Available to hire
Hi, I’m Steve Coe, a Lead AI Conversation Designer, Content Designer, and Content Strategist with extensive experience in creating engaging and user-focused digital content. I’ve worked with major brands like Vanguard Investments, BP, Royal Navy, and Vodafone, crafting chatbot conversations, UX copy, and brand strategies that resonate with users and deliver results. I’m passionate about mentoring content teams and helping organizations evolve their digital presence through AI and conversation design.
Over the years, I’ve honed my skills across various industries including financial services, telecommunications, and mental health, always focusing on creating content that is clear, human, and effective. When I’m not working on digital content strategies or AI chatbots, you might find me exploring Spanish, enjoying football, or indulging in film, theatre, and radio.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
Spanish; Castilian
Intermediate
English
Fluent
Work Experience
Lead AI Conversation Designer / Content Designer at Vanguard Investments
May 1, 2024 - PresentPopulated and rewired the AI chatbot platform including Live Chat and AI chatbot planning. Worked on content pathways, edge-case scenarios, testing with developers, and tone of voice adjustments. Refreshed key website pages to align with user research. Mentored content team members on conversation design implementation. Tools used included Genesys AI, Microsoft PVA, Power BI, Figma, JIRA, and Amazon Bedrock.
Lead Content Strategist / Designer at BP
April 30, 2024 - July 25, 2025Created technical documentation for bpCore’s sustainable design guidelines, including authentication and JSON data snippets. Developed UX copy and strategy for BPme loyalty programme and internal community platform. Produced videos on sustainability and innovation. Tools used included Figma and Contentful.
Lead Content and Brand Identity Strategist at Three | NTT Data
October 31, 2022 - July 25, 2025Produced content audit and strategy and led Tone of Voice workshop for digital transformation and content repositioning. Mentored Three’s content team on strategy and planning.
Lead Content Strategist | UX Writer at Royal Navy
June 30, 2022 - July 25, 2025Led content audit, journey mapping, and creative content ideas to create a content strategy to enhance the Royal Navy’s website experience to be more interactive and streamlined.
Brand & Content Lead at StableHouse
January 31, 2022 - July 25, 2025Established Tone of Voice principles and style guidelines for the launch of a new cryptocurrency platform. Created all site messaging, social ad campaign concepts, and over 50 system and campaign emails.
Brand & Content Lead at EPAM Systems
July 31, 2021 - July 25, 2025Implemented new and revised brand principles, content direction, and UX copy for brands including Yamaha, Bacardi, Vertex, and INEOS.
Senior UX Writer / Content Designer at Foolproof
February 28, 2021 - July 25, 2025Created new page structures and content for Zensar Technologies and worked on their site and brand refresh. Tools used: Gather, Figma, Miro, Jira.
Lead Content Strategist at City Mental Health Alliance
November 30, 2020 - July 25, 2025Created content strategy to take the organisation global, refresh Tone of Voice via workshops, analysed current content, and implemented a content plan targeting new initiatives and audiences.
Lead Copywriter / SEO / Content Strategist at Al Rajhi Takaful
September 30, 2020 - July 25, 2025Created strategic content framework for digital transformation of Saudi insurance company, including new Tone of Voice, ASO and SEO best practices, and content for sections such as Medical Insurance and Covid-related travel products. Tools used: InVision, Asana, Trello.
Senior Content Designer / Content Strategist at Nationwide
March 31, 2020 - July 25, 2025Refined support content across six product sections using data from Search Console, Adobe Analytics, and user feedback. Created data-backed content linked via strategic mapping. Engaged regularly with product stakeholders. Tools used: InVision, Search Console, Hemmingway, Readable.
Conversation Design and Copy Lead at Vodafone HQ
April 30, 2019 - July 25, 2025Developed conversational pathways for TOBi chatbot which significantly boosted conversion and reduced transaction times. Created copy for promotion of major telco brands. Tools used: IBM Watson, InVision, Figma, Sketch, Trello.
