writer | content marketer | editor

Sigrid kenmuir

Pronounced: sirith | Definition: One who must research and write



to use in-depth research to further the business goals of my clients

I provide a decade of experience to small and medium sized businesses, giving them access to high quality content marketing to achieve their marketing and business goals. I use my skills and expertise to write original, SEO-driven website content, from webpage copy to regular content marketing articles. I also use my skills to edit content written by clients, to be more reader friendly, SEO friendly, and more concise.



October 2016 - Present

I’m a researcher who writes to distill the vast amounts of information I amass. I enjoy researching everything I can find on a topic, and writing a clear, concise, easy to understand article that informs, educates and entertains. This ability to research almost any topic has allowed me to work with a wide variety of clients from many different industries.

Some of the clients I’ve worked with in the last two years are:

yuppiechef.com: product copywriter & Visual Merchandiser

October 2012 - October 2016

In my five years with award winning South African online retailer, Yuppiechef.com, I went from Product Administrator to Product Copywriter and Visual Merchandiser.

I worked in and with a variety of teams, from Buying to Content, and Marketing to hone the product offering and create content that sold products. I used my research skills to learn about the products and became a product expert. I was often called to assist customer service with tricky queries, and provided product demonstrations both in person and on video.

I worked with other copywriters, product administrators, buyers and photographers to create product pages that offered as much relevant info as possible. Our product pages were designed to be the most well-informed store assistant ever.

I used product reviews from customers to hone and tweak product copy to accurately reflect a product, and to inform Buying of products information relevant to them.

I pioneered a monthly event called Review Club, where we invited members of our social media community to come to our offices for an evening. We would test products, drink wine and eat snacks, and in turn we asked for honest feedback on the products. We used this to test new products, to assess the popularity of possible own brand products, and to get reviews on lesser known products. It was enormously successful, and due to popular demand we hosted one evening in Johannesburg shortly before I left, which was the last Review Club.

pure publishing & Design

December 2008 - September 2012

Shortly after completing my Postgraduate Diploma in Marketing Management, I started working at Pure Publishing and Design (now Pure Creative). I was hired as a Studio & Marketing Assistant, but due to the small size of this boutique agency, I was effectively something of a Girl Friday. I wrote copy for clients and for the new business website; I edited everything that left the building; I worked on advertising campaigns and concepts; I even managed websites from an administrative point of view and provided client training on website backend systems.



“I am really happy with [Sigrid’s] editing of two advertorials I wrote for the financial media. The changes [she] made to my articles were subtle, but really makes them much easier to read. [She] really added a lot of value to these pieces.”

Brendan Robinson

Former CEO of Tshipi é Ntle Manganese Mining

“Sigrid and I have worked together for over a year and she is truly amazing to work with. She is professional, efficient, and always understands exactly what I require. She always meets deadlines and is available and easy to reach when you need her. One of the things I love about her is that she's always open to feedback and has a positive attitude. I would certainly recommend working with her.

Paulina Paz

Founder of KitchenWorxx

“I really feel that you now have a good idea of the style of writing we’re looking for with these pieces, so thanks for all your hard work at getting to this point!”

Catherine Black

Black Mountain SEO & Digital Content Agency

"Sigrid's ability to craft thorough, well-researched content that cuts out the stale while retaining entertaining wit and relatable insight is what sets her worlds apart. Moreover, her ample experience in product merchandising for online retail offers a powerhouse of valuable and applicable knowledge to any marketing endeavour."

Andrea Fedder
Content & Copywriting (Yuppiechef.com & Faithful to Nature)


"Sigrid researches intensively in order to have in-depth knowledge and understanding of whatever subject she is writing about. She has excellent copywriting skills, attention to detail and a profound understanding of the English language."

