Rochelle Bugg

CONTENT & BRANDING EXPERT (Content Strategy | Copywriting | UX Writing | ToV)

United Arab Emirates

Whether printed on a single page or viewed across a million screens, I specialise in developing content that grabs the reader's attention and helps your brand achieve its goals. With a background in linguistics and keen interest in psychology, I get into the mind of your target audience and speak to them in a way which resonates.

HOW I CAN HELP YOU

✅ Differentiate from the competition using branding and content strategy
✅ Establish you as a thought leader by writing op-eds and features in the press
✅ Maximise the impact of content by focusing on key messaging, TOV and layout
✅ Deliver a more cohesive customer experience by aligning branding and product
✅ Streamline, systemise and scale content production across your business
✅ Improve employee satisfaction and retention with a strong employer brand
✅ Repurpose existing content to improve efficiencies and boost its reach
✅ Develop a positive reputation by using unique PR campaign ideas
✅ Ensure consistency and quality in written output with easy-to-apply ToV guidelines
✅ Make pitch decks, corporate reports and RFPs more engaging and easier to read

SECTOR EXPERIENCE

I have been consulting for organisations in the UK, Middle East and Singapore for over a decade and have a wealth of experience across a broad range of industries, including:

🏨 LEISURE & TRAVEL
Address Hotels | Bab Al Shams | Delfins Beach Resort Bonaire | Dubai World Cup | Jumeirah Hotels | Majid Al Futtaim | Meraas | Meydan Group LLC | Mleiha Archaeological Centre | Palazzo Versace Dubai | Ritz-Carlton | Rotana Hotels | Six Senses Spas & Resorts | Surf Abu Dhabi

💵 FINANCIAL SERVICES & INSURANCE
Barclays | Clarksons | Liva | Talabat Pay Later | Very.co.uk

🏡 REAL ESTATE & PROPERTY DEVELOPMENT
Bellway Homes | Dubai Holding | G&Co Properties | Jotun | Keller Kitchens | Meydan Group LLC | Pellikaan Construction

📲 TECH
Expana | Talabat | Very.co.uk | Virgin Media

👨🏻‍⚖️ LEGAL
Bott & Co | Field Fisher LLC

🎓 EDUCATION
BPP University | Clarksons Academy | FutureLearn

🚢 SHIPPING, LOGISTICS & COMMODITIES
Alliance Gums & Industries | Clarksons | Emsteel | FedEx | Gibb Group | Höegh Evi | Parker Oil & Gas | Sea

📊 CORPORATE
London and Partners | Majid Al Futtaim | Ras Al-Khaimah Chamber of Commerce | SRG Holding

🩺 HEALTHCARE
Abu Dhabi Department of Health | Bausch Health | GE Healthcare | OneSight EssilorLuxottica Foundation | Priory Healthcare

CONTENT DEVELOPMENT EXPERIENCE

My portfolio spans a variety of brand, product, marketing, and PR work, including:

Award entries | Bios | Blogs | Brochures | Case studies | Customer journeys | Digital advertising | Email campaigns | FAQs | Flyers | HR documents | Infographics | Instruction manuals | Internal comms | Landing pages | Newsletters | Packaging | Pitches | Product descriptions | Press releases | Q&A features | Requests for Proposal | Sales decks | SEO content | Social media posts | Speeches | Thought leadership pieces | ToV strategies | UX microcopy | Value propositions | Video scripts | Website content | White papers

ACCREDITATIONS & QUALIFICATIONS

🏅Chartered Institute of Editing and Proofreading (member)

🏅Professional Copywriters' Network (member)

🎓 MA Public Relations & Marketing Communications

🎓 BA (Hons) Conference & Exhibitions Management

🎓 What is strategy? (D&AD course)

🎓 Getting more stories in the media (UK Press Association course)

AWARDS & ACHIEVEMENTS

🏆 Best Corporate Website (shortlisted, CorpComms Awards, UK)

🏆 Marketing Campaign of the Year (winner, Modern Law Awards, UK)

🏆 Marketing Campaign of the Year (winner, Modern Claims Awards, UK)

