Where content meets strategy, and strategy meets results
Partnering with product and content teams to build scalable, user-first content that drives growth and enables product success.
ABOUT
Hi, I’m Jody Beth (Jody or JB for short) — a content strategist, product owner, writer, and knowledge design lead with over a decade of experience helping global teams create clear, scalable, and user-focused content systems.
I specialize in building strategies that serve both users and the teams behind them. From help center redesigns and localization workflows to content ops overhauls and AI-aware information architecture, I bring a strategic mindset and a human touch to every project.
While I work as a senior individual contributor, I often function as a bridge across product, design, support, and engineering. As a Product Owner, I’ve led initiatives like global rebrands, complex site architecture rollouts, and new feature launches — experience that helps me align user needs with business goals and technical realities.
I’ve delivered major content programs at companies like Miro and Emirates, and I’m passionate about designing knowledge systems that scale with clarity and intention. Originally from Canada and now based in the Netherlands, I thrive in remote, cross-cultural teams and love solving complex content challenges that make a real impact.
Areas of expertise
Content strategy & UX writing
Designing user-centered content for web, product, and self-service
Help center & knowledge base design
Reducing support volume through scalable content architecture
Product ownership
Leading cross-functional teams through launches, rebrands, and feature development
Content operations & governance
Building sustainable workflows, style guides, and localization systems
AI-aware knowledge design
Structuring content for discoverability, prompt clarity, and hybrid support models
Data-informed decision making
Using analytics and qualitative feedback to optimize content and systems
Global content management
Leading multilingual and cross-market initiatives at scale
FEATURED CASE STUDIES
Improving Help Center Responses Through LLM Prompt Design Evaluation
I conducted a prompt design experiment to improve the response quality of an AI Help Center bot for AcmeWork, a fictional SaaS platform.
Using Chatbase, I created two Large Language Model (LLM) – powered conversational agents—Bot A and Bot B—trained on an identical Help Center knowledge base but guided by different system prompts.
The goal was to evaluate how system prompt structure and tone instructions shape the quality, clarity, and usefulness of responses, and to refine the system prompt design using a structured evaluation framework.
Leading the Emirates SEO-Driven Platform Migration for the Emirates Experience
During a major Emirates.com platform migration, I led SEO strategy and content optimization for the sections of the site under my product ownership. While the migration spanned the entire digital ecosystem, my focus was on transitioning high-impact content areas—such as product, service, and brand experience pages—to a modular, responsive design system. I worked closely with designers, developers, and SEO teams to preserve organic visibility while improving scalability and mobile performance.
Redesigning Miro’s Help Center to Drive Self-Service and Reduce Support Load
I led the first major content redesign of the Help Center, with a focus on improving information architecture, reducing support dependency, and enhancing the user journey for self-service. By combining user research, SEO insights, analytics, and UX writing principles, I restructured high-traffic content and redefined the way users find answers. Within one year, this initiative resulted in a 58% reduction in support tickets, 1.86% decrease in article downvotes, and a 33% drop in support page views.
Let's Talk
Contact me today to discuss your next project.