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Who I am

Alexis has been leading campaigns, content strategy and copywriting for over 10 years, building her experience at renowned agencies including BBDO, The AdPlanet Group, Oliver Agency, IPG's Weber Shandwick, Distilleri, Hogarth, as well as e-commerce giant Shopee.

 

A versatile writer who is always evolving with the industry, she has since expanded into UX writing and content design, crafting seamless user experiences across digital touchpoints for clients including UOB, BYD and Singtel.

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Before making the move into UX, Alexis worked with various global brands such as Citibank, Bank of China, Singapore Exchange, Manulife, Unilever, Merck & Co., Johnson & Johnson, the National Council of Social Service (NCSS) and CapitaLand.

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Over the years, her work has been recognised at several industry award shows, including The Drum Awards, MMA Smarties and the SPH Ink Awards.

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Experience​​

 

Senior UX/UI Writer, T8 Creations (Formerly AnalogFolk Asia), 2025 – current

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

  • UX/UI content guideline development to achieve consistency in tone and language across the Asia region

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Freelance UX/UI writer and copywriter, 2024 – 2025

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  • Creative direction and copywriting for KDK’s 360-degree campaigns, including ads, videos, events, socials and microsites

  • Content design and copywriting for Singtel's product launches, covering web to social media

  • Developed activation ideas and copy direction for Pocky’s product launch campaign, spanning OOH and digital channels

  • Worked on various government accounts, including National Council of Social Service and President's Challenge, to deliver full-suite advertising campaigns from videos to social posts

  • Content design and copywriting for multiple BYD car launch campaigns in Singapore

  • Developed a B2B social media campaign for ANEXT Bank, targeted at local SMEs

  • Crafted SEO-driven articles to enhance brand visibility for Propseller, a local real estate company

  • Content design for Detalytics 42, a new health app by a healthtech startup

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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 that aims to drive healthcare policy changes in cancer drug subsidies

  • Responsible for creating SEO-optimised editorial, web and social content for MSD’s regional HPV vaccination campaigns

  • Collaborated with regional teams to develop social media content for Tencent Cloud International, Novartis Hong Kong, Moderna APAC and Merz Aesthetics APAC

 
Regional Marketing Senior Copywriter, Shopee, 2019 – 2022
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  • Implemented a consistent and coherent brand voice across dozens of seller, consumer, and employee communication mediums throughout Asia

  • Oversaw the revamp of Shopee’s seller resource platform (seller.shopee.sg/edu) and seller-targeted advertising platform (ads.shopee.sg) from long-form articles into short articles supported by interactive content such as infographics, videos, FAQs, and quizzes

  • Concept development for major regional campaigns such as 11.11, 12.12, and brand launches, as well as copywriting for post-campaign engagement content

  • Led and managed employee branding video productions, including video scripting and storyboarding

 
Copywriter, Oliver Agency, 2016 – 2019
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  • Campaign ideation, brand development and copywriting for Google, Guardian Pharmacy, COURTS, and Unilever

  • Part of Unilever’s integrated digital team focusing on creating social media content for its products including OMO, POND’S, Comfort, Vaseline, Ben & Jerry’s, Lipton, and more

  • Worked on the rebrand of COURTS that was implemented across print, TVC,
    out-of-home media, and digital platforms, including the relaunch of its e-commerce website and credit payment sub-brand FlexiPlans

  • Pitched for Android Pay awareness campaigns for Asia Pacific

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Copywriter, Lyon & Dianzi, 2015 – 2016
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  • Conceptualisation and copywriting for HL Assurance’s travel, phone, car and home insurance advertisements

  • Launched a 360-degree campaign for Manulife Retirement Planning that covers print, video, online, and outdoor media

  • Worked on various promotional ads and product launches for SATS Limited, Laneige, Sharp, and SingHealth across print and online platforms

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

  • Worked on Citibank, Hitachi, Capitaland, Far East Organisation, GuocoLand Limited, Oxley Holdings, and more

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Freelance Copywriter, BBDO, 2011
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  • Copywriting for Singtel

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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

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