Helping creators and brands find each other and work together on branded content details. Launching and growing Instagram's creator marketplace on mobile and desktop right through from discovery phase to expanding internationally.

Helping small businesses in markets like India and Brazil use click-to-WhatsApp ads to reach customers, build trust and grow their business.

Helping app builders integrate with Google Fit. Help people take better control of their health and fitness.

Leadership impact

• Led end-to-end content design for the brand portal to Instagram’s creator marketplace. Wrote and owned all content in the product.

• Designing the new information architecture to successfully integrate our new creator marketplace tool into Meta’s existing SaaS product suite.

• Identified high-impact content opportunities. Designed and executed new onboarding entry points with content A/B tests which drove an additional ~4600 brands to onboard to our tool.

• Facilitated workshops with 50+cross functional partners to build shared understanding of our key value props to feed into onboarding flows.

Craft impact

• Content lead for the creator commerce v-team building a 3-year product vision and strategy.

• Working with senior leadership to implement a more efficient team structure and working model.

• Contributing to org-level product strategy and quarterly roadmapping.

• Coaching and mentoring content designers and UX/product designers.

• Teaching workshops on design leadership, giving and receiving feedback and authenticity at work.

• Scoping roles for content designers and prioritise projects on roadmaps.

I was the first content strategist to join the Google Fit team. I worked closely with product, engineering and design to make the Google Fit developer platform easier for engineers to navigate, understand and use.

Impact

• Planned and executed the first major overhaul of the Google Fit developer platform since 2016 resulting in higher quality partner integrations and a ~38% improvement in site feedback.

• Developed a process to use feedback reports and Google Analytics to prioritise impactful future updates.

Vista creates the software that helps Cinemas thrive in a post-Netflix world. I mentored a team of designers and supported 5 cross functional development teams across 4 products overseeing all UX product writing and help content.

Leadership impact

• Coaching and mentoring a team of 7 designers.

• Pitched a content-first approach in our design team. Piloted with 3 projects which had 28% less revisions and re-work.

• Worked closely with product managers to get 1 UX quality project per half onto the product roadmap.

Craft impact

• Led workshops teaching techniques and practices (persona writing, voice and tone mapping) to improve UX quality.

• Crafting user interface text and labels, microcopy, pop-up messages, errors, tooltips and product content to build Vista's voice and tone.

• Delivered 3 product feature demos and tutorials for each major release which reduced customer queries to account managers by 30%. Planned, scripted, filmed and edited all demos.

• Led research sessions to test and optimise microcopy.

• Women at Vista presenter encouraging young girls at 4 low decile schools across Auckland to pursue STEM and design careers.

Kiwiplan is the most lucrative software company you've never heard of (with 80% market share of box plants in EMEA and the US). I led UX for a digital transformation project for the company to reimagine legacy desktop applications as digital web products.

Impact

• Delivered design audits for all 7 core products. Presented to senior leadership and gained buy-in to deliver 9 of 11 UX recommendations.

• Distilled 700 pages of user manuals into 10 pages of content used to create product tours and help content. Conducted usability testing with 20 clients and found a 38% reduction in common errors with 95% of users successfully completing the flow.

• Created UI labels, descriptions, tooltips and error messages for 300+ fields across 7 products.

• Led senior leadership through a series of workshops to define and document Kiwiplan's voice and tone.

• Launched a company glossary used by 120 employees to drive consistency across all customer materials.

I was the third employee brought into this consultancy overseeing two major client accounts (Cubic Defense and In-work). Responsible for delivering against client bid and contract renewal targets.

Impact

• Wrote a series of proposals that won my client (In-work) 5 out of 6 government contracts worth $5M in total.

• Created and piloted a new onboarding platform for software developers at Cubic which halved the onboarding time of new employees from 12 weeks to 6 weeks.

• Increased our web generated leads from 15% to 42% by redesigning the WritersInc website. Created new content and case studies, simplified our site navigation, and conducted a competitor analysis to distil our message and brand.

Oversaw this marketing agency's startup clients. Pitched and executed strategic content projects to drive growth and discovery.

Majored in microbiology and environmental studies