I am a strategic marketing and communications leader with over 10 years of experience driving brand visibility, digital growth, and stakeholder engagement. I specialize in digital marketing, social media management, and content creation across online channels, and have a track record of managing both online and offline campaigns, events, and brand activations. I excel at communication, project management, and cross-functional collaboration, delivering measurable marketing outcomes by aligning brand voice with business goals and audience needs.…

SOHFI B. ABDUL HAMID

I am a strategic marketing and communications leader with over 10 years of experience driving brand visibility, digital growth, and stakeholder engagement. I specialize in digital marketing, social media management, and content creation across online channels, and have a track record of managing both online and offline campaigns, events, and brand activations. I excel at communication, project management, and cross-functional collaboration, delivering measurable marketing outcomes by aligning brand voice with business goals and audience needs.…

Available to hire

I am a strategic marketing and communications leader with over 10 years of experience driving brand visibility, digital growth, and stakeholder engagement. I specialize in digital marketing, social media management, and content creation across online channels, and have a track record of managing both online and offline campaigns, events, and brand activations.

I excel at communication, project management, and cross-functional collaboration, delivering measurable marketing outcomes by aligning brand voice with business goals and audience needs.

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Language

English
Fluent

Work Experience

Assistant Manager, Marketing & Admin at ISEAS Publishing
June 30, 2025 - September 1, 2025
Developed and promoted content including pitching book releases to academic journals, resulting in increased reviews and feature placements. Launched SEO-optimized landing pages and monthly newsletters, boosting traffic by 20%. Coordinated podcast features to enhance digital footprint. Managed event marketing and brand visibility for local and regional academic events, ensuring budget and timeline adherence. Handled e-commerce storefront and online distribution channels, updated metadata, and executed joint promotional campaigns with partners to showcase and sell publications. Managed copyright licensing and other administrative duties.
Marketing Communications Manager at Society of Singapore
April 30, 2023 - September 1, 2025
Led content development and brand messaging across website and social media, increasing engagement and followers. Redesigned organizational branding with new assets and corporate messaging to enhance brand equity. Supervised a corporate website overhaul focusing on user experience and functionality, completed within three months. Analyzed digital performance data to identify content gaps and trends. Managed community outreach through planning, coordination, and execution of signature events. Directed concept and creative strategy for video competitions and digital outreach campaigns, achieving successful sign-ups and event outcomes.
Deputy Manager, Marketing Communication at Mendaki SENSE
October 31, 2021 - September 1, 2025
Co-led digital transformation initiative Project DigiSmart, conducting community research that secured $250,000 in IMDA funding. Spearheaded the launch of the FindJobs App, achieving over 35,000 downloads in 10 months. Managed strategic marketing planning and a $200,000 annual budget, driving a 40% increase in lead generation and improved ROI. Executed media outreach campaigns securing publicity for employability initiatives across online and print media.
Business Development Assistant Manager at Big Sync Music
March 31, 2019 - September 1, 2025
Led targeted outbound marketing efforts, developing and executing email campaigns aligned with business goals to generate leads. Facilitated business development by implementing Salesforce CRM, which grew the sales pipeline within four months.
Marketing Executive at Leica Microsystems
June 30, 2018 - September 1, 2025
Implemented digital marketing strategies and coordinated trade event participation to acquire high-quality marketing leads and enhance digital presence. Collaborated with cross-functional teams to coordinate successful product launches across APAC, fostering collaborations and attracting clients.
Senior Assistant Manager (Web Marketing) at Institute on Asian Consumer Insights
January 31, 2017 - September 1, 2025
Revamped content strategy and community engagement, increasing monthly unique visitors on the INSIGHT portal to 8,000 and doubling social media followers within six months. Promoted and coordinated networking events and seminars, achieving 60-70% target attendance rates and generating publicity.
Senior Executive - Corporate Communications at Agency for Science, Technology & Research
July 31, 2016 - September 1, 2025
Managed A*STAR’s digital presence by overseeing corporate websites, microsites, and digital campaigns to enhance public engagement and brand visibility. Led branding, visual communications, and internal content production to support organizational initiatives and promote company culture through strategic marketing and creative rollouts.
Content Creator at YouTube Channels @sohfihamid & @see_athousandmiles
January 1, 2018 - Present
