Senior Content Manager & Copywriter
7+ years in travel, destination marketing & cultural comms

I amsterdam

Renew Your View Campaign

An image-building campaign designed to attract visitors to experience the city beyond the tired tropes and cliches.

Accessibility in Amsterdam

Technical features, first-hand storytelling, and representative imagery: let's open Amsterdam’s museum doors a little wider.

I amsterdam Magazine

Written by in-the-know locals who love the city, discover the places we cherish and don’t want you to miss.

Interview with Mitchell Esajas of The Black Archives

"Amsterdam is a place where people think together, organise together, party together. It's an ongoing cultural exchange."

Discover a self-care sanctuary at House of RITUALS

Spread across four floors of a monumental building House of Rituals is an unmissable shopping and well-being experience.

Become an instant art connoisseur with Bloomberg

This free location-based app offers visitors unparalleled access to Amsterdam’s most iconic museums upon arrival.

I amsterdam City Card & UiTPAS app copy (iOS/Android)

As part of the I amsterdam content team, I designed audience personas and delivered microcopy for the I amsterdam City Card and UiTPAS apps, creating intuitive in-app messaging that helps users navigate attractions, cultural institutions, and exclusive perks.

I also worked to optimise the English copy and product names for UiTPAS, ensuring clarity, consistency, and a tone that resonated with international audiences.

The goal was to make every interaction feel effortless and aligned with the city’s welcoming, curious spirit.

Love letter to the snack bars of Amsterdam

These late-night eateries serve all manner of deep-fried delights in every hue of orange and brown.

Fairytale villages to explore near Amsterdam

From canal-cut hideaways to idyllic cobblestones, these fairytale villages are a wonder to explore.

Vinyl and listening bars in Amsterdam

Anyone looking for DJ sets and listening sessions that are all about the records can give their ears a workout.

The absolute, hands-down, best pizza in Amsterdam

Amsterdam's pizzerias are vying for the title of best pizza; here’s our rundown of contenders to spend your dough at.

Amsterdam for photography lovers

Amsterdam is quickly evolving into a real hotspot for photography. Here are just a few places to get your photo fix.

Slurp-worthy ramen in Amsterdam

You’ll be dashing to try these ramen joints faster than you can emulsify a 72-hour bone broth.

Best restaurants for natural wine in Amsterdam

Crazy for natural wine, or is it all just sour grapes? For the enthusiasts, here are the most exciting wine lists in town.

Unusual hotel rooms in Amsterdam

How about sleeping the middle of the River IJ, a former prison, on a houseboat, or in your own private tower?

Save the Night

In collaboration with various cultural partners and municipality stakeholders, revamped all nightlife and clubbing content to better reflect Amsterdam’s diverse after-dark offering. Shifted the focus from a single party scene to a more inclusive, authentic narrative — highlighting everything from experimental music venues to relaxed local hangouts.

The result: copy and fresh social-first content that invites everyone to experience the city’s night culture in their own way.

Amsterdam Area Campaign

Led the Amsterdam Area campaign, inspiring visitors to explore beyond the city in partnership with regional Destination Marketing Organisations. Managed all content for the campaign’s subdomain, including a rotating “area of the month” feature developed with social and press teams.

Created SEO-optimised guides, routes, and itineraries highlighting cultural spots, cycle routes, family attractions, and nature escapes. Kept the campaign fresh with new photography, video, interactive maps, and social integration.

Collaborated across teams, led creative sessions, and reported on growth and engagement metrics to stakeholders.

Where to Stay

Redesigned and rewrote all Where to stay pages to create a more intuitive, inspiring experience for visitors. Implemented SEO best practices using top-performing hotel and accommodation search terms, and collaborated with partner hotels to enhance visuals and listings.

The refresh led to a 40% increase in page views within three months.