• stakeholder management • guideline creation • pitching • Tone of Voice training • naming • AI implementation
• user research • web flows • concepts • wireframes • brand activations • A/B testing • email optimisation
• in-app messaging • scripts • long form writing • print assets • social media • chatbots • CTAs • headlines
Hi there! 👋
I'm Natalie, a UK-native senior copywriter with 8+ years’ experience.
I help tech businesses tell the world about their products by turning high-level messaging into human-driven storytelling. I specialise in these areas:
1. Tone of Voice training
Zendesk is a 6,000 employee company with only four brand copywriters. However, many colleagues must write every day as part of their work. Over a period of six months, there was an number of posts in the internal copywriting Slack channel asking for support and resources.
The brief: Educate Zendesk departments outside Creative on on-brand copywriting.
My impact:
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Identified key groups across departments who could benefit from (or requesting) copywritng support. Created and sent surveys ahead of the training to help tailor the support.
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Developed and presented interactive 1.5-hour brand training for Zendesk Tone of Voice, tailored to their specific work challenges (A/B testing, CTAs, subject lines).
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Developed training into a company-wide presentation advertised across all employee calendars.
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The result:
An increase in teams accessing brand guidelines, also requests for more individual Tone of Voice workshops for other teams.
2. Messaging strategy
Relate is Zendesk's annual flagship customer event. Since 2020, it's attendance and influence has grown year on year. That's why a powerful messaging strategy was needed to pull together teams.
The brief: Translate high-level product marketing messaging into global guidelines for promotion of Zendesk Relate.
My impact:
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Collaborated with product marketing stakeholders to write company-wide guidelines for on-brand event promotion.
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Sent out a naming questionnaire (audience, key ideas, criteria for success), and created a messaging brief. Worked with the relevant partners to sign off on the brief and identify final stakeholders and a timeline.
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Presented and iterated on feedback over three rounds of presentations.
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Created slide decks with high level messaging and Google docs with copy templates so all employees could communicate the event messaging internally and externally.
The result:
Final messaging guidelines that could be matched the criteria for success, as outlines in the creative brief. Messaging was used company-wide, showing up across email, social and web. Wherever copy showed up, it matched what we were saying elsewhere.
3. Tone of Voice creation
Four years since it's founding, IDAGIO had never had a copywriter or Tone of Voice guidelines. That meant each department made their own rules and messaging across different mediums didn't feel aligned.
The brief: Create documentation for first ever brand tone of voice guidelines, and roll out company-wide.
My impact:
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Interviewed key stakeholders and audited current state of copy across departments.
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Researched and analysed competitors and customer personas.
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Worked with CEO, VP of Design and VP of Product to develop and iterate on guidelines.
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Rolled out completed guidelines company-wide and held education sessions.
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Updated guidelines and templates consistently. Added guidelines new product launches.
The result:
Tone of Voice guidelines that were easily accessible and useful to any employee. Plus, guidelines were flexible enough to keep evolving as new features were added.
4. AI email integration
I was part of the Zendesk x Creative AI task force, which explores how using AI can save Zendesk time and money by automating repetitive tasks. One area that was costing Creative time was reiterating copy across stakeholder review cycles.
The brief: Optimise Zendesk email creation workflow with the help of artificial intelligence.
My impact:
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Evaluated AI technologies available and experimented with how they could save time for Creative and Marketing teams.
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Developed a proposal and templates for chatGPT prompts to insert into the writing and review process.
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Held a meeting with key stakeholders to socialise and get feedback on proposal and templates.
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Checked in with writing leads throughout the launch process to see where the process could be further improved.
The result:
50% copywriting time saving, while maintaining on-brand messaging campaign.
1. Brand activation
The AI Summit is Zendesk's product innovation moment. 300 CX executives were invited to preview Zendesk products and hear from industry thought leaders like Kara Swisher.
The brief: To create a brand activation at the AI Summit, highlighting how UrbanStems is using Zendesk AI.
My impact:
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Collaborated with designers and creative directors to create a “NYC bouquet bodega” with an AI twist. Attendees were invited to step inside the activation, read about how UrbanStems is utilizing Zendesk AI, interact with the AI agent and get their bouquet recommendation.
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Wrote the concept vision for customer approval, hanging banners, conversation flow for the AI agent, table tops explaining the activation, and print collateral around the event showing how UrbanStems uses Zendesk AI.
The result:
Footfall and interaction with the brand activation was roughly 3x compared to the 2023 event. Positive verbal feedback from UrbanStems representative at the event and attendees.
2. Magazine
The brief: Create a magazine that is a helpful asset to 2k event attendees, and serves as a physical brand touchpoint for Relate, Zendesk's three-day customer conference in Las Vegas.
My impact:
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Devised the content plan and aligned it with company and event strategy
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Wrote and edited all brand articles
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Interviewed a cross-section of Zendesk departments—product, marketing and customer engagement—and created a content outline which I pitched to creative and marketing stakeholders.
