Translate at the speed of modern business
I’m known for my work with language technology and language-related products. I’m also known for my branding, content strategy, and ops work. My time as Lead for Copy at DeepL exemplifies the synthesis of all this. I’m tasked with not only defining what our brand voice, tone, and style should be as we go through at re-brand, but to make sure that it’s consistently implemented across a company that has a large measure of self-serve copy. I own DeepL’s web copy, building the pages that tell our largely B2B audience what our products do, why it’s important for them to use, and how to get it. This means using my full stack of frontend comms skills—from content strategy and design, to project and production management, copywriting, hands-on CMS work and localisation coordination with a top-notch team.
One of the most interesting challenges that’s come up is how to market an AI-driven product in ways that are still human. DeepL’s core translator and voice products are based on their powerful AI-driven language intelligence, but then there’s the question of how one markets agentic AI to a broader market that may still lack market relevancy. The key problems I dealt with have been how to make agentic AI legible beyond its early adopters to those who are in charge of budgets and procurement, and then how to make the use cases clear and relevant.
See a selection of my DeepL product pages here.