Staff Content Designer & Product Strategist
James Hawkins
13 years building products people actually want to use. Most recently at Meta, leading content design across ads experimentation, advertiser measurement, and AI-powered workflows.
I work best upstream, where product strategy and content design meet, before decisions are already locked in. My work tends to show up where the problem is genuinely hard: complex technical products, ambiguous user needs, and experiences where the wrong words aren't just unhelpful. They're expensive.
Featured work
See all work →A/B Testing in Instagram
Building a new product category from scratch: bringing structured ad experimentation to Instagram for the first time, including the strategy to scale it across Meta's ad surfaces.
Designing for AI Agents in Signals
Redesigning advertiser notifications and issue resolution for an AI-first workflow, including a framework for writing content that works for both human marketers and AI agents.
