Senior Content Designer
UX · AI · Content Systems
I design content systems that scale. From AI-driven workflows to governance frameworks — I turn content into infrastructure for product teams. At Flying Blue I own content strategy for 30M+ members across two brands and three languages.
What I do
Flying Blue · Air France–KLM
Six cases drawn from active projects — each with a concrete problem, approach and result. Work that protects meaning at scale.
Work
Key Opinion Leader Strategy
50+ influencers on a journey from Oslo, Berlin, Amsterdam and Paris to Hanoi. A fully digital 'reelveal' playing with social media algorithms.
Freelance UX Writing / Copywriting
Digitisation of business processes and customer journey development across 32 countries. UX writing for website and app.
UX Writer / Content Designer · May 2021 – May 2023
UX writing and content strategy for a large-scale e-commerce platform across 21 markets. Localisation-ready content and consistency across multiple squads and product iterations.
Freelance Senior UX Writer · May 2023 – Sep 2024
UX writing and content strategy for Wilbur, a real-time operational dashboard in a safety-critical airport environment. End-to-end, from research through implementation.
Senior Content Designer · Sep 2024 – present
GenAI-powered help system, 248-term glossary and AI-assisted workflow for a loyalty platform with 30M+ members — across Air France and KLM.
UX Writer · Aug 2020 – May 2021
Redesign of onboarding and product messaging across multiple banking apps, including Tikkie. Bilingual UX content (EN/NL) in complex financial flows.
Video
Downloads
A selection of cases and work documents: from tone of voice development and research for Wilbur (Royal Schiphol Group) to UX copy and content strategy for CarNext. Concrete work, with context.
