JJ Bottineau
Hi there!
I'm JJ, a Toronto-based writer, content designer, and strategist who enjoys finding the right words for the right moment.
Over the past decade, I've worked across editorial, brand, product, and digital experiences, helping businesses communicate more clearly and connect more meaningfully with the people they're trying to reach.
My career has taken me from interviewing artists and writing for Complex to leading content strategy at JD Sports, Livestock, and size?, and more recently, developing content across loyalty, e-commerce, and digital product experiences at Loblaw Digital. Along the way, I've also worked with startups, agencies, and growing brands as a freelance writer and consultant, helping teams refine their voice, sharpen their messaging, and bring ideas to life.
While the industries have changed, the work has remained surprisingly consistent: understanding people, solving communication problems, and creating content that's both useful and memorable. Whether I'm building content frameworks, refining in-app experiences, shaping campaign messaging, or writing long-form editorial, I'm most interested in how content influences behaviour, shapes perception, and helps people accomplish what they set out to do.
A few things I tend to do well:
Outside of work, you'll usually find me discovering new music, playing soccer, or disappearing down an internet rabbit hole that started with one question and somehow ended somewhere completely unrelated.
Thankfully, finding me is a little easier.
I'm JJ, a Toronto-based writer, content designer, and strategist who enjoys finding the right words for the right moment.
Over the past decade, I've worked across editorial, brand, product, and digital experiences, helping businesses communicate more clearly and connect more meaningfully with the people they're trying to reach.
My career has taken me from interviewing artists and writing for Complex to leading content strategy at JD Sports, Livestock, and size?, and more recently, developing content across loyalty, e-commerce, and digital product experiences at Loblaw Digital. Along the way, I've also worked with startups, agencies, and growing brands as a freelance writer and consultant, helping teams refine their voice, sharpen their messaging, and bring ideas to life.
While the industries have changed, the work has remained surprisingly consistent: understanding people, solving communication problems, and creating content that's both useful and memorable. Whether I'm building content frameworks, refining in-app experiences, shaping campaign messaging, or writing long-form editorial, I'm most interested in how content influences behaviour, shapes perception, and helps people accomplish what they set out to do.
A few things I tend to do well:
- Finding the simplest way to say the complicated thing
- Creating UX copy that feels intuitive, useful, and easy to navigate
- Bringing structure to ambiguity and clarity to messy problems
- Connecting audiences, products, and ideas through content
- Building scalable systems without losing sight of creativity
- Moving between content design, copywriting, and storytelling with ease
Outside of work, you'll usually find me discovering new music, playing soccer, or disappearing down an internet rabbit hole that started with one question and somehow ended somewhere completely unrelated.
Thankfully, finding me is a little easier.