Apr 2025 - Jun 2026 · 1 yr 3 mos

Gave our AI support a soul
I was leading the team for our in-app AI Helper. I branded it, named it "Mia," and gave her a "face" and a voice so users felt like they were talking to a helpful human, not a brick wall. Every week, I analyze feedback from our social channels, App/Play Store, article comments, user questions, Mia’s answers, and queries handled by our customer service team to constantly improve our knowledge base and pitch product improvements.

Rebuilt the Help Center
I redesigned our web and app help centers from scratch. I wrangled tech, design, and translation teams to make sure that when a user needs help in the app, they get clear, dead-simple answers—not a wall of confusing crypto-jargon.

Managed a miniature army
I ran global content operations for over 80 translators across 17+ languages. Writing copy that translates perfectly across dozens of cultures is a balancing act, but I know how to give clear instructions to a global team while making sure every word aligns with our brand.

Oct 2023 - Mar 2025 · 1 yr 6 mos

Helping businesses translate what makes them special into what makes sense for their customers. As a content strategist, I help brands figure out their heart and soul, what they burn for, and turn these into real value that benefits people.

Here, I'm crafting website structures and writing everything in them, creating messaging matrixes to help our clients clearly and honestly communicate each of their offerings, and coming up with campaign ideas for them. Most of the times, it's my job to know our clients better than they know themselves.

Some brands I've worked with: Kikkoman, Poh Heng Jewellery, Young Hungry Free, Mighty Jaxx, Epitex, Anderco, Setsco, Doctor Anywhere, Mentoring SG, NUS Enterprise, NTUC First Campus, Maser, and Ollins.

Jun 2022 - Oct 2023 · 1 yr 5 mos

In this marketing strategy role, I was helping regional clients come up with content directions for their communications, think of evergreen and #trending ideas for their social posts, and write scripts and captions for corporate videos and reels.

For Subway, I created their entire franchisee website's content structure and crafted all the copy in their brand tone of voice. With NEC, I gave their technical articles a facelift and turned them into easy-to-read, interesting stories.

Other brands I worked with include Maybank, Ministry of Transport Singapore, Tower Transit, 5-hour Energy, MoneyOwl, The Cocoa Trees, and Mindchamps.

Jan 2018 - Jun 2022 · 4 yrs 6 mos

Writer

As a freelance writer, I help my clients express themselves simply and clearly, in the styles that fit their brand personality. I've written articles that demystify the complicated world of crypto with Bit.com, help paint rich recollections of Singapore's history with Roots.sg, and even gave an eyewitness account of a riot in Sweden with VICE.

I've also written copy for entire websites, brochures, brand guides, interviews, digital ads, social media posts, blogs, and print ads.

Freelance brand designer

Using Squarespace, I've created over 30 websites for small businesses including musicians, restaurants, jewellery craftsmen, furniture stores, yoga retreats, photographers and more. In many of these projects, I've also worked together with my clients to come up with their brand names, logos, and brand strategy – entirely from scratch.

As the only English copywriter in the agency, I helped Swedish clients reach international audiences by crafting compelling digital ads, brochures, technical catalogues, print ads, and in-store promotions.

Some clients I served: Alfa Laval, Bona, Kinder, Midsona, Sony Mobile, Axis Communications.

Jan 2011 - May 2012 · 1 yr 5 mos

Under the leadership of multi-award-winning creative director, Ng Khee Jin, I crafted copy for print ads, digital ads, video scripts, radio ads, posters, brochures, social media, and more.

The brands I wrote for included OCBC Bank, Singapore Management University, Lenovo, BT Invest by The Business Times, and CDL.