ClaudiaTan Xin Tong

For DHL’s Logistics of Things, I helped grow the content hub by building an audience-led editorial pipeline around the topics shaping logistics and global trade. I identified content opportunities, commissioned and produced stories, and recruited and managed freelance writers to scale content production across the platform.

Working with regional teams and subject-matter experts, I developed stories across technology, sustainability, e-commerce and supply chains, extending them through social media, newsletters and paid channels. I also used performance insights and search behaviour to refine our editorial approach, strengthen discoverability and bring more readers to the platform.

At DHL, I developed employee stories that brought the people behind the brand to life across internal and external channels.

One of my favourite stories began when I discovered that A’Fif, one of our couriers, was also captain of Singapore’s national sepak takraw team.

Everytime a spokesperson is invited to an event, our comms team has to fill out a 4 page form and circulate it to our projects and leadership teams for input. During peak event periods, such as Maritime Week, we could receive up to 40 invitations within a month. That's 160 pages of extra admin.

Each story meant speaking with regional teams and stakeholders, gathering the details, shaping executive quotes, and finding an angle that would resonate beyond the business.

It gave me the chance to tell very different kinds of stories, from logistics investments and disaster-response initiatives to an F1-linked charity campaign, while learning how to adapt a global brand narrative for different markets and audiences.