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Strategic, Story-Driven Content That Connects

Hi, I’m Jessica — a digital marketer and content strategist with a strong writing backbone and over a decade of experience in the digital and retail advertising world.

Since 2013, I’ve written for a broad mix of industries including SaaS, health and wellness, neuroscience, finance, retail, and e-commerce. No matter the sector, my goal is always the same: to get into the mind of the customer and create content journeys that feel natural, meaningful, and drive real results—for both brand and audience.

I’m passionate about both B2B and B2C marketing, and I bring a full-funnel perspective to every project. From performance campaigns and SEO strategies to paid media, email flows, social content, and blogs, I know how to connect the dots across platforms.

I’ve recently started consulting with international clients on short-term projects, but I’m always open to longer collaborations where we can build something great together.

Have a look around—and if something sparks your interest, let’s chat.

My Latest Work

6 Key Retail Media Trends in 2025

Retail media is poised to reshape the advertising landscape in 2025, with projected global revenues of $176.9 billion, marking an impressive 18.6% growth year-over-year. This surge highlights the importance of retail media as a critical channel for marketers, offering opportunities to achieve precise audience targeting and drive significant ROI with first-party data. The growing adoption of these trends is fuelling the rapid expansion of the retail media space.
According to a 2024 study by the A...

5 Ways To Supercharge Your Ad Strategy With A Retailer’s First-Party Data

Digital marketers face a growing challenge: reaching the right customers at the right time, without wasting ad spend on irrelevant audiences. With competition fiercer than ever, it’s easy to feel like your brand is getting lost in the noise.
But here’s the good news: the solution is at your fingertips. Retailers own some of the most powerful first-party data, offering direct insights into what shoppers buy, browse, and prefer so you can target them with precision. Unlike unreliable third-party d...
Flow •

Off-site Ads vs On-site Ads: The Lowdown

If you’re a retailer, e-commerce platform, or online marketplace, understanding the difference between on-site and off-site ads is crucial. While on-site ads are a solid starting point for engaging high-intent shoppers on your platform, off-site advertising is essential for maximising reach and driving growth.
Off-site ads take campaigns beyond your retail, e-commerce, or marketplace platform, tapping into audiences across social media and programmatic networks. This approach doesn’t just boost...
Flow •

Commerce Media vs Retail Media: The Ultimate Comparison

In the fast-evolving world of digital advertising, commerce media and retail media have emerged as key players. While both leverage first-party data to optimise ad campaigns and drive sales, they target different areas of the advertising ecosystem. Discover why understanding their key differences is crucial for retailers and advertisers who want to maximise their digital marketing strategies and stay ahead of the competition.
 
Commerce media is an evolution of retail media and refers to the bro...
Flow •

Top Flow Platform Features For 2024: A Landmark Year of Innovation

2024 has been a landmark year at Flow with game-changing platform features and integrations launched to help you maximise revenue opportunities, streamline operations, and better serve your sellers. 
Let’s take a deep dive into Flow’s key 2024 innovations that are transforming how brands engage with your audiences.
 
 

 
Scale your commerce media business and amplify sales potential with pre-configured ad and audience packages. Flow’s pre-configured ad packages provide sellers access to your au...
Flow •

5 Festive Season Audiences To Drive Sales Now

The festive season is a whirlwind of opportunity and competition, with high-intent shoppers ready to spend. So how can brands and advertisers ensure they make it to the top of the holiday shopping list?
“With so much advertising noise this time of year, only a highly strategic approach – like one that taps into first-party data – will produce measurable results, without wasting media budget,” says Flow Co-Founder and Co-CEO, Daniel Levy.
To stand out in the sea of festive ads, brands must cut th...
Flow •

The Power of First-Party Data in Retail Media Networks

Retailers and brands need powerful, privacy-compliant ways to reach engaged audiences—enter first-party data. Leading brands are rising above the current advertising limitations by prioritising first-party data audiences to optimise their marketing efforts.
In fact, Walmart Connect is already reaping the benefits from their immense retail media network, generating $2.1 billion in ad revenue in 2023 and is now aiming to achieve $6 billion in annual ad revenue by 2025.
“This shift isn’t just a fad...
Flow •

Incrementality & Measuring A Campaign’s True Impact

How do you know your campaign has been successful and made a significant impact on your business? Understanding the true impact or “incrementality” of your campaigns is essential for driving growth and making your media spend work harder for you. 
While metrics like impressions, clicks, and conversions are important, they don’t always tell the whole story. To accurately assess a campaign’s effectiveness, businesses must look beyond traditional performance indicators and consider the concept of i...
Flow •

6 Proven Marketing Strategies For Maximising Return On Ad Spend

Return on Ad Spend (ROAS) is one of the most important metrics for businesses looking to evaluate the effectiveness of their digital marketing strategies and campaigns. It essentially tells you how much revenue is generated for every rand spent on advertising.
A high ROAS means you’re efficiently turning ad spend into sales, while a low ROAS signals the need for optimisation. In today’s competitive online landscape big brands are all competing for the same audience and competition is fierce. A d...
Flow •

Turning customer reviews into revenue: Flow partners with Hellopeter

“Anything a consumer says online has a far-reaching impact,” says Alan Rom, CEO of Hellopeter. According to research, 75,5% of customers trust online reviews and 89% feel that after reading a negative review they would second guess a potential purchase.
Customer reviews are pivotal in forging significant trust and loyalty for a brand – two of the most important business investments. When it comes to making a purchase, customers want to know they will receive a great investment. In fact, Statista...
Cape Union Mart •

Sustainability | Cape Union Mart

Feel good about what keeps you warm with our certified responsible down suppliers.

