End to end content experience across product lifecycle, can inform content strategy, oversea 2-3 products at time, responsible for tone, interaction of copy (eg CTA, navigation), reviewing and writing content, establishing templates/guidance for UXD who are often writing the content (yes, this is true). This role is about doing (70%), and helping manager to setup process/templates to establish best practice and consistency of tone and experience of content to raise the quality of content being produced by 'non ux writers/copy writers'.