🏆 Excellence in Marketing & Communications (finalist, The Law Society, UK)

🏆 The Write Stuff (winner, London Book Fair, UK)

🏆 Ultimate Woman of the Year Award (finalist, Cosmopolitan, UK)

👏🏼 Amazon #1 best-selling author – Published author with an Amazon #1 best-selling book in its category, which was serialised by the Mail On Sunday

👏🏼 Delivered corporate talks on creating a more inclusive working environment

👏🏼 Participated in round tables discussing bereavement support in the UK

👏🏼 Personal media appearances (BBC, Daily Mail, Sky News, Cosmopolitan, Huffington Post, Times Radio, Talk Radio Europe)

CONTACT ME

📩 [email protected]

Portfolio
The Ritz-Carlton
Guest newsletters

Guest newsletters for The Ritz-Carlton hotel portfolio across the MENA region, providing details of upcoming promotions and activities.

Höegh Evi
Lead Copywriter

Producing website content for a global leader in floating energy infrastructure, following the company's rebrand from Höegh LNG to Höegh Evi.

Barclays
Senior Copywriter

Producing digital content for retail and corporate banking, including Foreign Exchange (FX), insurance and private wealth management.

Surf Abu Dhabi
Brand identity documents

Developing TOV pillars, TOV guidelines, and key messages for Surf Abu Dhabi – a bucket-list surf destination with the world's highest man-made wave.

Talabat
UX Writer / Content Designer

Writing UX copy for fintech products and developing in-product marketing communications across the end-to-end food order journey.

Virgin Media O2
UX Writer

Writing in-product content to promote up-sell/cross-sell, reduce bounce rates, maximise click through rates, drive conversion and increase revenue.

Expana
Senior Digital Copywriter

Producing new website content for Expana - the world's leading independent provider of global commodity price data, forecasts, and market intelligence - following the merger of Mintec and Urner Barry.

Liva
Marketing material rebrand

Working closely with the Marketing team to produce a range of materials for a new brand (formed from the merger of NLGIC Group and RSA Middle East and NLGIC) with the ambition to become the GCC region's leading multi-line insurance company.

Very
UX Writer

Lead writer for fintech content, including microcopy for checkout flow, BNPL & credit applications.

BPP University
Senior Copywriter

Content for BPP's apprenticeships offering and international student offering. This included writing sales page copy, course and module descriptions, brochures, application guidance, course onboarding materials, social media ad copy, and mailouts.

Sea
Website for a Maritime Tech company

Website copy for a tech company offering sustainable shipping solutions that enable data-driven decision-making, faster negotiations, stronger collaborations, and dependable contract, safety and regulatory management.

FieldFisher LLP
The age of investment in UK care homes

Working with subject matter experts to write a report that established my client as an expert in their field among both existing and potential customers.

Clarksons
High-ranking SEO content

Delivering a series of articles, based on high volume search terms, which use SEO techniques to rank at the top of Google search results.

Gowinon
UX writing for a start-up

Working on content across the end-to-end user journey for an app seeking to build a worldwide community of locals, so you can chat to locals wherever you are.

Priory Group
Quality and outcomes report

Lead writer for print and digital content following a rebrand of Priory Education & Children’s Services.

Mleiha Archaeological Centre
Brochure copy

Producing a print brochure for the launch of a tourist attraction in Sharjah, covering the venue's attractions, amenities and history.

BPP
Digital materials for tech talent programme

Producing a range of marketing materials for BPP's TechTrack Apprenticeship Programmes, which provide a targeted solution for addressing digital, data, and technology skills requirements across the UK's Civil Service.

Virgin Media
How to reduce lag when online gaming

Writing a series of SEO-optimised blog posts on a range of consumer tech topics to drive organic search in a highly competitive space.

Stand Up To Cancer
Fundraising pack

Contribution to the corporate fundraising pack for a huge national cancer charity in the UK.

BBC News
Rochelle Bugg blogs for bereaved children

A BBC short film about how I used writing to help me cope with the loss of parents and provide support for other young people who have a family member with cancer.