02 / Work
Communications, content, journalism, and integrated campaign work shaped by audience insight, regional collaboration, and clear editorial decisions.
Career / Experience
Select a chapter to explore the responsibilities, collaborations, and outcomes that shaped my approach.
01 / Journalism
Entertainment, current affairs, sustainability, culture, technology, and publication-led work designed for clear, headline-first scanning.
02 / PR & Communications
Media relations, employee communications, executive positioning, launch narratives, reputation, and regional stakeholder engagement.
DHL Group
Instead of selling our service, we sold impact.
Role: Executive content, campaign messaging, media materials, speeches, Q&As, story pitches, and Chinese-language communications.
DHL Group
Crafted employee features showcasing the work that our employees did on both internal and external-facing platforms.
[ORGANISATION / CLIENT]
Collection of press releases crafted for media announcements.
03 / Campaigns & Projects
Integrated communications, campaign concepts, branded storytelling, launches, events, and multi-part projects with flexible case-study depth.
Singapore Tourism Board
Delivered a 4-part tentpole video series campaign for Singapore Tourism Board, publicising hawker culture's UNESCO recognition.
Role: Sourced for suitable hawker interviewees on site, and interviewed them for content storyboarding. Coached and managed talents and interviewees off-camera to secure suitable interview footage. Collaborated with production team and STB client side to develop integrated campaign concepts and branded video storytelling.
Video work
04 / Content & Marketing
Content strategy, social, newsletters, digital storytelling, thought leadership, localisation, campaign content, and performance optimisation.
DHL Group
Co-developed regional content strategy and led end-to-end production across articles, video, social, newsletters, and integrated product storytelling, working with teams across more than ten APAC markets.
Role: Co-developed regional content strategy and led end-to-end production across articles, video, social, newsletters, and integrated product storytelling, working with teams across more than ten APAC markets.