• Drive the content design vision for Asana’s work management platform.

• Lead high-impact design initiatives, focusing on intuitive user journeys and system-wide content consistency.

• Mentor cross-functional teams and shaping the strategic direction of product communication.

As the first Content Designer at Pantheon, I collaborated with product managers, designers, and engineers to create clear, user-centered experiences across the platform. I developed content strategies, crafted UI copy, led research projects, and managed customer communications to support product launches and updates.

• Created UI copy and content designs for product interfaces, ensuring clarity and consistency.

• Led research projects to inform content strategies and improve user experience.

• Managed customer communications, including release notes and product announcements, aligning with the brand voice.

• Manage a team of content designers.

• Develop the team through coaching, mentoring, goal setting and building relationships with cross-functional stakeholders.

• Created writing guidelines to establish a unified voice across products and platforms.

• Set content governance standards and best practices for writing, localization and accessibility.

• Developed information architecture to improve discoverability and findability.

• Collaborated cross-functionally with UX designers, researchers, product managers, engineers, brand

managers and customer experience leads.

Led a UX Content Strategy and Localization team that strategizes, creates and governs the content in web and mobile user interfaces for consumers, passengers, drivers, merchants and corporate clients in Singapore, Indonesia, Malaysia, Vietnam, Thailand, the Philippines, Myanmar and Cambodia.

• Coached the team to develop their strengths and set clear goals to scale the team from 1 to 16

members in 3 years.

• Strategized app UI copy for multiple verticals (Geo, Transport, Logistics, Payment, Real-Time Communications, Food Deliveries, and Enterprises.).

• Created content style guides and terminology databases to drive a consistent brand voice and standardize localization practices.

• Conducted workshops for cross-functional teams for training and aligning on the tone of voice.

• Improved NPS by revamping content at various touchpoints (onboarding, error messages, payment confirmation, in-app notifications, etc.).

• Drove content strategy, recruit, and train writers and linguists.

• Crafted UI copy in both English and Simplified Chinese.

• Coached the team to effectively articulate content decisions and influence product decisions with a user-centric design mindset.

• Saved localization cost by 30% within 6 months by building a terminology database and an in-house localization team.

• Reduced localization engineering time by 50% by partnering with Engineering to migrate to a new localization software and increase the use of machine-aided human translation.