I’m a content strategist operating at the intersection of audience psychology, cultural timing, and product behavior. At Remini (Bending Spoons), a 107M MAU generative AI photo/video app ranked among the most-used AI apps globally, I own content strategy across the full product lifecycle—from discovery research and trend-to-feature translation, to launch positioning and measurement. I validate my instincts in public through a growing Instagram practice (~4.9M monthly views) and treat every post like a live experiment in audience psychology. I build repeatable research-to-content feedback loops and run experiments that directly inform how features are framed, shipped, and improved at scale.

Umnah Aslam

I’m a content strategist operating at the intersection of audience psychology, cultural timing, and product behavior. At Remini (Bending Spoons), a 107M MAU generative AI photo/video app ranked among the most-used AI apps globally, I own content strategy across the full product lifecycle—from discovery research and trend-to-feature translation, to launch positioning and measurement. I validate my instincts in public through a growing Instagram practice (~4.9M monthly views) and treat every post like a live experiment in audience psychology. I build repeatable research-to-content feedback loops and run experiments that directly inform how features are framed, shipped, and improved at scale.

Available to hire

I’m a content strategist operating at the intersection of audience psychology, cultural timing, and product behavior. At Remini (Bending Spoons), a 107M MAU generative AI photo/video app ranked among the most-used AI apps globally, I own content strategy across the full product lifecycle—from discovery research and trend-to-feature translation, to launch positioning and measurement.

I validate my instincts in public through a growing Instagram practice (~4.9M monthly views) and treat every post like a live experiment in audience psychology. I build repeatable research-to-content feedback loops and run experiments that directly inform how features are framed, shipped, and improved at scale.

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Work Experience

Product Content Strategist at Bending Spoons (Remini)
January 1, 2023 - Present
Own user research and end-to-end content strategy for Remini, a generative AI photo and video app. Lead discovery research, trend analysis, content-led ideation, concept validation, and post-launch measurement. Built a structured research-to-content feedback loop connecting qualitative insights, quantitative validation, and A/B results. Ran 50+ sessions across EU and global markets and used findings to redesign content strategy. Established a trend-to-feature pipeline from TikTok/Instagram/AI creator communities to drive timing and positioning for viral AI feature launches. Designed and ran A/B content experiments delivering significant engagement lifts and embedding experimentation into content practice.
Founder at Koora Karkat
July 1, 2020 - July 1, 2021
Senior Design Consultant at Interwood Pvt. Ltd.
July 1, 2020 - September 1, 2021
Industrial Design Intern at dsgndxyz EDC
January 1, 2019 - December 31, 2019
Field Marketing Specialist at Red Bull
January 1, 2019 - December 31, 2019
Industrial Design Intern at Taleemabad
January 1, 2018 - January 1, 2019
Concept Design Intern at Human Design Studios
January 1, 2017 - January 1, 2018

Education

M. Sc Digital and Interaction Design at Politecnico di Milano
September 1, 2021 - April 1, 2024
B. Sc Industrial Design at NUS T
September 1, 2016 - September 1, 2020

Qualifications

Industry Experience

Media & Entertainment, Software & Internet, Professional Services