Available to hire
I’m Rowan Tay, a copywriter and UX-focused storyteller who turns complex ideas into clear, human narratives across campaigns, websites, and videos. From client pitching and scriptwriting to directing on set and coaching junior writers, I’ve built work that’s persuasive, on-brand, and production-ready.
I’ve led content and copy strategy for education, finance, philanthropy, and retail—shaping voice guidelines, collaborating with designers and stakeholders, and optimizing for measurable outcomes. Whether I’m rewriting user journeys, scripting launches, or translating dense subject matter into engaging stories, I love guiding ideas from concept to execution with craft, speed, and care.
Experience Level
Work Experience
Freelance Copywriter (returned to lead copy) at Singapore Management University (SMU)
May 1, 2026 - July 1, 2026Led social content for SMU’s Section by scripting long- and short-form video series, attending shoots to direct copy, and working directly with professors and staff on set. Translated dense academic subjects into thought-provoking, story-led narratives. Established content and writing guidelines for the Section writing team, with daily review and coaching of two writers to maintain consistent voice and editorial standards across channels. Proposed creative concepts to client stakeholders and executed social-first narratives that positioned the school as a leader in education.
Section Singapore UX Writer at Section
June 1, 2024 - October 1, 2025Led content strategy for OCBC’s FX & Investments website, translating regulated financial products into clear, persuasive copy for individual and business investors while building business and compliance fluency into creative work on complex accounts. Rewrote and restructured Singapore University of Technology and Design (SUTD) website content across three student journeys, contributing to 116% growth in returning visitors, a 42% boost in admissions page views, and a 37% drop in bounce rate. Took over and independently led all copy and content guidelines for the Community Foundation of Singapore’s first online donor portal, owning the end-to-end workstream for a high-net-worth audience.
Copywriter at Section
August 1, 2023 - June 1, 2024Pitched for and won the Pan Pacific Orchard account. Co-wrote the launch film scripts, then ideated and executed the social campaign. Developed campaigns and social content for lululemon SEA, including immersive narratives for regional community events and video scripts, collaborating across Malaysia and Thailand to bring storyboards to life through photo and video production. Wrote conversion-focused paid Google and Meta ad copy for Level Infinite (Tencent Games), supporting global audiences and extending editorial and podcast content for titles including Warhammer 40,000: Darktide and Dune: Spice Wars.
Junior Copywriter at Section
July 1, 2022 - August 1, 2023Planned and executed social rollout campaign content for Bandai Namco Asia, crafting launch narratives across video and static posts for APAC audiences. Wrote long-form scripts for Liv Homes by Livspace, a YouTube home-to-tour series, translating home renovation ideas into walkthrough narratives and refining scripts on set with the host. Wrote seasonal promotional Always-On social content for UNIQLO SG, Nikon, and Livspace SG, including campaigns for highly anticipated store launches.
Junior Copywriter at Distiller
June 1, 2021 - June 1, 2022Pitched for and won the McDonald’s SG social media account, writing mobile app microcopy, microsite content, and social posts for the McDonald’s Mobile Order launch campaign. Led content strategy for STO RHUB Lifestyle’s social launch campaign.
Education
UX Design Bootcamp at General Assembly
February 1, 2026 - June 1, 2026Bachelor of Arts (Honours), Linguistics and Multilingual Studies at Nanyang Technological University (NTU) Singapore
August 1, 2016 - August 1, 2020Diploma with Merit, Visual Communication (Major in Illustration) at Temasek Polytechnic
April 1, 2013 - April 1, 2016Qualifications
General Assembly UX Design Bootcamp (client capstone and full-scale UX projects)
February 1, 2026 - June 1, 2026Industry Experience
Education, Financial Services, Media & Entertainment, Non-Profit Organization, Retail, Professional Services
Experience Level
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