Melissa Chua

About

Melissa Chua is a print and digital content specialist with experience in content marketing, brand development, social media management, and omnichannel integrated campaigns. With her expertise in strategic brand development, she has worked for various brands including Abbott, Scoot, Mediacorp’s Brand Studio, Social Media Today, Wanted Singapore, TÜV Rheinland, NTUC LearningHub, and SingSaver. As a former brand evangelist at PIXERF, she has set brand strategy (mission, vision, and statements) and ensured that all owned, earned, and paid channels adhered to brand voice and style. She has also worked for Regent Media in developing and producing branded content for some of the most established publications in Singapore such as Lonely Planet Asia, escape!, Corporate Traveller, and Golf Asia. Melissa was a panelist at the 2016 Australia Tourism Exchange in Brisbane on the topic of digital storytelling.

Employment

4 roles

Jan 2019 - Present 7 years 4 months

Content Editor

SingSaver

SingSaver is a personal finance comparison site that empowers Singaporeans to make better decisions regarding everyday financial products, from credit cards and loans to insurance and investments.

Drove organic sessions to digital platforms to increase conversions. Deep dived into performance metrics and conducted A/B testing to develop purpose- and data-driven content, optimised on-site keywords, and wrote copy for marketing ads, emails, and landing pages.
Developed and executed content strategy, including content creation, digital distribution, and social engagement. Shaped and maintained brand voice and identity.
Managed content catalog for blog and on-site pages. Audited for gaps based on industry benchmarks. Built content partnerships to increase domain authority and strengthen community engagement.
Contributed to branded content development and supported tactical marketing campaigns.
Oversaw a team of writers and local and overseas freelancers. Worked with the product team to develop UX copy where needed.

Jan 2016 - Present 10 years 4 months

Content Editor

Independent

As an independent copywriter, sub-editor, and content consultant for print, digital, and social:

Provided services such as editorial planning and SEO strategy, content management (CMS) and content auditing, omnichannel campaigns, UX writing for apps and websites, and strategic brand development.
Worked with various brands including Abbott, Scoot, POPULAR, Ascendas-Singbridge, Mediacorp’s Brand Studio, Social Media Today, Wanted Singapore, TÜV Rheinland, National Health Group, NTUC LearningHub, and SingSaver.
Areas of expertise: startups, travel and lifestyle, personal finance, fintech, digital marketing tools, social media trends

Dec 2016 - May 2018 1 year 5 months

Brand Evangelist

PIXERF

PIXERF is Asia’s first one-stop visual marketplace.

Set brand strategy (mission, vision, and statements) and ensured that all owned, earned, and paid channels adhered to brand voice and style.
Planned, wrote, and published content for social media (Facebook, LinkedIn, and Instagram). Wrote all content for website, app, email, video, and social media.
Built content architecture and SEO strategy for the company blog, and worked with designers and product team to improve the interface of the company's website. Used insights from Google Analytics to improve user flows, strengthen conversion and engagement rates, and reduce bounce rates from 70% to 30%.
Tracked and optimized digital campaigns. Conducted A/B testing to improve email, SEM, and social media marketing campaigns resulting in over 500% increase in user engagement rates. Grew user base from less than 100 to over 45,000 in a year.
Coordinated overseas and local engagements (seminars, educational outreaches, and publicity events) in Singapore, Malaysia, Indonesia, Philippines, Thailand, and Vietnam. Facilitated interviews with international media, wrote seminar scripts for CEO, and participated in panel discussions related to the business and industry.

Jan 2013 - Nov 2016 3 years 10 months

Associate Editor

Regent Media

Regent Media is the publisher of some of Singapore’s most established publications.

Planned and executed editorial calendars for in-house publications Lonely Planet Asia, escape!, Corporate Traveller, and Golf Asia.
Proofread all in-house and custom (project-based) print publications, including sister company publications Asian Geographic and BBC Knowledge (now BBC Earth).
Managed a team of in-house and freelance writers, designers, and photographers, including teams in Malaysia and Indonesia.
Coordinated with business development teams to develop and produce branded content for custom publications and native advertising.
Wrote for a variety of beats, including travel, luxury lifestyle, watches, tech and gadgets, food and drink, fashion, beauty and wellness, automotive, education and science, and MICE (meetings, incentives, conferences, and exhibitions).