Peter McFarlane

I'm a high-impact senior copywriter and strategist with 12+ years' experience across international agencies, fintech, e-commerce, and edtech. I fuse creative curiosity and copywriting skills with commercial strategy and a strong lean towards data learning.

I'm experienced in delivering authenticity in the age of AI, executing go-to-market strategies, and optimising conversion and retention. I've gone hands-on integrating AI workflows (ChatGPT, Gemini, Claude) to drive output efficiency without compromising on quality.

Senior Copywriter and Strategist at Rentoza (2023-08 – Present)

• Commercial and pricing strategy: Developed and implemented dynamic pricing and promotional discount structures across on-site and campaign channels, to support demand generation and margin optimisation.
• Lifecycle and retention marketing: Managed end-to-end email marketing architecture and campaign execution, implementing customer segmentation to improve open rates by 211%, click-through rates by 1060%, and email pipeline conversions by 82.4%.
• Operational Leadership: Re-engineered content production workflows across the writing and marketing teams, reducing briefing turnarounds by 50% and scaling output quality.
• Team management and governance: Directed task distribution, brief alignment, and quality control for internal writers, ensuring adherence to brand guidelines across digital and UI/UX placements.
• AI platform integration: Designed and embedded enterprise AI workflows (ChatGPT, Gemini, Claude) into the content team's daily operations, accelerating draft speed and scaling campaign delivery without compromising tone or accuracy, allowing for the launch of 25 major and minor campaigns across 2026.

Senior Copywriter at Ozow (2022-10 – 2023-08)

• Directed day-to-day workflows and actively mentored junior copywriters to ensure brand alignment and campaign execution.
• Delivered high-converting B2B and B2C fintech campaign copy for web, email, and digital placements across through-the-line channels.
• Collaborated across product and marketing teams to translate complex payments technology into clear, user-centric messaging.
• Maintained strict brand governance while supporting go-to-market strategies for key product launches.

Senior Content Writer at 2U, Inc (formerly GetSmarter) (2021-10 – 2022-10)

• Conceptualised multi-channel campaign copy and course positioning for premier international university partners (e.g., Oxford, Cambridge, Harvard).
• Defined, evolved, and maintained GetSmarter's core brand voice across high-volume global digital touchpoints.

Mid Content Writer at 2U, Inc (2018-07 – 2021-09)

Promoted to Senior Content Writer in September 2021.

• Executed GetSmarter's brand voice across 250+ university short courses while optimizing global campaign copy, streamlining cross-functional creation processes, and mentoring junior writers and contractors.

SEO Content Team Lead | Digital SEO Copywriter at Performics (Saatchi & Saatchi Synergize) (2016-05 – 2018-07)

• Managed scheduling, performance, and SEO content strategy and execution for top-tier local and international client accounts while leading a five-person team.

Copywriter and SEO Specialist at bOnline (2014-10 – 2016-01)

• Managed client discovery calls and produced high-ranking SEO web copy for international SME markets.

Copywriter at The Rebellion (2014-08 – 2014-10)

Certification in Creative Strategy Professional – Meta (2021 – 2021)

Certificate in Oxford Digital Marketing: Disruptive Strategy Programme – Oxford Saïd Business School (2020 – 2020)

Certificate in Marketing – University of Cape Town (2020 – 2020)

Certificate in Copy-editing – University of Cape Town (2019 – 2019)

Certificate in Creative Writing – Random House Struik (2012 – 2012)