Copy Lead and Content Strategist at Sapient Razorfish
December 31, 2017 - July 25, 2025Created digital retirement hub strategy for HSBC, engaged four consumer types with human, modern tone. Produced copy supporting creative approach.
AI Conversation Design & Content Strategy at Vodafone
September 30, 2017 - July 25, 2025Created conversation trees and strategy for TOBi chatbot, contributing to award-winning AI use. Developed content audit and digital strategy for future key digital areas. Tools used: IBM Watson.
Head of Copy & Content at Campus Society
April 30, 2016 - July 25, 2025Created Tone of Voice guidelines and copy across all communications including digital, offline and video for a new global platform for university students.
Freelance Senior Copywriter at Hugo & Cat
November 30, 2015 - July 25, 2025Created product copy for British Airways and Sony’s trade show in Las Vegas for wireless speakers, headphones, TVs, and Walkman.
Freelance Senior Copywriter at Syzygy
September 30, 2015 - July 25, 2025Created site copy for the new Honda range including the Civic Hatchback.
Head of Content at Studio Of Fathom
August 31, 2015 - July 25, 2025Led copy and content department; hands-on with copy creation for digital, UX input, video script work, user persona development, Tone of Voice workshops, and proofreading. Clients included Yas Island Waterworld, HSBC, Coutts, VISA, IBM, Ferrari World, and Birch & Waite.
Head of Copy & Content at EMC Digital / Conchango
November 30, 2013 - July 25, 2025Managed copy, content and teams for accounts including Barclays, Barclaycard, Dixons Retail, B&Q, and Next. Aligned Tone of Voice, created copy and concepts, and produced content audits and strategies.
Senior Copywriter at Lowe / Rivet Global
February 28, 2010 - July 25, 2025Produced site and POS copy for Magnum, Nokia, Knorr, and AEG.
Senior Copywriter at Ogilvy Active
August 31, 2009 - July 25, 2025Created digital content and voiceover material for Pizza Hut campaign, Vodafone’s 360 service concepts, and digital content for BAT and TA Reservists.
Senior Copywriter at Nokia Interactive
April 30, 2009 - July 25, 2025Produced copy and concepts for Vodafone’s MMS messages and newsletters and created mobile-centric concepts for brands such as Johnnie Walker, Arriva Trains, and Pathé Films.
Senior Copywriter at Enfatico / Wunderman
October 31, 2008 - July 25, 2025Produced email, banner and site copy for Dell’s B2B and B2C product range.
Senior Conceptual Copywriter at Rivet Global
July 31, 2008 - July 25, 2025Created 360˚ concepts for new campaigns for Magnum and Twister.
Lead AI Conversation Designer / Content Designer at Vanguard Investments
May 1, 2024 - PresentFor the organisation’s chatbot and AI evolution, I populated and rewired the platform with essential and time-sensitive content. This included planning and developing Live Chat and AI chatbot pathways, edge-case scenarios, testing with developers, and tone of voice work. I also refreshed key website pages aligning them to user research, and mentored content team members on implementing conversation design.
Lead Content Strategist / Designer at BP
April 30, 2024 - July 25, 2025Created technical documentation for BP’s award-winning sustainable design guidelines, including authentication, JSON data snippets, accessibility, typography, and imagery. Developed UX copy and strategy for BP's loyalty programme and internal community platform, and produced videos covering sustainability and innovation.
Lead Content and Brand Identity Strategist at Three | NTT Data
October 31, 2022 - July 25, 2025Produced content audit and strategy, led identity and Tone of Voice workshop with key stakeholders for content repositioning and digital transformation. Mentored content team focusing on strategy and planning.
Lead Content Strategist | UX Writer at Royal Navy
June 30, 2022 - July 25, 2025Led content audit, journey mapping, and creative content ideas to produce a strategy that enhanced the Royal Navy’s website towards a richer, interactive, and streamlined user experience.