Fiona Hilton
Marketing Manager at Yuppiechef.com


Clifton Strengthsfinder

1. Input
You are inquisitive. You collect information - words, books, facts. You collect it because it interests you. And yours is the kind of mind that finds so many things interesting. The world is exciting precisely because of its infinite variety and complexity. If you read a great deal, it is not necessarily to refine your theories but, rather, to add more information to your archives. If you like to travel, it is because each new location offers novel artefacts and facts. These can be acquired and then stored away. Why are they worth storing? At the time of storing it is often hard to say exactly when or why you might need them, but who knows when they might become useful? With all those possible uses in mind, you really don’t feel comfortable throwing anything away. So you keep acquiring and compiling and filing stuff away. It’s interesting. It keeps your mind fresh. And perhaps one day some of it will prove valuable.


3. Adaptability
You don’t see the future as a fixed destination. Instead, you see it as a place that you create out of the choices that you make right now. And so you discover your future one choice at a time. This doesn’t mean that you don’t have plans. You probably do. But this theme of Adaptability does enable you to respond willingly to the demands of the moment even if they pull you away from your plans. Unlike some, you don’t resent sudden requests or unforeseen detours. You expect them. They are inevitable. Indeed, on some level you actually look forward to them. You are, at heart, a very flexible person who can stay productive when the demands of work are pulling you in many different directions at once.


2. Relator
Relator describes your attitude toward your relationships. In simple terms, the Relator theme pulls you toward people you already know. You do not necessarily shy away from meeting new people, but you do derive a great deal of pleasure and strength from being around your close friends. You are comfortable with intimacy. Once the initial connection has been made, you deliberately encourage a deepening of the relationship. You want to understand their feelings, their goals, their fears, and their dreams; and you want them to understand yours. You know that this kind of closeness implies a certain amount of risk—you might be taken advantage of—but you are willing to accept that risk. For you a relationship has value only if it is genuine. And the only way to know that is to entrust yourself to the other person. The more you share with each other, the more you risk together. The more you risk together, the more each of you proves your caring is genuine. These are your steps toward real friendship, and you take them willingly.


4. Restorative
You love to solve problems. Whereas some are dismayed when they encounter yet another breakdown, you can be energised by it. You enjoy the challenge of analyzing the symptoms, identifying what is wrong, and finding the solution. You may prefer practical problems, conceptual ones or personal ones. You may seek out specific kinds of problems that you have met many times before and that you are confident you can fix. Or you may feel the greatest push when faced with complex and unfamiliar problems. Your exact preferences are determined by your other themes and experiences. But what is certain is that you enjoy bringing things back to life. It is a wonderful feeling to identify the undermining factor(s), eradicate them, and restore something to its true glory. Intuitively, you know that without your intervention, this thing — this machine, this technique, this person, this company — might have ceased to function. You fixed it, resuscitated it, rekindled its vitality. Phrasing it the way you might, you saved it.


Your Individualisation theme leads you to be intrigued by the unique qualities of each person/thing. You are impatient with generalisations or “types” because you don’t want to obscure what is special and distinct about each person. Instead, you focus on the differences between individuals. You instinctively observe each person’s style, each person’s motivation, how each thinks, and how each builds relationships. You hear the one-of-a-kind stories in each person’s life. This theme explains why you pick your friends just the right birthday gift, why you know that one person prefers praise in public and another detests it, and why you tailor your teaching style to accommodate one person’s need to be shown and another’s desire to “figure it out as I go.” Because you are such a keen observer of other people’s strengths, you can draw out the best in each person. This Individualisation theme also helps you build productive teams. While some search around for the perfect team “structure” or “process,” you know instinctively that the secret to great teams is casting by individual strengths so that everyone can do a lot of what they do well.



university of Cape Town, South africa


university of Cape Town, South africa

2002 - 2006



  • SOUTH AFRICAN E-COMMERCE AWARDS: Best E-Commerce Store (Winner) 2010 - 2015

  • BOOKMARKS AWARDS: Email Marketing - Bronze Bookmark - 2012

UCT DEAN’S LIST 2003-2006


Food & Cooking

Craft Drinks




Science fiction & Fantasy