Creative Copywriter / Content Specialist / Brand Strategist
Jennifer Carr
Creative Copywriter Content Specialist Brand Strategist
Published author, creative copywriter, script writer, and voiceover artist with 15 years of experience blending editorial, ghostwriting, conversion copy, branded content, social, podcast scriptwriting, campaign copy, and entire 360-brand TOV facelifts for brands including De Beers, Moët & Chandon, GODIVA, Belmond, Radisson, Barbour International, and more.
Selected Work
Case studies across luxury hospitality, beauty, fashion, travel, finance, FMCG, and audio storytelling.
01
Belmond
Matter Of Form
Brand strategy | Copywriting | SEO
As part of a core creative team, I supported a large-scale digital ecosystem & UX overhaul for Belmond, one that allowed individual properties to retain their unique character while functioning under a cohesive, modern, and ultra-premium brand framework.
This involved a deep UX overhaul based on passenger/guest interviews and a tone of voice evolution that took the brand beyond “old-fashioned” luxury to a more experiential, artistic approach that celebrated storytelling first.
The rebrand was a crucial step towards elevating the brand’s profile before its acquisition by LVMH in 2019.
This involved a deep UX overhaul based on passenger/guest interviews and a tone of voice evolution that took the brand beyond “old-fashioned” luxury to a more experiential, artistic approach that celebrated storytelling first.
The rebrand was a crucial step towards elevating the brand’s profile before its acquisition by LVMH in 2019.
02
MIZUNO
Motus Creative
Brand strategy | Campaign copy | Social | Digital scripting
Scripted the European TV campaign for Japanese trainer brand Mizuno.
Be it a 5K or a full marathon, the For Every Run campaign is about the drive to push further and achieve the flow state every runner yearns for.
As Copy Lead, I co-created treatments and storyboards and crafted scripts with my AD, which informed a full suite of campaign-branded content and social video outtakes for trail, road, and city running, shot live on locations around Barcelona.
Be it a 5K or a full marathon, the For Every Run campaign is about the drive to push further and achieve the flow state every runner yearns for.
As Copy Lead, I co-created treatments and storyboards and crafted scripts with my AD, which informed a full suite of campaign-branded content and social video outtakes for trail, road, and city running, shot live on locations around Barcelona.
03
Regent Hotels & Resorts
We Pioneer
Brand strategy | Campaign copy | Social | Brand toolkit
Collaborating with boutique London agency We Pioneer, I crafted a cinematically inspired global brand campaign execution and messaging framework for iconic hoteliers, Regent Hotels & Resorts.
Assets included a 360 digital toolkit, including a new brand manifesto and refreshed TOV, social media strategies for the Asian market, and new digital facelift and web copy for the eponymous Regent Carlton Cannes.
More recently, I crafted a coast-to-coast launch campaign for the hotelier’s USA debut: Regent Santa Monica Beach. The brand was recently recognized as the 3rd most loved hotel brand in the 2025 World’s Best Awards.
Assets included a 360 digital toolkit, including a new brand manifesto and refreshed TOV, social media strategies for the Asian market, and new digital facelift and web copy for the eponymous Regent Carlton Cannes.
More recently, I crafted a coast-to-coast launch campaign for the hotelier’s USA debut: Regent Santa Monica Beach. The brand was recently recognized as the 3rd most loved hotel brand in the 2025 World’s Best Awards.
04
Nivea / Beiersdorf AG
Publicis
Global Pitch Campaign (Copy Lead)
Formed part of the senior pitch team for the global pitch win of the NIVEA Power of One model, which delivers a blend of data, creativity, and technology through a bespoke digital Skin Concierge.
The Nivea Skin Concierge, integrated with the Skin Guide AI web app, is a conversational messaging platform that offers personalised skin diagnostics and product recommendations.
The Nivea Skin Concierge, integrated with the Skin Guide AI web app, is a conversational messaging platform that offers personalised skin diagnostics and product recommendations.
05
GODIVA
McCann London
Festive TVC | Scripting | Social
Everyone loves a festive TV brief, particularly when it involves premium chocolate from GODIVA.
Inspired by the brand’s experiential in-store theatrics, as well as characters from the 12 Days of Christmas, we invited chocolate lovers nationwide to Treat Yourself Wonderful.
With a suite of animated and scripted TV spots, plus a feature advert starring fictitious fantasy figures and their after-dark antics, the campaign extended the GODIVA Treat Yourself global platform.
Together, the campaign achieved a 31% year-over-year increase in sales in 2022 compared to 2021.
Inspired by the brand’s experiential in-store theatrics, as well as characters from the 12 Days of Christmas, we invited chocolate lovers nationwide to Treat Yourself Wonderful.
With a suite of animated and scripted TV spots, plus a feature advert starring fictitious fantasy figures and their after-dark antics, the campaign extended the GODIVA Treat Yourself global platform.
Together, the campaign achieved a 31% year-over-year increase in sales in 2022 compared to 2021.
06
Hargreaves Lansdown
Publicis
Digital Campaign | Strategy | Scripting
Diving into the market research on UK life insurance, we discovered that the deeper motivation for consumers taking out HL life insurance was rooted in greater peace of mind.
