I'm a Cape Town-based content strategist and writer, and after nearly two decades of writing for other people, somehow I still love it.
I've built my career on writing, but what I really do is understand you and your industry and explain it to others.
About
I've been writing professionally for 17 years, 10 of them freelance. Before that, I worked in-house and on the agency side. I've worked on and across industries that don't obviously belong in the same sentence: nutraceuticals, veterinary compounding, travel, baby tech, home security, home and kitchenware, activism, telecoms, hospitality, clean energy, and so many more.
That range isn't an accident; it's the secret skill behind all my work.
Most writers get good at one industry. I got good at figuring out, fast, what a business's audience actually wants to hear, what makes them trust a brand, what makes them click away, and then writing it, whatever the industry happens to be.
What I can do for you
Think deeply about your content, understanding where you've come from and where you want to go.
Ask searching questions about who you think you're talking to, and unearth who you're actually talking to.
Build something to help you achieve your goals. A strategy, a plan, a body of work; whatever you need.
Help you sound authentically like you, not an average of content on the internet.
On using AI in content
“It cannot be the human you're marketing your products or services to, so it cannot talk to them well.”
As a writer, I do use AI daily. I use it for research, ideation, and achieving things (like this website!) that I cannot do on my own. In the end, I'm a one-woman show, and AI allows me to get much more done than I could before.
What I don't think it can do is see the inconsistencies in your marketing content, note the tone problems, and the disconnect between what you think you need to say versus what will actually achieve your goals.
That gap is where I stand and where my work lies. It's the part that hasn't changed even while everything around it has.
Based in Cape Town. Available for contract, retainer, and project work, in-house or independent.
Selected work
NEXA Digital, 1-year agency contract, 21 brands.
For just over a year, I worked with the team at NEXA Digital (Dubai) writing content for over 20 client brands. Consumer kitchenware one day, B2B fintech copy for Payoneer the next, multiple corporate verticals for e& Group the day after that. Some days were spent on social media, writing engaging captions, the next on hook-worthy ad copy. One project had me writing over 40 data-driven, event-aligned marketing briefs for the small business clients of a global payment giant.
That's the actual case for hiring someone with range: the brief changes completely, the thinking behind it doesn't.
Maternity cover across four travel brands: Pentravel, Thompson's Holidays, Explorer Safari & EduSport.
I was brought in to run content across four of TTC Digital's core brands during a colleague's maternity leave. In this period, we concluded a full website rewrite and relaunch for Pentravel's 40th birthday, and managed the content and comms surrounding the Rugby World Cup in France, as well as maintaining always-on content across the blogs, newsletters and social channels of all four brands.
This contract included a lot of strategy and direction, as well as mentoring and training, not just writing and executing.
Five years on staff, employee number 11, helped design information hierarchy for product page still in use today.
This was my first real writing home. I was headhunted to join an exciting startup, and I grew as a writer as Yuppiechef grew as a brand. I spent 5 years writing for one of South Africa's best-loved e-commerce brands: kitchenware, recipes, brand voice, at a pace and scale that taught me a lot of what I still rely on today.
This was the true start of my writing career, and one I'm really grateful for.
Full stories and the rest of the portfolio, coming soon.
How I work
Currently taking on contract, retainer, and project work, in-house or independent. If you need someone thinking about your content before it gets written, whether that's one project or a standing seat on your team, that's a conversation I'd love to have with you.
Get in touch
Whether you're looking to fill a role, bring someone on for a project, or just want to talk shop, I'd love to hear from you. Fill in a few details below, and I'll get back to you.
Or email directly: skenmuir [at] gmail [dot] com