The UK's second biggest clothing retailer by volume, I've worked closely with George at ASDA in my role as Copy Editor at the ecommerce agency Biglight. Over a two year period I oversaw all the brand's online copy and developed its tone of voice for the web - whether that was on homepages, blog posts, newsletters or product pages.  

Responding to topical stories with up-to-the-minute content designed to capture trending searches, I helped create a quick-fire blog service designed to capitalise on social media traffic, with a more chatty, editorial tone than the brand had used before. We saw conversion rates go up as a result when customers were funnelled through this content.