WORK EXPERIENCE

JPMORGAN INTERNATIONAL PRIVATE BANK • CONTENT DESIGN LEAD • HONG KONG
July 2022 to Present

• Create seamless content narratives across digital products to drive efficiency for clients and advisors
• Identify areas of improvement and propose strategies to enhance client communications across the firm
• Led content design and strategy for the successful roll-out of the International Private Bank mobile app
• Improved client engagement for GVA with an enhanced notification strategy
• Contributed to the successful launch of a new EMEA online trade feature 

AIA GROUP OFFICE • GROUP SENIOR UX WRITER • HONG KONG
February 2021 to June 2022

• Established and implemented UX content guidelines across 18 markets
• Led content strategy for AIA app launch in Indonesia, Thailand and Vietnam
• AIA Thailand app (ALive) was shortlisted as a finalist for the Innovation Award category

OCBC BANK • FREELANCE UX STRATEGIST / SENIOR COPYWRITER • SINGAPORE
October 2019 to January 2021

• Successfully launched OCBC Mobile App in Singapore as content lead
• Won ‘The Best Digital Banking App 2020’
• Ensured the continued success of the OCBC App through iterations defined by user research 

RAPP DIGITAL WORLDWIDE • STRATEGIST / COPYWRITER • SINGAPORE
April 2019 to September 2019 

• Created strategic proposals with data-driven insights that won business for the company
• Led the creative team in ensuring high-quality output that aligns with the creative strategy 

FACEBOOK INC. • APAC MARKETING COPYWRITER • SINGAPORE
September 2018 to February 2019 

• Crafted and successfully launched regional marketing campaigns as lead copywriter
• Launched new websites within the Facebook ecosystem as lead UX writer 

OGILVY • DIGITAL CREATIVE STRATEGIST / COPYWRITER • SINGAPORE
August 2015 to September 2018 

• Led the digital content strategy for local to global digital products
• Won international awards and successfully increased sales for clients as lead copywriter
Brands: Unilever (Pond’s & Comfort), IHG, Huggies, Kotex, Kleenex, OMO, KFC, WDA, LTA, Philips, Martell, Singtel, Prudential, Electrolux, Epson, Oogachaga 

MIRUM JWT (NOW WUNDERMAN THOMPSON) • CONTENT STRATEGIST / DIGITAL COPYWRITER • SINGAPORE
June 2015 to August 2015 

• Won ASUS global pitch with the creative strategy crafted as lead copywriter
• Led digital transformation projects with content strategy proposals
Brands: ASUS, Singapore Tourism Board, HSBC, Gardens By The Bay 

BBDO PROXIMITY • DIGITAL CONTENT STRATEGIST / COPYWRITER • SINGAPORE
June 2012 to June 2015 

• Led the social, digital and creative strategy for regional campaigns
• Exceeded engagement KPIs with creative content strategy for clients’ regional platforms
Brands: VISA, HP, P&G, ExxonMobil, FedEx, Fonterra (Anlene), Mercedes Benz, Johnson & Johnson, Tourism Australia

HIGH ACHIEVERS TRAINING CONSULTANCY • ASSOCIATE EDITOR • SINGAPORE 
December 2011 to June 2012

• Launched corporate communication brand reports  

SEDGWICK RICHARDSON • CREATIVE ASSISTANT • SINGAPORE 
May 2011 to July 2011

• Worked on brands such as ComfortDelGro, Singapore SportsHub 

INNOVATIVE TUITION CENTRE • TEACHER • SINGAPORE 
January 2008 to May 2011

• Assisted in the production of brand and product photography  

MINISTRY OF EDUCATION • CONVERSATIONAL MALAY LANGUAGE INSTRUCTOR • SINGAPORE 
August 2009 to September 2009

• Taught a Malay Language conversational course to English-speaking students 

THE PICTURE PLACE • PHOTOGRAPHY ASSISTANT • SINGAPORE 
May 2009 to August 2009

• Assisted in the production of brand and product photography

WORK EXPERIENCE

Freelance  
Strategist + Writer
February 2019– Present

• Brands worked with over the years: Braun Buffel, SUSS, StarHub, Singapore Tourism Board, Essilor,
Cognizant, Great Eastern, Aviva, OCBC Bank, LUX, LifeBuoy, IMDA

RAPP Worldwide 
Creative Strategist + Copywriter
April 2019– September 2019

• Worked on brands such as Edrington, Brewerks, Juniper, Jones Lang Lasalle (JLL), ExxonMobil, UI Path, Daimler 

Facebook Inc., Singapore
Marketing Copywriter
September 2018– February 2019

• Launched FB brand campaigns in emerging markets such as rural India, Myanmar, Vietnam and Indonesia. 

Ogilvy & Mather Singapore
Digital / Content Strategist + Integrated Copywriter
August 2015– August 2018

• Worked on brands such as Unilever (Pond’s & Comfort), IHG, Huggies, Kotex, Kleenex, OMO, KFC,
Pizza Hut, MCCY, WDA, LTA, Philips, Martell, Singtel, Prudential, Electrolux, Epson, Oogachaga

Mirum JWT Singapore
Digital Copywriter
June 2015– August 2015

• Worked on brands such as ASUS, Singapore Tourism Board, HSBC, Gardens By The Bay

BBDO & Proximity Singapore
Content Strategist + Digital Copywriter
June 2012– June 2015

• Worked on brands such as VISA, HP, P&G, ExxonMobil, FedEx, Fonterra
(Anlene), Mercedes Benz, Johnson & Johnson, Tourism Australia

High Achievers Training Consultancy, Singapore 
Associate Editor
December 2011– June 2012

• Launched corporate communication brand reports  

Sedgwick Richardson Communications, Singapore
Internship, Creative Assistant
May 2011– July 2011

• Worked on brands such as ComfortDelGro, Singapore SportsHub