Conceptualize, script, film, and edit original video content tailored to entrepreneurs, business enthusiasts, and travel audiences. Grew the @sohfihamid channel to over 1,000 subscribers and achieved acceptance into the YouTube Partner Program through consistent content strategy and engagement. Delivered on-camera presentations to improve audience retention and establish a relatable personal brand.
Career Break & Professional Development
July 1, 2025 - Present
Engaged in professional certification programs and self-directed learning relevant to marketing and training & adult education; collaborated with startups to produce content for apps & platforms to amplify brand presence and expand user base.
Assistant Manager, Marketing & Admin at ISEAS Publishing
June 1, 2025 - September 30, 2025
Publicity & Promotions: Amplified publication publicity by securing journal reviews and features for new book releases, positioning ISEAS publications as references in academic circles; launched SEO-optimized campaigns and author podcast features; e-newsletters driving up to 30% uplift in website traffic. Event Marketing & Brand Visibility: Managed local and regional events from planning to on-site execution within budget and timeline; led event campaigns and digital assets to raise brand visibility, sign-ups and audience engagement. Regional Marketing & Distribution Partnerships: Developed digital assets and publication metadata for online distribution across partner channels; managed distribution and joint promotions for new releases driving growth in subscriptions and readership in Southeast Asia.
Marketing Communications Manager at Copyright Licensing & Admin Society of S’pore (CLASS)
April 1, 2023 - September 30, 2025
Content Development & Brand Messaging: Led content strategy including full-scale production; redesigned branding with assets, templates, and corporate messaging to enhance brand equity. Website & SEO Management: Directed corporate website overhaul focusing on UX and functionality, completed within 3 months; monitored performance data to improve engagement and traffic. Community Outreach: Planned and executed CLASS’s signature events; directed creative direction for video competitions via social media and digital outreach leading to sign-ups and successful events.
Deputy Manager, Marketing Communication at Mendaki SENSE
October 1, 2021 - September 30, 2025
Led digital transformation and stakeholder engagement; co-led Project DigiSmart through community-focused research and focus groups — securing $250,000 IMDA funding — and spearheading the FindJobs App, achieving over 35,000 downloads in 10 months. Led high-impact marketing strategy and budget management, overseeing a $200,000 budget, improving overall marketing ROI, and driving a 40% increase in lead generation through data-driven initiatives.
Business Development Assistant Manager at Big Sync Music
March 1, 2019 - September 30, 2025
Led targeted outbound marketing initiatives, developing and executing email campaigns aligned with business goals to generate leads; implemented Salesforce CRM, resulting in growth of the sales pipeline over four months.
Marketing Executive at Leica Microsystems
June 1, 2018 - September 30, 2025
Orchestrated digital marketing strategies and participation in trade events, resulting in high-quality marketing qualified leads; oversaw coordination of events with cross-functional teams to implement successful launches in APAC and foster collaborations.
Senior Assistant Manager (Web Marketing) at Institute on Asian Consumer Insights
January 1, 2017 - September 30, 2025
Revamped content strategy and community engagement, achieving 8,000 monthly unique visits and doubling social media followers within 6 months; managed promotion and coordination of networking events with publicity and 60–70% target attendance rates.
Senior Executive - Corporate Communications at Agency for Science, Technology & Research
July 1, 2016 - September 30, 2025
Managed A*STAR’s digital presence, overseeing corporate websites, microsites, and digital campaigns to enhance public engagement; led branding, visual communications and internal content production to support strategic initiatives and organizational culture.
Communication Assistant at Singapore American School
December 1, 2011 - September 30, 2025
Managed marketing and publicity activities to drive student enrollment and enhance SAS’s brand positioning; developed external communications for the alumni network, growing to ~12,000 members worldwide.

Education

Bachelor in Internet Communication at Central Queensland University
January 1, 2004 - September 1, 2025
Professional Diploma in Digital Marketing & Campaign Strategy at Training Vision Institute
January 1, 2021 - September 1, 2025
Certificate in Digital Marketing Professional at Digital Marketing Institute
January 1, 2021 - September 1, 2025
Professional Diploma in Digital Marketing & Campaign Strategy at Training Vision Institute
January 1, 2021 - January 1, 2021
Certificate in Digital Marketing Professional – Social Media at Digital Marketing Institute
January 1, 2022 - January 1, 2022
Certificate in Digital Marketing Professional at Digital Marketing Institute
January 1, 2021 - January 1, 2021
WSQ Professional Diploma in Leadership & People Management at Training Vision Institute
January 1, 2018 - January 1, 2018
Bachelor in Internet Communication at Central Queensland University
January 1, 2004 - January 1, 2004
Certificate in Digital Marketing Professional – Social Media at Digital Marketing Institute
January 1, 2022 - September 30, 2025

