Senior SEO Specialist at Singapore Airlines Group – Scoot

Manage Scoot’s overall website for content changes across all pages, ensuring continuous SEO optimisation. Oversee promotional campaigns to support marketing, revenue management, and sales teams. Spearhead comprehensive SEO strategies driving organic growth from mid-pandemic through to border reopening. Conduct detailed keyword research and collaborate with vendors on SEO-optimised content enhancing organic visibility in key markets. Successfully overhauled SEO strategy resulting in a growth of Page 1 keyword rankings from 2.51% to 81.45%, including significant jumps for high volume keywords.

Content and Account Manager at Axinan

Developed diverse content for blockchain and digital insurance products. Collaborated cross-functionally with Tech, Product, and Commercial teams to produce educational and promotional content, simplifying complex technical concepts into accessible formats. Optimised content for SEO and ASO. Launched insurance products with regional partners including RedDoorz and Shippit, and contributed to a 42% growth in revenue partnerships with Lazada and Shopee.

Community and Content Manager at PAL Network/PolicyPal

Sole content strategist and writer, producing a variety of content from long-form blockchain articles to social media posts. Managed all English content including marketing materials and articles. Optimised content to educate stakeholders about blockchain projects, translating technical terms into accessible formats. Managed a community of close to 20,000 members for education, information dissemination, and handling concerns.

Creative Content Writer at Eatigo Singapore

Developed monthly content strategies and calendars with the Chief Marketing Officer for blogs and marketing campaigns. Sole creator and overseer of all English content for app, website, PR, and promotions. Optimised content through SEO and ASO, and worked under Regional Head of Marketing to achieve a 248% user base growth.

Journalist at Majority Media

Reported on key industries such as transport, PMEs, and self-employed workers. Met tight deadlines covering major events like the passing of LKY and the 2015 General Elections. Engaged with Members of Parliament and ministerial Cabinet regularly.