Brand & Content Lead at StableHouse
January 31, 2022 - July 25, 2025Established Tone of Voice principles and style guidelines for the launch of a new cryptocurrency platform. Created all site messaging, social ad campaigns, and over 50 system and campaign emails.
Brand & Content Lead at EPAM Systems
July 31, 2021 - July 25, 2025Implemented brand principles, content strategy, and UX copy for clients including Yamaha, Bacardi, Vertex, and INEOS.
Senior UX Writer / Content Designer at Foolproof
February 28, 2021 - July 25, 2025Created new page structures and content for Zensar Technologies and supported their site and brand refresh.
Lead Content Strategist at City Mental Health Alliance
November 30, 2020 - July 25, 2025Created content strategy for global expansion including refreshed Tone of Voice, content analysis, and implementing new initiatives targeting diverse audiences.
Lead Copywriter / SEO / Content Strategist at Al Rajhi Takaful
September 30, 2020 - July 25, 2025Developed strategic content framework for digital transformation, including new Tone of Voice, ASO, SEO best practices, and content for sections such as Medical Insurance and Covid-related travel.
Senior Content Designer / Content Strategist at Nationwide
March 31, 2020 - July 25, 2025Refined support content across six product sections using data analysis from Search Console, Adobe Analytics, and user feedback. Conducted stakeholder check-ins and content mapping.
Conversation Design and Copy Lead at Vodafone HQ
April 30, 2019 - July 25, 2025Worked on conversational pathways and the launch of TOBi, Vodafone’s award-winning chatbot. Created promotional copy for major telco brands including Apple, Samsung, and Sony across B2C and B2B.
Copy Lead and Content Strategist at Sapient Razorfish
December 31, 2017 - July 25, 2025Developed a digital retirement hub strategy for HSBC, focusing on engaging content for four consumer types with varying retirement stages. Created human, modern tone and copy to support the creative approach.
AI Conversation Design & Content Strategy at Vodafone
September 30, 2017 - July 25, 2025Created conversation trees and strategy for TOBi chatbot, which boosted conversion and reduced transaction times. Contributed to Content Audit and Digital strategy for Vodafone’s future, focusing on SIM market and digital areas.
Head of Copy & Content at Campus Society
April 30, 2016 - July 25, 2025Developed Tone of Voice guidelines and copy across all communications including digital, offline and video for a global platform for university students.
Freelance Senior Copywriter at Hugo & Cat
November 30, 2015 - July 25, 2025Created product copy for British Airways and Sony’s trade show in Las Vegas, covering wireless speakers, headphones, TVs, and Walkman products.
Freelance Senior Copywriter at Syzygy
September 30, 2015 - July 25, 2025Produced site copy for the new Honda Civic Hatchback range.
Head of Content at Studio Of Fathom
August 31, 2015 - July 25, 2025Led Copy and Content department, created copy for digital experiences, UX input, video scripts, user personas, Tone of Voice workshops, and proofreading. Worked with brands including Yas Island Waterworld, HSBC, Coutts, VISA, IBM, Ferrari World.
Head of Copy & Content at EMC Digital / Conchango
November 30, 2013 - July 25, 2025Managed copy and content teams across accounts including Barclays, Barclaycard, Dixons Retail, B&Q and Next. Aligned Tone of Voice, created copy and concepts, and produced content audits and strategies.
Senior Copywriter at Lowe / Rivet Global
February 28, 2010 - July 25, 2025Produced site and POS copy for brands including Magnum, Nokia, Knorr, and AEG.
Senior Copywriter at Ogilvy Active
August 31, 2009 - July 25, 2025Created digital content and voiceover materials for Pizza Hut campaign, Vodafone’s 360 service, and digital content for BAT and TA Reservists.
