Oh hey.

I’m Martin.

I’m a Berlin-based copywriter, content strategist, and UX writer with over a decade of experience helping brands communicate with clarity and impact. Originally from Johannesburg, South Africa, I studied communications before moving abroad to broaden my perspective and career. Along the way, I’ve worked with global agencies, SaaS startups, and some of the world’s biggest ecommerce companies.

My background is rooted in UX writing, SEO, and content optimization. I’ve helped leading ecommerce brands drive sales by refining their product and category pages for both discoverability and conversion, while also managing blogs and editorial strategies that attracted and retained readers.

Beyond e-commerce, I’ve led UX content for top-performing, high-growth SaaS companies, supported global marketing campaigns, and developed content processes that scaled across multiple industries.

More recently, I’ve been utilizing AI and large language models (LLMs) to accelerate workflows and expand the possibilities with content. From research and ideation to scaling production and optimizing for discoverability, I integrate AI in ways that keep writing sharp, human, and aligned with business goals.

At the heart of all my work is storytelling — not just in the broad sense, but in the narrative structures that make content resonate. Whether it’s a product description, a thought-leadership article, or a UX flow, I focus on crafting content that’s clear, persuasive, and designed to move both people and metrics.