion-focused messaging.
CRM & Retention Strategy
Designing end-to-end CRM ecosystems across email, push, and in-app channels, with a data-driven focus on user activation and long-term Retention (LTV).
Architecting multi-step bonus journeys and complex lifecycle logic that align player behavior with business KPIs.
Proven expertise in managing high-volume retention flows for SoftSwiss-based platforms and top-tier international iGaming operators.
Compliance-Led Promotional Content
Developing conversion-optimized promotional assets that bridge the gap between marketing impact and regulatory compliance.
Simplifying complex Bonus T&Cs into transparent, user-friendly content that reduces friction and builds long-term player trust.
Delivering structured, legally-sound promotional copy for highly regulated online casino markets, ensuring clarity without sacrificing performance.
SEO & Long-Form Content
Created SEO-driven articles, landing pages, and guides designed to attract qualified traffic and support conversion.
Structured content around search intent, readability, and business outcomes, with a focus on clarity and performance.
Includes SEO articles, landing pages, and educational long-form content for FinTech and digital B2B platforms.
Strategic Assets & Lead Generation
Developed high-authority deliverables like Whitepapers, E-guides, and Lead Magnets designed to educate complex B2B audiences and drive inbound leads.
Crafted data-backed Case Studies that transform project successes into persuasive sales tools, helping brands articulate their ROI and shorten the sales cycle.
Provided comprehensive Strategic Deliverables, including content frameworks, audits, and technical documentation for highly regulated sectors like FinTech, Commercial Lending and Consulting.
“Clarity is not a style choice. It’s a business advantage.”
― CASE STUDIES
SoftSwiss Ecosystem (iGaming)
CRM & Retention Content
Architected comprehensive CRM and Retention strategies within the SoftSwiss ecosystem, focusing on maximizing player lifetime value (LTV) and reducing churn.
Designed data-driven onboarding sequences and bonus activation journeys that seamlessly guide users from their first deposit to long-term engagement.
Bonus journeys → See activation journey
Loanspark (SEO / Fintech)
Whitepapers, E-guide, Lead Magnet, Scripts
Produced high-authority SEO assets and lead magnets for the commercial lending space, transforming complex financial metrics into accessible, high-converting B2B content.
Structured an educational content ecosystem designed to support high-ticket lead generation, establishing the brand as a primary authority in the Fintech lending market.
Ascot (B2B Corporate Consulting)
Website, Blog & SEO Long-Form
Defined a cohesive digital brand narrative for institutional consulting, focusing on message clarity and professional positioning to attract corporate decision-makers.
Streamlined website architecture and core messaging to enhance user navigation and build immediate trust within a competitive consulting landscape.
Bonus Terms & Conditions
Structured Legal & Promotional Content
Strategically balanced marketing impact with regulatory compliance, translating intricate promotional mechanics into transparent, user-friendly Terms & Conditions.
Reduced player friction and support overhead by simplifying technical legal jargon, ensuring clarity and trust in highly regulated iGaming markets.
Let's Work Together
