Gina Flaxman

I'm a writer and editor with more than 15 years' media experience, mostly specialising in health and food. My journalism has appeared in media outlets including The Saturday Paper, SBS, Good Food and Body+Soul. I've also created content for brands such as HCF, Officeworks and Weight Watchers and not-for-profits including Diabetes Australia and NPS MedicineWise.

I cut my teeth in online news, working at The Guardian website in London and The Sydney Morning Herald website in Sydney, before spending a decade in lifestyle magazines. I then moved into client publishing.

I now work from home, writing a mix of features and content such as profiles, case studies, fact sheets and SEO-optimised website copy for media companies, brands and not-for-profits. Whatever the work, I love finding and distilling the essential message and communicating complex information in a simple, engaging way. I also love researching new subjects and meeting and interviewing people from all walks of life to create inspiring case studies.

I have a wealth of experience in translating complex medical information and terminology and scientific studies into engaging content.

I also love writing about food. I love how just one simple dish or even ingredient can take you on a social, historical and cultural journey. I have years of recipe editing experience and also edit cookbooks.

I've been a magazine chief subeditor several times and have years of editing, research and publications management experience. I can do an entire rewrite and restructure, and manage a publishing project from start to finish, or simply tidy up and polish existing copy.

my core skills

writing and content creation

content marketing



Q & A

Whats the best thing to happen to you in your career to date?

Probably being made redundant just after having baby number two! If it hadn't happened, I might not have taken the plunge and gone freelance. I'm loving the diversity, flexibility and opportunities it offers.

What does a typical work week look like for you?:

I work part-time, so some days are spent at my desk or on the phone doing interviews. I love having a mix of different kinds of content to work on. The other days I'm running after small children.

Describe your working environment in a few sentences..

A desk in my house in inner-city Sydney, too close to too many good cafes. I'm trying to compensate with lunchtime jogging and yoga classes.

What sets you apart from other freelancers in your industry?

I'm both creative and meticulous. I love creative wordplay but I'm also a rigorous researcher and a grammar nerd.

What are the tools of your trade?

Computer/laptop, phone and coffee.

Do you collaborate with others? If yes, how does that works?

Yes. I've always worked well as part of a team, liaising with writers, editors, graphic designers and clients. Now that I'm freelance, cultivating relationships is even more important. I'd love to join forces with graphic and web designers, as well as fellow writers and editors.

Whats been the biggest freelancing lesson to date?

It's a marathon, not a sprint. You have to be in it for the long haul, which means no email or interview is ever a waste of time. You never know when it might lead to work further down the track.