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mike ux writer profile
UX Writer / CX Writer
12 Plus years Experience
Auckland, Hamilton, Tauranga

Represented: 23/03/21


Mike's a seasoned copywriter who has honed his UX and CX copy skills working with some top blue-chip companies. Mike’s point of difference is simple. He gets both UX and CX, combining both to make sure customers experience the very best digital journey.


Mike spent years creating engaging copy for multiple direct response and retail marketing agencies (think A-listers like DDB, Colenso, AIM Proximity and Chemistry). During this time Mike developed the essential insights into marketing and customer behaviour that lie at the heart of great UX. Mike understands how customers think, what they want and what a company needs to say to engage with them. 


Some of the more iconic projects he has worked on includes co-leading Westpac’s contract writing team, helping relaunch the bank’s website. He spent a year collaborating with the digital team delivering the site’s user and customer journey; developing a global writing style, looking after customer journey mapping, and setting up transparent workflows. 

Another highlight for Mike was creating the voice of AI-powered digital assistant, Aimee for Southern Cross. For this complex project, Mike nailed more than 900 interconnected conversation nodes, allowing Aimee to convincingly interact with customers 24/7 as a front-line crew member.


Content Creation Content Strategy Copywriting Information Architecture Marketing Communication Scriptwriting User Journeys UX Writing


Figma Keynote Microsoft Excel Microsoft Powerpoint Microsoft Word Salesforce Sketch

Recent Employment

Freelance Digital Content & Copywriter / Jan 2011 - Present / Self Employed

Auckland, New Zealand


Developing communication strategies, campaigns and content for agencies and clients.

Senior Copywriter / Mar 2014 - Apr 2015 / Twenty

Auckland, New Zealand


Partnered with the Creative Director to lead the agency creative output.

• Faked a UFO over Auckland to announce the arrival of Energy Online – this helped to successfully crash the company’s Contact Centre.
• Helped increase year-on-year fundraising results for the Heart Foundation donor appeals.
• Mentored junior teams and helped them to develop their craft.

Brands: AA, Asteron Life, Energy Online, Heart Foundation, Metro Glass, Bay Audiology.

Senior Copywriter / Jan 2009 - Jan 2011 / Aim Proximity

Auckland, New Zealand


Delivered a range of creative campaigns for some of New Zealand’s best known brands.

• Developed the “Brian & Lisa” TVC campaign for Tower Insurance – a regular in the Audience Favourite Top 5 for Ad Media.
• Launched the “Wheel of Winning” campaign for The Warehouse. A digital campaign that drove 30,000 new registrations in just 3 weeks and increased in-store basket size by 49%.

Brands: Air New Zealand, Frucor, Global Plus, TOWER, Visa, Vodafone, Westpac and Yellow Pages.

Industries I know well

Food & Beverage


Bachelor, Communication Studies

Auckland University of Technology


Creative. Digital. Marketing. Recruitment.