Leaning on this insight, I teamed up with a CD to craft an award-winning TTL campaign. I developed a series of campaign straps and a compelling manifesto for TV and OOH assets.
The central idea captured how insurance helps you live life richer and on your own terms.
Digital engagement was a primary KPI metric, with 290 million digital visits recorded in 2022 and 61.5% of active clients using the app.
Leaning on this insight, I teamed up with a CD to craft an award-winning TTL campaign. I developed a series of campaign straps and a compelling manifesto for TV and OOH assets.
The central idea captured how insurance helps you live life richer and on your own terms.
Digital engagement was a primary KPI metric, with 290 million digital visits recorded in 2022 and 61.5% of active clients using the app.
07
Moët & Chandon
Publicis
Branded Content | eCRM
When I met the producers for Passport, the intention was to script and research the kind of cultural travel stories you would never find in traditional guidebooks. I immersed myself in the research and scripting process, tracking down anti-mafia activists in Sicily, underground clowns in Paris, and feminist winemakers in Portugal’s Douro Valley. Voicing the scripts felt like slipping into a second skin and marked the beginning of my passion for audio storytelling.
08
Unilever
Razorfish
Brand | UGC | Data Analytics | Long form content
Unilever tasked us with increasing the online presence and relevance of their hair products while building a sustainable relationship with their audience.
Our solution brought together Unilever’s leading hair brands with the world’s largest search engine and top video creators on a bespoke YouTube haircare platform.
All Things Hair became the world’s largest hair brand channel in just 10 weeks, generating 50 million views in its first year and ranking between Rihanna and Nicki Minaj in YouTube’s engagement charts.
Our solution brought together Unilever’s leading hair brands with the world’s largest search engine and top video creators on a bespoke YouTube haircare platform.
All Things Hair became the world’s largest hair brand channel in just 10 weeks, generating 50 million views in its first year and ranking between Rihanna and Nicki Minaj in YouTube’s engagement charts.
09
Podcasts | CERCA Guides
Frequency Machine, LA
Brand | UGC | Podcast Audio
I had a blast working with Frequency Machine to establish CERCA, a multidimensional audio travel platform that blends educational travel guides with immersive storytelling.
From obscure travel tales and niche city guides to on-the-ground concierges, CERCA helps travellers explore like locals with the right information, insights, and cultural context.
In your ears, on the go, exactly how travel discovery should be.
From obscure travel tales and niche city guides to on-the-ground concierges, CERCA helps travellers explore like locals with the right information, insights, and cultural context.
In your ears, on the go, exactly how travel discovery should be.
10
Passport Podcasts | Scriptwriter
Frequency Machine, LA
Brand | UGC | Podcast Audio
When I met the producers for Passport, the intention was to script and research the kind of cultural travel stories you would never find in traditional guidebooks.
I immersed myself in the research and scripting process, tracking down anti-mafia activists in Sicily, underground clowns in Paris, and feminist winemakers in Portugal’s Douro Valley.
Voicing the scripts felt like slipping into a second skin and marked the beginning of my passion for audio storytelling.
I immersed myself in the research and scripting process, tracking down anti-mafia activists in Sicily, underground clowns in Paris, and feminist winemakers in Portugal’s Douro Valley.
Voicing the scripts felt like slipping into a second skin and marked the beginning of my passion for audio storytelling.
PROFILE
Hello, I’m Jen. I’m a published author, creative copywriter, script writer, and voiceover artist.
I have 15 years of experience blending editorial, ghostwriting, conversion copy, branded content, social, podcast scriptwriting, campaign copy, and entire 360-brand TOV facelifts for brands including De Beers, Moët & Chandon, GODIVA, Belmond, Radisson, Barbour International, and more. From wide-open briefs to tight pitches, I turn compelling briefs into copy that lands.
I’m skilled in: Content writing, Branded content, Editing (Books, editorial, scripts), UX writing, AI Prompt Engineering, e-CRM, E-Commerce, Persona journeys, Content ideation (pitch), Activation campaigns, Social strategy, SEO Educational Email Courses, Brand Manifestos, and TOV toolkits.
Scriptwriting: Research, Interviewing, Scripting, Editing, Narrative Journeys, Co-Production, VO narration and editing
I have 15 years of experience blending editorial, ghostwriting, conversion copy, branded content, social, podcast scriptwriting, campaign copy, and entire 360-brand TOV facelifts for brands including De Beers, Moët & Chandon, GODIVA, Belmond, Radisson, Barbour International, and more. From wide-open briefs to tight pitches, I turn compelling briefs into copy that lands.
I’m skilled in: Content writing, Branded content, Editing (Books, editorial, scripts), UX writing, AI Prompt Engineering, e-CRM, E-Commerce, Persona journeys, Content ideation (pitch), Activation campaigns, Social strategy, SEO Educational Email Courses, Brand Manifestos, and TOV toolkits.
Scriptwriting: Research, Interviewing, Scripting, Editing, Narrative Journeys, Co-Production, VO narration and editing