Our focus is to ensure we extend the lifespan of all fabrics whilst sourcing materials from reputable, ethical and accreditable suppliers. By creating internal processes of recycling, re-using and re-purposing, we hope to reduce overall waste.

We have started this journey by using Re:Down, which is collected as a byproduct from consumers, cleaned and re-purposed into our clothing. Re:Down is able to recycle 97%
Cape Union Mart •

Manufacturing | Cape Union Mart

The K-Way factory is mindful of the stigma attached to retail manufacturing and in fact, functions with a strong philosophy of Reduce, Re-use and Recycle.

Through the implementation of solar panels on the K-Way factory roof, we have cut our electricity usage by up to 35% each year. We have also recently started working with UNEP, the United Nations Environmental Programme to assess our carbon footprint per garment and have received extremely promising results. We reduce waste by using second-ha
Cape Union Mart •

How to choose trail running shoes | Cape Union Mart

There are 4 types of cushioning for a trail running shoe, these are: barefoot, minimal, moderate, and maximum. Choosing your preferred type of cushioning can certainly be a preference and “feel” vs. “float” cushioning offers you many options.

Barefoot trail running shoes are no-padding shoes. Some runners enjoy the feeling of running barefoot on a trail and their own biomechanics. Minimal cushioning provides a little more midsole support and moderate cushioning is characterised as the most trad
Cape Union Mart •

How to choose the right socks for hiking | Cape Union Mart

How to choose the correct hiking socks

Lieutenant Daniel Taylor: There is one item of G.I. gear that can be the difference between a live grunt and a dead grunt. Socks, cushioned soled O.D. green.

No one said it better than Lieutenant Dan. Take care of your feet and keep your feet dry. The correct socks could mean the difference between a great hike or a horrible one. Modern fabric and yarn technologies in socks enable them to keep your feet dry, fresh, and comfortable. It is worth investing i

Content Strategy

Performance Marketing Webinar

I developed and created the "Beat Big Budgets With First-Party Data" webinar as part of Flow’s mission to help brands unlock the power of first-party data. I was responsible for the full campaign from the webinar concept and content to all supporting social media, email marketing, and blog posts.

The goal was to show how brands with smaller budgets can still win by using smarter, data-driven strategies. I brought together industry leaders for an honest, insightful conversation on the future of commerce media.

This project wasn’t just about creating a webinar — it was about building thought leadership, sparking conversation, and positioning Flow as a go-to platform for data-powered advertising. The response was incredibly positive, and it was rewarding to see real engagement with the content across channels.

Product Marketing

Performance Marketing Webinar

I developed and created the "Beat Big Budgets With First-Party Data" webinar as part of Flow’s mission to help brands unlock the power of first-party data. I was responsible for the full campaign from the webinar concept and content to all supporting social media, email marketing, and blog posts.

The goal was to show how brands with smaller budgets can still win by using smarter, data-driven strategies. I brought together industry leaders for an honest, insightful conversation on the future of commerce media.

This project wasn’t just about creating a webinar — it was about building thought leadership, sparking conversation, and positioning Flow as a go-to platform for data-powered advertising. The response was incredibly positive, and it was rewarding to see real engagement with the content across channels.
Flow •

Top Flow Platform Features For 2024: A Landmark Year of Innovation

2024 has been a landmark year at Flow with game-changing platform features and integrations launched to help you maximise revenue opportunities, streamline operations, and better serve your sellers. 
Let’s take a deep dive into Flow’s key 2024 innovations that are transforming how brands engage with your audiences.
 
 

 
Scale your commerce media business and amplify sales potential with pre-configured ad and audience packages. Flow’s pre-configured ad packages provide sellers access to your au...
Flow •

USN Sale Surge with Flow Audiences

When USN (Ultimate Sports Nutrition), a leading sports nutrition brand, decided to level up their online sales and engagement, they knew they needed a fresh approach. Their goal? Get more out of their digital marketing campaigns and see better returns on investment (ROI).
USN previously squashed their audience segmentation challenges by using Flow audiences in their campaigns leading up to Black Friday. They saw an increase in conversions, click-through rates and a significantly reduced cost-per...
Cape Union Mart •

Sustainability | Cape Union Mart

Feel good about what keeps you warm with our certified responsible down suppliers.

Our focus is to ensure we extend the lifespan of all fabrics whilst sourcing materials from reputable, ethical and accreditable suppliers. By creating internal processes of recycling, re-using and re-purposing, we hope to reduce overall waste.