Senior Copywriter at Nokia Interactive
April 30, 2009 - July 25, 2025Produced copy and concepts for Vodafone’s MMS messages and newsletters; created mobile-centric concepts for multiple brands.
Senior Copywriter at Enfatico / Wunderman
October 31, 2008 - July 25, 2025Produced email, banner, and site copy for Dell’s B2B and B2C product range.
Senior Conceptual Copywriter at Rivet Global
July 31, 2008 - July 25, 2025Created 360˚ campaign concepts for Magnum and Twister.
Senior Freelance Copywriter at Agency Republic
April 30, 2008 - July 25, 2025Produced online content for a digital service created by BBC and ITV.
Senior Conceptual Copywriter at Ogilvy Interactive
February 29, 2008 - July 25, 2025Produced email and DM concepts for BT Business Total Broadband and site content for Vaseline.com.
Senior Freelance Copywriter at Dare Digital
October 31, 2007 - July 25, 2025Created microsite, website, and email copy for Sony Walkman, Vodafone, Barclays Bank, AA, and Woolworths.
Senior Freelance Copywriter at Full Six
June 30, 2007 - July 25, 2025Created microsite content and banner ad concepts for L’Oreal’s Professional hair colour range.
Freelance Conceptual Copywriter at AMV BBDO / ichameleon
March 31, 2007 - July 25, 2025Created Guinness Hands online campaign, winning multiple industry awards.
Freelance Copywriter at Agency.com
November 30, 2006 - July 25, 2025Produced online content for BA and BT microsites.
Senior Freelance Conceptual Copywriter at AMV BBDO / ichameleon
August 31, 2006 - July 25, 2025Conceptualised online viral ads for Guinness and BT.
Senior Freelance Copywriter at RMG Connect
July 31, 2006 - July 25, 2025Brainstormed banner ad concepts for Aero’s MillionAero giveaway campaign.
Senior Freelance Copywriter at Agency.com
June 30, 2006 - July 25, 2025Produced online content and ideas for clients including Ladbrokes, BA, and BT.
Senior Freelance Copywriter at BD Network
April 30, 2006 - July 25, 2025Produced online content and direct mail for Coca Cola and Orange.
Senior Copywriter at Fitbug.co.uk
February 28, 2005 - July 25, 2025Created and conceptualised all content for the launch of this new health and fitness platform including press, online, and direct mail material.
Freelance Senior Copywriter at Proximity London
November 30, 2004 - July 25, 2025Created scripts and concepts for Eurostar's Mr Jetset campaign, Royal Mail online content, and an online game for Whiskas.
Freelance Senior Copywriter at Digitas
August 31, 2004 - July 25, 2025Worked on DM material and online copy for Sony Ericsson, NatWest, RBS, and Zanprol.
Freelance Copywriter at AKQA.COM
May 31, 2004 - July 25, 2025Wrote all online content for the mobile section of MSN including eDM campaigns communicating free upgrades for MSN/Hotmail accounts.
Copywriter promoted to Head of Copy (Through the line) at Buffalo Creative Ltd
March 31, 2004 - July 25, 2025Created DM and press copy for clients including O2, Hitachi, Carnival, and more. Supported all ad campaigns with press ads, brochures, DM, and radio.
Education
Degree at Mountview Theatre School
January 1, 1991 - December 31, 1994College at Southdowns College
January 1, 1989 - December 31, 1991College at Southdowns College
January 1, 1986 - December 31, 1987High School Diploma at Mayfield Comprehensive
January 1, 1982 - December 31, 1986Degree at Mountview Theatre School
January 1, 1991 - December 31, 1994 at Southdowns College
January 1, 1989 - December 31, 1991 at Southdowns College
January 1, 1986 - December 31, 1987 at Mayfield Comprehensive
January 1, 1982 - December 31, 1986Qualifications
Industry Experience
Financial Services, Telecommunications, Software & Internet, Media & Entertainment, Professional Services, Non-Profit Organization, Energy & Utilities
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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