With a newsroom-honed talent for turning complexity into clarity, I combine product thinking, content strategy, and crisp microcopy to deliver intuitive web and mobile experiences.
WORK EXPERIENCE
2025 — Present
CURRENTeToro
I'm building eToro's content design foundations from the ground up. I've integrated writing into the product cycle by establishing new Figma and Monday workflows with PMs and designers. To scale, I partnered with R&D to develop an AI tool that automates basic content vetting, freeing me to focus on high-level strategy. I currently manage all product copy while leading an overhaul of the company's voice, tone, and style guidelines.
2022 — 2025
Wix
As the sole writer for Wix's mobile apps, I owned the content for our AI Mobile App Builder, simplifying the technical process of building and publishing to the App Store and Google Play. I also developed the official Guild guidelines for iOS premium messaging, balancing user needs with Apple's strict legal and financial requirements. While working autonomously on my product team, I stayed closely aligned with Wix's 100+ member writing guild to keep our mobile and web experiences consistent.
2017 — 2022
i24 News
Translated complex Middle Eastern geopolitics into clear, compelling stories for a global English-speaking audience. Delivered breaking news via on-air reporting, long-form features, and real-time microcopy (on-screen banners). Mastered the art of simplifying high-stakes information into bite-sized, accessible content.
2015 — 2016
Channel NewsAsia
Managed the end-to-end production of broadcast stories across Israel and the West Bank. Translated intricate regional developments into clear, objective narratives for a diverse pan-Asian audience. Scripted and storyboarded high-pressure news segments, ensuring complex political data was accessible and engaging for global viewers.
EDUCATION
2012 — 2014
Reichman University
Majored in Persuasive Communications, focusing on the intersection of psychology, journalism, and new media. Developed a foundation in writing for diverse audiences and translating complex information into clear, persuasive narratives.
2025
Nielsen Norman Group
Completed advanced training in mobile usability to better bridge the gap between UX writing and product design. By understanding mobile-specific behaviors like touch targets, discoverability, and lean navigation, my writing supports the user rather than just filling space. This expertise helps me advocate for content-first design in mobile environments, ensuring that critical information remains accessible and actionable in "on-the-go" contexts.
2023 — 2024
This program provided valuable insights into user research, information architecture, and interaction design. By understanding the "why" behind design decisions, I can write more effective UX copy that guides users, anticipates their needs, and ultimately contributes to a more positive and successful product experience.
SKILLS
UX WRITING
DESIGN
WRITING
TOOLS
SOFT SKILLS