Leadership experience in details
I got into UX Writing back in 2012 and eventually found myself leading a team, long before it became an official title. For the past seven years, I’ve been in leadership roles, shaping teams and strategies.

2021-now Head of Content Design at Avito
2018−2021 Lead UX Writer, Yandex Money
Head of Content Design at CS Avito
Avito is the most popular classifieds platform in the world, with ~60 million monthly users and ~2,5 million monthly requests going through Customer Service.

I oversee Content Design within Customer Service, which includes the UX Writers Team, Support Content Team, and Feedback Coordinators Team — each with their own Managers and Team Leads (overall, ~90 individuals).
  • Key Responsibilities of the teams
    • Developing scenarios for Support and analysing current needs to drive better CX.
    • Contributing to LLM training for key initiatives like intent recognition, routing improvements, and text refinement.
    • Enhancing the Helpcenter to reduce the Contact Rate and developing chatbots for automation.
    • Improving the Knowledge Base for Support specialists, so they have all the information for decision making and so they can find right information fast.
    • Processing customer feedback and transferring it to UX Researchers and Product teams.
    • Implementing Tone of Voice initiatives to enhance the quality of consultations and satisfaction levels.
  • My Input
    • I set goals and strategic direction for all teams within Content Design.
    • I lead long-term initiatives to enhance the Customer Experience and oversee strategies for the Help Center, Knowledge Base, and other key areas.
    • I drive the development of UX Research function within Customer Service.
    • I set up processes across Customer Service and Product Teams.
    • I drive the process that ensures customer feedback reaches the product side.
    • I hire and develop Managers and Team Leads.
Lead UX Writer at Yandex Money
Yandex Money (currently YooMoney) is one of the largest online payment services in Russia, with ~60 million accounts. It enables users to shop online, pay bills, transfer money, donate to charity or personal causes, and get a plastic or virtual bank card.
  • Key Responsibilities of my team
    • Designing user flows alongside UX Designers and developing scenarios that address the needs of different user groups
    • Providing final copy for interfaces, notifications, emails, etc.
    • Improving the Help Center and preparing pre-made responses for the Support Team.
    • Validating marketing communications for different products.
  • My Input
    • Hired and trained all editors for the company.
    • Created role descriptions for Junior, Middle, and Senior levels.
    • Defined the UX Writer role within business processes and set up a collaborative workflow for UX Writers and Designers.
    • Created guidelines and checklists for UX Writing (interfaces, Help pages, notifications, emails, support templates).
    • Developed Tone of Voice principles for product communication.
    • As Lead UX Writer, I was contributing to key projects such as new payment methods, financial analytics, bank cards, and multi-currency wallets.
    • Led all product communication efforts during Yandex Money’s rebranding to YooMoney.
The best way to contact me
telegram: @tasha_txt
managrem@gmail.com
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