Selected work for product-led ecommerce brands
You’ll find a mix of strategy-led copy and execution—written to match how customers actually decide. I work closely with product-led teams across Europe, building messages that stay consistent from product page to email to campaign, even as you scale.
If you’re looking for before/after clarity and a process you can trust, start here.
Hi!
I’m Iusti.
I work with purpose-driven, product-led ecommerce brands to bring clarity to their messaging across websites, product pages, campaigns, and everyday content.
My role sits between strategy and execution: helping teams translate what they stand for into language their customers actually understand and trust.
As an external copywriter, I collaborate closely with in-house marketing teams and founders across ecommerce and SaaS.
The goal isn’t louder copy but clearer decisions, consistent tone, and messaging that holds up as the brand grows.
Below is a selection of client work where clarity, responsibility, and brand consistency guided every decision.👇🏻
[ PRODUCT-LED SUSTAINABILITY COPY]
💚
Copy for brands where products, proof, and responsibility all have to hold up.
Product-led sustainability copy is where clarity, responsibility, and real-world performance meet.
I work with brands whose products do the heavy lifting, where materials, sourcing, formulation, and function matter, and where messaging has to hold up across product pages, campaigns, and paid channels.
My role is to translate that complexity into clear, credible copy that supports trust, decision-making, and long-term growth without dilution, exaggeration, or greenwashing.
This copy isn’t written in isolation.
It’s built to work across ecosystems: websites, launches, lifecycle messaging, and paid acquisition, always grounded in what the product can genuinely stand behind.
About
waterdrop
waterdrop® is a product-led hydration brand focused on reducing single-use plastic through design-driven, functional, and sustainable alternatives. Operating across multiple European markets, the brand balances innovation, health-related claims, and sustainability, all within a highly regulated category.
Over a multi-year collaboration, I have been supporting waterdrop’s Romanian market as part of cross-functional marketing teams, working across product, lifecycle, and campaign copy.
My focus was ensuring clarity and consistency across touchpoints, from product and collection pages to launches and ongoing communication, while adapting messaging to local language, cultural nuances, and compliance requirements.
This long-term partnership reflects the kind of environments I work best in: product-first brands, evolving teams, and messaging systems that need to scale without losing trust.
OUR BRIEF
Their marketing department was looking for copywriting and copyediting support and consultancy for the Romanian market, specifically working on product launches, email campaigns, blogging, social media support and customer-specific support.
In addition to lifecycle, product, and CRM copy, I supported paid acquisition by writing and localising Meta and Google Ads copy for European markets. This included remarketing ads, promotional campaigns, and product launches, written within platform constraints and compliance requirements.
OUR RESULTS
We collaborate on daily social media creation, meta and google ads, email newsletter creation and improvement of the CRM flow. The Romanian market expanded alongside the other European markets and became a growing and powerful market for the sustainable waterdrop products.
CAMPAIGN HIGHLIGHTS
PAID ADS COPY - META & GOOGLE
Alongside brand and product messaging, I’ve spent the last four years writing paid ads copy for Meta and Google as part of in-house and cross-functional marketing teams.
My work focuses on direct-response copy — hooks, primary text, headlines, descriptions, and localisation — written for testing, iteration, and scale within established acquisition strategies.
Media buying, targeting, and performance reporting are handled by the internal teams I collaborate with, allowing me to focus on clarity, compliance, and message performance across markets.
What this typically includes:
✔️ Meta Ads: hooks, primary text, headlines, remarketing variants
✔️ Google Ads: headline sets, descriptions, intent-based framing
✔️ Localisation for EU markets in regulated categories
✔️ Campaign and launch support aligned with brand voice
OUR FEEDBACK
RAGWEAR
The First Vegan Streetwear Brand
About
RAGWEAR
Rooted in the vibrant skateboarding scene of the 90s, ragwear has evolved into a sustainable, vegan streetwear brand. Using GOTS-certified organic cotton, bamboo viscose, and recycled materials, it champions eco-friendly fashion. As a “PETA-Approved Vegan” brand, ragwear avoids all animal products, blending ethical values with style to positively impact people and the planet.
Today, ragwear balances creative expression with clear values, building collections that feel accessible, expressive, and aligned with a conscious lifestyle.
OUR BRIEF
Ragwear needed ongoing copywriting and copy-editing support across multiple touchpoints and markets.
The focus was on product and collection pages, newsletters, banner ads, and editorial content, supporting both French and English markets while maintaining a consistent brand voice.
The collaboration required clarity at scale: translating design concepts, campaign ideas, and product details into copy that stayed true to the brand’s tone while supporting ecommerce performance.
PAID ADS COPY - META & GOOGLE
Alongside product, collection, and editorial copy, I supported Ragwear’s paid acquisition efforts by writing and adapting copy for Meta and Google Ads.
This included campaign headlines, primary text, and banner messaging aligned with seasonal launches, promotions, and product drops written to reflect Ragwear’s playful tone while staying clear, compliant, and conversion-aware.
Paid media strategy, targeting, and performance optimisation were handled internally by Ragwear’s marketing team. My role focused on crafting product-led, on-brand copy that could be tested, iterated, and scaled across markets.
OUR RESULTS
Over more than two years of collaboration, we worked closely on:
Product descriptions and collection pages for bi-annual launches
Ecommerce banners and campaign messaging
Newsletter content and lifecycle communication
Blog articles and supporting editorial copy for FR and EN markets
Alongside execution, we refined structure and tone to improve clarity and consistency across channels, helping ragwear maintain a recognisable voice while adapting to different formats, campaigns, and audiences.
The collaboration continues as an ongoing partnership, supporting seasonal launches and day-to-day ecommerce communication.
OUR FEEDBACK
WEBSITE COPYWRITING
About
Prague FERTILITY CENTRE
Prague Fertility Centre is a top European clinic specializing in personalized fertility care. With expert IVF specialists and advanced lab techniques, PFC helps couples worldwide achieve their dream of parenthood. Their dedicated team, including experienced doctors, embryologists, and IVF Coordinators, prioritize patient health and success.
OUR RESULTS
Our collaboration spanned several months, focusing on website copywriting for the French and Romanian markets, email newsletters, offers, and social media content. We covered treatment options, care, branding, testimonials, case studies, and blog articles, enhancing client acquisition and retention for the brand.
OUR FEEDBACK
DREAM.JOBS
dream.jobs is a recruitment tech startup using AI to simplify hiring. Companies in the Czech Republic and Slovakia can post jobs for free on a network reaching over 3 million users. It integrates with 80+ ATS/HRIS systems to automate job ads on 10 portals, helping you find better candidates faster. With AI-powered career pages, you can attract 3x more CVs while keeping your brand front and center. dream.jobs makes recruitment easy, efficient, and fair.
OUR FEEDBACK
SAAS FOCUS
ECOMMERCE FOCUS
MAGAZINE & EDITORIAL FOCUS
For brands ready for deeper collaboration
A considered, hands-on partnership focused on long-term clarity and consistency.
Work with me
Strategic brand clarity and messaging collaboration.
This page outlines how I work with a small number of product‑led e‑commerce brands each year.
For teams who want to work in-house
Structured tools and frameworks to bring clarity to your messaging — without outsourcing everything.
The Copy Shelf
Templates, frameworks, and tools for teams who want to build clarity internally, without starting from scratch or outsourcing. Grab what you need for your brand and create with clarity and consistency.
If clarity, consistency, and responsibility matter to you,
you’re in the right place.
Prefer to explore ideas before starting a conversation?
Think of my newsletter as a collection of insights drawn from real client work and decisions you can use: brand clarity, product storytelling, and responsibility in practice.