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I’m a Senior Creative & Marketing Lead with 10+ years in APAC branded content, creative strategy, and multi-format campaign delivery—especially in Japan. I lead pitches to C-suite stakeholders, navigate cultural nuance and complex approvals, and own strategy end-to-end from concept through production. I’m obsessed with daring, instinct-led creative backed by data. I mentor creative teams, build high-performing partnerships across government and global brands, and consistently push campaigns beyond benchmark performance—using measurement to prove what works and to keep raising the creative bar.…I’m a Senior Creative & Marketing Lead with 10+ years in APAC branded content, creative strategy, and multi-format campaign delivery—especially in Japan. I lead pitches to C-suite stakeholders, navigate cultural nuance and complex approvals, and own strategy end-to-end from concept through production. I’m obsessed with daring, instinct-led creative backed by data. I mentor creative teams, build high-performing partnerships across government and global brands, and consistently push campaigns beyond benchmark performance—using measurement to prove what works and to keep raising the creative bar.

Hijanah Hernandez

Creative Producer, Creative Director, Content Strategist, +7

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I’m a Senior Creative & Marketing Lead with 10+ years in APAC branded content, creative strategy, and multi-format campaign delivery—especially in Japan. I lead pitches to C-suite stakeholders, navigate cultural nuance and complex approvals, and own strategy end-to-end from concept through production. I’m obsessed with daring, instinct-led creative backed by data. I mentor creative teams, build high-performing partnerships across government and global brands, and consistently push campaigns beyond benchmark performance—using measurement to prove what works and to keep raising the creative bar.…I’m a Senior Creative & Marketing Lead with 10+ years in APAC branded content, creative strategy, and multi-format campaign delivery—especially in Japan. I lead pitches to C-suite stakeholders, navigate cultural nuance and complex approvals, and own strategy end-to-end from concept through production. I’m obsessed with daring, instinct-led creative backed by data. I mentor creative teams, build high-performing partnerships across government and global brands, and consistently push campaigns beyond benchmark performance—using measurement to prove what works and to keep raising the creative bar.

Available to hire

I’m a Senior Creative & Marketing Lead with 10+ years in APAC branded content, creative strategy, and multi-format campaign delivery—especially in Japan. I lead pitches to C-suite stakeholders, navigate cultural nuance and complex approvals, and own strategy end-to-end from concept through production.

I’m obsessed with daring, instinct-led creative backed by data. I mentor creative teams, build high-performing partnerships across government and global brands, and consistently push campaigns beyond benchmark performance—using measurement to prove what works and to keep raising the creative bar.

Skills

Experience Level

Expert

Expert

Expert

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Expert

Expert

Expert

Expert

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Expert

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Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Malayalam

Intermediate

Tamil

Advanced

Japanese

Beginner

Chinese

Beginner

Work Experience

Senior Creative Strategist & Creative Lead, APAC at BBC StoryWorks, BBC Studios

November 1, 2022 - Present

Lead creative strategy, creative direction, and marketing campaign lifecycle for BBC StoryWorks’ APAC commercial division. Supervise multi-format production across APAC, Europe, and US, serving as creative authority across an $8M client portfolio over three years. Built and defended an APAC portfolio anchored by government relationships (JNTO, Japan Cabinet Office, Taiwan External Trade Development Council, Hong Kong Information Services Department, Hong Kong Science & Technology Parks). Advise and mentor creative teams for demanding corporate accounts (e.g., Hyundai, Honor, Standard Chartered) by diagnosing creative misalignment and guiding delivery. Developed Japan-specific expertise through culturally nuanced client relationships and procurement/approval guidance, sourcing and directing local writers, photographers, film directors, and creatives. Expanded product suite and competitiveness through innovation and award strategy, including pioneering BBC StoryWorks APAC’s first soc

Content Strategist & Advanced Marketing Writer (Freelance) at DBS Bank — Group Strategic Marketing & Communications

July 1, 2022 - November 30, 2022

Freelance support for the Group Strategic Marketing & Communications team, continuing 360 campaign ideation, production, and amplification work spanning marketing channels and data-driven operating processes.

Creative & Social Strategist at Aaqua (Purpose & Experience, Studio)

March 1, 2022 - August 31, 2022

Developed content strategy, scripted original series, and established creative infrastructure and a playbook for a pre-launch social platform startup’s content/creator arm. Created and tested a creator-brand community incubator model, running five pilots to establish a repeatable framework for creator partnerships at scale. Authored foundational studio content policies and editorial standards defining the creative bar and operating principles ahead of public launch.

Content Strategist & Advanced Marketing Writer at DBS Bank — Group Strategic Marketing & Communications

January 1, 2021 - March 31, 2022

Ideated, built, pitched, and executed 360 marketing campaigns across paid, owned, and earned media for DBS SPARKS and initiatives spanning financial literacy, sustainability, and digital innovation. Managed amplification across owned and partner channels supported by DBS’s data-driven operating mode and contributed to PR crisis management strategy. Led Portraits of Purpose, a capstone brand-lift campaign reframing a major corporation as a community enabler with a six-figure marketing budget across CNN and The Straits Times, owned editorial, and social—delivering strong CPM/CPCV metrics and scroll-depth uplift. Pitched and piloted DBS’s first-ever TikTok presence with a 100-day launch strategy and internal staff casting call to test viability for bridging product and marketing for young adults.

Community Manager at Code for Asia

January 1, 2016 - January 1, 2021

Managed always-on content marketing and community growth for ASEAN-wide hackathons, uniting talent, commercial sponsors, and partners including the Singapore Accounting Commission, Singapore International Foundation, and UN-affiliated stakeholders.

Brand/Marketing & Operations Lead (Comics) at CS Comics

January 1, 2016 - January 1, 2021

Led branding, marketing, and operations for CS Comics, scaling from a single comic title to a SEA comics publisher. Supported the publishing of six original print titles and trade shows across Singapore and Malaysia. Led marketing and visuals for SingaHeroes, a $0-budget crowdfunding campaign raising funds for construction workers during COVID-19, built on community storytelling and hyperlocal PR.

Founding Team Member & Chief Project Director at Made in Singapore

January 1, 2016 - January 1, 2021

Directed creative strategy, brand campaigns, and IP pitches; managed editorial team of 3–5 writers; oversaw $220,000 in crowdfunded arts projects; and grew communities to 200+ active Southeast Asian creators. Spearheaded Live to Rise, a sold-out fundraising concert for suicide prevention awareness.

Content Strategist & Editor (International) — various industries at Self-Employed

January 1, 2016 - January 1, 2021

Ran independent content strategy and editorial practice for clients in Singapore and internationally, delivering SEO strategy, thought leadership, and campaign copywriting. Worked as a journalist for ScreenRant (US/global entertainment publication), Channel News Asia’s Start-Up platform, Justsaying, ASIA, MyDoc, and multiple Singapore publications. Improved SERP rankings for 99.co, moving target property platform rankings from Page 2 to Page 1, Rank 1–3 for core keywords.