Qualifications

Certified Digital Marketing Professional
January 1, 2021 - September 1, 2025
Certified Social Media Marketer
January 1, 2022 - September 1, 2025
Certified Digital Marketing Professional – Social Media
January 1, 2022 - September 30, 2025
Certified Digital Marketing Professional
January 1, 2021 - September 30, 2025

Industry Experience

Education, Media & Entertainment, Non-Profit Organization, Professional Services, Software & Internet, Government, Other
    paper Marketing & Communications Specialist | Digital Marketing & Creative Design

    I’m a freelance marketing and communications professional with over a decade of experience helping brands amplify their visibility, connect with audiences, and tell compelling stories. My background spans government, education, publishing, and the private sector, where I’ve managed campaigns, content, and community engagement at both local and regional levels.

    I specialise in brand development, digital marketing, content creation, and graphic design. From launching SEO-optimized campaigns and podcasts to overseeing corporate rebrands, social media strategies, and large-scale events, I bring both creative direction and hands-on design expertise to every project.

    What differentiates me is my ability to blend creativity with structure—taking ideas from concept through execution while ensuring visuals and messaging work seamlessly together. I thrive in collaborative environments and enjoy crafting impactful campaigns that resonate with diverse audiences.

    If you’re seeking someone who can elevate your brand with both strategic marketing and engaging visuals, I’d be glad to collaborate.

    paper Podcast Production

    On my YouTube channel @sohfihamid, I produce and host #DoWhatYouLove, an interview series that features entrepreneurs sharing their experiences, challenges, and wins.

    This segment reflects my approach to podcast production: blending authentic storytelling with structured production to create engaging, professional-quality content that connects with audiences.

    Project Overview

    Objective: To create a podcast-style interview series that gives entrepreneurs a platform to share their journeys, inspire aspiring founders, and build a knowledge-sharing community.

    Format: 30 mins interviews published as long-form YouTube episodes, complemented by repurposed highlights for social media platforms.

    Role: Producer, host, and editor (end-to-end production).


    My Role & Process

    Concept Development
    Defined the series theme around entrepreneurial journeys, focusing on authenticity and real-world insights.
    Designed content pillars to guide each episode: Origin Story, Challenges, Breakthroughs, and Advice.

    Guest Engagement

    Researched, invited, and interviewed entrepreneurs and creators from diverse industries.
    Crafted conversational question sets to encourage openness and relatability.

    Production & Editing

    Managed audio-visual setup, conducted recordings, and handled post-production.
    Edited for clarity, narrative flow, and polished sound design.

    Content Repurposing

    Extracted short clips for social media promotion on TikTok, LinkedIn, and Instagram.
    Transformed conversations into blog-style summaries to reach wider audiences.

    Marketing & Distribution

    Leveraged SEO-friendly titles, thumbnails, and descriptions to increase discoverability.
    Integrated cross-channel promotion strategies to grow engagement.

    Outcomes & Highlights

    Produced a growing catalogue of entrepreneurial interviews that attract aspiring founders and creators.
    Built stronger audience engagement by sharing behind-the-scenes stories and practical business lessons.
    Established cross-platform visibility by repurposing episodes into short-form video, articles, and social media posts.
    Enhanced brand positioning as both a content creator and storytelling consultant.

    Skills Demonstrated

    End-to-end podcast production (planning, recording, editing, distribution).
    Interviewing & storytelling to draw out authentic conversations.
    Content marketing through repurposing and promotion.
    Video editing and audio post-production for professional output.

    paper Content Creation - AI Tech Reviews

    Solution: ShortAi
    Scope: Tech review on Youtube
    Youtube: Product Review
    Status: Ongoing since April 2025

    Introduction:
    A collaboration to review ShortAI, an AI-powered platform designed to help creators easily produce engaging, faceless short-form videos. The client wanted to create awareness of the AI solution on Youtube. On my end, I did the product research and developed the script including voiceover and video editing via Adobe Premiere.

    Approach:
    My approach was to position ShortAI as the smart tool to create product ads particularly in video format. I created the tech-centric Youtube review to showcase the benefits, the functionalities and positive results using the solution. The review includes step-by-step guide using 4 variations that includes the tips and call to action for using the solution.

    Results:
    The video was well-received in terms of engagement and generated offline interests.