String and Key
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String and Key

The String and Key Crew: Jasmin

As part of our ongoing employee spotlight series, we’ll be profiling colleagues who inspire us. Today, meet Jasmin.

Company Role: Senior Copywriter

Most likely to: Start learning something new and then get distracted by trying to learn something newer

Secret talent: An uncanny knack for identifying subtle ingredients in foods

Our resident Brit, Jasmin, has been living in the United States, off and on, for over eight years, and now has that awkward semi-British/semi-American transatlantic accent she promised her friends and family she’d never adopt. But promises sometimes get broken, and that’s ok. She’s now come to embrace her mishmash of accents along with her newfound home in NYC.

A recent addition to our crew, Jasmin’s copywriting career has seen her working both in-house and agency side for a variety of clients, including Samsung, Toyota, Lexus, and more. From advertising campaigns to digital content to experiential marketing, and more, she’s well versed in adopting a voice that is relevant and relatable for any situation and any audience — a skill that’s, unsurprisingly, come in handy in her personal life also.

These days, she spends her time transforming creative ideas into compelling copy and is our lean, mean, solo copywriting machine.

Read more of her story below.

What does your typical workday look like?
Each day starts with a creative stand up where we go through the tasks at hand. For me, as the copywriter, these tasks range anywhere from writing blog posts to employee bios, statements of solidarity (shout out to our awesome company) to competitor research, and more. My days usually start with a blank google doc, a nice cup of Yorkshire Gold tea, and a great playlist to drown out the sounds of the wholesaler underneath my building. From that point, ideas get thought out and researched, and content gets written. Sprinkle a few meetings in between, and you’ve got yourself a well-rounded, productive day.

What’s your favorite part about working at String and Key?
The people. Everyone here is so talented, smart, and team-focused. I was lucky enough to get a sense of the culture and team quite early on when I first interviewed for the position via video chat (at the start of the COVID lockdown). During those chats, the specialness about String and Key came through, and I knew I could work here, contribute to success, and really grow. The trust aspect is also huge. You are hired to do a job, and you are trusted to do it well. As our Head of Strategy and Marketing, Edwin said in a previous profile: “At the end of the day, if you’re not trusting people to trust their gut, then a robot can do the job. You hired somebody to be smart. Let them be smart.” I love that approach.

What excites you about your job?
That I’m not boxed in as just a copywriter. Everyone is encouraged to step outside of their comfort zones and dabble in areas that complement our roles. For me, that’s involved a bit of design thinking, a little strategy, and more. Although we’re all somewhat masters of our craft, we’re also encouraged to be a jack of other trades. In addition to those explorations, we’re lucky enough to work for a company that also provides self-chosen training courses. String and Key really does an excellent job of setting up their already great employees for even more success.

What do you find most challenging about your role?
The exact same thing that I find exciting: stepping out of my comfort zone to learn something new and then sharing this new knowledge with my teammates (and hoping I didn’t get something wrong in the process). It’s a challenge but in a good way.

What are the values that drive you?
The main one is respect. I think within respect lie a ton of other values such as honesty, hard work, trustworthiness, helpfulness, and more. I truly believe that you should treat others the way you’d want to be treated (hopefully, we all want to be treated with respect at a minimum). At the end of the day, no man is an island, and we can all benefit from helping each other out.

How do you stay on top of your game?
Reading, reading, and then reading some more. Whether it’s fiction (I’m currently reading A Little Life by Hanya Yanagihara) or industry/non-industry blogs or marketing/ad campaigns, I like to immerse myself in all things content for inspiration and learnings. Not only does it make me a better writer, but it also helps fuel ideas when I’m working on higher-level concepts.

What drew you to tech and what excites you about the industry?
The opportunity to think outside of the box. Experimentation is encouraged in this industry, in all fields. Whether it’s experimenting with the concept as a whole, experimenting with the design, or experimenting with absolutely everything. And yes, it’s true that tech is always advancing, whereas storytelling is always storytelling. But I love finding new ways to tell a story, so each piece of technology means another opportunity to do that. Plus, there’s no denying that tech keeps you young. I don’t care how young you are, there’s always going to be that new tech that stumps you a little (or a lot). That’s why you have to work to stay on top of these things, or you’ll quickly get left behind. What better way to keep on top of it all than by working within the thick of it all, right?

What’s one thing — either industry-related or not — that you’ve learned in the last month?
How much I enjoy country living. I’ll always be a city person at heart (I was raised in the Big Smoke and live in the Big Apple), but lately, I’ve been appreciating the benefits of living a slower life. Especially during pandemic times when we’re all avoiding humans as much as possible (or at least I am). I’ve recently been spending some time out in the woods — both working and playing — and I’m finally learning the simple pleasures of being still. I’ve swapped nights on the couch nights watching Netflix for nights under the stars watching unbelievable meteor showers. It’s been amazing.

What keeps you busy outside of work?
Planning my next adventure. Prior to the pandemic, I was planning a trip to Patagonia (maybe in 2021?). Also, slowly working on a book of short stories and walking my rabbit (he needs the exercise).

Can you list five hashtags that describe your personality?
#Brit(ish) #NightOwl #SecretlySilly #SometimesSarcastic #Traveler

Lighting Round:

Sun or snow?


City life or beach life?

City life.

Adventure or relax?


Tent or hotel?


Coffee or tea?


Interested in working at String and Key? Join us!

Learn more about the other members on our creative team here, here, and here.



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