Modupe Oloruntoba

About

The short story: I consult on, strategise for & also produce content for style conscious brands. The long story: I'm a writer & creative content consultant, creating value for fashion & beauty brands by helping them use content to build community, leverage culture, create meaningful conversation and solve communication problems. After graduating as a fashion designer in 2013, I took a peek at fashion media and never left – content stuck. I’ve since been published in Vogue Arabia, Refinery29, Man Repeller, GQ South Africa, Fashionista.com and more, and worked at Oliver+ (U-studio Beauty & personal care), Superbalist, Woolworths South Africa, John Brown Media, and Media24. That’s included a cover profile on Jidenna that dives into his vision of a Pan African future; radio, web and email copywriting for retail beauty festivals and private label brands; and an essay contribution to Li Edelkoort's Proud South anthology. I have now spent 11 years writing and producing informed, engaging content, and developed a complementary understanding of digital publishing along the way. Whatever your fashion, beauty, or culture project, let's discuss whether content can solve your problem.

Experience

• Director of Brand Development (Consulting position) · Brothers Beard09-01-2023

  Leading all work on brand establishment and expression as Brothers Beard builds a world of care for men. Our offering so far: Select beard care, skincare and a singular lifestyle experience at our Grooming Lounge with our Lifestyle Barbers.

• Chief Content Officer (Board position) · Lhaude Africa07-01-2023 – 12-01-2024

  Advisory board role focused on improving content operations, consulting on content strategy, and developing content partnerships.

• Founder · The Fashion Operator03-01-2022

  The Fashion Operator is an on the ground conversation about Africa's fashion industries. This newsletter is a space for exploring the businesses behind the clothes (and more) that have the world so excited about fashion from our continent. Along with bringing you as much news as I can, we'll talk about the challenges and opportunities in our industry, find ways to understand and use our resources better, and take a look at what strategies are working and why.

• Strategist, Writer & Consultant · ModupeOloruntoba.com07-01-2017

  Freelance Writer & creative content consultant working in fashion, beauty & creative industries. Published in Vogue Arabia, Fashionista.com, GQ South Africa, Man Repeller (RIP), Refinery29, LOOKBOOK, House & Leisure, Twyg and more. Other roles include content partner at TheFashionAgent.co (coming soon), branded content for Best, Suki Suki Naturals & Brother's Beard, concept & copy development at Fak'ugesi Festival 2021, content producer for AFI Cape Town Fashion Week April 2019, content lead for Woolworths 'Into The New' 2019 campaign, and fashion columnist for Spree's The Thread.

• Brand Journalist · Oliver+ (Formerly MORE Production, part of Inside Ideas group)08-01-2020 – 01-01-2021

  Brand copywriting and concepting for long and short form digital, social, e-commerce and SEO content in the beauty & personal care category, from social campaign ideas to captions and strap lines to blog posts and audio & video scripts. The overall brief is smart, stylish and standout content for the digital landscape, created by interrogating briefs and turning them into compelling copy and/or concepts with inspiring, strategically-minded messaging. Contracted to an in-house agency client and reported to their Head of Copy on a 6-month contract that has been followed by part-time & occasional freelance engagement. Worked on global briefs for brands like Dove, Rexona (aka Sure/Degree/Shield), Simple, TRESemmé and Love Beauty Planet. Highlight: Played a leading role in a content audit that resulted in the client stripping the word 'normal' from beauty packaging worldwide. I've since done several months of freelancing for Oliver+ in every year since this contract.

Education

• Cape Peninsula University of TechnologyND, Fashion/Apparel Design

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