My role encompassed the end-to-end content strategy and development for over a dozen unique brand milestones and activations, demonstrating adaptability across commercial, partnership and community-focused campaigns.

Collaborative Campaign Management: Managed content strategies for strategic partnership campaigns (Jammy's, Dear Samfu, Shapes of Time), focusing on co-branded storytelling and expanding reach.

Experiential Marketing & Community Building: Executed content plans for large-scale community events (Yoga Movement, Au Revoir Raffles City, Chapters and Comfort: Blind Library, On Good Ground), converting real-world experiences into engaging digital assets.

Influencer & Feature Content Curation: Produced and edited content of community features (Dr Shauna Tan, Charlotte Mei, Annice Lyn, Coffee Meets Cute), enriching the brand's narrative through authentic voices.

Commercial Content Driving Sales: Developed time-sensitive content to drive urgency and results for major sales events and product releases (Mummy's Market, TANGS Pop-Up, Warehouse Sale, French Linen Cushion Covers, Dusty Lilac, Bamboo Eye Mask).

Results

A total of 64 social media posts on Instagram collectively achieved 276.2K total views and 3.3K overall engagement