Amsterdam, North Holland, Netherlands
Language has always been more than communication to me — it's connection. I've spent 15 years exploring why some products feel at home in a new language, and others simply feel translated. Speaking four languages daily myself, I experience firsthand how hard it is to be understood or to hit the right tone when switching between languages. That question led me from journalism to UX writing to building content systems and AI workflows that make multilingual products work for their users. At Trusted Shops, I rebuilt localisation from the ground up: ◆ Automated 70% of UX localisation workflows end-to-end, cutting turnaround from days to near-instant delivery ◆ Built a content design system in Claude adopted by three product teams within six weeks ◆ Led content strategy behind a 17% increase in email conversion — a direct line from language decisions to business results What drives me is building language infrastructure that scales without losing sight of the humans. Language remains one of the most powerful elements of the user experience. Products don't become global just by translating words. They become global when people feel understood, respected, and at home. People often describe me as someone who brings calm into fast-moving environments. I’m usually the person teams come to when they need clarity, motivation, or a way forward. My strengths are combining strategic thinking with empathy, creativity, and execution. Beyond my in-house work, I speak internationally on UX content, localisation, and AI at conferences including LocWorld, Button Conference and Growing in Content. I’ve also set up a space for conversations about the future of language, UX, and technology called the Future of Content Community in Amsterdam. Currently, I’m writing a book on UX Content & Localisation for Rheinwerk Verlag (2026). I’m exploring how organisations can build AI-ready multilingual content systems that scale without losing clarity, quality, or humanity.
Leading international content & localization team (4 people). Owning language quality, voice & tone governance, and multilingual standards across digital products. Remote. ◆ Shifted the content design and localisation function from a reactive service to a strategic product discipline by defining the vision, operating model, and governance framework in partnership with senior leadership to drive conversion in all 15 markets. ◆ Established language quality as a measurable, owned standard across all customer-facing digital touchpoints by setting voice and tone governance and multilingual communication strategy for a product organisation operating across 15 European markets. ◆ Cut localisation cycle time from multi-day manual handoffs to near-instant delivery for low-risk content by designing and implementing an AI-driven infrastructure that automated 70% of UX localisation tickets end-to-end, freeing up more time for strategic work. ◆ Architected an AI-powered content design system from scratch — with content models and localisation logic aligned to design tokens — accelerating consistent content standards across 3 teams within 6 weeks and speeding up product shipping. ◆ Initiated the company's first AI and innovation guild, creating the space where AI use cases were first discussed and laying the groundwork for the dedicated AI solution team that was built. As a selected AI Ambassador for Product and Technology, I drive AI adoption across 10 product teams, lead new agentic UX workflows, and collaborate with ambassadors across the organisation on company-wide initiatives. ◆ Embedded language quality directly into the development process by partnering with Product, UX, and Engineering, reducing revision rounds and eliminating handoff friction between language and product delivery.
Driving and leading priority initiatives, including processes and systems to professionalise and grow our content design and localisation discipline and team. Remote. ◆ Made consistent, on-brand copy the default across product teams by developing voice and tone guidelines for an organisation with no shared language standards and integrating them directly into the design system. ◆ Scaled language quality without scaling headcount by embedding voice and tone governance into a custom AI writing buddy built before GPTs existed, saving the content team 6–8 hours per week in revision cycles. ◆ Increased email conversion by 17% by leading content strategy and A/B testing for a consumer-facing product team.
Independent consultancy supporting international brands on localization, transcreation and market entry. ◆ Delivered localisation and transcreation for cross-border product marketing, including travel content for KUONI's customer magazine "Elsewhere by KUONI". ◆ Led customer profiling strategy for KUONI through qualitative interviews and persona development. ◆ Led cultural and linguistic adaptation workshops for product and marketing teams, including the German-Dutch Chamber of Commerce. ◆ Supported market entry into German-speaking regions (DE, AT, CH) for clients like Plantsome.
On-site role leading international content strategy for a Dutch public broadcaster’s digital channels. ◆ Developed a content localisation strategy for VPRO's international YouTube channels — adapting content, metadata and keywords for German-speaking audiences — growing the channel to 100K subscribers and a Silver Creator Award. ◆ Built sustainable international audience reach by establishing language partnerships and community infrastructure across markets that outlasted the initial EU-funded project scope.