In Conversation with Keven Amfo
Tell us about your background:
After studying Art History and an early stint in the gallery world, my transition to fashion happened organically when I began to help some friends with their brand. Writing was always a primary element of my early roles – and my favorite aspect of any job I was doing – but it wasn't until 2014 that it became my focus when I began a full-time copywriting role with Saks.
Since then, my experience as a copywriter, editor, and creative has spanned three countries and touched brands big and small. Working primarily in luxury but encompassing fashion, hospitality, and lifestyle, I have written everything from e-commerce to editorial, email marketing, social media, and more. I would say the strength of my experience lies in its utter vastness; the breadth of where and what I have worked on allows me to write compelling copy for audiences of all types.
My favorite projects are ones where I can really sink my teeth in. I love working with brands – new or established – to define, refine, and hone their tone of voice. Exploring who we are as a brand, what we want to stand for, and what we want to communicate to the world. Delving into the psychiatry of the customer base to determine the best way to deliver our unique message. Then, creating a tone of voice guide and executing it to perfection across every channel.
These types of 360 projects are incredibly fruitful in terms of reach and impact. It is always incredible to see the ROI of work like this; one small fashion brand I've worked with had a 500% YOY increase in e-commerce sales after we executed the messaging, product descriptions, emails, and general marketing outreach.
After working in New York, London, and Paris with many different types of brands, I've learned that the goal is always the same. You want the consumer to understand who you are and why you're different compellingly across words and images, so they're motivated to buy into your brand. Aspiration transcends borders and languages.
What do you wish you’d known when you started out?
I wish I'd better understood the ebbs and flows of freelance work. Still, a decade in, it can be hard to ride those waves. The freedom is excellent, but so is the security that comes with a full-time role, especially when you're a parent.
Best career advice you've ever received?
Be flexible. While staying true to your path and goals is essential, sometimes veering from that can lead to the most remarkable experiences. A roundabout decision like this led me to Dior, one of my most impactful roles to date.
What leadership qualities are important to you?
Transparency and trust. Whether leading or being led, I have found my most fruitful professional relationships have come from my being able to delegate and trust, and vice versa. And that trust can only be built from honesty and transparency.
What has been the biggest challenge in your career so far?
I moved to London from NYC in 2018. I kept my New York client base and worked EST hours to maintain those relationships, but I found establishing new clients in the UK challenging. It took me a while to get my footing.
And for fun, what is your favorite wardrobe staple?
Vintage T-shirts! They are the perfect soft layer under knits and can even be dressed up – but you can sleep in them, too. An all-around necessity.
LinkedIn: https://www.linkedin.com/in/kevenamfo
Website: https://www.keven.nyc
Instagram: @kevenao
