I’m Julie McCloy, a Christchurch-based creator and owner of Scarlett Letters, crafting bespoke content that helps businesses get seen, understood and connect with the people who matter to them. I write and edit across websites, brochures, magazines, case studies, blogs, social media and email content—sharpening messaging so it feels distinct, clear and genuinely human. I bring a strong communications and marketing background from roles across community and arts organisations, including leadership responsibilities and delivering major campaigns, programmes and publications. From strategy and fundraising support to press releases, season collateral and stakeholder communications, I’m driven by helping clients communicate with confidence and impact—whether that’s for local audiences or international audiences.…

Julie McCloy

I’m Julie McCloy, a Christchurch-based creator and owner of Scarlett Letters, crafting bespoke content that helps businesses get seen, understood and connect with the people who matter to them. I write and edit across websites, brochures, magazines, case studies, blogs, social media and email content—sharpening messaging so it feels distinct, clear and genuinely human. I bring a strong communications and marketing background from roles across community and arts organisations, including leadership responsibilities and delivering major campaigns, programmes and publications. From strategy and fundraising support to press releases, season collateral and stakeholder communications, I’m driven by helping clients communicate with confidence and impact—whether that’s for local audiences or international audiences.…

Available to hire

I’m Julie McCloy, a Christchurch-based creator and owner of Scarlett Letters, crafting bespoke content that helps businesses get seen, understood and connect with the people who matter to them. I write and edit across websites, brochures, magazines, case studies, blogs, social media and email content—sharpening messaging so it feels distinct, clear and genuinely human.

I bring a strong communications and marketing background from roles across community and arts organisations, including leadership responsibilities and delivering major campaigns, programmes and publications. From strategy and fundraising support to press releases, season collateral and stakeholder communications, I’m driven by helping clients communicate with confidence and impact—whether that’s for local audiences or international audiences.

