Here it is, the stuff, the real deal, the work itself. Not comprehensive, but representative of the kind of things I have done, can do, and am proud of.
UX Copywriting - Citi
Since 2022 I’ve worked as a Senior UX Copywriter at Citi. I’ve honed my skills with UX storytelling, content design, and strategy to a whole new level in trying to bring Citi’s online wealth management and investment products into the modern day. During my time with Citi I have participated in the launch of multiple new online wealth management products, including robo and hybrid investing as well as retirement accounts, and been part of a team to push design-led reconception of Citi’s entire online wealth platform. I have also been involved in realigning the UX of Citi’s Private Bank experience, the creation of internal communications decks and documents, and most recently began work on CitiDirect, Citi’s B2B corporate banking solution.
Marketing - Park Bench Deli
An early project that remains one of my proudest. This was a masterclass in efficient, punchy copy that takes a brand voice and concept and runs with it. You want one of these sandwiches, don't you? I know I do. But you're also a little scared of them, right? I know I am.
Social Media - SYFY & SYFY WIRE
From 2019 to 2020, I worked at VaynerMedia, handling the social media strategy and content for SYFY, the TV channel, and SYFY WIRE, the entertainment news outlet. There was a lot of community management and promotion for the daily churn of articles, as well as bringing eyeballs to the network's movies, original shows, and other programming. Thankfully, as a fellow nerd, I was able to speak fluently and easily to the highly invested and engaged SYFY community.
Video - SYFY WIRE Reacts
In addition to regular social posts, my work with SYFY WIRE included semi-regular social-first video content. Made with the support of SYFY WIRE’s talent and VaynerMedia’s production infrastructure, as well as the support of my fellow scriptwriters, these videos included capsule reviews, trailer reactions, and breaking news responses, and remain some of my proudest work from my time with the agency.
UX/Information Design - Singapore Ministry of Education
One of the most interesting projects I could have hoped to work on. The Ministry of Education sought to rebuild its whole approach to communicating with the public, which led to a full transformation in the organization’s communication strategy, in which I was thrilled to play a part. My focus was on the examination and placement process for incoming high school students, giving students and parents a less stressful path through one of the highest-stakes moments of their young academic career. From taking exams, to choosing a school and an educational track through secondary school and beyond, my work remains a vital resource to everyone navigating Singapore’s famously rigorous education system. I discovered a real passion and aptitude for this kind of informative writing on the project, and the results, both the live page, which still showcases my work, and the project's impact, as enumerated by the agency that handled the entire rebuild, speak for themselves.