Freelancer profile translated to English.

Description

Born in Peru, raised in Africa, I landed at eleven in a Belgian steel town (Seraing, one of John Cockerill's crucibles) amidst blast furnaces and gray skies. Ever since, I've never really stopped changing worlds.

I've been a commando, a seller of washing machines, a creator of organic lasagna, a bank setter, a yoga teacher. (I'm skipping some: the list is longer than this paragraph.)

In 2011, at Optima Bank, I became the company's best closer. Best conversion rate. Best retention rate. That's when I understood one simple thing: selling is first about listening, then only about finding the right words at the right time.

Today, I am a strategic copywriter for freelancers and solopreneurs.

My method can be summed up in two words: Avatar First. Before writing the first line, I study your market and map out your ideal client: their fears, their vocabulary, their purchasing triggers.

The majority of my colleagues write first and correct later. I do the opposite. It's less romantic. It's what makes the difference between a pretty text and a text that converts.

You get a single point of contact who understands your market, clarifies your message, and lays the foundation for your communication. Not a copywriter who delivers words by the kilo. A partner who thinks about the system.

You have the expertise. You lack the words. That's precisely where I come in.

Languages

French
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Benjamin Landa
Strategic Copywriter
CONSULTING AND AUDITS
April 2026 - April 2026 (1 month)
Wavre, Belgium
Strategic copywriter for freelancers, solopreneurs, and SMEs launching new products. Avatar First Method: before writing the first line, I take the necessary time to understand the client's market, map their target audience, and identify the words they use when they quietly talk about their problem.

Deliverables: sales pages, email sequences, LinkedIn profiles and pages, VSL scripts, articles, posts.

My promise: a message that is unlike any competitor's and a partner who thinks about the system before placing a comma.

Before copywriting: Bank setter, event organizer (UCLouvain), marketing manager (Tepeetop). Fifteen years of wielding words that drive decisions.
ONEM (Office National de l'Emploi)
Customer Relations Expert
PUBLIC SECTOR
February 2023 - December 2025 (2 years and 10 months)
Bruxelles, Belgium
Mission: to transform dense regulations (Belgian unemployment legislation) into clear answers for entrepreneurs and job seekers who don't have time to read a royal decree.

Three skills directly transferable to copywriting: simplification of technical subjects, writing internal training materials, managing high-stakes conversations (the questions I'm asked have immediate financial consequences for the person concerned).

Unemployment legislation referent. Writing memos, fact sheets, internal training materials.
Tepeetop
Communication & Marketing Manager
FASHION AND COSMETICS
March 2020 - June 2022 (2 years and 3 months)
Managed the communication and marketing of a growing SME. Multichannel strategy (social media, sales materials), content creation (video, infographics, print materials), organization of a trade show in Germany.

First experience where I built a complete communication strategy, not just executed ad-hoc requests. That's where I understood the difference between "writing" and "thinking of a system that speaks."