Hi, I'm Geraldine, and I like telling stories.
It doesn't matter if it's for a brand campaign, long-form feature, snappy news article or blog post. I'm on a mission to tell your story—with lots of heart, and your voice in my words.
Oh, and me? I'm a collection of tales myself. A wife and mother who has lived in three different continents (but now calls Seattle home). An editor who takes great pride in mentoring younger team members. A writer who believes there is always more to learn and experience.
Interested in finding out more?
Resume
May 2019 – Ongoing
Tommy Bahama
Lead Content Strategist & Writer
Tommy Bahama is a fashion and lifestyle brand with over 160 stores, restaurants and bars worldwide. As the head of the copywriting team, I oversee the creation (and evolution) of distinct brand messages across retail, print and digital channels. I am most proud of:
Creating strategic positioning statements, and seasonal guides and stories, to inform the creative team's work from conception through execution
Mentoring writers and digital designers, encouraging new ideas and challenging them to think big and different
Championing brand voice and visual standards to guide company-wide communications
August 2017 – May 2019
Tommy Bahama
Copywriter
My experience spanned writing for brand blogs to punchy promotional campaigns. I am most proud of:
Cultivating our voice for our female guests, a target segment that was untapped and continues to grow YOY
Bringing an editorial spin to our brand messages
Writing really kickass copy that drove engagement, clicks and conversions
June 2016 – Present
Freelance Writer & Editor
In between jobs and relocating to the US, I learnt to be a copywriter and editor in addition to being a writer. I am most proud of:
Fine-tuning my voice and tone to each unique client and medium, from magazine features to digital whitepapers
Learning a lot about (and bringing to life) topics I was never educated in!
June 2015 – July 2016
International Business Times Australia
Editor
I was brought on by New York-based publisher IBT Media to help grow the Australian edition of the International Business Times. I am most proud of:
Leading the charge to elevate content quality for a mostly freelance writing team
Instituting critical systems and work streams, such as the creation of a house style guide and social media rulebook for the editorial team
May 2013 – June 2015
Cirrus Media
Journalist
My first foray into the world of news taught me everything I needed to know about writing: sniffing out the best angle, saying more with less, showing not telling. I am most proud of:
Being awarded Content Person of the Year in 2014
Doubling monthly traffic to our site
The successful merger and re-launch of two long-standing, industry recognised publications: Infolink and Building Products News