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Language

English
Fluent

Work Experience

Project, Marketing and Communications Canterbury Family Co-ordinator (Violence Collaboration) at Canterbury Family Violence Collaboration
July 1, 2023 - January 31, 2025
Promotion and awareness raising for the CFVC: participating in community events; developing a website and social media presence to promote the Collaboration. Coordinating community education opportunities related to family violence and liaising with community groups and advocates. Supporting CFVC operations by planning Reference and Steering Group meetings, liaising with Steering Group members and seeking funding for Collaboration activities. Strengthening sector capability by planning education events for members and liaising regarding learning needs.
Project, Marketing and Communications Canterbury Family Co-ordinator. Violence Collaboration Promotion for CFVC at Canterbury Family Violence Collaboration (CFVC)
July 1, 2023 - January 31, 2025
Promoted the Violence Collaboration through community participation, a new website and social media presence, and awareness-raising initiatives connected to family violence. Liaised with community groups and advocates and organised community education opportunities related to family violence. Supported CFVC governance through planning and participation in Reference and Steering Group meetings, liaising with and supporting Steering Group members, and seeking funding for collaboration activities. Strengthened sector capability by planning education events for members and liaising with membership about learning needs.
Project, Marketing and Communications Canterbury Family Co-ordinator (Violence Collaboration Promotion) at Canterbury Family Violence Collaboration (CFVC)
July 1, 2023 - January 31, 2025
Promoted the Collaboration through a new website and social media presence; participated in community events; raised awareness of family violence through liaison with community groups and advocates; organised community education opportunities. Supported CFVC by planning Reference and Steering Group meetings, liaising with Steering Group members, and seeking funding for collaboration activities. Strengthened sector capability by planning education events and engaging members regarding learning needs.
Creator and Owner (Copy/content writing and editing) at Scarlett Letters
February 1, 2023 - Present
Writing bespoke content for businesses and organisations to help them get seen, be understood and connect with their audiences. Deliverables include websites, brochures, magazines, case studies, blogs, social media and email content. Provides editing and proofing services (copy/content editing, punctuation and grammar, references, formatting and hyperlinking). Works across marketing strategy support and refreshed messaging/positioning, including LinkedIn and broader marketing communications for international and local audiences.
Creator and Owner at Scarlett Letters
February 1, 2023 - Present
Create bespoke content for clients to help them get seen, be understood, and connect with their audiences. Writing includes websites, brochures, magazines, case studies, blogs, social media, email content, and other marketing materials. Also provides editing and proofing services (grammar, punctuation, reference checking, formatting, and hyperlinking). Projects include copy writing and proofreading for product spec sheets and price books; LinkedIn posts and website maintenance; brochure and advertorial/article drafting; fundraising strategy and website rewrites; CV and RFP rewriting; and messaging/USP development for diversified audiences.
Creator and Owner (Scarlett Letters) at Scarlett Letters
February 1, 2023 - Present
Creates bespoke content that helps businesses get seen, be understood, and connect with key audiences. Provides writing and editing services across websites, brochures, magazines, case studies, blogs, social media and more, plus proofreading (punctuation, grammar, reference checks, formatting, and hyperlinking). Key client work includes product spec sheet copy, website refreshes, promotion and email content, LinkedIn and advertorial writing, brochure and website maintenance, fundraising strategy and website rewriting, and creation of case studies and web articles.
Communications and Marketing Manager at GirlGuiding New Zealand
July 1, 2021 - January 31, 2023
Led internal and external communications across staff, girl members and volunteers, and external stakeholders including alumni, past members, the general public and funders. Developed communications plans and key messaging for diverse projects, from Covid-19 closures to property and biscuit sales. Commissioned external research to support girl-led Advocacy and oversaw related campaigns. Developed and launched a profile for the Community programme (GirlPowered NZ) in 2020, and launched a new virtual Guiding offering (Explore) with go-to-market communications. Served on the Senior Leadership Team and as part of the inaugural Staff Engagement Committee.
Communications and Marketing Manager at The Court Theatre
July 1, 2021 - January 31, 2023
Led strategic communications and marketing for theatre offerings (mainstage shows, weekly and showcase improv, education and fundraising). Reported to the Chief Executive and managed up to five direct reports. Built audiences and promotional opportunities, achieved stretch sales targets within tight budgets, and managed brand management plus sponsor and licensor liaison. Contributed to revenue forecasting, pricing input, subscription and discount options. Created show programmes, brochures and annual reports; managed three season launches (including campaign collateral, imagery, signage, launch events and subscriptions). Provided COVID-19 communications plans and newsletters, and coordinated media liaison and publicity.
Communications and Marketing Manager at GirlGuiding New Zealand
July 1, 2019 - June 30, 2021
Managed internal and external communications for staff, members and volunteers (including alumni, past members, general public and funders). Developed communications plans and key messaging for multiple projects (including COVID-19 closures to property and biscuit sales). Commissioned external research to support girl-led advocacy campaigns. Developed and launched the GirlPowered NZ community profile (2020) and marketed the virtual Guiding offering, Explore (2020). Served as a Senior Leadership Team member and participated in the inaugural Staff Engagement Committee.
Marketing and Funding Manager at Aviva
August 1, 2009 - June 30, 2019
Owned all marketing and communications functions, including brand promotion for Aviva and The Loft (shared purpose social service space), strategic/business plan contributions, event management and creation of publications. Managed media liaison and brand management, including rebrand activity and launch of The Loft. Also handled additional funding/fundraising and relationship management: planned and allocated grant funding applications (40+ per year), organised fundraising events (including annual street appeal), and built networks for sponsorship and promotional support.
Communications Manager at Lyttelton Port Company
February 1, 2008 - July 31, 2009
Managed a communications and marketing portfolio including sponsorship and relationship management, event management, staff and community communications, NZX/Board and sponsor communications, media releases and liaison, advertising/brand promotions, and community relations planning. Coordinated communications for major organisational and stakeholder events and managed media and community consultation during contentious projects.
Marketing Executive at TerraNova / Meta NZ Ltd
January 1, 2004 - January 31, 2008
Supported not-for-profit and commercial operations focused on resource recovery, reuse, and recycling. Project-managed rebranding from “Recovered Material Foundation” to TerraNova (2005), and supported suite creation for new divisions. Managed marketing elements of refuse-station transformation to EcoDepots, including procurement for painting, commissioning road signage, planning public launch events, and organising new uniforms and marketing collateral.
Marketing Executive at TerraNova/Meta NZ Ltd
January 1, 2004 - January 31, 2008
Supported resource recovery, reuse and recycling initiatives and helped transform operations into EcoDepots. Project-managed rebranding efforts (including launch activity) and managed elements of refuse-station rebranding, including tendering support, signage, public launch events, uniforms, and marketing collateral.

