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Elsa Papa

@elsapapa

Creative Copywriter at Motorway, creating campaigns that generated 5x ROAS and nearly 11% more sellers progressing through the funnel.

United Kingdom

Message

At Motorway, I develop integrated campaigns across paid and organic social, CRM, web, app and digital channels. I turn briefs into creative concepts and channel-specific copy for different audiences and formats.

I conceptualised and executed a campaign that generated 5x ROAS and increased sellers progressing through the funnel by nearly 11%. Its success led to the campaign being repeated, and my campaign copy also contributed to a 32% increase in dealer sign-ups.

At Zellar, I developed content and creative communications for B2B and B2C audiences across web, email, social and product UX. My SEO-led content strategy and targeted keyword optimisation increased blog visibility by 200%.

My work has also included editing submissions at IamBeYoutiful and producing journalism for The Tab that reached 9,000+ readers and featured in The Metro. I use AI to support creative ideation, including building a custom ChatGPT trained on Motorway’s tone of voice.

Experience

Work history, roles, and key accomplishments

Current

Creative Copywriter

Current

Motorway

Jan 2026 - Present (9 months)

Develops integrated campaigns across paid and organic social, CRM, web, app and digital channels. Conceptualised a campaign generating 5x ROAS and increasing seller progression by nearly 11%.

Creative Copywriting Campaign Concepts Social Content Organic and Paid Social Tactics Brand Voice Digital Campaigns Creative Ideation Headline Writing Video Scripts CRM and Lifecycle Copy Conversion Copywriting Content Strategy SEO GEO AI Assisted Copywriting Tone of Voice Canva Sprout Social

Junior Creative Copywriter

Motorway

Sep 2024 - Dec 2025 (1 year 3 months)

Developed integrated campaigns across paid and organic social, CRM, web, app and digital channels. Wrote social-first copy for TikTok, Instagram, Facebook and Reddit, and supported the rollout of Motorway's brand refresh.

Marketing & Content Executive

Zellar

May 2022 - Aug 2024 (2 years 3 months)

Developed content and creative communications across web, email, social and product UX for B2B and B2C audiences. Increased blog visibility by 200% through SEO-led content strategy.

Content Strategy SEO Copywriting Social Media Email Marketing UX Writing Project Coordination

Content Writer & Sustainability Officer

Zellar

Aug 2021 - May 2022 (9 months)

Wrote social, editorial, campaign and thought-leadership content, adapting messaging to different audiences and channels. Translated complex sustainability and technology topics into accessible communications.

Content Writing Social Media Editorial Thought Leadership Sustainability Communication

Assistant Editor & Contributing Writer

IamBeYoutiful

Sep 2020 - Sep 2021 (1 year)

Edited and refined submissions to maintain editorial quality and developed culturally relevant content for a youth audience. Supported editorial strategy to drive readership and engagement.

Editing Editorial Strategy Content Development Child And Youth Engagement

Content Writer

Zellar

Nov 2020 - Aug 2021 (9 months)

Developed content and creative communications across web, email, social and product UX for B2B and B2C audiences. Scripted customer case studies and social video content.

Content Writing Social Media Email Marketing UX Writing Video Scripting