Fifteen years spent turning complicated things into clear ones — Pixel hardware at Google, a freelance marketplace at LinkedIn, blood glucose data at Abbott. I lead copy and content design teams, and I build the AI tooling those teams run on. The work shows up in numbers: +10 NPS across 12 retail demos, +$1.8M ARR from one cancellation flow, 10.5K annual sign-ups from one landing page.

Areas of Expertise

Copywriting
UX Writing
Content Strategy
Creative Direction

Work

EXPERIENCE

Lingo by Abbott  |  Head of Copy & Content Strategy Oct 2025 – July 2026

  • AI tooling and system design. Leading design and implementation of a custom AI agent that streamlines Medical Affairs, Legal, and Regulatory review for the creative organization — turning the industry’s slowest approval bottleneck into a repeatable system.

  • Content design leadership. Directing cross-functional teams to translate complex biometric data into consumer experiences people can act on without a clinical background.

  • Conversion. Built custom SEM landing pages delivering a 5% lift in conversion rate; currently applying those learnings to checkout flow optimization.

  • Product UX writing. Rewrote product strings and onboarding flows to reach a prediabetes audience.

  • Governance. Established channel-specific reference documents and editorial frameworks that hold quality consistent across both human and AI-assisted messaging.

Google  |  Senior Creative Copywriter / UX Lead Apr 2017 – Oct 2025

  • Pixel retail experience. Designed the deep-dive user experience for 12 retail demos in the 2024 Pixel launch, driving a 10-point NPS increase through structured content testing and evaluation.

  • AI writing systems. Built and deployed the AI writing resources used globally by the UX writing team to generate, evaluate, and scale demo strings and user flows.

  • Retail launch. Led the conception and launch copy for Google’s first owned-and-operated retail stores, defining how Google hardware is introduced to customers in physical space.

  • Hardware e-commerce UX. Owned content design and UX writing for landing pages and in-store product demos across Pixel phones, Nest devices, and Nest hardware screens.

  • Source of truth. Authored the Product Copy Guides and Source of Truth documentation that set baseline quality standards and consistent global messaging across channels.

  • Team leadership. Mentored a team of 4 copywriters, holding voice consistency and editorial standards across multi-platform launches.

Google Fiber  |  Senior Copywriter Jul 2016 – Apr 2017

  • Conversion optimization. Overhauled the Google Fiber landing page copy end to end: a 1.1% increase in address checks, translating to 10,500+ new sign-ups annually.

  • Market expansion. Led localized marketing copy for 5 major city launches, consistently meeting or exceeding growth benchmarks.

  • B2B. Ran SMB-targeted campaigns achieving a 30% sign-up rate through sharpened value-prop messaging.

LinkedIn  |  Copywriter / UX Writer Dec 2014 – Jul 2016

  • Revenue through UX copy. Wrote and tested the subscription cancellation flow that added $1.8M in annual recurring revenue.

  • Product launch. Launched LinkedIn ProFinder, the company’s freelance marketplace — owned all in-product UX copy and go-to-market communications, beating launch estimates 2X with 500+ RFPs in 8 weeks.

  • Brand. Concepted “You’re closer than you think,” LinkedIn’s first broadcast TV spot, plus the data-integrated landing page behind it.

  • Mobile. Partnered with the Premium team to launch a new mobile experience, redefining product profiles and user flows.

CORE COMPETENCIES

  • UX Writing & Content Design. User journeys, microcopy, in-product messaging, information architecture, Figma.

  • Creative Strategy. Brand voice development, multi-channel campaigns, product launches, creative direction.

  • AI & Systems. AI agent design, system instructions and prompt frameworks, AI-assisted content governance, quality evaluation.

  • Data & Optimization. A/B testing, conversion rate optimization, NPS improvement, SEM landing pages.

  • Leadership. Team mentorship, cross-functional partnership with Product, Engineering, and Design, content governance.

EDUCATION

  • B.S. Advertising, San Jose State University

  • Certificate in Copywriting, Miami Ad School

  • Google Marketing Academy, The Wharton School

mohammad.awadalla@gmail.com

LinkedIn

FAQs

  • I sure do. Whether it is Marketing Copywriting, or writing a user flow for a check out, it all starts with our goal. What do we want them to do? I then work backwards on what to say (message) and the best way (tone) to say it.

  • Great question. I actually attribute so much of what I know about people and marketing, to pizza. I grew up working at my father’s pizzeria in SF. It was there I learned about teamwork, conflict resolution, customer service, and hospitality. Plus, I love giving the shop any publicity. :)

  • That’s one of the perks of hiring me. I don’t celebrate Christmas, Hanukkah, or even Kwanza. Heck, I’m even iffy on birthdays. (I can explain over coffee). So while others are opening presents or caroling, I can be writing awesome lines for you.

  • I love the challenge of persuasion. I don’t care what medium I’m working on, I love using words and ideas to persuade someone to take an action.