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Umayya Theba is a seasoned UX copywriter with extensive experience in creating user-centered content for various digital platforms. Currently serving as a Senior UX Copywriter at Philip Morris International since December 2022, Umayya focuses on the Design System content and the content style guide to enhance user experience for tobacco users transitioning to smoke-free alternatives. Previously, Umayya held the position of UX Conversation Designer at Standard Bank Group, where collaborative efforts improved chatbot interactions. As a UX Copywriter and Communications Specialist at Word Couture Co. since December 2013, Umayya engages in editing, creative writing, and sustainability communication. Earlier roles include Specialist: Online Editorial at Vodacom SA, where Umayya crafted brand-aligned online content. Educational qualifications include a Bachelor of Arts in Journalism from the University of Pretoria and a brief stint at the Milano Fashion Institute.