Kaleena Stroud.
Kaleena Stroud is a copywriter and content editor for YOGABODY, a yoga company which combines ancient wisdom with modern science. Originally from California, she previously lived in Buenos Aires, Argentina, before settling (enthusiastically) in Barcelona in 2017.
Morning 8:00: An alarm sounds, but it’s not mine. My boyfriend is up before I am, and though I may protest, he soon greets me with a cup of coffee and the dog jumps into bed to cuddle with me, so I quit resisting the new day.
I usually knock out a few work tasks and house chores as soon as I wake up. Not only because the CEO-authored best-sellers told me to make my bed in the morning if I want to become successful, but because I genuinely enjoy cleaning in the a.m. But if it’s a lazy morning, just tidying up will do.
I hate being rushed, so I leave the house with ample time to stroll through Gràcia’s charming streets while I listen to Educated: A Memoir on Audible. With a turn on Carrer del Torrent de l’Olla and a stop at Lukumas for a cappuccino, I walk to the office. This is usually when I remember I’ve left my packed lunch in the fridge.
Work begins at 10:00 sharp with a meeting, briefing the team on the goals and projects we’ll tackle this morning. My agenda includes new online ads for a 21-day backbend challenge, a sales promo for €40 off the Yoga Trapeze, and marketing materials for an upcoming yoga training course in Kuala Lumpur.
People typically confuse content and copy. They may understand old-school ads. They know of Don Draper, billboards, commercials, and they get what copy used to be. But did you know the average Facebook user is shown at least one ad every two minutes? It’s not easy to get your attention nowadays. Each ad is a chance to illustrate why you need this really cool thing in your life.
That Amazon page? Each word, carefully chosen to show what value it’ll bring you. That email you received? A friendship, crafted from the first subject line.
I’ve become enamored with the ever-evolving digital market and creative ways to represent the brand through words. I was freelancing before this job.
Most people become frustrated with my answer when I reply to their question “How did you get writing work?” I’ve written about everything under the sun. I’d always written as a side hustle; writing for crap clients until I landed a few good ones, offering free content for old bosses, all until I had planted enough pieces I was proud of onto a website, then cold emailing as if my life depended on it until I got freelance clients. Then focusing on the health, wellness, and beauty niche. It’s easier to get work when you choose a niche.
Think about it: if your sink was clogged would you hire a handyman who claims he can fix anything in the house or would you hire the guy who specialized in sink fixing? You get the idea.
It’s a long answer, as is the road to finding a job you actually love.
Afternoon 13:45: I have lunch with my coworkers on the terrace—a salad, maybe, with quinoa or toast. Whatever it is, it’s got hummus on it.
Then back to work with an afternoon briefing. I’ll edit course materials, web pages, and more technical items now that my creative gears have begun to rust. Many assume writers can edit and editors can write; however, it’s a left brain versus right brain battle royale on the daily. So, I try to cross the Ts and dot the Is in the afternoon.
After work, I walk a luxurious five meters to the yoga studio for an hour-long sweat session. I’m currently a fan of the “burn” classes. It’s a mixture of yoga and HIIT (high-intensity interval training).
I’ve taken yoga classes here and there in my life, even so much as a college course during one semester while at Long Beach State. I got a whopping one credit for that bad boy. So I was not foolish enough to believe yoga was always easy. But geez was I unprepared for the intensity that is a YOGABODY class.
Although, a portion of my complaining stems from a recent challenge to complete 30 classes within 30 days. My goal-oriented self completed said challenge and not only did I gain muscle definition in places I’ve never seen before, but I have also gained a newfound respect for what our bodies can achieve in such a short amount of time. It’s true what they say: classes don’t get easier, you just get stronger.
Evening 19:30: I’ve walked back home and will enjoy a small merienda with my boyfriend as we talk about the day and cuddle the dog. Then I’ll hop in the shower.
I traded the smog-filled debutante air of L.A. for the salty breeze of Barcelona so I could walk everywhere and be surrounded by people who like to grab a bite during the week. I am a homebody, that is true. But I make it a point to break up the monotony that can be the workweek by having a Wednesday evening activity.
To me, Barcelona is the Goldilocks of the three big cities I have lived in. L.A. was the type-A personality. You go to her when you want to see your name in lights, get to know amazing people, and network the hell out of your small-town roots. But L.A. was too loud, too busy, too superficial.
Buenos Aires was the lively bad-boy. The one you go to when you want to rebel, have a good time, and perhaps, fall in love. But Buenos Aires was too wild, and with no schedule, no aspirations, no future.
Barcelona is the take-home-to-mother kind of city. Reliable yet spontaneous, hardworking yet fun-loving, balanced.
Night 21:30: Time to cook. It’s probably cold macaroni, pesto, tomatoes, feta cheese, and kalamata olives. I’m on a Greek kick as of late.
I’m definitely in bed by 23:00 and watching New Girl. When the time comes, I’ll fall asleep the moment my head hits the pillow.
Kaleena Stroud.
Kaleena Stroud specializes in sales funnel copywriting at YOGABODY headquarters, where she serves three Barcelona yoga studios, international and online education courses, and props manufacturing.