Timely software, Auckland, NZ

Content designer
June 2022 – August 2023

  • Collaborated on refresh of brand positioning, tagline and key content across website, marketing and socials
  • Led content design for the launch of a new Payments offering, TimelyPay card terminals

Rachael Macklin, Auckland, NZ

Freelance Writer and Creative – part-time
March 2020 – May 2022

  • Brand positioning and tone of voice guidance for product launch by Ecology + Co
  • Produced a free one-page template to help Kiwi businesses communicate through the pandemic without losing what makes their brand unique

Deloitte Digital, Auckland, NZ

Senior Consultant – Experience and Service Design
May 2018 – April 2019

Using human-centred design techniques to map out current experiences and design future-state experiences that delight people (users, customers, citizens, stakeholders), push the boundaries of technology and drive business or organisational success.

  • Led the copy and content strategy for 2degrees website redesign (4 month project)
  • Conversational design and user testing for Southern Cross Health chatbot
  • Led 2-week design sprint at Auckland Transport to check inconsistencies in wayfinding across public transport modes
  • Social content strategy for Christchurch DHB
  • Led human-centred design and customer experience projects for a variety of businesses, organisations and public services

Clients: 2degrees, ACC, ADHB, Auckland Transport, CDHB, Placemakers, Public Trust, Southern Cross, TSB Bank

YoungShand, Auckland, NZ

Senior Digital Creative
August 2017 – April 2018

  • Providing digital creative, innovations and strategy for a wide range of NZ businesses and organisations
  • Copywriting and directing creative for digital campaigns and social media, including creative direction of junior creative teams
  • Creating content strategy and brand tone of voice recommendations and executions

Clients: Lion Breweries (Steinlager, Speights, Macs Beer & Soda, Smirnoff), NZ Blood, Nestle Infant Formula, Destination Queenstown, Child Cancer Foundation, Frucor V Energy Drink, Kiwi Bacon, NZI

True, Auckland, NZ

Senior Creative
April 2016 – Present

  • Providing creative concepts for boutique and blue-chip New Zealand brands
  • Collaborating with Head of Planning to research and develop brand and campaign strategy
  • Copywriting and directing creative for digital and integrated campaigns
  • Creating brand guidelines, architecture, values and tone of voice documents
  • Naming of new products and services, tagline creation
  • Presenting concepts, campaign roll-out, consumer-journeys and strategy to client
  • Brand guardianship for Comvita healthcare supplements and Ballance Agri-Nutrients

Clients: Comvita (Manuka honey), Ballance Agri-Nutrients, ANZ, Air New Zealand, KidsCan, Len Lye Centre, Foodstuffs (New World, PAK’nSAVE, Foursquare)

Colenso BBDO, Auckland, NZ

Creative – Senior copywriter
June 2010 – April 2016

  • Providing concepts and creative strategy for top New Zealand brands
  • Copywriting and directing creative for digital and integrated brand campaigns
  • Involved in successful large-scale pitches for blue-chip clients
  • Presenting concepts, campaign roll-out, consumer-journeys and strategy to client

Clients: BNZ, Fonterra, TVNZ, Vodafone, Frucor (Mountain Dew, V Energy Drink, Pepsi, Appletiser, Just Juice), Burger King, Westpac, Nokia, Visa, Air New Zealand, Tip Top, Silver Fern Farms, Tower insurance, Farmers, Sanitarium (Weetbix, Up & Go), Purex, Procter & Gamble (Persil, Comfort), Treasures, Yellow

Brave New World, Auckland, NZ

Head of Copy
February 2010 – April 2010 (3 month contract)

  • Copywriting, editing and proofing, concepting and creative direction for digital and direct marketing
  • Project coordination and studio management. Briefing creatives, art directors and designers
  • Brand positioning, guidelines and guardianship. Writing creative briefs
  • Pitching for new business. Creating proposal documents
  • Major e-commerce website launched with direct and online marketing collateral

Clients: ANZ Bonus Bonds, University of Auckland, What Green Solutions

Wunderman, London, UK

Creative (copywriter)
January 2008 – September 2009

  • Providing concepts and creative strategy for top UK brands
  • Copywriting and directing creative for digital, direct and integrated campaigns
  • Leading brand tone of voice and style for Orange
  • Produced strategy documents to help Ford and Pringles get started with social media
  • Presenting concepts to client and pitching for new business

Clients: Orange (telecoms), Ford, Procter & Gamble Always (femcare), Pringles, Olay, Mazda, Land Rover, Jaguar, Hewlett Packard, Nokia, Microsoft

EHS Brann, London, UK

Creative (copywriter)
February 2007 – January 2008

  • Concepting, writing and directing creative for digital and direct advertising
  • Presenting concepts to client
  • Involved in complete branding of a start-up finance company
  • Helping on pitches for new business

Clients: Barclays Bank, Tesco, NS&I, The Sun and News of the World Newspapers, Sky TV

Saatchi & Saatchi, Auckland, NZ

Junior creative placement (copywriter)
November – December 2006

Clients: Television New Zealand (TVNZ), Westpac

Firehorse Films, Auckland, NZ

Assistant producer
March 2004 – December 2005

  • Website management (copy and content) and international P.R. for animated TV show bro’Town
  • Management of online store, database management and shipping
  • Proposal document writing, shooting and editing proposal videos
  • Script research, budgeting and quoting for corporate videos
  • Contracted out to TVNZ as a Promo producer – editing promo spots for TV


Design Thinking & User Experience Design
1 week immersive course, completed July 2017
at General Assembly, Sydney, Australia

Postgraduate Diploma in Creative Advertising (Copywriting)
completed with distinction 2006
at Axis AdSchool, Media Design School Auckland, New Zealand

Master of Creative and Performing Arts (Hons)
in Film and Television Production - Directing and Scriptwriting, completed 2004
at The University of Auckland, Auckland, New Zealand

Bachelor of Arts
in Film, Television and Media Studies, completed 2002
at The University of Auckland, Auckland, New Zealand

Kristin School
Kindergarten - Year 13, graduated 1998


Nigel Edginton-Vigus, Creative Director, Wunderman
“Rachael’s a great conceptual and strategic thinker, very creative, conscientious, and a superb writer. In fact, I’ve always been impressed by the enormous maturity in her work and ability to write appropriately for different brands. She ‘gets’ tone of voice both quickly and accurately, which is a real skill. Rachael takes constructive criticism very well. And while she takes obvious pride in her work she’s not precious about it, so is always willing to revise and rewrite stuff to achieve perfection. As well as her obvious professional talents, Rachael is also an absolute delight to have around; friendly, kind, funny and laid back. In short, she’s great. And I’d have no hesitation in recommending her to any potential employer who’d undoubtedly find her a huge asset to their company.” June 28, 2009