Wilma van der Westhuizen
Senior copywriter | Head of copy | Content strategist
Summary
I'm a senior copywriting and content specialist with more than 20 years’ experience crafting compelling, high-impact content across media, corporate, financial, and broadcast environments. I’ve worked with some of South Africa’s most respected media and corporate brands including Media24, Kagiso Media, Primedia Broadcasting, LexisNexis, Sabinet and King Price Insurance. Currently serving as Head of Copy, overseeing content strategy and brand voice across various and international brands that form part of the King Price Financial Services Group while ensuring consistent messaging across digital, advertising, UX and marketing channels.
Overview
23
23
years of professional experience
2
2
Languages
Work History
Head of copy
King Price Insurance
01.2020 - Current
- Lead and oversee all copy generated by the marketing team across multiple channels and formats, including social media content, internal communications, press releases, billboards, videos, sponsored campaigns, adverts, radio campaigns, blogs, LinkedIn articles, policy wording, contracts, board packs, and internal social communications
- Work bilingually in English and Afrikaans across brands including agri, business, community, engineering, personal insurance, and life insurance in South Africa and Namibia
- Oversee content for subsidiaries of the King Price Financial Services Group, including Basileia, and manage English copy for Danish insurance company easySure
- Ensure all messaging meets strategic objectives, regulatory compliance, and resonates with target audiences
- Collaborate with marketing, design, product, and executive teams to deliver cohesive, high-impact campaigns
Freelance copywriter and content consultant
01.2003 - Current
- Trusted freelance copywriter and content strategist with extensive experience delivering high-quality content for South African and international clients across media, corporate, and marketing sectors
- Ongoing freelance work for major radio broadcasters including Primedia Broadcasting and East Coast Radio, writing campaigns and translating content
- Delivered projects via agencies, third-party platforms, and direct client relationships for brands such as We Buy Cars, City of Cape Town, Switch Energy Drink, and First Bank of Nigeria Limited
- Specialise in crafting copy across multiple channels: Website content, SEO, social media, blogs, newsletters, marketing campaigns, corporate communications, and thought leadership
- Skilled at adapting tone and style to diverse audiences while maintaining brand voice, ensuring each project achieves its strategic objectives
- Bilingual content creation in English and Afrikaans, with expertise in leveraging AI tools to enhance creativity, speed, and impact
Copywriter
Sabinet
01.2015 - 01.2020
- Delivered high-value daily newsletters that became essential to clients, driving engagement and subscription loyalty
- Translated complex legal and technical content into clear, accessible language for general audiences
- Adapted tone and style to diverse topics and target markets, ensuring maximum impact for every piece
- Played a pivotal role in client retention, with many relying on my content as a key reason for continuing services
- Produced content across digital, print, and corporate channels, balancing creativity with precision
Copywriter
Primedia Broadcasting
01.2012 - 01.2014
- Developed advertising and promotional copy for 947, 702, CapeTalk, and KFM
- Owned major events and campaigns end-to-end, from strategy and concept development to content creation and on-air execution
- Wrote, refined, and managed all scripts and messaging, directing sound engineers and production teams
- Ensured sponsor objectives were met while maintaining audience engagement
- Delivered campaigns from initial concept through to live broadcast
Copy editor
LexisNexis
01.2010 - 01.2012
- Edited complex legal and academic publications for clarity, accuracy, and consistency
- Ensured client materials complied with regulatory and professional standards
- Became the trusted source for legal professionals to ensure they’re up to date with the latest revisions and updates in their fields of expertise
Copywriter
Jacaranda FM (Kagiso Media)
01.2008 - 01.2010
- Crafted creative radio advertising and promotional campaigns for one of South Africa’s leading stations
- Led the full lifecycle of major campaigns, from early strategy and content ideation to scriptwriting and on-air delivery
- Controlled campaign tonality and messaging, directing voice artists and collaborating with production teams
- Ensured sponsor requirements were fully integrated while keeping campaigns engaging and on-brand
Copy editor
Zoo Weekly/Zoo Weekliks (Media24)
01.2006 - 01.2008
- Edited and refined editorial content for a national publication, ensuring accuracy and audience engagement
Sales assistant
FinWeek (Media24)
01.2005 - 01.2006
- Supported advertising sales operations and gained insight into commercial media strategy
Copy editor
Who’s Who of Southern Africa (Media24)
01.2003 - 01.2005
- Edited and verified biographical entries for a major national reference publication
Education
BIS:Publishing degree -
University of Pretoria
12-2004
Skills
- Crafting compelling copy across campaigns, websites, SEO, social media, blogs, newsletters, articles, radio, advertising, brochures, billboards, internal comms and UX interfaces
- Translating complex legal, technical, and corporate content into audience-friendly language
- Editing academic, technical, and corporate publications with precision
- Developing brand tone of voice, style guides, and content strategy frameworks
Timeline
Head of copy
King Price Insurance
01.2020 - Current
Copywriter
Sabinet
01.2015 - 01.2020
Copywriter
Primedia Broadcasting
01.2012 - 01.2014
Copy editor
LexisNexis
01.2010 - 01.2012
Copywriter
Jacaranda FM (Kagiso Media)
01.2008 - 01.2010
Copy editor
Zoo Weekly/Zoo Weekliks (Media24)
01.2006 - 01.2008
Sales assistant
FinWeek (Media24)
01.2005 - 01.2006
Freelance copywriter and content consultant
01.2003 - Current
Copy editor
Who’s Who of Southern Africa (Media24)
01.2003 - 01.2005
BIS:Publishing degree -
University of Pretoria