Brand storyteller and content strategist. The voice behind Amazon Ireland’s most culturally resonant campaigns — and high-converting funnels for independent brands. From “Céad Míle Fáilte” at scale to a 12% landing page conversion for a wellness startup. I turn complex products into clear, compelling narratives that drive real revenue.
Every number started as a blank page
Revenue from Copy I Wrote
Impressions in Week One
Conversion from a Video Script
Above EMEA Avg CTR
I’m Leonela — I write the words that launch markets and convert strangers into customers.
When Amazon opened its doors to Ireland, I didn’t translate UK copy and hope for the best. I built a brand voice from scratch: warm, witty, distinctly Irish. I wrote “Céad Míle Fáilte” across the homepage hero.
Outside Amazon, I write high-ticket funnels and landing pages for independent brands — the kind where every word has to earn trust before asking for a conversion. My Liquavida landing page converted at 12% with a €4.67 cost per lead, proving the same storytelling principles work whether you’re launching a marketplace or selling a premium product one-to-one.
Before that, I spent 5 years making complex operational language human — turning compliance requirements into engaging training materials, writing stakeholder narratives for distributed teams across 4 countries, and building editorial frameworks that scaled.
I believe great brand writing is invisible strategy. It feels effortless but it’s engineered: every word chosen for rhythm, clarity, cultural truth, and conversion. I use AI to accelerate my process — not replace my judgment.
I start with customer language — how do they describe the product, the problem, the feeling? I pull from reviews, research, social listening, and search data.
I build a tone-of-voice framework: where does this brand sit between formal and casual? Witty and sincere? Bold and understated? I map the guardrails, not just the centre.
I create anchor pieces — the homepage, the hero campaign, the first email — that demonstrate the voice in action. These become the reference point for every future piece.
I create modular templates, messaging frameworks, and editorial guidelines that let other teams write on-brand without bottlenecking through me. The best brand voices scale.
Click any project to see the writing challenge, creative decisions, and results.
Define your brand’s personality, tone spectrum, and editorial guidelines — from scratch or as a refresh.
End-to-end creative writing for launches, events, and always-on campaigns — headlines to CTAs.
Scalable frameworks, modular templates, and editorial standards that let teams write on-brand at speed.
Homepage narratives, landing pages, and product copy engineered for clicks and conversions.
Authentic market-entry messaging that sounds native — not translated.
Scripts that feel natural while hitting every brand and product beat.
Using AI to accelerate drafting, testing, and iteration — with human editorial judgment as the filter.
Co-Partners
Own the brand narrative and creative direction for Amazon.ie. Write campaign copy, define brand voice, build content systems, and lead editorial strategy across all customer touchpoints. Campaigns with 4.5M+ impressions, 3.2% conversion rates, and $8.3MM in revenue.
Crafted internal communications, editorial frameworks, and stakeholder narratives for programmes spanning 85+ employees across 4 countries. Reduced onboarding time 25% through engaging content.
Owned end-to-end content strategy for Brazil Marketplace seller programs — bilingual content systems, launch copy, and engagement campaigns across markets.
Strategic project management and Agile methodologies — completed while working full-time.
Freelance brand writing and conversion copywriting for wellness and DTC brands. Built full-funnel landing pages, wrote ad copy, designed lead-gen narratives, and managed Meta Ads campaigns. Clients include Liquavida (water ionisation — 12% LP conversion rate, €4.67 CPL).
Open to Brand Writing and Content Strategy roles — full-time, contract, freelance, or consulting. If you need a brand voice built, a campaign written, or a content system designed, let’s talk.