Zoe Tan

Manager, Social Media at Shift 4

Led social media for Shift 4 and Sky Tab devices, refining content strategy to align with evolving platform trends and driving a shift toward video-first formats. Identified misalignment between sales-heavy graphics and platform trends; tested content formats and analyzed post-performance to guide strategy. Developed and executed the social media launch for Shift 4’s Sky Tab Air, partnering with high‑profile chefs to create Instagram Reels and Stories for the National Restaurant Association Show, generating 150K+ views.

Sr. Social Media & Communications Strategist at Inkit

Coordinated with the CEO to manage internal and external communications, and built a comprehensive content strategy. Drafted sensitive internal communications including announcements, led bi‑monthly All‑Hands planning, and shaped external messaging. Collaborated with an external agency on PR and elevated executive presence in LinkedIn toward broader audience engagement.

Social Media Manager at LinkGraph

Built and executed a successful social media strategy for the company’s global Instagram account, driving follower growth, reach, and engagement. Secured long‑term influencer partnerships (including Twitch creators) and produced monthly performance reports. Recast long‑form content into micro-content for social channels and actively monitored trends to optimize engagement and ad spend.

Social Media Coordinator at Kaspersky

Led influencer relations and marketing efforts, identifying and collaborating with relevant industry influencers to produce user‑generated content. Crafted briefs and deliverables, and introduced a voting‑based social component to drive engagement. Achieved substantial follower growth and engagement improvements through targeted campaigns and cross‑platform content management.

Digital Account Manager at Matthew Agency

Developed and owned social media strategies for 10 healthcare, restaurant, and retail clients. Trained and onboarded interns and part‑time staff, produced promotional video ideas and scripts, and led live‑stream coverage at client events to boost awareness. Created promotional graphics and copy for social accounts and managed post‑production workflows with external editors.

Social Media Manager at Shift 4

Led social media strategy for Shift 4 and Sky Tab, revamping content strategy, testing formats, and analyzing post-performance to guide content. Introduced a focus on video and trending Reels, boosting engagement and visibility. Achieved a 397% increase in video views for Shift 4 and a 170% increase for Sky Tab. Executed the social media launch strategy for Shift 4’s Sky Tab Air-sourced device, coordinating Instagram Reels and Stories at the National Restaurant Association Show and generating 150K+ views. Recruited top-tier content creators and chefs to develop engaging assets; created and optimized content across platforms. Launched the “Taffer’s Tips” content series to shift from promotional messaging to engagement-first storytelling, resulting in high-performing posts and engagement.

Senior Social Media & Communications Strategist at Inkit

Partnered directly with the CEO to manage internal and external communications. Developed and executed content strategy for the CEO’s LinkedIn to elevate executive presence; drafted sensitive internal messaging including layoff announcements and employee exit communications. Led planning and execution of bi-monthly All-Hands meetings with content development and stakeholder alignment. Drove PR strategy with external agency, built media kit, and created stories and speaking opportunities for the CEO; managed guest appearances and crafted proactive communications.

Social Media Manager at LinkGraph

Defined and executed the company’s social media strategy across key channels (LinkedIn, Instagram). Drove follower growth of 254%, post engagement increase of 720%, and post impressions growth of 640% within three months. Secured influencer partnerships and led content production, delivering a strong in-house content ecosystem. Served as a primary liaison for influencer outreach and cross-functional collaboration to support product and marketing goals.

Social Media Coordinator at Kaspersky

Built a successful global Instagram strategy resulting in follower growth of 40%, reach of 45%, and engagement of 40%. Secured long-term influencer partnerships and Twitch streamer collaborations (e.g., xChocobars) who presented the brand at TwitchCon 2019. Created monthly performance reports, repurposed long-form content into micro-content, and proactively tracked growth trends to inform strategy.

Social Media Executive at Air Asia

Created the '4 days 3 nights' content series to highlight unique and popular travel routes reaching 1M+ Facebook users. Identified relevant Southeast Asian influencers to grow brand reach and efficiently managed AirAsia’s social communities on Facebook and Twitter. Researched pop culture and travel trends to craft engaging social posts.

Digital Account Manager at Matthew Aaron Agency

Developed and owned social media strategy for 10 clients across healthcare, restaurants, bars, and others. Trained and onboarded interns and part-time staff. Generated video concepts and scripts for client promotions; led live-streaming at client and company events to boost awareness. Designed promotional graphics and GIFs for social accounts using Canva. Prepared newsletters, blogs, and press releases.

Manager, Social Media at Shift 4

Revamped Shift 4 and Sky Tab's social media content strategy, identifying a mismatch between sales-heavy graphics and evolving platform trends. Tested content formats and regularly analyzed post performance to guide strategy, introducing a new focus on video and trending Reels to boost engagement. Resulted in a 397% increase in video views for Shift 4 and a 170% increase for Sky Tab. Developed and executed the social media launch strategy for Shift 4's new device, Sky Tab Air, and secured top-tier chefs to create Instagram Reels and Stories at the National Restaurant Association Show, generating 150K+ views. Created all social content (copywriting, filming, editing Reels) and collaborated with Creative Services on branded assets. The campaign helped generate over 600 product orders post-launch.

Senior Social Media & Communications Strategist at Inkit

Partnered directly with CEO to manage internal and external communications; developed and executed content strategy for the CEO's LinkedIn to elevate executive presence; drafted sensitive internal messaging including layoff announcements and employee exit communications; led planning and execution of bi-weekly All-Hands meetings, including content development and stakeholder alignment. Managed Inkit's multi-channel campaigns, including LinkedIn, email, and events; created engaging storytelling for brand visibility and thought leadership.

Social Media Manager at LinkGraph

Defined and executed the company's social media strategy across channels, resulting in substantial follower growth, increased post engagement, and stronger post-impression metrics within a 3-month window. Led cross-functional collaboration with product and content teams to support paid marketing campaigns and integrated with influencer partnerships.

Social Media Coordinator at Kaspersky

Built and executed a successful social media strategy for the global Instagram account, achieving significant growth in followers, reach, and engagement. Recruited and managed influencers, produced monthly campaign reports, and transformed long-form content into micro-content for social distribution. Coordinated with product, talent acquisition, content, and venture teams to support paid campaigns and brand storytelling.

Sr. Social Media & Communications Strategist at Inkit

Developed and executed the social media and communications strategy for Inkit, aligning internal and external messaging with executive leadership. Created and edited content across channels, including copywriting and video, to support brand goals. Built and maintained CEO's LinkedIn presence, and coordinated with internal teams and external agencies to deliver campaigns. Led bi-monthly All-Hands planning and prepared internal communications, rollouts, and stakeholder updates.

Social Media Manager at Shift 4

Developed and executed the social media launch strategy for Shift 4's new device, Sky Tab; identified mismatches between sales-heavy graphics and evolving platform trends; tested content formats and analyzed post-performance to guide strategy; shifted focus to video and trending Reels to boost engagement; led influencer outreach and content production to support launch campaigns.

Social Media Manager at LinkGraph

Defined and executed the company's social media strategy across LinkedIn and Twitter; achieved 40% follower growth, 45% reach increase, and 40% engagement uplift. Secured the company's first long-term influencer partnership with Twitch streamer xChocobars; produced multi-channel content; prepared monthly performance reports; repurposed long-form content into micro-content; monitored trends and optimized posting.

Social Media Executive at AirAsia

Created innovative content series (e.g., '4 days 3 nights') to highlight regional travel routes; identified and engaged relevant Southeast Asia influencers; managed AirAsia's Southeast Asia social media presence; improved engagement and brand awareness.