Daniel Browne

Main Responsibilities

• Ensure continual improvements to written content quality and operational processes through innovative projects and developments. Establishing quality assurance for all content points on the marketplace and our FPS client sites.

• Onboarding new FPS clients that will be powered by Farfetch. Establishing the level of service required and planning the rollout of the client's new web experience. This can include creating a new platform and web category experience, defining a tailored tone of voice, and structuring their PLP and PDP.

• Managing platform category and web category experience for existing FPS clients including Cartier, Chloe, Harrods, Mr.Porter, NAP, and Off-White to name a few. Managing category and content-related requests from our client base.

• Light touch management of the content specialist team, supporting project planning and delivery and BAU operations.

• Regular analysis of qualitative results, SLAs, KPIs, and performance to identify areas for improvement.

• Conduct large-scale bi-annual gap analysis to identify, category and content inconsistencies, product creation limitations, production workflow inefficiencies, and new client needs. Based on gap analysis results, build out a project plan for the following half of the year.

• Plan and deliver on all projects defined in the Gap analysis and project plan.

Key Achievements:

• Defined and delivered an improved process of creating product descriptions by moving the copywriter headcount into Portugal’s two production facilities from London. A result of this was a saving of $180,000 in H2 2023, improved SLAs, and a 40% drop in returns for items ‘not as described’.

• Permanently reduced production SLAs. Reduction in time to 'go live' for all products across all production facilities through streamlining product journey. Amalgamating Data Entry and Product Descriptions.

• Led the delivery of three successful tone-of-voice rebrands, including the launch of a new Beauty department.

• Planned and delivered full web category experience rebrand for Harrods, Stadium Goods, Cartier, and Violet Grey.

• Reduced time of translation with the development and roll-out of automated translation tool.

• Served as a key stakeholder in the 'Positively Farfetch' project. Defining our conscious criteria in collaboration with an external group, Good On You.

• Promoted compliance by restructuring existing guidelines inherited into a workable microsite from unworkable slides

• Reduced Return Rate by revamping Size & Fit fitting advice and developing PDP to house a dedicated Size & Fit tab.

• Removed the need for product research for our copywriters with the development of a product matching tool. This halved the time spent on each product description, ultimately increasing the amount of product descriptions completed daily.

Main Responsibilities

• Developed and managed a dynamic team of 25 English copywriters responsible for all editorial and SEO-driven content on landing pages to product pages.

• Identified training and development needs through job analysis, appraisal schemes, and regular 1-2-1s

• Identified, recruited, and managed freelance staff per production needs.

• Defined and set tone of voice documents and monitored the quality of copy created in a sub-editor capacity whilst creating original content across multiple verticals.

• Planned content with localisation teams to create streamlined workflow processes for all translated copy.

• Worked collaboratively with the various creative operations teams, including Production, Tech and Commercial to define workflow for new projects.

• Completed key financial tasks, such as the entire invoicing process and freelancer budget planning.

Key Achievements

• Oversaw the growth of the English content team from eight Copyrights to 25 across multiple international territories, whilst consistently meeting SLA targets

• Produced and defined the new company tone of voice with successful implementation, resulting in increased conversion rates.

• Define tailored tone of voice and content creation best practices for FPS clients such as

Main Responsibilities

• Created innovative and original content for new and pre-existing partners to appear on the Farfetch PLP and PDPs. Working to strict daily targets

• Brand and category specialist copywriting.

• Worked closely with the Commercial and Merchandising teams to ensure the creation of the most relevant and effective customer emails were produced.

• Served as the first point of contact for the company's multiple partners. Followed up to ensure the resolution of copy requests across multiple verticals.