Rejoined Western Union to own UX copy and create and implement global content strategies from early ideation through final copy for mobile apps and responsive web. Supported a global team located in San Francisco, Costa Rica, Morocco, Lithuania, London, and Singapore.

• Partnered with product and research teams to conduct user studies and empathy interviews and understand the customers’ needs, pain points, and end-to-end journeys.
• Leveraged user and competitive data analysis to make writing decisions and identify opportunities to improve content, which increased conversion rate by 25%.
• Wrote clear, cohesive, and accessible copy aligned with brand, tone, and voice for user interface, notifications, error messages, and B2B APIs portal, resulting in a 15% user engagement rate increase.
• Brainstormed initial concepts with designer, wrote and designed together, and collaborated closely through prototyping and final iterations.
• Shared and rationalized work with product managers and other partners while representing the customer’s voice.
• Led the content approval process from business owners, product managers, developers, localization managers, and legal counsel and turn business goals into content solutions across the product lifecycle.
• Maintained brand, voice, and tone standards, crafted writing guidelines, and contributed to style guide while building a strong writing culture.
• Mentored and trained other writers to help them improve their writing.
• Improved content team’s process, which increased efficiencies by 20%.
• Developed accessible copy aligned with W3C and ADA accessibility guidelines, resulting in a more inclusive brand image and broader customer reach.
• Delivered global content ready for translation and localization in multiple languages for European, Asian, African, and North and South American audiences, resulting in 15-25% market share increases in major local markets.