I am a Head of Marketing and Product Content at Tutu, ex-Verbal Branding Lead and Head of Content Design Community at Raiffeisen Bank, a visiting lecturer at British Higher School of Art & Design. 10 years in IT, marketing, localization, and CX. I focus on designing clear processes, aligning business strategy with execution, and helping teams work smarter and faster. Remote-ready.
Head of Content and Brand Comms, Fractional AI Content Adviser
Ira Motorina
Hello, I’m Ira Motorina —
a Head of Marketing and Product Content
Hello,
I’m Ira Motorina — a Head of Marketing and Product Content
I’m Ira Motorina — a Head of Marketing and Product Content
AI Assistant Launch
- I supported the AI assistant team and handled communications in Russian and English
- Within 2 weeks, we gained 100K users and a 10% CR from the homepage
- Role: Head of Content and L10N
Oh, my prompt —
AI Course & Email Digest Launch
AI Course & Email Digest Launch
- Launched from zero — no audience, no ad spend, no external investment.
- Content-led growth through organic distribution, partnerships, and PR resulted in 3,000 email subscribers and $10,000 in profit with $0 spent on ads.
- My role: Founder and Head of Content.
Product Microcopy Guideline at Yandex Plus
- Developed Figma Microcopy Guidelines for UX Writers, Product & Marketing Managers and Designers to ensure consistent writing.
- My role: Manager and Brand Lead
- Tools: Figma
Built a L10N from scratch for 1,000+ layouts
- 5 apps + web and implemented AI automation
- Completed in 2 weeks
- Saving €15K annually
Led email rebranding
- Grew CRM revenue share from 0.5% to 1.5%
- Cut time-to-market by 70% with AI workflows
- $10,000+ saved on stock images and external contributors
- As part of the SberMarket team, won the Golden App Award for the best Usability.
- As a part of the Yandex Plus product team, launched a new gamification and a new tariff system for 50+ million users.
- Launched a Microcopy newsletter with 6000+ subscribers and AI email digest with 1000+ subscribers.
- Created a telegram channel about Microcopy with 10 000+ subscribers.
- Launched a very first UXW meetup at Kuper (ex-SberMarket) with 2500+ views and 100+ reposts.
Awards and achievements
Work timeline
Head of Content at Tutu, travel tech 35+M users
2023-Pres
Visiting Lecturer at Bang Bang Education and British Higher School of Art & Design
2021-2024
Verbal Branding Lead & Head of Content Design Community at Raiffeisen Bank — Fintech, 20M+ clients
2023
Head of UX-Writing at Yandex Plus & Yango — a global IT company, 50+M users in Russia, Kazakhstan and Israel
2022-2023
Lead Ux-Writer at Kuper — Leading e-grocery company in Russia, 103B Rub revenue and 37M deliveries
2021-2022
Lead Editor at LinguaTrip — an Online English learning platform from the USA
2016-2019
Here are some recommendations from people I had the pleasure of working with -
Bursting with energy and ideas that's Ira for you :)
Ira and I worked on some complex UX writing projects together. She's extremely enthusiastic about everything, and tends to work in a systematic way by breaking down the tasks at hand. She's very good at spotting UX problems and presenting an effective, easy solution to fix them. Not only is she a fantastic UX writer with an eye for detail, but she's also a great facilitator and communicator. Definitely an asset to every team, she loves having tonnes to do, and takes every UX writing task as a challenge. Anyone who gets to work with Ira is super lucky, and I sure hope I get to work with her again!
Ira and I worked on some complex UX writing projects together. She's extremely enthusiastic about everything, and tends to work in a systematic way by breaking down the tasks at hand. She's very good at spotting UX problems and presenting an effective, easy solution to fix them. Not only is she a fantastic UX writer with an eye for detail, but she's also a great facilitator and communicator. Definitely an asset to every team, she loves having tonnes to do, and takes every UX writing task as a challenge. Anyone who gets to work with Ira is super lucky, and I sure hope I get to work with her again!
Localization Lead Simple app
Pavel Trismakov
Irina has proven to be a reliable person, determined to succeed and oriented toward content and marketing plan fulfillment. She is a hard-working, patient and responsible employee, deeply interested in every detail of the Marketing and Content Department's functioning. She has demonstrated vital skills and talent for our company. We deal with Language courses and higher education abroad and Irina took part in many marketing training sessions with educational providers while brainstorming with the IT team regarding UX/UI strategy. Irina implemented the company's tone of voice which has been used for all marketing commutations with clients till now
COO LinguaTrip.com
Anastasia Veselova
Irina is a brilliant UX writer with structural thinking. She is good both in self-work and in teamwork. I would also like to highlight her skills in planning and achieving results
UX-Lead MTS Bank
Rina Slagaeva
I had the pleasure of working with Ira, who led content and communications, and I can confidently recommend her as a highly accomplished professional and leader.
