Language shapes how people act — whether they stay or leave, trust or hesitate, rave to their friends or rage on social. In most products, words are an afterthought. I make them core business strategy.
I've done it across fintech, rent tech, and health tech, building content systems that reduce friction, drive conversion, and hold up at scale. I use AI to go further, faster. But the thinking is always human.
See the needle. Watch it mooove.
25% more rental applications, 16.6% lift in conversion. I identified a systemic language failure at the core of HousingAnywhere's conversion flow. Legacy booking terminology conflicted with how tenants actually think about renting. I rebuilt the language architecture from the ground up: research, stakeholder alignment, taxonomy, localization, and A/B testing across the full funnel.

~60% fewer content tickets, ~50% less time editing other teams' work. I designed and deployed an AI-powered editorial agent trained on our style guide, emotion maps, and product documentation. It gave Marketing, Support, and Sales the infrastructure to publish on-brand content independently, eliminating the content bottleneck and freeing Content Design to focus on systems work.

A new health app with no clear voice, no positioning, and a launch date. As sole content designer, I built the messaging strategy from scratch — competitor benchmarking, value proposition framework, full homepage redesign, and in-app content — optimized for SEO, GEO, and conversion. Launching Q3 2026.

26% fewer support queries, 31% fewer defaults, 12% more signups. Holvi's hybrid credit card was intentionally non-standard — and customers didn't understand it. I reframed the problem from "How do we explain this?" to "How do users build the right mental model over time?" and redesigned understanding across every touchpoint, from marketing to the physical card carrier.
I came to content design sideways, through marketing and linguistics. As someone with a lifelong interest in what makes writing work, I studied literary linguistics — a little-known field that looks at how an author's stylistic choices create meaning in a reader's mind. This instilled a permanent obsession with cause and effect. Why do some words succeed where others fail?
Since 2020 I've been putting that obsession to work across fintech, rent tech, and health tech, designing content systems that hold up at scale, not just on a single screen.
On a less professional but equally important note, last year I ran my first marathon and half marathon (in that order), traveled to 10 countries, climbed inside the Great Pyramid of Giza, and hiked to 4,800 meters in the Himalayas, where I befriended majestic yaks and learned a secret recipe for masala chai.
What am I up to now? Let's talk.
"I started out in Marketing, so I deeply understand their needs and wants. I extend this empathy to all teams — like Engineering, Sales, Support, Legal, Finance, and Management.
This helps me do what I love most: start conversations, break down silos, and build working relationships based on clear, consistent, respectful communication and shared values.
So we can win together."
— Daniel McLeod
I design for users and organizations equally.
At Holvi and HousingAnywhere, I worked at the intersection of Product, Marketing, Sales, Support, and Legal to establish and maintain a unified brand voice.
Whether it's bringing content into early-stage product discovery, designing AI content systems that keep teams on brand, or transforming legal jargon into human-centered guidance, I define the language that shapes what companies become.
LLMs use approximate language to approximate intelligence. In the best case, that gets you 80% of the way there. The last 20% is the difference between people converting or leaving. Between sounding like you or like everyone else. Between correctness, consistency, and completeness or… utter chaos.
Content design requires precision. Each and every day, over months and years.
I do use AI for some things. Like as a research tool. To iterate microcopy. To challenge my own assumptions. Or to help scale human-generated, human-tested content design systems across organizations. I even used it to build this website, albeit with tremendous hand-holding.
But for the mission-critical work, it's best to go with someone you can trust.
Someone who can keep AI in check, with structured guardrails. Who can navigate ambiguity. Admit when they don't know an answer, and dig deep to find it. Who owns up to their mistakes — because how else does accountability manifest?
Someone who brings teams together, lifts them up with the power of language, high above the status quo.
Every now and then I share a clip that made me think, laugh, or see something in a new light.
Latest inspiration:
I don't have to have the whole machine built. Just get it out.
I'm always open to a good conversation — whether it's about a role, a project, how insanely f#$%ed our economy is, or the future of human creativity and our purpose on this planet. Reach out via any of the channels below.
🟢 Currently open to senior content design and strategy roles — full-time or freelance, globally.
Drop me a note and I'll be in touch soon.
We must never fear failure.
Here are two case studies from recent applications. In each hiring process, I made it to the final round but didn't get the gig — for one reason or another.
I try to learn from all my mistakes, and am always happy to share and discuss them in positive, productive conversations.
3 UX writing tasks:
3 UX writing tasks:
"Only those who take risks
drink champagne."
— Russian Proverb