+64 9 373 3791
samantha copywriter profile
8-12 years Experience

Represented: 25/05/20


I’ve worked in advertising and social media for the best part of a decade. In that time, I’ve had the pleasure of working on an huge range of clients – I’m talking pharmaceuticals, FMCG, events, not-for-profits – you name it, there’s a good chance I’ve worked on it.


In my earlier years, I worked with a lot of traditional media, namely radio, print and a little TV. More recently, my focus has been on digital. I've worked on a lot of social campaigns, day-to-day content, content toolkits, social media playbooks, website copy, blogs – you get the picture.


I get a particular kick out of tone-of-voice work. Call it my gemini split personality (if you're into that astro-mumbo-jumbo), but I love taking on different characters through my writing and finding the nuances in a brand's personality.


Clients I've worked with include Tourism New Zealand, Airbnb, Mars, DB Breweries, LEGO® Education, The Warehouse, Carlsberg, MTV, Durex, The Lion Foundation and AFT Pharmaceuticals.


I've recently returned to Auckland after living and working in London for the past few years. Auckland is home for the foreseeable future but I'm more than happy to work remotely.


Advertising Brand Development Content Marketing Content Strategy Copywriting Digital Marketing Social Media Strategy Tone of Voice


Microsoft Office Microsoft Powerpoint Microsoft Teams Microsoft Word Slack Squarespace Zoom

Recent Employment

Freelance Senior Copywriter / Jan 2020 - Present / Self Employed

Auckland, New Zealand


After living in London for three and a half years, the motherland called, and I answered. Since returning to Auckland, I’ve been doing bits of pieces for both local and international clients, including content writing, copywriting for global comms toolkits, campaign ideation, creating tone-of-voice guidelines and creating social media playbooks. 

Creative Director / Jun 2017 - Nov 2019 / MINDJUMPERS

London, United Kingdom


Mindjumpers is a social agency with offices in London and Copenhagen. While predominantly based in the UK office, I worked across both agencies on a range of clients, notably Arla, Carlsberg and Mars. 


Though I was creative lead, my role was super diverse. Some days I’d be writing copy for social content or writing scripts for short films, others I’d be working on a brand's social strategy or concepting for full integrated campaigns. This allowed me to collaborate with a range of people on a day-to-day basis, including client partners, producers, editors, designers, photographers, actors, directors, the CEO... the list goes on.  

Creative Copywriter / Dec 2016 - Jun 2017 / TBWA London

London, United Kingdom


I had the pleasure of working in the TBWA\London office, predominantly on Airbnb. As a part of the team dedicated to Airbnb’s EMEA social content, I identified moments that were relevant to Airbnb’s strict brand and social guidelines, sourced imagery and wrote copy to accompany it. I also delivered campaign concepts for some of those key moments.  


While it was vital to work to Airbnb’s guidelines, we were creating content for a range of diverse markets and it was imperative that anything we put out felt locally relevant. This involved getting a handle of an array of different European cultures, working closely with planners to ensure we were truly putting a local spin on our content.  


In my time at TBWA\London, I was an integral member of the team that built the Family Trips online quiz campaign. We built an app in three different languages, promoted it to key audiences and then retargeted them with relevant content to encourage usage of Airbnb. The campaign was a huge success.

Industries I know well


Mediums I know well

Social Media
Internal brand documents


Auckland University of Technology

Bachelor of Communication Studies, Advertising Creativity

2008 - 2010



Creative. Digital. Marketing. Recruitment.