JOLANDI
MORKEL-BEUKES
Copy that
connects.
Content that
converts.
Eighteen years of leading copy teams, setting editorial standards and building content that gets results. I have built and led high-performing content teams, developed brand voices and delivered campaigns that drive measurable commercial results.
My background spans retail, health, lifestyle and technology, working across ecommerce, paid social, email, long-form content and video.
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18+
Years across copy leadership, editorial direction and content strategy
10+
Years leading multi-disciplinary content and creative teams in-house and agency-side
21x
Average ROAS on Mirari Gin Meta campaign, generating R2.36M from R112k spend
About Me
Editorial craft,
commercial results.
I am a senior copy lead, editor, and content strategist with more than 18 years of experience across retail, health, fashion, lifestyle, e-commerce, paid social, and SEO.
My career started in journalism and magazine publishing. Here I learned to uphold high editorial standards and write for real people. That foundation still sits at the centre of how I work. Who is my audience?
I care about voice, clarity, structure and the reason behind every line.
Since then, I have led copy teams and content programmes across large retail brands, digital agencies and international content projects. My work has covered campaign copy, e-commerce content, website copy, email copy, editorial content, paid social advertising, SEO content, long-form features, brand messaging, and video scripts.
My strength is setting a high bar for copy and creative and holding it across a team. I can lead and develop writers, review and improve work, build brand tone of voice, and build systems that make strong copy repeatable at scale. I move comfortably between editorial direction, hands-on editing, creative briefing, stakeholder management and content strategy.
I bring together editorial discipline, commercial awareness and an understanding of what audiences actually need. That means I look at whether copy is clear, persuasive, on-brand and doing the job it was briefed to do, not only whether it sounds good in isolation.
