Brand & Growth Marketing Strategist

I lead the creative and content development of marketing campaigns to drive engagement and conversion. To combat creative fatigue, I run A/B tests on direct mail designs and invest in top-performing creatives for maximum impact.

• Managed end-to-end creative briefing process in Wrike and JIRA, from leading marketing plans with writers and designers, to ensuring the quality of promotional materials that deliver intended customer experience.
• Built a self-updating customer insights dashboard with data team to guide content decisions, saving $100K in A/B testing costs and freeing up 10+ hours per month for creating additional assets.
• Strategized 150+ A/B tests to refine brand messaging for HelloFresh, ChefsPlate, and Factor, improving brand awareness, CTR, and CR while optimizing cost per acquisition.
• Developed an OOH brand campaign featuring posters with voucher codes in high-foot-traffic areas, generating 8M impressions and driving a 35% conversion lift in two weeks through pre- and post-conversion analysis based on geographic holdouts.
• Initiated and led a Direct Mail plating competition to gamify the cooking experience and boost brand awareness.

Managed brand storytelling and content marketing through paid social, SEO, and email marketing, driving engagement and generating leads.

• Rebranded a struggling newsletter by redesigning the sign-up journey and strengthening CTAs, resulting in a 2% MoM increase in sign-ups and a 12% YoY increase in SQLs.
• Streamlined lead generation for email and paid social campaigns using HubSpot and Salesforce.
• Increased organic traffic by 35% by optimizing key content pages for Google first-page ranking, leveraging keyword mapping and backlink partnerships.
• Strengthened brand authority and customer loyalty by positioning the company as a trusted industry thought leader through paid social campaigns on Meta and LinkedIn.

Built HSBC’s online magazine business community from zero to 20,000 members within a year by leveraging strategic content marketing through social media, SEO, and newsletters.

• Boosted brand engagement and membership by directing content strategy, managing writers, and integrating paid campaigns, leading to 150+ sign-ups per blog post.
• Collaborated with Legal & Compliance to ensure content aligned with banking regulations and brand standards.
• Curated high-value, member-exclusive newsletter content, fostering engagement and brand loyalty within the business community.
• Developed SEO-driven brand storytelling, achieving 90% first-page Google rankings and increasing organic traffic by 25% MoM.
• Refined keyword tracking, backlinking, and technical SEO elements to strengthen lead generation performance.

• Strengthened Uber’s brand positioning by identifying market gaps and expanding messaging to young professionals and caretaker audiences, increasing Uber Assist conversions by 370%.
• Optimized email performance through A/B testing, refining messaging to drive engagement and conversion growth.
• Created high-impact promotional content across social media, paid social, email, SMS, and direct mail to drive product adoption.

• First Class Honors: Master of Arts in Digital Media & Information Studies and English Language

• Exchange programme, studied at University of Wisconsin – Madison, GPA3.50 (17′-18′)