Hi, I'm Bella

A system thinker and content leader based in New York City.

Over the past decade, I’ve worked across tech, startups, and media: capturing subcultures at Vice China, expanding the art market at Artsy, scaling a YC-backed startup, and creating award-winning digital experiences at BORN Group.

Currently, I’m a Senior Content Designer at Meta, focusing on building scalable content systems and AI-powered workflows.

During the day

I use language, research, and logic to make complex products feel clear, consistent, and human. My work sits at the intersection of UX, product strategy, and system design. I help teams align on what we’re building, why it matters, and how it should behave across surfaces.

I’m especially drawn to messy, high-stakes spaces: platform work, scaled ecosystems, and emerging AI experiences where clarity and trust are the product.

What I bring to the table

  • System design that scales across surfaces and markets with coherence

  • Hands-on experience with LLMs, prompt engineering, prototyping, and AI system integration

  • Product judgment that turns ambiguity into decisions and a clear “why“

  • Intuitive journey and information architecture grounded in real user needs

  • High-craft writing that articulates complex product concepts

  • Tone and voice frameworks that bring consistency, clarity, and product alignment

  • Strong XFN collaboration: able to champion, push back, and co-create

  • Spicy Dan Dan noodles (*off-hours only)

My Work

Clients I’ve Worked With

Outside Work

Like many writers, I try to make time for creative work in my free time. Slowly working on my first coming-of-age novel.

Travel is a big passion of mine. Last year, I went to Argentina (Patagonia was magical), Morocco, Greece, and Italy. Next up: Egypt and South Africa.

I love jazz and checking out new spots around New York. Hit me up if you’re in town and looking for a good place to go.