Pop Goes Media

Andrea
Marston

UX Content Designer & Strategic Consultant

The human in the loop
content design content strategy strategic consulting the human in the loop
✦
Content Design

Creating human-centric experiences

Through thoughtful UX content design, I make the complex make sense. My work focuses on developing content systems that prioritize the human experience, guiding users, building trust, and reducing friction across all digital products, from initial onboarding to cutting-edge AI interfaces.

◈
Content Strategy

Designing scalable content systems

I create content systems, including governance, frameworks, and design system language, that ensure product language is clear, consistent, and scalable across features, teams, and channels, guaranteeing brand consistency as products grow.

◎
Strategic Consulting

From AI to Human Connection

Connect with your customers through clear, usable, human-centered experiences. I offer insights on user-centric content solutions and strategies that translate complex technologies into accessible content for diverse users across all platforms.

Learn more about my work →
About Andrea Marston

The Human
in the Loop

Content Design & Strategic Consultation

Andrea Marston is a senior content designer and strategic consultant with over 20 years of experience shaping clear, human-centered digital experiences for some of Canada's most recognized brands.

She helps teams make smarter content decisions that bring structure, clarity, and a steady hand to complex products and evolving technologies. She partners with organizations to design content that scales, supports users, and aligns with business goals.

Her work is thoughtful, grounded, and practical, focused on creating experiences that feel intuitive, not overwhelming. Trusted for her perspective and leadership, Andrea works at the intersection of content, design, and strategy, helping teams build with confidence and keep the human at the center.

Andrea Marston illustration
"

The human in the loop

Andrea Marston · Pop Goes Media

Expertise

What I Do

01
Specialty
Content Design

Creating human-centric experiences

When language is thoughtfully designed, products are easier to navigate, easier to trust, and more effective for the people who rely on them. It translates complex systems into intuitive and accessible experiences.

Areas of Focus
UX writing & interface microcopy Onboarding & guided workflows System messaging & error communication Accessibility & inclusive language Content within product design systems Complex digital platform communication
02
Specialty
Content Strategy

Designing Scalable Content Systems

Cohesive product experiences support long-term growth with communication that is a reliable, integrated layer of the experience, not an afterthought. By designing content systems, frameworks, and governance based on analysis-driven strategies, I organize product communication, ensure consistent experience interactions, and improve clarity and collaboration.

Areas of Focus
Product content frameworks & architecture Scalable language systems within design systems Content governance & editorial standards Cross-team collaboration models Content audits & strategic recommendations Alignment: product, design & engineering
Work Samples

Case Studies

Automation can scale products, but human-centered communication makes them usable. These case studies demonstrate how content design keeps the human perspective in the loop, turning complex systems into experiences people can understand and rely on.

More about my work

Let's connect

Ready to explore how human-centered content design can transform your digital product? Take a look at my work and let's talk.

View my resume → Check out my portfolio → View my LinkedIn →
← Back to About
Resume · Pop Goes Media

Andrea
Marston

Principal Content Designer · AI Experiences · Product Language Systems

[email protected] popgoesmedia.com linkedin.com/in/popgoesandrea
Experience
L4 Senior Product Content Designer
2025 – Present
TELUS Digital
  • Lead content design for My TELUS across web and mobile platforms serving millions of users
  • Translate complex telecom systems and billing logic into clear, actionable language
  • Partner with product, design, and engineering to shape end-to-end experiences
  • Build scalable content patterns and governance frameworks
  • Introduce LLM-assisted workflows for rapid testing and iteration
Senior UX Writer
2023 – 2025
Sun Life Canada
  • Designed end-to-end content for financial planning tools and decision workflows
  • Simplified complex financial rules into clear user guidance
  • Partnered with research and data teams to improve comprehension and task success
  • Balanced user needs with compliance and regulatory requirements
Senior Content Designer
2021 – 2023
Intuit Canada (TurboTax)
  • Delivered onboarding flows, navigation systems, and seasonal product launches
  • Simplified tax policy into guided, user-friendly workflows
  • Standardized UI language patterns across teams
  • Aligned product content with marketing narrative strategy
Owner & Head Writer
2018 – Present
Pop Goes Media
  • Consult product teams on content systems, UX clarity, and strategy
  • Facilitate product narrative workshops across disciplines
  • Develop scalable content frameworks and governance models
  • Advise on AI-assisted writing workflows and prompt strategy
Personal Brand

Strategic content leader bridging AI innovation and human-centered design. Known for turning complex systems into clear, scalable, and trustworthy product experiences.

Portfolio · Andrea Marston

Selected
Work

I have been writing content and creating content strategies for some of Canada's biggest brands for over 17 years. My passion for the user experience and conveying complicated content in a simple and impactful manner is evident across every project below.

UX Writing Content Strategy Content Systems Product Design SEO
TELUS Digital

Brand Resource Centre

Lead Content Manager
TELUS Brand Resource Centre homepage TELUS Brand Resource Centre colour guidelines

Served as lead Content Manager on the TELUS Brand Resource Centre, a comprehensive hub for all things TELUS branding. Developed the content architecture, wrote and maintained guidelines, and ensured a consistent brand voice across accessibility, brand, content, design, and digital sections for internal and external teams.

Skills demonstrated
Content architecture Brand voice & tone Content governance UX writing Content systems
Intuit · TurboTax Canada

25 & Under File for Free: Campaign Landing Page

Data-driven
TurboTax 25 and under file for free landing page

Collaborated with product designers to create an informative, empowering and empathetic user experience that aligned with marketing efforts and was powered by data. Crafted copy that balanced promotional clarity with genuine user empathy for a younger, first-time filer audience.

Skills demonstrated
Campaign UX copy Cross-functional collaboration Data-informed writing Empathetic content design
Intuit · TurboTax Canada

How It Works Pages

89% uplift
TurboTax how it works page - hero TurboTax how it works page - steps TurboTax how it works page - why

Worked with designers to create a product description page breaking down how TurboTax's tax software works step by step. These pages performed 89% better than previous designs, a direct result of clearer language hierarchy, simplified explanations, and stronger calls to action.

Skills demonstrated
Product storytelling Conversion copywriting A/B testing UX writing
BMO Financial Group

US Financial Progress Hub

BMO Financial Progress Hub desktop BMO Financial Progress Hub mobile goals BMO credit score article

Worked with business stakeholders to develop a content strategy for BMO's US Financial Progress Hub. Led a design jam and collaborated with designers and developers to create the new experience. Wrote short-form UX copy for the main hub pages as well as SEO-driven financial literacy long-form articles.

Skills demonstrated
Content strategy SEO long-form writing Design jam facilitation UX copy
Girlboss Media

Podcast Blog Series

Girlboss podcast blog - Nabela Noor article

Summarized Girlboss podcast episodes featuring inspiring guests in compelling blog format as an individual contributor and writer. Translated rich audio conversations into scannable, engaging written content that captured each guest's voice and story for a wide digital audience.

Skills demonstrated
Editorial writing Content adaptation Brand voice Digital publishing
Let's work together

My work has proven to enhance brand experiences and improve business results. I would love to help you connect to your customers in a meaningful and effective way.

Get in touch →