ROLE: COPYWRITER/2IC
Duration: 2 years & 11 months (full-time)
Formed back in 2006 by two brothers working out of a garage, Catch has since grown into Australia’s number one online retailer with an ever-growing database of 20 thousand new members every week, over 1.2 million followers on their social channels and a transaction being made every 2.4 seconds - in fact in the time it’s taken you to read this there has been 9 transactions! Ten years on from the company’s inception, and some unprecedented growth later, Catch was seeking to expand upon its small copywriting team for the seasonal (busy) period. After impressing during the writing task stage I was offered a short term position from October-January as a copywriter for the entire website.
My initial responsibilities consisted of producing original product descriptions, titles, features and specifications, all in-line with Catch’s styling guide, for a wide range of product categories every day. Thus I needed to be able to pivot from one writing style to the next without delay. For example, I could be writing in an elegant and feminine manner about women’s footwear one minute, and in a tech-savvy, professional tone for computers, smartphones and drones the next. And because everyday was different, in terms of product volume I could be churning out upwards of 120-200 organic product descriptions a day. To add to this, part of my role included copyediting other copywriter’s work on a daily basis. Sometimes this would result in sentences being completely rewritten or minor grammatical amendments taken place - hence the need for a keen eye for detail being essential.
I was ecstatic when I was offered a full-time permanent position after my limited tenure and, in turn, was granted more responsibility in the process. On top of my existing responsibilities I began working directly with the Group SEO Manager to creating lengthier SEO-centric product descriptions, in order to increase our revenue on specific products, boost our Google ranking ahead of our direct competitors and increase our sales-per-click figures. The results were better than expected, with a sharp increase of 72% in revenue on these featured products and a slight increase in sale-per-click figures as well. As you can see from the Nintendo Switch and Gro Clock images below, you’ll notice the style is quite different from the traditional Catch approach.
I also began working more directly with the marketing team and Creative Director on EDMs, push notifications, sale banners and events, compliance documentation and alternative company endeavours such as Catch Energy and Catch Connect. By this stage I was promoted to 2IC and assumed a few more responsibilities such as training new copywriters, assigning copywriters to weekly product write-ups, writing the fortnightly Catch newsletter, promotional video scripts, brand descriptions and finally assisting the inventory team in product management.
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