About

Hi, I'm Salma.

I'm a UX Content Strategist at Klivvr, Egypt's digital banking app. I've spent the past three-plus years shaping product language across fintech, from day-to-day UX copy to the AI knowledge base behind K.ai. I write in both English and Egyptian Arabic, and I care about owning content end to end, not just the words on a screen, but the systems, localization pipelines, and guidelines that keep them consistent. Before UX writing found me, I worked in e-commerce content and social copywriting, and that background still shows in how I write today: fast, benefit-led, and allergic to jargon.

Work experience

Where I've worked

UX Content Strategist · Klivvr

Jan 2026 – Present
Cairo, Egypt · Promoted from UX Writer
  • Define and own end-to-end content strategy across all product flows, aligning copy, tone, and information architecture with business and user goals.
  • Build and maintain the knowledge base behind K.ai, Klivvr's in-app AI assistant, authoring bilingual Q&A content across all product flows.
  • Lead a content componentization initiative, building a reusable bilingual UX copy and guideline library covering empty, error, success, and loading states, with a target of 80% coverage across core in-app strings.
  • Own all product documentation shared company-wide, serving as the single source of truth for product flows, terminology, and content decisions.
  • Lead content strategy for major feature launches, including K.Points (Loyalty Program), K.Shop (Marketplace), and Family Credit, covering full flow copy, release notes, and App Store descriptions.
  • Drive localization strategy for English and Egyptian Arabic, managing structured content keys in Phrase, integrated with Figma and dev handoff via PR.
  • Champion over-the-air content updates, enabling faster copy improvements without app releases.

UX Writer · Klivvr

May 2023 – Dec 2025
Cairo, Egypt
  • Established Klivvr's Language & Communication Guidelines from scratch, setting the brand's foundational tone of voice, terminology, and style standards, later adopted company-wide.
  • Wrote, edited, and proofread in-app content across multiple product areas, ensuring clarity, consistency, and alignment with brand voice.
  • Owned end-to-end copy for product flows including onboarding, credit, loans, QR scanning, empty states, and system messages.
  • Performed content audits to identify gaps and improve readability, accuracy, and usability across the app.

English Content Writer, E-commerce · Gourmet Egypt

May 2022 – Apr 2023
Cairo, Egypt
  • Managed written and visual content across Gourmet Egypt's e-commerce platforms, keeping tone cohesive across every channel.
  • Refined landing pages and built marketing content tailored to customer needs.
  • Developed SEO strategies that increased product page visibility and engagement.

English Copywriter · Kijamii

Nov 2021 – Apr 2022
Cairo, Egypt
  • Delivered social media campaigns for clients across the MENA region, tailoring messaging to each audience.
  • Conceptualized and developed creative content for digital campaigns, including Jebel Sifah, RiseUp Summit, and Misk Entrepreneurship.
Education

The American University in Cairo

B.A. in Integrated Marketing Communication & History

Sep 2017 – Jun 2021

  • Graduated with High Honors
  • Wunderman Thompson Capstone Award of Excellence, for a rebranding campaign for the Nubian Villages in Aswan that won first place
Content & strategy
UX Writing Content Strategy Localization (EN/AR) Product Documentation Information Architecture AI Content Systems
Tools
Figma Phrase Adobe Photoshop Adobe InDesign Microsoft Office Mac OS
Languages
English (Native) Arabic (Fluent)
Interests
Localization UX Research Digital Banking Content Design Fintech

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