Summary
Overview
Work History
Education
Skills
Websites
Activities
Timeline
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Elle Padgham

Elle Padgham

Lead Copywriter
Royal Tunbridge Wells

Summary

A versatile, creative, and animated individual with a genuine passion for communications, content creation, and storytelling.


Over 10 years' experience producing engaging content and publications over a variety of channels, precise and thorough copywriting and proofreading, dedicated and effective people management, and excellent relationship management with colleagues, stakeholders and external professionals.


A confident and optimistic ‘can do’ attitude, exceptional communication skills - and a complete professional from beginning to end.

Overview

11
11
years of professional experience
6
6
years of post-secondary education

Work History

Lead Copywriter

Pooch & Mutt
04.2023 - Current
  • The Lead Copywriter for luxury pet food brand, Pooch & Mutt
  • Working across all digital platforms and packaging, to retain and acquire customers through fun, persuasive and educational copy
  • Create compelling campaign copy for the brand through headlines, social assets and email content – driving engagement and awareness through thought-provoking content
  • Lead the production of the blog content calendar; strategically planning through SEO-led data, NPDs, campaigns and trending topics
  • This process spans across planning, writing and publishing
  • Write all PDP, considering promotion of the product through engaging marketing copy, educational and nutritional information, and the overall User Experience
  • Work closely with Web, Customer Service and Affiliate Teams to support with both reactive and planned BAU copy
  • Write and implement daily social captions, working seamlessly with Design and Social Media Teams
  • Create copy for our NPDs, including naming products, marketing copy and nutritional information
  • Work in sync with our CRM Team, creating personalised email content for audience segments – using A/B testing and other personalisation methods
  • Created the Pooch & Mutt ToV guidelines to educate the wider business and new starters
  • A key player in Brand ideation workshops, contributing to the planning, roll-out and success of campaigns.

Digital Content Specialist

Pets at Home
05.2021 - 04.2023
  • The Digital Content Specialist for pet-industry leader, Pets at Home
  • Took ownership of digital content across an array of platforms, to provide unsurpassed advice to pet owners
  • Led and took full ownership of the Pet Talk section on www.petsathome.co.uk – a hub of essential advice for pet owners
  • A lead stakeholder in Quarterly Content Planning sessions – provided topical contributions based on business priorities and KPIs, seasonal subjects and consumer trends
  • I was highly regarded for data driven proposals and creative ideas and executions
  • The creative lead for our award-winning Puppy Podcast and Kitten Podcast
  • Worked with external production agency to drive topics, source guests, finalise edits and produce a full distribution plan
  • Took a holistic approach to content considering the website, the Vets4Pets and Groom Room businesses, social media, in-store VIP magazine, CRM and the VIP puppy and kitten club
  • Initiated, strategised and directed our new Pets at Home YouTube ‘how-to’ series
  • Worked closely with videographer and editor on the video style and production, as well as defining the tone and pace, organising logistics, and securing topics and guests
  • Created Pets at Home’s first ever Spotify playlists for Bonfire Night
  • The calming playlists were represented by different ‘doggy personas’, which resonated with pet owners and their dog’s personality type.

International Digital Content and Social Media Manager

Spectrum Brands (Remington, Russell Hobbs and George Foreman)
07.2018 - 05.2021
  • The Digital Content Manager for three worldwide household appliance brands – Remington, Russell Hobbs and George Foreman
  • Headed up website and social content for all EMEA countries
  • Collaborated with Brand Managers, to create a compelling and refined content strategy
  • Created and executed social and web assets per season, in line with the wider business deployment
  • Strategic consideration for all markets - crafting plans that translate across different countries, cultures and platforms
  • Planned and attended photoshoots - creating mood boards, story boards, shot lists and briefing guides
  • Organised distribution of copy, considering timings and review processes
  • Managed a team of three, each with varied and diverse roles
  • Supported the team, enabling them to develop their skills through ‘creative days’
  • Kept up to date with the latest trends, tips, new technologies and techniques to ensure we’re leading the way – not following
  • Collaborated with the Digital Design team, briefing on assets, videography and other creations for our channels
  • Obtained and analysed stats and audience patterns across the website and social media
  • Managed the production and evolution of the quarterly internal newsletter – The Wire
  • Pulled together business cases to present to the Marketing Director, in line with ongoing business needs and requirements

Senior Content Writer

Laterooms.com
05.2017 - 07.2018
  • The lead writer in LateRooms’ first ever Content team – planning and creating travel related content, while managing a team of writers
  • Trialed, tested, and unveiled a fresh layout for LateRooms’ hotel descriptions on the website
  • Defined and launched the Tone of Voice and guidelines for new brand, Wizian
  • Managed a team of two writers to ensure content was optimised, on-brand, and adhering to deadlines
  • Created a 12-month content rollout plan for Wizian
  • Worked with Marketing colleagues to create web content based around their social media requirements
  • Checks and proofing of team content
  • Supported Head of Content in finding and securing an external content provider
  • Used Google Analytics and Google AdWords, to inform content decisions

Digital Content Co-ordinator

Co-op Funeralcare
01.2016 - 05.2017
  • The sole content manager and creator for the multi-million pound Funeralcare website and social media channels,
  • Kept the website up to date with the latest offers, products, services, information and campaigns
  • Created valuable content by linking with the Group SEO and VWO teams
  • Used Google Analytics and Sprinklr to identify user trends
  • The point of contact for operational colleagues to tell their community stories
  • Led the launch of the new Facebook page
  • Managed content of all social media accounts
  • Planned the annual and monthly social media calendar
  • Regularly attended Executive and Operational meetings to present on the power of social media

Internal Comms Co-ordinator

Co-op Funeralcare
02.2013 - 12.2015
  • One of two Internal Communications Co-ordinators across the Funeralcare business
  • Created internal publications on a daily basis including a Weekly Bulletin, Manager’s Brief, briefing guides, intranet content, presentations, scripts, and surveys
  • Analysed feedback from colleague surveys to implement necessary changes
  • Worked closely alongside the PR team
  • Worked with external agencies to create relevant briefing guides and information sheets, to specified timescales
  • Planned and supported Internal Leadership Conferences
  • Leadership of the Internal Communications Plan

Education

3 A-Levels | 4 AS Levels -

Winstanley College
09.2005 - 05.2007

9 GCSEs - undefined

Bury Grammar School for Girls
09.2000 - 05.2005

Skills

    Brand Messaging

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Activities

  • DIY projects and creations, including interior design and furniture upcycling
  • Passionate cook and like to try new ideas and recipes, as well as eating out
  • Keen interest in travel - planning each visit to experience specific cultures. So far, I’ve visited 30 countries
  • Love to read. This spans across non-fiction, educational, home and fashion, and much more

Timeline

Lead Copywriter

Pooch & Mutt
04.2023 - Current

Digital Content Specialist

Pets at Home
05.2021 - 04.2023

International Digital Content and Social Media Manager

Spectrum Brands (Remington, Russell Hobbs and George Foreman)
07.2018 - 05.2021

Senior Content Writer

Laterooms.com
05.2017 - 07.2018

Digital Content Co-ordinator

Co-op Funeralcare
01.2016 - 05.2017

Internal Comms Co-ordinator

Co-op Funeralcare
02.2013 - 12.2015

3 A-Levels | 4 AS Levels -

Winstanley College
09.2005 - 05.2007

9 GCSEs - undefined

Bury Grammar School for Girls
09.2000 - 05.2005

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Elle PadghamLead Copywriter