Fresha | Charlotte Thornalley

End-to-End Content Ownership

Unifying the Fresha Brand

I joined Fresha as a copywriter tasked with revamping the Help Centre, leveraging my previous experience at ASOS.

However, I quickly identified a systemic need for unified communication across all customer touchpoints.

This led to my role rapidly evolving beyond technical documentation: I established the company’s core marketing department and oversaw all customer-facing engagement across both B2B and B2C channels, all while maintaining responsibility for the Help Centre.

The core challenge was transforming fragmented user support into a proactive, brand-amplifying content engine.

Phase 1: Establishing the Content Foundation (Self-Service)

The journey began with fixing the core user self-service mechanism. I led the comprehensive overhaul of the Help Centre documentation to ensure users could efficiently resolve issues and edge cases related to new and existing features.

This immediate focus on the user journey and clarity laid the groundwork for broader content initiatives.

Phase 2: Content Strategy & Brand Amplification

With a strong foundation in place, the project scaled dramatically, setting the lasting strategic direction for Fresha’s entire marketing function.

1. SEO & Industry Placement

I collaborated with 3rd party agencies to place strategic, SEO-driven advertorial content in industry-specific publications, significantly boosting brand awareness and authority within the professional beauty and wellness sector.

2. Multimedia storytelling (Meet the Partners)

To create resonant, high-engagement content for our blog, website, and YouTube channel, I created the Fresha: Meet the Partners video series. My ownership involved sourcing participants and scripting shoots tailored to each partner’s individual experience. Launched in 2021, the series remains a key pillar of Fresha's content strategy today, effectively amplifying the voice of our users.

3. Launching the Fresha Blog

I launched the Fresha Blog (July 2021) as a key brand storytelling and engagement platform. The strategy focused on a B2B audience, delivering feature tips, best practice recommendations, and partner case studies. I drove the ideation, creation, and maintenance of keyword-optimised content designed to boost search visibility and drive direct signups to the platform.

4. Social Media & Influencer Collaboration

I revamped Fresha’s social media channels through a diverse multimedia strategy. Key to this growth was collaborating with industry influencers who possessed large social followings and global reach.

Key outcomes & impact
This end-to-end content ownership strategy successfully unified the brand voice and created a sustainable framework for growth.

Expanded social media following tenfold, reaching over 30,000 followers.
Established a content strategy that remains a core part of Fresha's marketing approach.
Launched and maintained the Fresha Blog and Meet the Partners series, which are still highly utilised.
Amplified the user voice to drive growth across both B2B partner and B2C customer bases.
Honed the ability to shape end-to-end content strategy and build brand presence across multiple platforms.