Senior Executive, Brand and Digital Marketing

• Apr 2022 - Present

Leading the content and social media marketing efforts for Income while supporting the company’s 360 campaigns. Income's organic traffic substantially increased by more than 72% YoY and Income's Blog saw a 48% YoY increase. Income has more than 150,000 followers across all social platforms. • In charge of content and SEO strategy for the Income Blog while supporting seasonal/thematic campaigns. The Income Blog saw a 48% increase in organic traffic YoY through identifying content gaps and analysing content trends across ahrefs, Facebook, Instagram, as well as leveraging on the insights provided from Income’s Insights team • Overseeing amplification of blog content across internal platforms and paid media • Liaising with internal and external stakeholders to optimise and enhance technical SEO for Income’s site • Steering social media marketing efforts across various channels including Facebook, Instagram, and YouTube, while maintaining others such as Spotify to ensure brand cohesiveness and optimal performance across all social platforms • Amplifying brand outreach and impact for Income’s 360 marketing campaigns where channels span across PR, paid media, OOH, and digital by overseeing social, KOL and content marketing efforts • Contributing to the evolution of new brand guidelines by rigorous stress-testing of the proposed guidelines through social posts • Leading community management efforts for Income’s social media platforms and Google My Business • Overseeing the conceptualisation and creation of marketing as well as servicing eDMs to ensure brand cohesion • Enhanced user experience and engagement of Income’s customer portal by providing UI/UX consultation • Supporting Advisor Connects, one of Income’s acquisition channels • Ensured brand alignment for Income's annual marathon, Income Eco Run, by offering guidance on visual elements and messaging across all social media posts Show less

SEO Strategist

• Aug 2021 - Mar 2022

Housed in Unilever’s UStudio, I crafted strategies for various Unilever brands across a number of SEO, Precision Marketing, E-commerce and Social Media projects. Some of the brands I’ve worked with include Ponds, Rexona, Comfort, AHC, Clear, Unilever Food Solutions, and Seventh Generation. Housed in Unilever’s UStudio, I crafted strategies for various Unilever brands across a number of SEO, Precision Marketing, E-commerce and Social Media projects. Some of the brands I’ve worked with include Ponds, Rexona, Comfort, AHC, Clear, Unilever Food Solutions, and Seventh Generation.

Marketing Manager

• Apr 2020 - Jul 2021

Led the content marketing efforts for the Singapore branch of Snapask, while being involved in seasonal/thematic acquisition, sales, lead generation, and engagement campaigns. Beyond increasing website traffic for Snapask by 132% YoY and Snapask Academy by 912% YoY, I have also solely spearheaded the launch of an in-app engagement channel that has become one of the brand's key communication channels with its users. • Improved the website traffic of Snapask Academy by 300% within 4 months through analysing readership and content trends via various content performance indicators such as Google Analytics, Facebook Analytics and ahrefs • Spearheaded SEO optimisation efforts to increase our organic traffic by more than 77% within 4 months • Successfully launched and optimised an in-app channel to become one of the brand's most influential owned organic channel with a CTR exceeding 10%, directing users to contribute to both Marketing and Customer Success goals • Supported the planning, managing, optimisation and execution of more than 7 online acquisition, lead generation and engagement campaigns for various audience segments across multiple paid, owned and earned channels including EDM, Display, Social Media and In-app • Managed external agencies to operate efficiently and with the most impact • In charge of content direction and production for Snapask Academy, including keyword research and article briefs • In charge of planning content calendar to synergise content across various owned platforms • Led social media strategy, increasing social media following by 8% in 7 months organically Show less

Content Manager

• Oct 2017 - Apr 2020

Spearheaded all content strategy and content marketing campaigns for Yellow Pages' content arm, YP SG. During my tenure with YP SG, the YP SG has attained more than 25,000 Facebook likes, an increased website traffic of over 1 million views to date. I also led and managed the YP SG content creation team consisting of 30+ freelance writers and videographers. • Improved content distribution through various owned, paid, and earned channels to maximise our reach and engagement. From 2017 to 2020, YPSG’s Instagram followers have grown organically by more than 100% • Analysed readership and content trends via various content performance indicators such as Google Analytics, Facebook Analytics and ahrefs and proposed targeted ad campaigns to boost engagement by 50% • Written articles which are amongst the top 20% of all content that brings in organic traffic (select articles below) • Streamlined processes and introduced SOPs for freelance writers, reducing time needed for conceptualisation and approval of idea by 98% • Engaged in ad-hoc projects by clients such as SMU, Cloudera and Bloem. Roles include video narration, website copywriting, and video editing • Assisted in creating SOPs, building the website and report design of Yellow Pages' new local SEO platform, YP Engage • Successfully improved the online presence of clients, with some clients attaining 20% organic increase in Google Impressions within 7 months through providing client reports that help to analyse areas for improvements Show less

Freelance Journalist

• Mar 2017 - Sep 2017

• Curate and summarise news articles to ensure that information is delivered in a compact and informative manner • Generate quality and accurate content for news publishing • Content creation for various social media assests • Copy-editing and repurposing stories to engage readers more effectively • Curate and summarise news articles to ensure that information is delivered in a compact and informative manner • Generate quality and accurate content for news publishing • Content creation for various social media assests • Copy-editing and repurposing stories to engage readers more effectively

Procurement Executive

• Jul 2016 - Jun 2017