Six cases drawn from active projects — each with a concrete problem, approach and result. Work that protects meaning at scale.
01
GenAI
Prompting
Content Architecture
Building a GenAI-powered help widget for flyingblue.com
FBCOM Declarative Agent — member-facing AI assistant
Key skill: Designing and writing for GenAI-powered products — prompt architecture, output governance, and managing LLM paraphrasing risk in multilingual systems.
02
Data-informed
Stakeholder Alignment
Arguing for global search using existing user research
Flying Blue app navigation — search scope decision
Key skill: Using qualitative research and existing user data to drive content decisions — translated into clear, actionable recommendations for product stakeholders.
03
Localisation
Governance
Taxonomy
Preventing terminology drift across three languages and two brands
Flying Blue content taxonomy — cross-check log
Key skill: End-to-end localisation management — identifying and resolving terminology inconsistencies before they enter the translation pipeline.
04
Stakeholder Management
Legal & Compliance
Delivering a legal review package across three partner organisations
Daily Miles Open Banking — T&Cs v3, Privacy Notice, question lists
Key skill: Managing competing stakeholder requirements across legal, product, and partner teams — deliberate decisions about what to ship and what to hold.
05
End-to-end Ownership
Multilingual
Personalised carousel copy for five member tiers in three languages
Dynamic Yield carousel — earn and spend slides
Key skill: Full ownership from content strategy through localisation handoff — with quality control built in at brief stage, not production stage.
06
Mobile-first
Copy Optimisation
Rewriting flyingblue.com copy for mobile-first constraints
Flying Blue site — mobile copy optimisation with rationale document
Key skill: Systematic approach to writing for all devices — with documented decisions that make the rationale auditable and scalable across a team.
