Senior Copywriter | UX Specialist

What I do

As a UX specialist, I write clear, thoughtful human-centric digital copy that guides users from A to B with minimal friction and maximal delight.

When it comes to creative copywriting, I help people find the sweet spot for words that creatively convey their core message without stifling their personality.

I’m scrupulous with spelling and good about grammar but not above breaking the rules to connect with the modern-day reader.

Experience

UX Writer/Senior Copywriter  |  RAKBANK (Contract) | Dubai, UAE (Remote) |  Jan 2023 - Apr 2024

• Helped establish a new copywriting function to facilitate the brand’s digital transformation.

• Collaborated with the Content Experience Lead and Arabic copywriter to create engaging user experiences across the bank’s website, app, and other digital channels for both B2C and B2B.

• Close collaboration with designers, product owners, and relevant BUs on product flows and journeys through development and implementation cycles.

• Created the company’s first content guidelines/style guide upon hire to establish tone and voice and differentiate between personal, business, and elite customers.

UX Copywriter  |  Mobily (Contract) | Riyadh, Saudi Arabia (Remote) |  Mar 2020 - Dec 2022

• The first English copywriter to join a growing Digital Team for an established telecommunications company mid-digital transformation. Reported to the Copy Lead and worked directly with the Arabic copywriter to create clear, engaging, localized copy across B2C and B2B digital channels.

• Collaborated with UX designers, the CX team, and product owners in an agile environment to ensure delightful omnichannel experiences across the various customer touchpoints.

• Created the first set of content guidelines to establish the brand’s tone and voice, differentiating between B2B and B2C customers and accounting for the country’s culture and language.

• Worked extensively on the company’s first chatbot, partnering closely with the developer to launch and train it using decision tree and machine-learning methods while applying best practices in conversation design. The chatbot cut agent intervention by 77% and had an 84% user satisfaction rate in the first year.

Managing Editor  |  The Caviar Spoon | Dubai / Johannesburg (Remote) |  Jun 2016 - Jun 2019

The Caviar Spoon was a luxury lifestyle site that focused on travel, hotels, experiences), restaurants, women-owned brands, and entrepreneurs.

• Oversaw editorial and back-end operations, including creating copy, content, and creative collateral; website maintenance; social media strategy; editing and writing content that established trust and authority while following through with partnership deliverables.

Creative Copywriter  |  Self-Employed | Remote |  Aug 2014 - Present

I work with small business owners and brands to produce personality-driven copy that connects with the target audience and drives action while staying aligned with tone and voice, values, goals, and core messaging. Areas of impact include web copy, about pages, brand stories, establishing brand voice, product descriptions, blog posts, and emails.

Education

B.A., Psychology | Boston University  |  2000-2004