About me
I'm a senior content designer applying persuasive writing, AI and behavioural science to increase conversion rates (CRO) and drive measurable business growth.
In my current role as Staff Content Designer for Intuit QuickBooks, I lead content design across our accountant and direct audiences in the EMEA region, as well as driving US and international projects..
Some of my key achievements in role include:
US homepage self-ID test — October 2025
I led the content development for a homepage test that asked visitors about their business to drive a personalised experience.
Results
Gross Net Subscribers (109 Index to Control)
Ecosystem Lifetime Revenue (112 Index to Control)
International Fusion launch — September-November 2025
Harmonisation of Canadian, Australian and UK web experiences for the 13 November Intuit platform launch. I managed the execution of 22 high priority pages concurrently, delivering a 'platform mindset' that prioritised global reuse.
QuickBooks Practice Manager relaunch — February 2025
I developed a segmented email series to promote the relaunch of QuickBooks Practice Manager as a free offering for accountants and bookkeepers with 5 paid client subscriptions.
Results
% increase in active users
Total active users % above FY25 target
New UK accountant landing page — July 2024
I led the content development and UX design of a new, Netflix-inspired accountant landing page, drawing from desk research of external best practice (other SaaS sites, streaming sites).
Results
% uplift in Marketing Qualified Leads per week (avg) in Q1 FY25 (vs Q4 FY24)
New UK switcher experience — January 2024
I led the content development and UX design of a new switcher experience on the QuickBooks website.
Results
Switcher sign ups increased 922% YoY
Web visitors increased 1287% YoY
Switcher homepage visits increased 449% YoY
I'm adept at working in fast-paced environments, building relationships cross-functionally and operating with ambiguity.
Skills
Behavioural Science, Content, Copywriting, cro, UX/UI
Sector Experience
Automotive, financial services, SAAS, Utilities