Hi, I’m Ashlee.

I’m the creative behind The Coconut Goddess. I’m a copywriter, photographer, and recipe-obsessed storyteller based in Aotearoa New Zealand (though you’ll often catch me wandering with snacks in hand somewhere new).

I help brands, founders, and creatives bring their ideas to life through words, images, and deliciously engaging content. Whether it’s a slow-unfurling blog post, a set of dreamy food photos, or a campaign that feels like a deep breath of fresh air, I believe in content that feels personal and purposeful.

City street scene with buildings, pedestrians, bicycles, cars, and a traffic light showing red. The Tokyo Skytree tower is visible in the background.

Copywriting & Storytelling

From blog posts and newsletters to Instagram captions and welcome sequences, I craft voice-led copy that connects. Past work has included editorial travel stories for G Adventures, journal-style wellness blogs for Ceres Organics, and behind-the-scenes copywriting for small independent brands.

A layered chocolate and vanilla layered dessert in a glass with whipped cream and chocolate chunks on top, set on a wooden surface with dark chocolate pieces in the foreground and green leaves in the background.

Recipe Creation & Food Content

I’ve been developing and styling recipes since 2012, back when The Coconut Goddess began as a plant-based food blog. These days, I create recipes that are vibrant, nourishing, and photogenic — perfect for cookbooks, brand campaigns, or social media.

Close-up of a traditional Japanese temple's red wooden roof with intricate design and decorative elements.

Photography & Visuals

Light-drenched, texture-rich photography with a focus on food, lifestyle, and travel. I’ve captured everything from Croatian alleyways to sunlit smoothie bowls, always with warmth and story at the heart. I also offer styling, creative direction, and design for brand assets.

Why Work With Me?

Because I care. Every project I take on is shaped with intention and kindness. I know what it’s like to be on the other side, pouring your heart into a business — so I treat your words, recipes, or images with the same care I’d give my own.

Whether you’re a small local brand or a global collective, I bring flexibility, heart, and an eye for detail. In the past I have produced content for brands such as Ceres Organics, Sunbeam, G Adventures, and a handful of wonderful independents across food, wellness, and travel.

If you’re looking for copy, content, or visuals with a little magic woven in, I’d love to chat.

Based in Aotearoa New Zealand, working with clients worldwide.