Ines Almeida

WORK HISTORY

EDUCATION

ABOUT INES ALMEIDA

I lead content strategy for companies that need to scale without losing their voice.Over the past decade, I\'ve built content systems for organisations from scrappy startups to global platforms serving 15M+ users. At Afterpay and Cash App, I created voice and tone frameworks that worked across international markets. At Te Whatu Ora (NZ Health), I directed a team of 8 content specialists delivering strategic communications for 5 million users while migrating pages to a new CMS.What I\'m good at: taking messy, technical information and turning it into something people actually want to read - and act on. I\'ve helped New Zealanders understand investing through Hatch, scaled lifecycle messaging that got Australians to engage with their health at Eucalyptus, and made complicated financial jargon disappear for anyone using Afterpay. I care about what works for people, not users.My background spans fintech, healthtech, government, and agencies including AKQA and dentsu. I combine content strategy with behavioural psychology (Graduate Diploma in Counselling, and currently studying Narrative Therapy) to create messaging that resonates with how people actually think and make decisions.I\'m based in Sydney and open to Director-level opportunities or strategic contract projects in fintech, healthtech, or SaaS. If you\'re building or fixing a content function and need someone who can operate strategically while getting their hands dirty, let\'s talk.