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Theresult was a beautiful 20-page magazine which covered agenda highlights, speaker interviews, games section, travel tips, and Zendesk promotions like the Conversations with Zendesk podcast and new product features.
3. Workbook
The brief: Increase audience engagement before, during and after the CX Trends report release and corresponding digital event.
My impact:
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The CX Trends Report is a critical resource for Zendesk, but it’s also complex and dense. Zendesk needed something to bridge the gap—so I worked with a designer to create something beautiful, useful and interactive.
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This project was the first of its kind. As the concept and copy lead, I thrived on the creative freedom to find new ways to present valuable content. It also meant highlighting my skills as a writer, particularly in translating complex information into something engaging and useful for a global audience.
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Through infographics and interactive elements, the workbook makes report insights clear and accessible. It’s also gives readers key resources for taking learnings back to their businesses and presenting new ideas to their teams.
1. Web
The brief: Create a webpage using UX priniciples to promote attendance of Relate, Zendesk's annual customer conference.
My impact:
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Collaborated with Designer and Marketing stakeholders to create and iterate on webflow and copy.
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Advocated for brand guidelines and high-level event messaging into the page.
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Updated the web page as new information was released.
2. Chatbot script
The brief: Increase attendee engagement at the Zendesk Showcase event in London.
My impact:
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Developed a unique chatbot script that blended creativity with brand messaging, ensuring it captured the attention of attendees and encouraged interaction.
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Presenting the concept to marketing partners for approval, collaborating closely with the Solutions team to build and quality-check the experience, ensuring seamless functionality.
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Crafted engaging copy for screens and wall displays throughout the venue to promote the chatbot cocktail maker, driving excitement and participation.
3. Event print graphics
The brief: Execute event messaging strategy for the AI Summit, where 300 CX executives were invited to preview Zendesk products and hear from industry thought leaders like Kara Swisher.
My impact:
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Collaborated with product and marketing teams to bring high-level company messaging "solidify Zendesk as the undisputed leader in AI-driven CX" into the event experience.
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Developed a messaging strategy that used an optimistic and energetic tone that focused on the human first, then introducing how Zendesk AI can help that human.
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Created messaging templates for email and web to be used across the company for event promo.
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Executed all in-person graphic touch points, which were paired thoughtfully with human photography where it made sense to support the messaging strategy.
4. Instagram reel
The brief: Create the opening video to the Montblanc "What moves you, makes you" campaign.
My impact:
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Translated client brief into diverse creative routes, ensuring each captured the essence of the campaign.
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Presented routes to the client, incorporated their feedback, and refined the narrative to align with the brand's vision.
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Worked closely with the video team to match the approved script to visuals from the shoot, ensuring that the opening video resonated with the target audience and set a powerful tone for the entire campaign.
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5. Email
The brief: Write content for the Zendesk quarterly newsletter.
My impact:
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Worked with key stakeholders to turn their raw content submissions into email copy
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Worked with a Brand Designer to create email content flow and tested to optimise user experience
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Tested CTA copy for the best clicks
6. Blog post
The brief: To create awareness of a key USP for IDAGIO, the streaming platform for classical music.
My impact:
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Positioned the brand as a trusted expert in classical music streaming through content plan.
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Published new blog posts every month on a range of researched topics.
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Wrote, edited and published posts, as well as approaching team members to write their own blog posts with my support.
7. Infoloop video
The brief: Communicate key information to event attendees in between sessions.
My impact:
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Collaborated with art directors and designers to craft a visually appealing design route and a clear, consistent messaging angle.
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Worked with marketing partners to transform essential event details into concise, eye-catching copy that captured attendees’ attention.
8. Fortune cookies
The brief: Write fortune cookie fortunes for attendees of a customer experience event.
My impact:
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Developed fortune cookie content that nodded to the event location (NYC), and built human moments of connection throughout the day.
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Aligned copy with the overall event messaging, offering attendees confident and optimistic fortunes of their customer experience future.
9. Native advertising
The brief: Increase brand awareness of IDAGIO, the music streaming app for classical music, through articles in the BBC Music Magazine.
My impact:
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Created an article focused on the role of metadata in creating music streaming platforms, with insights from the IDAGIO Product and Music Catalogue departments.
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The second article explored the trend “Taking classical music outside of the concert hall”. The final article looked at how music streaming platforms such as IDAGIO ensure that artists are paid fairly.
10. Podcast ad script
The brief: Increase brand awareness for Bruno Mattresses in the UK through podcast advertising.
My impact:
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Collabored with the writers of the Wooden Overcoats podcast to develop four one-minute pre-roll ads.
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Blended the show’s tone and audience expectations to create ads that highlight brand USPs and promoted an exclusive offer for podcast listeners.
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Ensured advertisements were both informative and entertaining, helping the brand connect authentically with a new audience and driving interest in their products.