We have started this journey by using Re:Down, which is collected as a byproduct from consumers, cleaned and re-purposed into our clothing. Re:Down is able to recycle 97%
Cape Union Mart •

Manufacturing | Cape Union Mart

The K-Way factory is mindful of the stigma attached to retail manufacturing and in fact, functions with a strong philosophy of Reduce, Re-use and Recycle.

Through the implementation of solar panels on the K-Way factory roof, we have cut our electricity usage by up to 35% each year. We have also recently started working with UNEP, the United Nations Environmental Programme to assess our carbon footprint per garment and have received extremely promising results. We reduce waste by using second-ha
Cape Union Mart •

How to choose trail running shoes | Cape Union Mart

There are 4 types of cushioning for a trail running shoe, these are: barefoot, minimal, moderate, and maximum. Choosing your preferred type of cushioning can certainly be a preference and “feel” vs. “float” cushioning offers you many options.

Barefoot trail running shoes are no-padding shoes. Some runners enjoy the feeling of running barefoot on a trail and their own biomechanics. Minimal cushioning provides a little more midsole support and moderate cushioning is characterised as the most trad
Cape Union Mart •

How to choose the right socks for hiking | Cape Union Mart

How to choose the correct hiking socks

Lieutenant Daniel Taylor: There is one item of G.I. gear that can be the difference between a live grunt and a dead grunt. Socks, cushioned soled O.D. green.

No one said it better than Lieutenant Dan. Take care of your feet and keep your feet dry. The correct socks could mean the difference between a great hike or a horrible one. Modern fabric and yarn technologies in socks enable them to keep your feet dry, fresh, and comfortable. It is worth investing i

Service Marketing

Cape Union Mart •

Manufacturing | Cape Union Mart

The K-Way factory is mindful of the stigma attached to retail manufacturing and in fact, functions with a strong philosophy of Reduce, Re-use and Recycle.

Through the implementation of solar panels on the K-Way factory roof, we have cut our electricity usage by up to 35% each year. We have also recently started working with UNEP, the United Nations Environmental Programme to assess our carbon footprint per garment and have received extremely promising results. We reduce waste by using second-ha
Flow •

Turning customer reviews into revenue: Flow partners with Hellopeter

“Anything a consumer says online has a far-reaching impact,” says Alan Rom, CEO of Hellopeter. According to research, 75,5% of customers trust online reviews and 89% feel that after reading a negative review they would second guess a potential purchase.
Customer reviews are pivotal in forging significant trust and loyalty for a brand – two of the most important business investments. When it comes to making a purchase, customers want to know they will receive a great investment. In fact, Statista...
Cape Union Mart •

Sustainability | Cape Union Mart

Feel good about what keeps you warm with our certified responsible down suppliers.

Our focus is to ensure we extend the lifespan of all fabrics whilst sourcing materials from reputable, ethical and accreditable suppliers. By creating internal processes of recycling, re-using and re-purposing, we hope to reduce overall waste.

We have started this journey by using Re:Down, which is collected as a byproduct from consumers, cleaned and re-purposed into our clothing. Re:Down is able to recycle 97%
Hubble Studios •

Promoting a Positive Mindset For Online Learners

As the COVID-19 pandemic has spread across the globe, we have looked to the online world to meet our entertainment, retail, information, and education needs. This shift was not without its difficulties. Those who had not used technology as frequently before had to progress their skills for daily work tasks, administration, financial obligations, and meetings. Likewise, students had to become accustomed to a new learning environment of online education and instruction instead of in their regular
AB Design •

Boomerang Production Vans

This will give professionals the peace of mind that each shoot can go smoothly with less focus on operations and more on the creative work at hand.

This project had many variables at play; to create a space that was multi-functional, adaptable, stylish and comfortable. Above all, it set out to eliminate certain work-related issues in order for professionals to worry less about the area that they were going to set up in when on location.

This purpose-built vehicle provides the perfect getaway a
The Finance Team •

TFT's all-female fly fishing team makes history!

All-female fly fishing team makes the finals of the Tops @ Spar Corporate Trophy Challenge

When one thinks of fly fishing, a mostly male-dominated space comes to mind, but in reality female fly fishers have made an impressive mark on the sport. In South Africa, one all-female team has earned massive respect and is currently making waves.

Roxanne Stegen (Captain), Bridgette Stegen, Sindi-Leigh McBain and Lyndall Blaikie make up ‘The Finance Team / Women in Waders’ – South Africa’s first competi
CERTASSURE Inc. •

SSL/TLS Technology and How to Identify an Insecure Website

If you think that simply because a website indicates ‘a secure pop up’ you are safe from hacking, think again. Users without proper Secure Sockets Layer (SSL) or Transport Layer Security (TLS) technology are at a high risk of privacy concerns such as phishing, cyber stalking and identity theft, to name a few.

Last year, Google announced that it would start ‘shaming’ websites that were insecure and did not use web encryption. This was the start of Google’s war on the unencrypted web and as of Ja

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