Phoebe Farr
@phoebefarr
Content Strategist helping brands grow audiences and demand through data-backed, multi-channel storytelling.
NetherlandsWhat I'm looking for
I’m a content strategist who’s worked across B2B and B2C, including two years at Klarna. I help global brands build audiences, generate demand, and grow via content that keeps people engaged across channels.
I’m always looking for the story hiding inside the strategy—bridging business needs with what the customer wants to hear. I enjoy moving fast with big briefs and short deadlines, and getting it right without the hand-holding, using data, experimentation and AI tools to improve performance.
From Feb 2024, I work independently on content strategy, campaigns, and customer journey optimisation—delivering global CRM launch content for FIFA World Cup 2026 across 8+ journeys, improved Coca-Cola Fanta’s Halloween CTR by 64% year-over-year, and produced a website content audit roadmap for a dementia-carer audience that the charity adopted for ongoing implementation. Previously at VML MAP, I pitched and launched Shell Go+’s editorial-style newsletter “On The Road,” boosted Shell Go+ reactivation CTR by 90% and points redemption by 63%, and at Klarna I drove 1000% adoption growth for AutoPay (20k → 230k users) while building and testing onboarding and lifecycle content, including contributing to Klarna’s AI-assisted content tool, CopyAssistant.
Experience
Work history, roles, and key accomplishments
Content Strategist
Freelance
Feb 2024 - Present (2 years 5 months)
Working independently with consumer brands, agencies, and organisations on content strategy, campaigns, and customer journey optimisation.
Lead Copywriter & Messaging
Vml Map
Feb 2024 - Present (2 years 5 months)
Delivered global CRM launch content for FIFA World Cup 2026 across 8+ customer journeys, supporting performance across markets. Led CRM communications for Shell Go+ loyalty programme migration and created onboarding content frameworks for Volvo ES90 and XC90 launches.
Content Strategist
Tide
Jun 2025 - Sep 2025 (3 months)
Produced a full website content audit for a dementia-carer audience and developed a strategic roadmap adopted by the charity for ongoing implementation.
Strategic Marketing Copywriter
Vml Map
Mar 2020 - Feb 2024 (3 years 11 months)
Created and pitched the “On The Road” editorial-style Shell Go+ newsletter, taking it from concept to leadership approval and launch as a market test. Improved Shell Go+ reactivation CTR by 90% and points redemption by 63% through strategic copy and design improvements.
Drove 1000% adoption growth for Klarna AutoPay (20k to 230k users) through benefit-led product content and built the “Shop Again” lifecycle reactivation series, lifting engagement by 26%. Designed and tested welcome push notification variants and contributed to the development of Klarna’s AI-assisted content tool, CopyAssistant.
Creative Copywriter
Uncle Grey
Jan 2019 - Jan 2020 (1 year)
Wrote a long-form educational article series for Grimbergen exploring the history and brewing of Belgian beer styles. Supported the PR team with press release writing and expanded format range beyond digital and campaign content.
Creative Copywriter
Advance A/S
Sep 2018 - Feb 2019 (5 months)
Created creative copy across paid media, TV ads, websites, and print for global brands including LEGO, Coloplast, Danfoss, Jabra, and Ipren.
Education
Degrees, certifications, and relevant coursework
University of Copenhagen
Master of Arts, Cognition & Communication
2015 - 2017
Earned an MA in Cognition & Communication at the University of Copenhagen from 2015 to 2017.
York St John University
Bachelor of Arts, Media and Film Studies
2011 - 2014
Completed a BA in Media and Film Studies at York St John University from 2011 to 2014.
Juniata College
Bachelor of Arts, Communications
2012 -
Completed a BA Communications exchange at Juniata College in 2012.
Tech stack
Software and tools used professionally
Availability
Location
NetherlandsAuthorized to work in
Job categories
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