Verified Expert in Design
Jennifer is a content strategist with over 15 years of writing experience. Her work bridges the gap between strategy and execution, with projects ranging from audits and roadmaps to content design, UX writing, and SEO. A creative ideator with the ability to explain complex concepts in simple ways, Jennifer creates unparalleled content to drive more relevant experiences.
Instructional Design for an International Logistics Company
Content Design for a Government Services Portal
Content Design Manager
- Helped my clients achieve experience transformation through the power of optimized content.
- Designed easy-to-digest content experiences across digital touchpoints.
- Developed well-structured content taxonomy and hierarchy following client and project needs.
- Managed content delivery workflows by deploying Agile ways of working.
- Created actionable roadmaps, playbooks, and guides to scale content operations.
- Synthesized insights by conducting audits, research, and user/stakeholder interviews.
Senior Content Strategist
- Helped clients apply best content practices to drive digital transformation.
- Kickstarted an insurance company's regional efforts to revamp their website, managing the critical process of content production for Hong Kong.
- Advised on intuitive content design based on stakeholder feedback and technological capabilities.
- Managed content production and maintained inventory of digital content, including assets, taxonomy, and metadata recommendations.
- Wrote and edited content, establishing editorial standards on accuracy and quality.
- Developed and managed content aimed at driving user acquisition and paid subscriptions.
- Optimized content, including headlines, images, and topics, to improve a click-through rate and return on investment (ROI).
- Iterated a landing page user flow and content hierarchy to boost performance.
- Wrote user-focused articles on trending fitness topics for different personas.
- Conceptualized creative ideas for social media A/B testing.
- Managed result-driven campaigns on Outbrain and Taboola.
- Created content and enablement solutions designed with a functional and emotional user experience in mind to drive better business outcomes.
- Created an onboarding app for an international logistics company while project-managing a team of collaborators, stakeholders, and the creation process.
- Consulted on digital transformation, UX, customer journeys, omni-channel sales management, and instructional design.
- Conducted user and stakeholder research and built wireframes and prototypes.
- Wrote copy for all points of in-app content interaction, including titles, buttons, tooltips, and FAQs.
- Supported content localization across different sales markets.
- Wrote for digital interfaces, such as websites, mobile applications, interactive games, email marketing campaigns, social media posts, and web banners.
- Crafted persuasive content about clients' products, programs, and services.
- Served clients such as IBM, American Express, Yahoo, Intercontinental Hotel Group, and SGX.
- Crafted creative copy and slogans to persuade and influence by exploring the client's core message and target audience.
- Helped businesses communicate their message over print and digital media.
- Served clients such as Heineken, StarHub, Great Eastern, the Economic Development Board of Singapore, and Dubai Racing Club.
Writer | Stylist
Viscion Media Group
- Created content for a range of lifestyle magazines.
- Developed copy for a variety of article formats, including how-tos, interviews, and reviews.
- Coordinated and styled fashion and beauty photoshoots.
Bachelor of Arts Degree in Mass Communication
Curtin University of Technology - Perth, Australia
Designing Digital Experiences For Humans: User Experience Lab
The Strategy of Content Marketing
Search Engine Fundamentals
Viral Marketing and How to Craft Contagious Content
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