Who I am

I have been leading creative campaigns, copywriting and UX/UI content design for over 12 years, building my experience across renowned advertising agencies, as well as in-house at UOB and Shopee.

 

As a copywriter, I have developed integrated campaigns across traditional, digital and social platforms for global brands such as BYD, Citibank, Bank of China, Singapore Exchange (SGX), Manulife, Unilever, Singtel and CapitaLand. My diverse experience spans creative direction, brand positioning, SEO, video scripting, content planning, editorial, social media and event planning.

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As a UX/UI writer, I've crafted seamless journeys across digital touchpoints for major institutions including UOB, Shopee, Singtel, Johnson & Johnson, MSD and BYD, turning customer insights into clear, intuitive user experiences. By applying copywriting principles to UX writing, I bridge the gap between how a product works and how it speaks, designing content that's not just action-driven, but builds trust and brand affinity.

Along the way, my work has won several advertising and marketing awards, reflecting my ability to combine strategic thinking and creative storytelling into impactful content.

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Experience​​

 

Senior UX/UI Writer, UOB, 2025 – 2026

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• 14-month contract with UOB’s UX design team (via AnalogFolk Asia)

• Content design for UOB's Personal Internet Banking portal in Singapore, Thailand and Indonesia, specialising in investment and payment journeys

• Developed UX/UI content guidelines to achieve consistency in tone of voice and language across Asia

• Collaborated with cross-functional stakeholders across the region to create audience-centric digital experiences based on customer insights and user testing results

• Refined and edited content across user journeys, ensuring content is accurate and aligned with product requirements and brand voice

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Freelance UX/UI writer and copywriter, 2024 – 2025

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• Ideation, creative direction and copywriting for KDK's integrated advertising campaigns, including videos, events, social media and microsites

• Developed activation toolkit, creative concept and copy direction for the regional launch of Pocky biscuit's new flavour across videos, out-of-home media and digital advertising

• Worked on various digital and social campaigns for the National Council of Social Service (NCSS) such as the Workplace Mental Health campaign and Social Service Tribe campaign

• Delivered a B2B social media campaign for ANEXT Bank to increase user acquisition among SMEs

• Wrote website and social media content for HSBC and Singtel’s promotional campaigns

• Developed integrated launch campaigns for BYD in Singapore, including social media content plans, eDMs, websites, catalogues and showroom materials

• UX content design for Detalytics 42, a science-driven health and wellness app

• Crafted SEO-optimised long-form articles for Propseller to strengthen brand visibility

• Managed designers, product owners and business stakeholders to resolve problems and deliver projects within timelines

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Senior Copywriter, Weber Shandwick (IPG), 2023 – 2024

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• Content lead for MSD's public policy social media campaign in South Korea, creating audience-focused communications to support cancer drug subsidy policy changes

• Led development of SEO-optimised website, editorial and social media content for MSD's regional HPV vaccination campaign

• Developed social media content strategies for Tencent Cloud, Moderna, Johnson & Johnson, Merz Aesthetics and Novartis, distilling complex healthcare, technology and policy topics into accessible communications

• Crafted thought leadership LinkedIn content for Moderna Singapore’s senior leadership team

 

Regional Marketing Senior Copywriter, Shopee, 2019 – 2022

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• Led content design for the revamp of Shopee's seller resource and advertising websites, transforming long-form articles into engaging formats such as infographics, videos, FAQs and quizzes

• Led employee branding video productions from concept development, scripting and storyboarding through to cross-functional coordination and stakeholder management

• Developed and maintained a consistent brand voice and positioning across B2B seller communications throughout the Asian markets

• Developed creative concepts for major regional campaigns and partnership brand launches to boost audience engagement, app downloads and sales

 

Copywriter, Oliver Agency, 2016 – 2019

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• Part of Unilever’s U-Studio integrated digital team, focusing on crafting social media campaigns for a diverse product range, such as OMO, POND’S, Comfort, Vaseline, Sunsilk and Lipton

• Worked on full-funnel content strategies spanning awareness to conversion

• Won ‘Best in Digital Video Advertising’ at The Drum Digital Advertising Awards APAC 2019 for Unilever’s Unicornetto Indonesia programmatic video campaign

• Campaign ideation and copywriting for Guardian Pharmacy’s promotional campaigns, from ads and eDMs to in-store POS

• Worked on the rebranding of COURTS, spanning print, TVC, out-of-home media and digital platforms, including the relaunch of its e-commerce platform and credit payment sub-brand FlexiPlans

 

Assistant Marketing Manager, Global Vantage Innovative Group (GVIG), 2016

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• Content planning and campaign development for all advertising, social media and event materials for Swiss skincare brand BelleWave Cosmetics

• Tracked social content performance to sharpen audience targeting and increase engagement

• Collaborated closely with the sales team, designers, beauty trainers and vendors to ensure effective and timely campaign roll-out

• Event planning and management for the launch of a new skincare product series, coordinating with internal and external stakeholders to ensure event’s success

 

 

Copywriter, Lyon & Dianzi, 2015 – 2016

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• Launched 360-degree campaigns for Manulife’s retirement planning products and HL Assurance’s insurance products, including print advertisements, videos, online content and outdoor media

• Transformed technical financial information into impactful and engaging content for Singapore Exchange’s market depth access, ETF investments and StockFacts programmes

• Developed campaigns and content for a diverse range of clients, including SATS Limited, Laneige and Sharp across online and offline channels

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Account Supervisor, The Adplanet Group (3aces), 2014

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• Account management and copywriting for Bank of China’s credit card member acquisition campaigns

• Liaised with clients, creative team and external vendors to develop the launch campaign for Frasers Centrepoint’s Riverfront Residences

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Copywriter, Deeppocket Advertising, 2011 – 2014

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• Conceptualised and crafted advertising campaigns for over 20 residential and commercial property developments in Singapore, Malaysia, Cambodia and Myanmar

• Worked with Citibank, Hitachi, CapitaLand, Far East Organisation, GuocoLand Limited, Oxley Holdings, Kaplan Singapore and other notable clients to generate compelling copy for product launches and promotions

• Wrote full-page The Straits Times advertorials for property developers, including CapitaLand and Far East Organisation

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Freelance Copywriter, BBDO, 2011

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• Copywriting for below-the-line materials for the Singtel account

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Accolades

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Winner - Best in Digital Video Advertising,
The Drum Digital Advertising Awards APAC 2019​

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• Client: Unilever

• Campaign: Unicornetto Indonesia dynamic video campaign

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Silver - Best Mobile Video,
MMA Smarties Indonesia 2019​

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• Client: Unilever

• Campaign: Unicornetto Indonesia dynamic video campaign

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Bronze - Best Programmatic Campaign,
MMA Smarties Indonesia 2019​

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• Client: Unilever

• Campaign: Unicornetto Indonesia dynamic video campaign

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Winner - Best of Mobile Marketing,
SPH Ink Awards 2017​

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• Client: COURTS

• Campaign: Chinese New Year Sale

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Nominee - Best of Radio Commercial,
SPH Ink Awards 2017​

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• Client: COURTS

• Campaign: 11.11 Single’s Day Sale