# Alexa A. > Content Designer | Strategic Problem-Solver | Public Speaker Location: San Francisco Bay Area, United States Profile: https://flows.cv/alexaa I'm an empathetic and inclusive leader who is highly effective in people management and talent development. Most recently, I used my content strategy skills and customer-first approach to contribute to a number of business-critical initiatives at PayPal. I'm an adept problem-solver who can balance doing what's right for the customer with the needs of the business. My communication skills are top-notch. I love combining data-driven insights with my own influence to persuade key stakeholders and influence outcomes. Public speaking is one of my passions. I have spoken at some of the leading conferences in content strategy, including Button, Confab, and Lavacon. I'm available to serve on panels or present at conferences. ## Work Experience ### Senior UX Writer @ Google Jan 2025 – Present | San Francisco Bay Area As part of the Search Trust and Safety team, I lead content design for privacy, consent, and data usage for an initiative that will unlock new settings for customers. I collaborate closely with UX designers, UX, researchers, program managers, and lawyers to ensure that solutions serve customers’ interests and expectations while remaining compliant with global regulations . ### Content Design Consultant @ Eventbrite Jan 2025 – Jan 2025 | San Diego Metropolitan Area Collaborated with UX designers and project managers on key company initiatives to extend and enhance the recent Eventbrite rebrand. • Developed content guidelines for the listings quality kit, a tool for event creators • Created content for a new advertising offering, allowing creators to target their ads likely attendees • Enhanced value props for a feature allowing users to connect with friends • Built a content style guide to improve clarity, consistency, and accessibility of product content ### Director, Content Design @ PayPal Jan 2023 – Jan 2024 | San Jose, California, United States Set the overarching content strategy for PayPal’s merchant experiences while leading a team of 7 content designers, including 2 managers. Created a team culture of inclusivity and empowerment. Collaborated effectively with design, research, and product counterparts to ensure that my team created cohesive, compelling experiences for merchants and developers. • Guided improvements to onboarding flows to increase sign-up rates by 31% and completion rates by 5.1% • Developed key merchant-facing messaging for Fastlane, PayPal’s one-click guest checkout experience, leading to adoption of Fastlane by 800+ merchants during the pilot • Oversaw revision of presentment of checkout options, which increased uptake of no-code solutions such as invoicing and QR codes by 35% • Applied to and was chosen to participate in an intensive product masterclass led by chief product officer John Kim, improving my data-driven decision-making and critical thinking skills • Led voice and tone workshops to improve consistency and quality of content ### Senior Manager, Content Design @ PayPal Jan 2022 – Jan 2023 • Led the merchant content space at PayPal • Worked closely with product, design, and research leadership to create effective tools for businesses of all sizes • Coached a team of managers and content designers in developing engaging customer experiences for onboarding, activation, account servicing, and business growth. ### Lead Content Strategist @ PayPal Jan 2017 – Jan 2022 | San Jose, California • Conducted discovery work with small and medium-sized businesses to identify pain points and find areas of opportunity for PayPal • Consulted with UX design leads and product owners to create a compelling content strategy • Managed a team of 6 content designers and coached them to develop engaging customer experiences for critical touchpoints, such as account creation and checkout Previous responsibilities as a senior content designer: • Developed content strategy and wrote new content to ensure PayPal's compliance with GDPR • Worked with UX designers and engineers to create an easy-to-use flow for PayPal's Instant Transfer feature, which allows customers to transfer money from their balance to their eligible debit card for small fee • Wrote content for the choice initiative, which gave customers the ability to set any of their payment methods as their preferred way to pay, giving them more control and helping them speed through checkout I initially joined PayPal as an independent contractor in October of 2016 and became a full-time employee in May of 2017. My content strategy and development work has been consistently recognized with kudos and bonuses. My strengths include strong communication skills and the ability to clearly explain my content strategy and rationale in a diplomatic, influential way. ### Content Marketer/Copywriter @ Aisios Inc. Jan 2006 – Jan 2017 As a content marketer, I helped businesses connect with their customers through clear, concise, and creative written content. I specialized in writing engaging web content that entices customers to spend more time on the site and encourages them to make a buying decision. My blog posts and e-books helped businesses improve their Google rankings and attract organic leads. I also created email newsletters to share useful, relevant information and build goodwill with customers. Small businesses and solopreneurs sought me out to craft their content marketing strategies and help them develop their brand voice. I excelled at writing professional bios and content for "About Us" pages. My background in journalism helped me develop effective news hooks for my clients. In addition, clients relied on my excellent copy editing skills to ensure that annual reports, e-books, newsletters, and other important publications were pristine and error-free. Oh, and one more thing...clients truly enjoy working with me. A few quotes: "Alexa, you ROCK! I am so hard to please." "I just want to say a big thank-you for my bio. It truly feels like my voice and gives [potential clients] a peek into my world." "THIS IS AMAZING! This is exactly why I look forward to using your services again." Areas of expertise: Writing for the web Email newsletters Content marketing Social media marketing Professional bios Copy editing Selected clients: • RC Energy Solutions, solar panel installers and energy-efficiency experts • Secret Sushi, a digital agency • Francis Parker School, an independent college preparatory school • Pure Skin Spa, a boutique Napa Valley day spa • Sherwin Family Vineyards, a family-owned winery • Archetype Bike Co., an independent bike brand and lifestyle company • IndyMac Bank, consumer direct marketing • Haggin Marketing, eBay marketing team • NorthBay Biz, a glossy monthly business magazine ### Copywriter/Editor @ The Doctors Company Jan 2011 – Jan 2014 | Napa, CA • Wrote and edited a variety of marketing collateral, including brochures, sales sheets, print ads, email marketing messages, and direct mail pieces. • Worked collaboratively with project managers and designers. • Served as project manager for The Agent's Advocate, an email newsletter for insurance agents, and wrote and edited all content. • Assisted in developing corporate presence on social media sites, with an emphasis on Twitter and YouTube. • Key metrics: Increased readership of The Agent's Advocate by 5 percent over 12 months. Wrote direct mail letters that brought in more than $100,000 in new business. ### Managing Editor @ IMARC Jan 2010 – Jan 2011 | Orange County, CA Promoted to management position eight months after initial hire. Responsible for guiding a team of seven employees to meet metrics for productivity and accuracy. • Trained employees to effectively fact-check files for accuracy and completeness • Boosted department productivity without increasing staffing levels • Streamlined the writing and editing process, while maintaining a high level of accuracy • Edited and refined company policies and procedures and worked closely with the IT department to create an online training resource through a content-management system • Provided company-wide training on effective writing skills • Wrote and edited new content for website re-launch ### Report Editor @ IMARC Jan 2009 – Jan 2010 Took a leadership role in the newly created editing department to ensure quality control for a rapidly growing company that conducts loan audits for private mortgage insurers. IMARC’s reports are a crucial factor in insurers’ decisions to accept or reject claims where tens of thousands of dollars are at stake, so accuracy is essential. • Copy edited business reports for proper grammar, style and usage • Fact-checked reports, identified and corrected errors in logic • Met stringent deadlines by editing 30 to 40 reports per day, without sacrificing quality or accuracy • Led effort to train staff on methods to create clearer and more accurate reports • Spearheaded development of in-house style guide • Instrumental in developing department policies and procedures ## Education ### M.S. in Journalism Northwestern University ### B.A. in English UCLA ## Contact & Social - LinkedIn: https://linkedin.com/in/alexakapallas - Portfolio: https://alexakapallas.com --- Source: https://flows.cv/alexaa JSON Resume: https://flows.cv/alexaa/resume.json Last updated: 2026-04-13