Available to hire
Hi, I’m Rubaashini Shunmuganathan, a content marketing leader and B2B growth partner with a passion for creating diverse, engaging, and tailored content. I specialize in content strategy, SEO, and multi-channel campaigns, collaborating with cross-functional teams to produce high-quality assets that speak directly to buyer personas and drive results.
With years of experience working remotely across various clients and sectors, I thrive on researching new topics, brainstorming fresh ideas, and streamlining editorial workflows to ensure timely and impactful content delivery. Connect with me if you’re looking for a driven content professional who loves transforming ideas into compelling stories.
Experience Level
Language
English
Fluent
Malay
Advanced
Tamil
Beginner
Work Experience
Content Manager at Change Mandate
April 30, 2025 - July 23, 2025Developed full funnel content strategy for Change Mandate, covering web, blog, social media (especially LinkedIn), and email marketing. Monitored campaign performance and made iterative improvements using audience engagement metrics and A/B testing insights. Led end-to-end content management across multiple tech-sector clients, ensuring content meets strategic messaging and editorial standards required by top-tier media publications. Reviewed and refined content briefs in collaboration with client servicing teams, sharpening article angles and messaging for media alignment. Acted as the primary liaison between internal teams and a pool of freelance writers—translating briefs into clear guidance on tone, structure, and content expectations. Achievements include streamlining editorial workflow to reduce turnaround time by 80% while improving quality, and designing integrated campaigns that increased social engagement and lead generation.
Freelance Writer at Self-Employment
April 30, 2025 - July 23, 2025Specialised in creating diverse and engaging content across different topics and industries tailored to the unique requirements of clients or publications. Conducted in-depth research to ensure the accuracy and depth of writing, exploring new subject matters and gathering information from reputable sources. Regularly brainstormed and suggested topics weekly to ensure fresh, relevant content aligned with client and reader interests.
B2B Content Writer at Brighttail
December 31, 2023 - July 23, 2025Developed full-spectrum content strategies anchored in SEO, thought leadership, and buyer journey insights. Collaborated cross-functionally with design, SEO, and marketing automation teams to execute end-to-end content-led campaigns. Produced a wide array of assets including blog posts, newsletters, ebooks, and persona documents tailored for distinct B2B audiences. Leveraged SEMrush for keyword research and topic ideation, aligning content with high-intent keywords and search trends. Spearheaded Brighttail’s first buyer persona initiative, conducting qualitative interviews and behavioural analysis to improve content alignment with audience pain points.
Online Writer at TEG (The Expat Group)
February 28, 2018 - July 23, 2025Conceptualized and wrote feature and news articles for ExpatGo and EatDrinkKL catering to expats in Malaysia. Managed social media presence for ExpatGo including planning, scheduling, and overseeing posts ensuring appealing captions and effective content distribution. Collaborated with clients to curate content aligned with their brand objectives.
Writer at Blu Inc Media
January 31, 2017 - July 23, 2025Crafted engaging feature stories focused on lifestyle topics for corporate leaders in Malaysia, published in The Peak and YTL Life magazines. Conducted interviews with CEOs and personalities to create compelling articles. Coordinated photo shoots and managed item loans to enhance publication visuals. Built networks by attending industry events and participated in brainstorming for magazine themes.
Property Writer at News Straits Times
August 31, 2014 - July 23, 2025Created news stories and feature articles centered on the real estate sector. Assisted in sub-editing, article layout design, and accurately reported on press conferences and property launches to provide valuable information to readers.
Journalist/Sub-Editor at The Online Citizen
November 30, 2021 - July 23, 2025Covered current affairs and socio-political news in Singapore, reporting on key developments and political discourse. Sourced trending stories on social media and news outlets. Served as sub-editor reviewing and editing articles to ensure accuracy, clarity, and adherence to publication standards.
Content Manager at Change Mandate
April 30, 2025 - July 23, 2025Developed full funnel content strategy covering web, blog, social media (especially LinkedIn), and email marketing. Monitored campaign performance and implemented iterative improvements using audience engagement metrics and A/B testing insights. Led end-to-end content management across multiple tech-sector clients, ensuring alignment with strategic messaging and editorial standards for top-tier media. Reviewed and refined content briefs in collaboration with client servicing teams. Acted as the primary liaison between internal teams and freelance writers, providing clear guidance on tone, structure, and expectations. Achievements include streamlining editorial workflow, reducing content turnaround time by 80%, and designing integrated campaigns that increased social engagement and lead generation.
Freelance Writer at Self-Employment
April 30, 2025 - July 23, 2025Specialised in creating diverse and engaging content tailored to the unique requirements of each client or publication. Conducted in-depth research for accuracy and depth, exploring new subject matters and using reputable sources to ensure high-quality writing. Regularly brainstormed and suggested fresh, relevant topics weekly, aligning with client and reader interests.
B2B Content Writer at Brighttail
December 31, 2023 - July 23, 2025Developed full-spectrum content strategies anchored in SEO, thought leadership, and buyer journey insights. Collaborated cross-functionally with design, SEO, and marketing automation teams to execute end-to-end content-led campaigns. Produced various assets including blog posts, newsletters, ebooks, and persona documents tailored to different B2B audiences. Leveraged SEMrush for keyword research and topic ideation, aligning content with high-intent keywords and trends. Spearheaded Brighttail’s first buyer persona initiative through qualitative interviews and behavioural analysis to better address audience pain points.
Online Writer at TEG (The Expat Group)
February 28, 2018 - July 23, 2025Conceptualized and wrote feature and news articles for ExpatGo and EatDrinkKL, catering to expats in Malaysia. Managed social media presence including planning, scheduling, and overseeing posts with engaging captions across platforms. Collaborated closely with clients to curate content aligned with their brand identity and objectives.
Writer at Blu Inc Media
January 31, 2017 - July 23, 2025Crafted engaging feature stories focused on lifestyle topics for corporate leaders in Malaysia featured in The Peak and YTL Life magazines. Conducted insightful interviews with CEOs and prominent personalities transforming them into compelling articles. Coordinated photo shoots and item loans to enhance publication visuals. Attended industry events to build networks with key business figures. Participated in brainstorming sessions for thematic concepts.
Property Writer at News Straits Times
August 31, 2014 - July 23, 2025Created news stories and feature articles centered on the real estate sector. Assisted with sub-editing and newspaper page layout to ensure well-presented content. Reported on press conferences and property launches, providing readers with valuable, accurate information.
Journalist/Sub-Editor at The Online Citizen
November 30, 2021 - July 23, 2025Covered current affairs and socio-political news in Singapore, reporting key political developments and discourse. Actively sourced trending stories from social and news platforms to stay ahead of breaking news. Served as a sub-editor overseeing junior writers, ensuring article accuracy, clarity, and adherence to style and guidelines.
Education
MA International Journalism at Cardiff University, UK
January 1, 2014 - December 31, 2015Bachelor of Communications (Hons) Media Studies at HELP University, Malaysia
January 1, 2009 - December 31, 2012MA International Journalism at Cardiff University, UK
January 1, 2014 - December 31, 2015Bachelor of Communications (Hons) Media Studies at HELP University, Malaysia
January 1, 2009 - December 31, 2012Qualifications
Full Scholarship from The STAR Education Fund (Foundation + Degree)
January 1, 2007 - December 31, 2007Industry Experience
Media & Entertainment, Professional Services, Software & Internet, Real Estate & Construction, Travel & Hospitality
Experience Level
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