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JOLANDI
MORKEL-BEUKES
Portfolio
A selected portfolio of copywriting, editorial, retail, e-commerce, paid social and publishing work across consumer-facing brands and media platforms.
Ackermans
At Ackermans, I led digital content across campaign copy, e-commerce messaging, social content and brand storytelling for one of South Africa’s largest value retailers.
The work covered product launches, seasonal campaigns, youth fashion, wellness content and value-led retail messaging. Each piece needed to feel clear, accessible and commercially useful while staying true to the brand’s voice.
The work covered product launches, seasonal campaigns, youth fashion, wellness content and value-led retail messaging. Each piece needed to feel clear, accessible and commercially useful while staying true to the brand’s voice.
Alphabet Social
My time as Paid Media Strategist involved planning and managing Meta advertising campaigns for fashion and lifestyle e-commerce brands. One campaign achieved a 21x average ROAS, turning a R112k spend into R2.36 million in revenue, through audience strategy, creative testing and ongoing optimisation.
Clicks
In my role as Senior Digital Copywriter, I worked on editorial direction across the Clicks Group portfolio, producing campaign content for the core retail brand and writing long-form health editorial. This included seasonal promotions as well as wellness features for a health and beauty audience.
Jet
Leading the online team at The Publishing Partnership, I commissioned and edited lifestyle and fashion content for the Jet Club platform. The role combined editorial planning with hands-on commissioning to keep content fresh and on-brand for an accessible, family-focused audience.
Edgars
Freelance work for mag.edgars.co.za involved writing fashion and lifestyle articles covering seasonal trends, styling content and lifestyle features. The articles gave the platform a magazine feel, balancing editorial value with brand relevance.
Cosmo SA
This freelance role as online editor involved writing culture, lifestyle and entertainment content for Cosmopolitan South Africa. The work covered everything from celebrity news to broader cultural commentary, written in the brand's sharp, conversational voice.
Southern Write
Part of a broader content programme for Southern Write, this work covered social media strategy and campaign content for Robertson Winery, including seasonal releases and ongoing community engagement throughout the year.
More Examples
Freelance projects across a range of consumer brands involved content strategy, copywriting and digital marketing support. This covered campaign messaging, SEO content, social media copy and paid media across multiple industries.
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