She is exceptionally structured, responsible, and reliable, consistently bringing clarity and order to complex, fast-paced projects. At the same time, Ira stands out for her ability to find innovative solutions and think beyond conventional approaches, which is especially valuable in challenging situations.
She performs remarkably well under pressure, remaining focused and effective during periods of uncertainty or crisis while maintaining consistently high standards of quality. Ira is also a strong leader: she builds capable teams, supports her colleagues, and drives meaningful results.
Overall, she is a strategic, dependable, and forward-thinking professional who would be a valuable asset to any organization.
She is exceptionally structured, responsible, and reliable, consistently bringing clarity and order to complex, fast-paced projects. At the same time, Ira stands out for her ability to find innovative solutions and think beyond conventional approaches, which is especially valuable in challenging situations.
She performs remarkably well under pressure, remaining focused and effective during periods of uncertainty or crisis while maintaining consistently high standards of quality. Ira is also a strong leader: she builds capable teams, supports her colleagues, and drives meaningful results.
Overall, she is a strategic, dependable, and forward-thinking professional who would be a valuable asset to any organization.
Head of marketing Tutu
Ekaterina Dolgikh
If you're looking for an exceptional UX writing leader, I highly recommend Irina!
When I invited Irina to the company, there were no established processes for working with text, no structured collaboration with UX writers, and no defined Tone of Voice. In less than a year, she not only built and united a strong team of UX writers but also established a clear workflow for interface text. Additionally, she took the lead—together with the marketing team—on shaping the company’s Tone of Voice.
Irina has outstanding leadership skills, deep empathy, and the ability to foster collaboration. She’s a true professional who can drive impactful changes!
When I invited Irina to the company, there were no established processes for working with text, no structured collaboration with UX writers, and no defined Tone of Voice. In less than a year, she not only built and united a strong team of UX writers but also established a clear workflow for interface text. Additionally, she took the lead—together with the marketing team—on shaping the company’s Tone of Voice.
Irina has outstanding leadership skills, deep empathy, and the ability to foster collaboration. She’s a true professional who can drive impactful changes!
Design Director, Co-founder Mockin
Egor Krasnoperov
Ira changes the game daily as a super-talented team leader. She always finds new ways to improve processes and structure the workflow, but at the same time, she never loses the inspiration that keeps her team motivated. Ira is the unique combination of a rational thinker, a constant improver, and an empathetic, creative mind.
PMM & Lifecycle Manager Yandex
Ksenia Vityuk
Ira is one of the greatest mentors I've ever met, not to mention her UX writing channel, which I've been reading religiously for months. The first moment you see her, you understand she's in love with her profession, and she generously shares that love with her trainees.
She helped me sort through my portfolio and gave me very useful tips about how to improve it. My confidence went through the roof after our session. Ira really made me believe in myself, and my job search stopped looking so scary. I hope to have a boss like Ira one day))
She helped me sort through my portfolio and gave me very useful tips about how to improve it. My confidence went through the roof after our session. Ira really made me believe in myself, and my job search stopped looking so scary. I hope to have a boss like Ira one day))
UX/UI & Brand Designer
Ekaterina Skvortsova-Kowalski
Ira is a very cool Ux-writer. Always immerse in the product before starting work. Her texts are always clear and easy. I'm sure users love them! Ira is a pleasure to work with. She is a professional!
Senior Product Designer at Plata
Emil Aminev
Irina is a brilliant UX writer with structural thinking. She is good both in self-work and in teamwork. I would also like to highlight her skills in planning and achieving results.
CX/UX Consultant
Rina Slagaeva
Irina has proven to be a reliable person, determined to succeed and oriented toward content and marketing plan fulfillment. She is a hard-working, patient and responsible employee, deeply interested in every detail of the Marketing and Content Department's functioning.
She has demonstrated vital skills and talent for our company. We deal with language courses and higher education abroad and Irina took part in many marketing training sessions with educational providers while brainstorming with the IT team regarding UX/UI strategy.
Irina implemented the company's tone of voice which has been used for all marketing commutations with clients till now
She has demonstrated vital skills and talent for our company. We deal with language courses and higher education abroad and Irina took part in many marketing training sessions with educational providers while brainstorming with the IT team regarding UX/UI strategy.
Irina implemented the company's tone of voice which has been used for all marketing commutations with clients till now
Lead Product Manager
Space International
Space International
Anastasiia Veselova
