Experience

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  ByteDance

  • China
  • Software Development
  • 700 & Above Employee

  • Content Experience Lead

    • Sep 2023 - Present

    Currently leading a new team of Content Designers and UX Strategists that seek to elevate the content experience for global Lark users. My goal is to ensure that our content experience is tailor made for each of our key markets, including the safeguarding our content quality across all key languages, the execution of brand-specific voice and tone and the triaging and optimization of UX copy issues. My team and I are constantly working to support Lark’s growth across 15 different languages (and counting!) through strategic UX optimisation, in-depth user data mining, and effective localisation initiatives!

  • Global Content Strategy

    • Oct 2022 - Sep 2023

    One of my favourite parts of team management is creating effective project management systems and using nifty collaboration tools to boost the team's overall productivity. My journey with ByteDance began within the Content Strategy department, owning UX optimisation, content creation and localisation for Lark; one of the most feature rich enterprise collaboration tools I have used to date. In this role, my team and I are working to empower global users to realize Lark's full product value through crafting an optimal content experience for our global users, with a specific focus on the US, Japan and Singapore markets.

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  PURE Group

  • Shanghai, China

  • Senior Content Manager

    • Oct 2021 - Oct 2022
    • Shanghai, China

    Leading the Content Production team of PURE Online, PURE International’s digital platform – an online business platform that includes online yoga and fitness content (livestreaming and on-demand). My role within the PURE Group was created as part of the company’s expansion into the online content realm. I was brought on in the early stages of the app and online platform’s pre-launch as a content strategist and core member of the senior leadership team. 

During my time at PURE, I was able to implement a content design strategy that saw over 3000% growth in daily livestream viewership and 2500% growth in view completion across on-demand content pieces. Content continued to be a key driver for revenue and user acquisition, with new content releases accounting directly for 30% of paid user growth from January onwards. This growth in new user acquisition peaked in March when I implemented an agile and concentrated effort to increase variety and frequency of content offerings in response the 2022 outbreak of COVD-19. As a result, paid users tripled in the month of March alone.PURE International is a company of professionals dedicated to total well-being and currently operates 42 Yoga and Fitness studios in Hong Kong, Singapore, Shanghai and Beijing.

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  SideChef

  • United States
  • Food and Beverage Services
  • 1 - 100 Employee

  • Director of Content Production

    • Feb 2020 - Jul 2021

    As Director of Content Production, I lead the end-to-end content design process for all SideChef brand and client projects. In this role, I directly oversaw the research, ideation, testing, production, e-commerce integration, multi-platform release (app/web/social media) and validation for over 1000 content pieces annually. I also hired, cultivated and scaled a multi-national and multi-disciplinary team of videographers, producers, designers and culinary experts to over 12 in-house members within two years. Additionally, I also managed multiple content production vendor teams across various regions, both in-person and remotely to ensure consistent and economical content turnaround. Due to the company’s global presence, I have had the opportunity to work within a multi-national team and clients that span all over the world, including China, the US, Europe and the Asia Pacific. My role also relied heavily on inter-departmental and cross-regional communication to ensure alignment and execution across the board. At Director-level, I was in constant collaboration with our executive team to push the envelope on content creation and actively execute along with our Marketing, Content Management and Product teams.Other clients have included: Bacardi Limited, Nestlé, Panasonic, Midea, GE, Electrolux, Thermomix, Devondale, and Totole.

  • Culinary Producer

    • Feb 2019 - Feb 2020

    The Culinary Studio department is a team of dynamic individuals fueled by creative excellence and an unquestionable passion for food. As the lead Culinary Producer, I was responsible for project managing, conceptualising and executing all of SideChef's recipe development and content creation.SideChef is the all-in-one home cooking platform which provides over 18,000 Smart Recipes with dynamic recipe content and voice guidance. In-App meal planning, integrated grocery delivery, and Smart Kitchen Connectivity with major global brand partners including GE Appliances, Electrolux, Sharp, Midea, VZUG, LG, and Haier.

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  上澄餐饮管理公司

  • Shanghai City, China

  • General Manager

    • Jun 2017 - Nov 2018
    • Shanghai City, China

    Daily management of various F&B projects including PÂTE Pâtisserie and MILKSTAND by PÂTE. Lead a team of 10 in operations and marketing with an emphasis on business development and building various sales channels.

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  Neocha

  • China
  • Advertising Services
  • 1 - 100 Employee

  • Managing Editor

    • Nov 2016 - Jun 2017

    Managing Neocha's media platform, social media channels and media partnerships. Launched Neocha's 2017 Chinese New Year Preset in collaboration with VSCO®, the world's leading mobile photography editing app.

  • Editor

    • Sep 2016 - Nov 2016

    Neocha is a Creative Agency and Magazine that celebrates culture and creativity in Asia. Here, I am blessed to be able to bring my love for the creative arts together with my obsession for effective digital marketing.

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  Strategic Public Relations Group

  • Shanghai, China

  • Digital Consultant

    • Apr 2015 - Aug 2016
    • Shanghai, China

    Stationed in the middle ground between international clients and Chinese consumers, armed with a penchant for Market Entry, Digital Strategy and New Business Development. Clients have included: Fitbit, Plaza 66, Oldenburger Dairy, Capella Singapore, ONYX Hospitality Group, blue frog, KABB, Hershey's, Ascendas, Pringle of Scotland and SHOOK! Shanghai.

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  Madera Woodcraft

  • Perth, Australia

  • Account Manager

    • Apr 2014 - Mar 2015
    • Perth, Australia

    Playing cupid for purveyors of simplistic and functional wooden products. Resident nutcracker for vivid social media content and a resilient ball boy for business development.