Joseph Bertino

Joseph Bertino

Freelance UX Content Designer in Stockholm, He/him

I'm Joe, a New Yorker living in Sweden with my wife and two daughters.

I've spent the last decade designing content and leading teams for technology companies.

Now I run my own studio and I’m open for contract work — either hands-on ux writing for your product or stepping in as a design manager to provide (fractional) leadership and support daily operations.

For fun? I'm either riding my bike or planning family excursions in the forest.


Manual of me 📓

Hi and welcome to my user manual. This idea was inspired by episode #159 of the Brave New Work podcast, but also something I have come to appreciate as a member of a distributed workforce. Feel free to steal the template and make it your own.

Work Experience

2023 — Now
Stockholm, Sweden

Bertino Consulting is a content-first design studio for financial products and services. We partner with Europe's most ambitious fintechs — like Klarna, Tink, and Trustly — to create compliant, user-friendly experiences that convert.

2022 — 2023
Stockholm, Sweden

I joined TG as head of design to develop my skills as a leader and coach. For six months I created a safe and supportive workplace, led workshops and rituals, documented team deliveries, added tools to promote asynchronous work, designed a recruitment and hiring process, and collaborated with PMs on sprint planning and OKRs. In addition, I helped the team navigate an ambitious product expansion into services other than remittances.

2022 — 2022
Content Design Lead at Klarna
Stockholm, Sweden

Provided design leadership for the Klarna App Ecosystem & managed a team of five incredibly talented content designers.

2021 — 2022
Senior UX Writer & Competence Lead at Klarna
Stockholm, Sweden

App Design Support — Provided content design and ux writing support for product teams within the Klarna App Ecosystem.

2021 — 2021
Senior UX Writer & Accountable Lead at Klarna
Stockholm, Sweden

Global Language & Tooling — Led discovery and definition of our product localization program.

2019 — 2021
Senior UX Writer at Klarna
Stockholm, Sweden

Brand Experience — Collaborated with global delivery to create guidelines and documentation for merchant integrations.

2018 — 2019
Product Marketing Manager at Klarna
Stockholm, Sweden

Commercial Offering — Developed B2B messaging based on merchant feedback and competitor analysis.

2016 — 2018
UX Writer & Strategist at Bambora
Stockholm, Sweden

Developed a consistent writing style across products and led workshops on brand voice.

2015 — 2016
Product Copywriter at Truecaller
Stockholm, Sweden

Delivered product copy and localized strings for Truecaller (Android & iOS) and TrueSDK.

2014 — 2015
Writer & Strategist at Bertino Co.
Stockholm & Copenhagen

Freelanced at Radon, B-Reel, House of Education (formerly Sqore), Duuoo, and Epic Eats

2013 — 2014
Digital Copywriter at
Copenhagen, Denmark

Developed product positioning and wrote marketing copy for web, blog, and social.

2012 — 2013
Marketing Manager at Livefyre (aquired by Adobe)
San Francisco, CA

Developed brand messaging, press materials, community content, and custom pitches for prospective customers.

2007 — 2009
Account Executive at BBDO
New York, NY

Managed digital campaigns for Best Buy, FedEx & General Electric.

2006 — 2007
Assistant Account Executive at TBWA\Chiat\Day
New York, NY

Managed print campaigns for Sprint & Nextel Partners.



I joined the Descender podcast, along with my friend Sergio Valero Notari, to talk about how we ended up as content designers.


2022 — Now

I'm dedicating some time to mentor aspiring ux writers and content designers.

2017 — 2018

I joined Team Rynkeby (Täby) as a cyclist to raise money for Barncancerfonden. After a year of training we completed both Vättenrunden and a 9-day tour from Malmö to Paris.


2009 — 2011
Creative Strategy at Academy of Art University
San Francisco, CA
2002 — 2006
Communications at St. Lawrence University
Canton, NY