Senior UX Writer - Flip

At Flip, I balanced hands-on execution with strategic leadership, crafting copy daily while driving initiatives that elevated how the product communicates.

What I drove:

1. Tone of Voice 2.0 – Led the full cycle: defined Flip's new voice through research and testing, then audited the entire app to ensure consistency across every touchpoint.
   
   

2. Content-first design initiatives – Spearheaded projects like Data Package Revamp and Year in Review by mapping information architecture early, collaborating with designers to let content shape the experience from structure to hi-fi.
   
   

3. Writers Sync revival – Brought product and marketing writers together for regular collaboration, creating space for cross-team learning and alignment.

Beyond these, I worked closely with designers on day-to-day flows, ensuring every word moved users forward while staying true to Flip's voice.