I help DTC and ecommerce brands build smarter, more scalable content systems.
That means not just writing copy, but improving how content is created, managed, and delivered across channels; from campaigns and CRM to onsite, paid, and SEO.
My work sits at the intersection of brand, content, and operations, helping teams move faster without losing clarity, consistency, or quality.
Most content problems aren’t actually copy problems. They’re system problems.
As brands grow, content becomes more complex:
- more channels
- more stakeholders
- more markets
- more pressure to deliver quickly
Without structure, this leads to:
- inconsistent tone
- unclear briefing
- slow feedback loops
- rework and inefficiencies
And now, with AI accelerating output, these issues don’t disappear, they scale. That’s why I focus on building systems that support better content, not just producing more of it.
MY EXPERIENCE
I’ve worked across DTC content, copywriting, and brand communications, supporting ecommerce teams across multiple channels and markets.
Most recently, at SharkNinja, I was responsible for helping bring structure to how copy was created and delivered across the global DTC business.
This included:
- designing copy briefing frameworks and workflows
- building a DTC copy operating model
- developing tone of voice systems across multiple brands
- creating channel-specific copy guidelines
- supporting campaign copy development and copy banks
- aligning copy with localisation, SEO, and approval processes
Working in a fast-paced, high-growth environment highlighted just how critical it is to balance speed, structure, and brand integrity.
MY APPROACH
That experience shaped how I work today. I’m less interested in just producing more content.
I’m focused on helping teams create content more effectively, by improving the systems, processes, and thinking behind it.
Because when the system works:
- content is faster to produce
- quality is more consistent
- teams collaborate more effectively
- and brands scale more confidently
My approach combines three areas:
Brand
Ensuring tone of voice is clear, consistent, and usable across channels
Content
Understanding how copy works across CRM, campaigns, onsite, paid, and SEO
Operations
Designing the workflows, processes, and structures that make content scalable
I also take a practical view of AI, not as a replacement for content teams, but as a tool that needs structure, guidance, and oversight to be effective.
GET IN TOUCH
I work with DTC and ecommerce teams who want to improve how their content works, not just what it says.
If that’s something you’re thinking about, I’d be happy to connect.
What clients are saying
Excellent Content Creator
Whether it’s a comprehensive social media strategy or a well-executed email marketing campaign, Elsie always delivers top-quality work, on time, and with a keen eye for detail.
Vera
Excellent Creative Lead
I had the pleasure of working with Elsie, and I can’t recommend her enough! Her ability to craft compelling copy, develop a strong tone of voice, and create engaging content across multiple platforms truly sets her apart