Principal Content Designer & Content Strategist | Copywriting • UX Writing • Brand Voice • AI Product Content
Los Angeles, CA • [email protected] • linkedin.com/in/joshfox32
Principal Content Designer with 20+ years across content design, UX writing, brand voice, and copywriting at consumer-scale tech. Recently led content design for AI Search, Meta AI, and Instagram for TV at Meta — shipping the app’s first AI features and driving +37% DAU for Search. Established the copywriting and content strategy practices at Uber and built brand voice systems for products used by 100M+ people daily. Specializes in AI product content, brand voice systems, and 0→1 product building.
Principal Content Designer, Instagram — AI, Instagram for TV, Brand Voice (Jan 2021 – May 2026)
Over five years at Instagram, led content design across AI products, Instagram for TV, brand voice systems, music/audio, and branded content tools. Built internal AI design tooling and drove AI-generated content quality via prompt engineering, training datasets, and quality frameworks. Led cross-org content design programs spanning Instagram and Meta priorities.
AI Products and Internal Tooling. Shipped the first AI Search product and launched improvements that drove +37% DAU and a 43% drop in bounce rate. Prompt engineering improved contextual suggestion relevance >10% and AI response quality to hit ship targets. First CD lead on Instagram’s AI creation tools; named the original set including Backdrop and Restyle. Built internal AI design tooling: Instagram brand voice tools that replaced weekly review forums, and a quality framework used across Meta internal tools.
0→1 Product Building. Built the content design foundation for Instagram’s first streaming TV app — end-to-end UX, growth, product marketing, channel naming. MVP launch exceeded both acquisition and engagement targets, with time-spent nearly 2x goal. Led content for Instagram’s music/audio ecosystem (music in profile, music in feed photos, and a notification targeting framework that delivered a +16% CTR lift) and the in-app branded content partnerships platform. Led the cross-team CD program for the first Reels-focused experience in feed.
Brand Voice Architecture. Led Instagram’s voice and tone team, scaling brand voice across product, marketing, and editorial. Drove multiple voice refreshes to align with evolving brand positioning, partnering with 15+ XFN stakeholders. Built implementation frameworks, education resources, and workshops; established CD’s collaboration model with Brand Strategy and Brand Design. Published widely referenced research on using brand voice to connect with the teen audience.
Principal Content Designer, Facebook — Branded Content (Mar 2019 – Jan 2021)
Led content design for Facebook’s branded content product portfolio — a suite of tools and workflows enabling content partnerships between creators and brands across Facebook and Instagram.
Marketplace Growth and Business Impact. Drove content strategy through the marketplace’s defining growth phase: facilitated revenue grew 100x in six months (under $10K/week to $1.31M/week); the marketplace expanded from ~7K to over 100K creators and advertisers across 40 countries. Authored the Non-Onboarded Experience — an alternate marketplace UI that converted visitors into onboarded users — driving an 18.5x increase in facilitated meaningful posts at 50% test. Onboarding email campaigns sustained 30–50% open rates.
End-to-End Product Experience. Led content design for the launches that defined the platform — brand-creator partner discovery and matching, integrated ad distribution ($174K revenue in its first week), ad permissions (55% of brand partner value goal), campaign management workflows (exceeded $700K/day creator payout milestone), and expansion to Facebook Groups (13K+ public groups onboarded). Led the disclosure, tagging, and integrity work that kept sponsored content transparent for users and compliant with global regulations.