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Satinder Singh

Co-founder · Marketing & Product Design Lead at Cool Plugins

I'm Satinder, co-founder of Cool Plugins. I came into WordPress from a digital marketing background, with a strong UI/UX side, and over the last 10+ years I've helped ship plugins now active on thousands of sites. At TranslateXYZ I run product direction, design, and marketing — basically everything you see and read.

How I came into WordPress

My background is digital marketing, but I always cared about the design side of the funnel — landing pages, plugin UIs, and the small details that make a tool feel obvious to use. WordPress turned out to be the perfect playground for that: a giant ecosystem where a great UI on a small plugin can reach hundreds of thousands of sites.

I joined Cool Plugins early on to help shape that side of the products — naming, positioning, plugin admin UIs, landing pages, support tone. Ten years and a few hundred releases later, the same role just at bigger scale.

What I focus on now

At TranslateXYZ I lead product direction, brand, and the design language across the marketing site, plugin admin screens, and docs. I'm usually the one writing copy you're reading, sketching the UI before it gets built, and deciding which integrations make the cut next.

I also work closely with our support and engineering team — the goal is always the same: every visitor should understand what each addon does in 10 seconds, and every install should feel obvious in 60.