About me

I spent nearly a decade in global TV journalism, covering geopolitical events for international audiences. The work was demanding, but what stuck with me wasn't the adrenaline. It was the discipline of taking something genuinely complex and making it simple enough for anyone to understand.

 

When I made the switch to UX writing, I didn't expect the skills to transfer as cleanly as they did. But the core instincts were the same: empathy for the person on the other side, clarity under pressure, and the understanding that every word either helps or gets in the way.

 

I eventually landed my first role at Wix where I spent over three years. I wrote content for their mobile products, learning what it means to work inside a design system with real constraints and real users.

 

Now at eToro, I've taken on a broader scope. I'm still focused on what the product is actually saying to the user, but I'm also building the content infrastructure that holds it all together, the voice and style guide that makes sure everything sounds like it comes from the same place.

 

The job title has changed a few times. The instinct hasn't.