Education

MBA level papers (Leadership and Change/Leading Ourselves & Leading Change) at University of Canterbury (NGO Leadership Programme)
January 1, 2015 - January 1, 2015
Business Ethics at Open Polytechnic
January 1, 2004 - January 1, 2004
Corporate Communications at Christchurch College of Education Business School
January 1, 2001 - January 1, 2001
Marketing Principles at Christchurch College of Education Business School
January 1, 2001 - January 1, 2001
Diploma in Publishing at Whitireia Community Polytechnic
January 1, 1994 - January 1, 1994
Graduate Diploma in Teaching (Secondary) at Christchurch College of Education
January 1, 1988 - January 1, 1988
Master of Arts (First Class Honours) - English major at University of Canterbury
January 1, 1987 - January 1, 1987
Bachelor of Arts - English and History majors at University of Canterbury
January 1, 1986 - January 1, 1986
Two MBA level papers (Leading Ourselves + Leading Change) - NGO Leadership Programme at University of Canterbury (Non-Government Organisations (NGO) Leadership Programme)
January 1, 2015 - January 1, 2015
Business Ethics at Open Polytechnic
January 1, 2004 - January 1, 2004
Corporate Communications at Christchurch College of Education Business School
January 1, 2001 - January 1, 2001
Marketing Principles at Christchurch College of Education Business School
January 1, 2001 - January 1, 2001
Diploma in Publishing at Whitireia Community Polytechnic
January 1, 1994 - January 1, 1994
Graduate Diploma in Teaching (Secondary) at Christchurch College of Education
January 1, 1988 - January 1, 1988
Master of Arts (First Class Honours) - English major at University of Canterbury
January 1, 1987 - January 1, 1987
Bachelor of Arts - English and History majors at University of Canterbury
January 1, 1986 - January 1, 1986
Non-government organisations (NGO) Leadership Programme – Certificate of Proficiency (MBA level papers) at University of Canterbury
January 1, 2015 - September 23, 2026
Business Ethics at Open Polytechnic
January 1, 2004 - September 23, 2026
Corporate Communications at Christchurch College of Education Business School
January 1, 2001 - September 23, 2026
Marketing Principles at Christchurch College of Education Business School
January 1, 2001 - September 23, 2026
Diploma in Publishing at Whitireia Community Polytechnic
January 1, 1994 - September 23, 2026
Graduate Diploma in Teaching (Secondary) at Christchurch College of Education
January 1, 1988 - September 23, 2026
Master of Arts (First Class Honours) – English (major) at University of Canterbury
January 1, 1987 - September 23, 2026
Bachelor of Arts – English and History (majors) at University of Canterbury
January 1, 1986 - September 23, 2026

Qualifications

Certificate of Proficiency – Leading Ourselves + Leading Change (NGO Leadership Programme)
January 1, 2015 - January 1, 2015
Certificate of Proficiency – NGO Leadership Programme (Leading Ourselves + Leading Change)
January 1, 2015 - September 23, 2026
Certificate of Proficiency – NGO Leadership Programme (MBA level papers: Leading Ourselves + Leading Change)
January 1, 2015 - September 23, 2026
Business Ethics
January 1, 2004 - September 23, 2026
Corporate Communications
January 1, 2001 - September 23, 2026
Marketing Principles
January 1, 2001 - September 23, 2026
Diploma in Publishing
January 1, 1994 - September 23, 2026
Graduate Diploma in Teaching (Secondary)
January 1, 1988 - September 23, 2026
Master of Arts (First Class Honours) – English (major)
January 1, 1987 - September 23, 2026
Bachelor of Arts – English and History (majors)
January 1, 1986 - September 23, 2026

Industry Experience

Non-Profit Organization, Media & Entertainment, Professional Services, Government, Education
    Website content rewrite - Rawlinsons
    I was hired to refresh the website content, with a particular emphasis on making the complex work of these quantity surveyors understandable and accessible to people outside the industry. This refreshed content was to accompany the launch of a refreshed brand look. I met with the client and some of their team and learned about some of their services verbally, and others I deciphered from documents, presentations and white papers, or I researched online. I then condensed the essence of information into web content and adapted and condensed the factual aspects into a user-friendly language and style. This went to my in-house contact for initial approval, to other members of their team and finally their chief director for approval. Along the way I proofed the site, including pages I had not updated (e.g. news items), and ensured consistency of layout; liaised with the web designer over layout of menu and pages, a graphic designer regarding graphics and their admin team to co-ordinate publication, including providing an email for all clients and a LinkedInpost.…
    Case Study - The Fundraising Agency
    I was hired to interview the rep from YHA NZ, get their take on the situation, then dig into the files of my client - TFA - and coalesce what they did with and for YHA into a case study that showcased not only their expertise but also their commitment to relationships and care for their clients (in this case, YHA). I liaised with YHA to ensure they were happy with the copy and quotes, and then got input and approval from TFA. This now is part of their website: https://www.twine.net/signin…
    Advertorial - OSACO Group for Police Chief magazine
    This was an advertorial written for an international policing site based in the US (https://www.twine.net/signin with the purpose of promoting a new AI-driven interview training tool by raising interest amongst policing departments and related workforces where investigative interview skills are necessary. The article had to be presented as a white paper - underpinned by facts and research (with references), yet be easily understandable, engaging and readable for a wide audience. The article needed to explain how the tool worked; its advantages over traditional training (without denigrating those, as a key organisational partner promotes traditional training methods); highlighting the partnerships and law enforcement methodologies behind the tool; the academic research that underpins it; and also the human connection aspects inherent in the tool’s creation and successful use. I collated base information from the client’s project manager; created draft text; liaised with the partners and the academic researcher quoted to ensure references to them were acceptable and correct; sourced a relevant image from the project developer; checked references and sourced hyperlinks, where necessary; liaised with client to establish final sign-off; and then liaised with published over layout and final corrections/changes.…