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I’m a writer-based creative content specialist with extensive experience developing content across financial services, lifestyle, and FMCG brands. I have many years of experience defining brand positioning, tone of voice, and simplifying complex or technical subjects into content that’s genuinely useful, written in a human voice. My skillset spans content strategy, narrative development and hands-on execution across web, social, email and campaign formats, supported by a background in design, decades as a writer, and years producing audio and video content. My Human-Centric Content approach blends creativity, cultural relevance and a natural, conversational voice with SEO/AEO-aware structure to lift clarity, discoverability and engagement. AI is baked into my research, writing and production workflows. I’m a team player who thrives on collaborating with internal stakeholders and being part of a team creating effective, high-quality work.…I’m a writer-based creative content specialist with extensive experience developing content across financial services, lifestyle, and FMCG brands. I have many years of experience defining brand positioning, tone of voice, and simplifying complex or technical subjects into content that’s genuinely useful, written in a human voice. My skillset spans content strategy, narrative development and hands-on execution across web, social, email and campaign formats, supported by a background in design, decades as a writer, and years producing audio and video content. My Human-Centric Content approach blends creativity, cultural relevance and a natural, conversational voice with SEO/AEO-aware structure to lift clarity, discoverability and engagement. AI is baked into my research, writing and production workflows. I’m a team player who thrives on collaborating with internal stakeholders and being part of a team creating effective, high-quality work.

Richard Overall

Creative Director, Content Strategist, Brand Strategist, +1

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I’m a writer-based creative content specialist with extensive experience developing content across financial services, lifestyle, and FMCG brands. I have many years of experience defining brand positioning, tone of voice, and simplifying complex or technical subjects into content that’s genuinely useful, written in a human voice. My skillset spans content strategy, narrative development and hands-on execution across web, social, email and campaign formats, supported by a background in design, decades as a writer, and years producing audio and video content. My Human-Centric Content approach blends creativity, cultural relevance and a natural, conversational voice with SEO/AEO-aware structure to lift clarity, discoverability and engagement. AI is baked into my research, writing and production workflows. I’m a team player who thrives on collaborating with internal stakeholders and being part of a team creating effective, high-quality work.…I’m a writer-based creative content specialist with extensive experience developing content across financial services, lifestyle, and FMCG brands. I have many years of experience defining brand positioning, tone of voice, and simplifying complex or technical subjects into content that’s genuinely useful, written in a human voice. My skillset spans content strategy, narrative development and hands-on execution across web, social, email and campaign formats, supported by a background in design, decades as a writer, and years producing audio and video content. My Human-Centric Content approach blends creativity, cultural relevance and a natural, conversational voice with SEO/AEO-aware structure to lift clarity, discoverability and engagement. AI is baked into my research, writing and production workflows. I’m a team player who thrives on collaborating with internal stakeholders and being part of a team creating effective, high-quality work.

Available to hire

I’m a writer-based creative content specialist with extensive experience developing content across financial services, lifestyle, and FMCG brands.

I have many years of experience defining brand positioning, tone of voice, and simplifying complex or technical subjects into content that’s genuinely useful, written in a human voice.

My skillset spans content strategy, narrative development and hands-on execution across web, social, email and campaign formats, supported by a background in design, decades as a writer, and years producing audio and video content.

My Human-Centric Content approach blends creativity, cultural relevance and a natural, conversational voice with SEO/AEO-aware structure to lift clarity, discoverability and engagement.

AI is baked into my research, writing and production workflows.
I’m a team player who thrives on collaborating with internal stakeholders and being part of a team creating effective, high-quality work.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Creative Content Director at Free.Studio

August 1, 2025 - Present

Freelance content strategy and creative work, collaborating directly with founders, CMOs and marketing teams to clarify positioning, develop content systems and campaigns, and create clear, human-centred content across web, email, social and campaign formats.

Brand Creative Director (Writer) at Crypto.com

March 1, 2024 - March 1, 2025

Shaped and maintained the brand tone-of-voice across all written content and touchpoints; led writing across brand, product, campaign and App content; developed writing frameworks and optimised educational content for web, social and University channels; led the Snapshot AI-generated crypto news podcast; contributed to the rebuild of the organic content strategy; collaborated with marketing, product and partnerships; wrote in-app copy for features and UI messaging.

Content & Campaigns Director at Reece Group (Trout)

February 1, 2022 - March 1, 2024

In-house creative and content lead; developed content and social strategy and contributed to campaign work for ASKO Appliances and Reece sub-brands; wrote in-app copy and feature messaging for Reece maX app and Laddr app; collaborated with product, marketing and performance teams; guided writers, designers and motion creatives.

Head of Content at Occo House – Jock Zonfrillo's content production company

September 1, 2021 - December 1, 2021

Content lead for Jock’s digital ecosystem, with a focus on YouTube; directed and produced 100+ cooking videos; led and mentored the video and social team, shaping tone, visual style and editorial standards.

Creative Director at Latitude Financial Services

October 1, 2019 - September 1, 2021

Creative leader of the in-house studio, a multidisciplinary team creating brand and product content, campaign work and email/EDM communications; shaped the content ecosystem and publishing frameworks across digital channels; wrote in-app copy and supported customer lifecycle and product emails.

Manager Creative & Content at Yarra Valley Water

June 1, 2018 - October 1, 2019

Managed the in-house content team; developed organisation-wide content strategy; translated complex, regulated topics into clear, human language storytelling; applied audience segmentation to targeted messaging for diverse customer groups.

Head of Content at J. Walter Thompson

August 1, 2016 - July 1, 2018

Led the content and social team; developed JWT’s Connected Content Strategy — a framework for integrated content ecosystems; oversaw end-to-end content development across web, social, campaign editorial and video; contributed to Latitude Financial content and related initiatives.

Content Director at AJF Partnership

February 1, 2014 - August 1, 2016

Led social, content, and video production across clients including Target, GM Holden, and Officeworks; directed scriptwriting and video production for campaign and educational content; achieved strong campaign metrics for Girls Make Your Move.