Circle In is a global working parent connection platform.

• Led the development and execution of content strategy for Circle In’s product and profile, globally.
• Successfully increased traffic to site via owned channels by 57% in the last six months via brand leadership content and audience segmentation practices.
• Grew engagement on Circle In social media channels by 48% QoQ via strategic collaborations and partnerships.
• Managed agencies and freelancers overseas to localize content strategy and align with foreign governance within local markets.
• Established scalable processes to support Circle In’s rapid growth across Southeast Asia, and the Americas.
• Led a team of web designers, content editors, social media managers, PR and SEM specialists to drive Circle In’s profile within the ANZ, APAC, UK and US markets.
• Created content to nurturing leads and drive customer acquisition; this has led to a reduction in the Circle In sales cycle from 120 to 90 days over the last six months.
• Displayed the ability to be nimble with content delivery by developing timely resources for customers to navigate their employee support during the pandemic; this was managed remotely from conception to delivery.
• Adapted and responded quickly to the needs of working parents during the onset of COVID-19 and the lockdown laws. The content strategy to support working parents during the pandemic resulted in adding two new clients to the Circle In portfolio as well as prominent features in The Australian and Forbes Magazine. 

• Represented iProspect in the Innovation Champions program to train employees nationally on the Design Thinking toolkit with the aim of (1) cultivating solution based thinkers, (2) encouraging collaboration, and (3) encouraging peers to adapt an innovative mindset.
• Introduced a culture of co-creating strategies with clients across iProspect by conducting workshops that helped understand consumers better, craft better communications strategies and create better content. Outputs from these workshops have resulted in up to 50% increase revenue for the brands involved.

• Led the iProspect consumer and content strategy products, working with paid search, social and SEO teams to create consumer first, omnichannel strategies for clients.
• Worked with the creative, UX and SEO teams to leverage first and third party data to map customer journeys, and translate them into actionable insights through the content delivery and optimizations. Outputs from these collaborations have resulted in up to 50% increase revenue for the brands involved.
• Specialized in measurement and attribution to make content marketing more accountable. Created a market-first content scorecard to add a layer of objectivity to creative content and allow for unbiased measurement of client ROI.
• Worked with the product and customer service teams at RACV to identify behaviors around travel insurance purchase and optimize the application process accordingly. The solution led to a 39% application completion rate, making travel insurance the top performing product among RACV's portfolio and the client's team, a best practice internally.
• Clients: Starwood Hotels, National Australia Bank, The Body Shop, Accor Hotels, RACV, Apple Music, Pearson Education, Citibank, Ladbrokes, Adidas, Amaysim, and Specsavers, among many others.

• Played a crucial role within the Social@Ogilvy team to develop social analytics and pilot it for clients. Work included analyzing social data to determine consumption and purchase intent, to study brand health and reputation management and work with ATL and digital counterparts to create and manage client campaigns.
• Worked on Singtel’s historic brand relaunch in 2015 and mitigated related brand reputation crises.
• Established a social media presence for AIA Singapore and the AIA Vitality product via a multimedia content strategy focused on health insurance education, family health and localized seasonal content for Singapore’s sandwich generation.
• Won a Gold at the APAC Marketing Effectiveness awards for a campaign for the Singapore Tourism Board. “The Great Human Experiment” (campaign) was an influencer led multi-channel campaign that showed a 15% positive uplift in sentiment towards customer service in Singapore.
• Clients: Singtel, AIA Insurance, Singapore Tourism Board, and more.