I'm a natural storyteller and word nerd who is adept at creating compelling content that engages its intended target audience. I use the written word to influence hearts and heads — and achieve measurable outcomes for my clients. I thrive on the challenge of translating any information (including the dense, dull or technical) into easy-to-understand, impossible to ignore content for any brief, industry, medium or audience. During my more than 30-year career I have earned a reputation for consistently producing exceptional written content for many of New Zealand’s most well-known media, brands and organisations. My journalism training and early career in magazine and feature writing helped me develop excellent interviewing skills and the ability to identify and shape interesting stories. I have worked extensively with advertising, marketing and communications agencies, developing a deep understanding of the importance of brand and clear messaging — as well as the practical skills to capture and convey both in my work. It’s both what I say, and how I say it, that elevates my writing. I have worked as a freelance writer for many years. As well as producing top-notch work on-time and within budget, I have a reputation for being an easy-going collaborator who is passionate, professional, but not precious, about their work. I am equally comfortable and effective working directly with publishers and clients, or through agencies. I love to write and would love to write for you.

Michelle Cruickshank

I'm a natural storyteller and word nerd who is adept at creating compelling content that engages its intended target audience. I use the written word to influence hearts and heads — and achieve measurable outcomes for my clients. I thrive on the challenge of translating any information (including the dense, dull or technical) into easy-to-understand, impossible to ignore content for any brief, industry, medium or audience. During my more than 30-year career I have earned a reputation for consistently producing exceptional written content for many of New Zealand’s most well-known media, brands and organisations. My journalism training and early career in magazine and feature writing helped me develop excellent interviewing skills and the ability to identify and shape interesting stories. I have worked extensively with advertising, marketing and communications agencies, developing a deep understanding of the importance of brand and clear messaging — as well as the practical skills to capture and convey both in my work. It’s both what I say, and how I say it, that elevates my writing. I have worked as a freelance writer for many years. As well as producing top-notch work on-time and within budget, I have a reputation for being an easy-going collaborator who is passionate, professional, but not precious, about their work. I am equally comfortable and effective working directly with publishers and clients, or through agencies. I love to write and would love to write for you.

Available to hire

I’m a natural storyteller and word nerd who is adept at creating compelling content that engages its intended target audience. I use the written word to influence hearts and heads — and achieve measurable outcomes for my clients. I thrive on the challenge of translating any information (including the dense, dull or technical) into easy-to-understand, impossible to ignore content for any brief, industry, medium or audience.

During my more than 30-year career I have earned a reputation for consistently producing exceptional written content for many of New Zealand’s most well-known media, brands and organisations. My journalism training and early career in magazine and feature writing helped me develop excellent interviewing skills and the ability to identify and shape interesting stories. I have worked extensively with advertising, marketing and communications agencies, developing a deep understanding of the importance of brand and clear messaging — as well as the practical skills to capture and convey both in my work. It’s both what I say, and how I say it, that elevates my writing.

I have worked as a freelance writer for many years. As well as producing top-notch work on-time and within budget, I have a reputation for being an easy-going collaborator who is passionate, professional, but not precious, about their work. I am equally comfortable and effective working directly with publishers and clients, or through agencies.

I love to write and would love to write for you.

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Language

English
Fluent

Work Experience

Freelance Copywriter / Writer at Self-employed
January 1, 2019 - Present
Independent contractor since 2019, writing for organisations including tgm (ongoing since May 2025), Parininihi ki Waitōtara Whenuā magazine, The Promo Room (ongoing since June 2025), MOOD Magazine (ongoing since Jan 2025), and a range of websites and campaigns. Clients include recurring B2B eDMs, case studies, and online content for Strategy Collective, Mastercard, TSB Bank, and others.
Lead Copywriter at Strategy Collective
January 1, 2021 - Present
Lead copywriter for a New Plymouth-based design and marketing agency; responsible for positioning and messaging across web, social media and campaigns for household names and boutique brands including TSB Bank, SME Business Banking, Love Local, Mastercard and TSB Mortgages.
Writer / Copywriter at Archer Communications
January 1, 2020 - January 1, 2025
Produced a wide variety of writing for Archer’s clients including KPMG and the NZ Institute of Directors; authored 'Lessons From the Front Line' and 'What Difference Can Directors Make'; conducted interviews for reports on climate disclosure; supported ongoing client campaigns.
Producer at TVNZ
January 1, 1999 - January 1, 2001
Produced features and related content for Pavement Magazine and associated projects during early career.
Feature Writer at Pavement Magazine / ACP Magazines / Sunday StarTimes
January 1, 1996 - January 1, 2001
Wrote features for Pavement Magazine and related titles across ACP Magazines and Sunday StarTimes.
Copywriter / PR at 141 NZ / Generator Bates
January 1, 2001 - January 1, 2004
Agency writing and PR work for a range of clients within an advertising and communications agency environment.
PR Professional at Professional Public Relations (PPR)
January 1, 2004 - January 1, 2006
Public relations and communications work within a leading NZ PR firm.
Marketing & Communications at White Marketing & Communications
January 1, 2006 - January 1, 2011
Marketing and communications work across a variety of clients.
Stay-at-home Mum
January 1, 2011 - January 1, 2018
Career break dedicated to the care and development of two children, Emily and Alice.

Education

BA in Communications Journalism at Auckland University Of Technology
January 1, 1993 - January 1, 1995
High School at Sacred Heart Girls College
January 1, 1985 - January 1, 1992

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Professional Services, Education
    paper Parininihi ki Waitōtara — Whenua magazine

    PKW is a Taranaki Māori Incorporation that manages over 20,000 hectares of ancestral land its 10,500+ shareholders. The quarterly magazine Whenua is an important channel for connecting with shareholders and business partners.

    Read the three stories I contributed to the last issue here https://www.twine.net/signin (pages 16-20, 21 and 30-31)

    paper KPMG, Climate Zero and Institute of Directors New Zealand — Climate Governance Guides

    These two co-branded publications provide thought leadership, guidance and practical advice to New Zealand board members based on insights gleaned from interviews conducted with leading New Zealand Directors.

    Read them here
    https://www.twine.net/signin
    https://www.twine.net/signin