Alastair Macduff
Västra Frölunda
Summary
Skilled native english Copywriter and commercial Voiceover artist, with more than 15 years' experience. Proven ability to craft compelling product descriptions and persuasive content that drive sales and enhance customer engagement. Thorough understanding of digital marketing and SEO strategies. Known for creativity, attention to detail, and delivering results.
Based in Gothenburg, Sweden. Originally from Glasgow, Scotland.
Overview
16
16
years of professional experience
Work History
E-commerce Copywriter
Volvo Cars
01.2021 - 01.2025
- In my most recent role as lead copywriter in Volvo Cars e-commerce team, I was responsible for producing English master copy for homepages across a number of European markets, as well as coordinating content and translations for international colleagues. Content creation encompassed everything from crafting dynamic advertising copy and aligning campaign communications, to delivering detailed strategic, technical, and legal documents.
Copywriter
Stendahls
01.2017 - 01.2021
- As copywriter in a creative team at Stendahls, I developed the concept for the launch of UD Trucks’ New Quester vehicle, producing a variety of promotional material that has been utilised in markets worldwide. Additionally, I authored key communications for Sandvik mining equipment and Husqvarna’s range of automowers. Other notable projects included creating brochure copy for Mölnlycke Health Care and Volvo Construction Equipment.
Writer & Voiceover Artist
Spoon
01.2013 - 01.2021
- During my long-term freelance engagement with Spoon, I regularly contributed articles to Volvo Trucks Magazine and the Volvo Knowledge Hub. I also wrote social media copy for Volvo Trucks’ channels and produced content for several other Spoon publications, such as Alliance News for Alfa Laval/Tetra Pak and Bolted for the Nord-Lock Group. Alongside writing, I provided voiceovers for numerous commercial films for Volvo Trucks and other major clients.
Presentation Writer
Nine Yards
01.2019 - 01.2020
- I wrote several presentations for Volvo Trucks Services, which were featured at a launch event in Gothenburg introducing four new trucks. This assignment required close collaboration with a team at Volvo to produce engaging and interactive materials for both customers and sales personnel.
Copywriter
Forsman & Bodenfors Inhouse
01.2019 - 01.2020
- I was responsible for writing copy for a number of Volvo Trucks Services brochures.
Technical Writer & News Reporter
SKF
01.2009 - 01.2019
- Over a ten-year period working directly with SKF, I researched and wrote news articles, advertising copy, and promotional materials for both internal and external audiences. I also translated and wrote several technical manuals from Swedish to English, supporting SKF departments such as Brand Protection, Internal Communication, and the Global Communication Support Centre.
Technical Writer
Novacura
01.2016 - 01.2016
- My tasks included researching and writing customer case studies, as well as translating technical and sales materials from Swedish to English.
Copywriter
ALTEN
01.2015 - 01.2015
- I was responsible for writing and text-editing all material for the SCA Tork customer application.
Copywriter
Cordovan Digital
01.2013 - 01.2013
- At Cordovan, I scripted brochure copy, product guides and web content for the global launch of the latest update of Volvo FE truck.
Translation Work
Lionbridge
01.2011 - 01.2013
- I translated a variety of articles and texts from Swedish to English for Lionbridge’s worldwide client base.
Voiceover Work
Online Voices & TMP
01.2011 - 01.2021
- Working from two studios in Gothenburg, I have voiced a range of short commercial films and adverts in a variety of different English, Scottish and Swedish dialects.
Education
Copywriting in English
Berghs School of Communication
Stockholm12-2011
International Kulturprojektledning (Yrkeshögskoleutbildning)
Kulturverkstan
Gothenburg05-2009
NVQ - Business Administration
City of Glasgow College
Glasgow, Scotland06-1993
HND - Communication Studies
University of West of Scotland
Hamilton, Scotland06-1990
Skills
- Creative storytelling
- E-commerce campaigns
- SEO content creation
- Collaborative teamwork
- Long-form article creation
- Professional voiceover portfolio
Digital competence
Software Applications: Microsoft Office Suite (Word, Excel, PowerPoint, Outlook), Google Workspace (Docs, Sheets, Slides)
Digital Marketing: Google Analytics
Data Analysis: Spreadsheet software (Excel, Google Sheets)
Project Management: Miro, Trello
Collaborative design: Figma
Selected Previous Employment
- 2009–2011: Site Manager, Göteborgs Kulturkalas, Göteborg & Co
- 2008–2011: Volunteer Coordinator, Göteborg International Film Festival
- 2005–2010: Store Manager, The English Shop, Gothenburg
- 2000–2005: Sales Representative, Fopp Ltd., Glasgow, Scotland
- 1997–2000: Sales Representative, Missing Records, Glasgow, Scotland
- 1994–1997: Producer/Editor/Writer, Cue & Review Recording Service, Glasgow, Scotland
Timeline
E-commerce Copywriter
Volvo Cars
01.2021 - 01.2025
Presentation Writer
Nine Yards
01.2019 - 01.2020
Copywriter
Forsman & Bodenfors Inhouse
01.2019 - 01.2020
Copywriter
Stendahls
01.2017 - 01.2021
Technical Writer
Novacura
01.2016 - 01.2016
Copywriter
ALTEN
01.2015 - 01.2015
Writer & Voiceover Artist
Spoon
01.2013 - 01.2021
Copywriter
Cordovan Digital
01.2013 - 01.2013
Translation Work
Lionbridge
01.2011 - 01.2013
Voiceover Work
Online Voices & TMP
01.2011 - 01.2021
Technical Writer & News Reporter
SKF
01.2009 - 01.2019
Copywriting in English
Berghs School of Communication
International Kulturprojektledning (Yrkeshögskoleutbildning)
Kulturverkstan
NVQ - Business Administration
City of Glasgow College
HND - Communication Studies
University of West of Scotland