Nicole Ng
Verified Expert in Marketing
Digital Marketing Expert
Singapore, Singapore
Toptal member since September 4, 2024
Nicole is a seasoned content strategist who delivers impactful results for DTC, B2B, and B2C brands. She has expanded a financial publication's community to 300,000 users, boosting engagement by 50% QOQ. With a keen eye for detail and a passion for loyalty-building content, she leverages data-driven insights to craft strategies tailored to audience needs. Whether working independently or with remote teams, Nicole brings efficiency, creativity, and a user-centric approach to every project.
Project Highlights
Expertise
- Content Audits
- Content Marketing Strategy
- Copywriting
- Email Content
- Instagram Marketing
- Marketing Strategy
- Organic Social Media
- SEO Content
Work Experience
Lead Strategist
Sapphr Studios
- Developed and executed comprehensive content marketing strategies for businesses and startups in Singapore and Australia, focusing on social media and websites.
- Created, managed, and launched a short-form video content series on Instagram and TikTok for a financial insights platform, garnering over 50,000 views within three months.
- Created SEO-optimized finance articles for multiple platforms, achieving top rankings (1st and 2nd) in relevant keyword categories and boosting site engagement and traffic.
- Developed and led a seasonal social marketing campaign for a food and beverage establishment, increasing foot traffic by 10% through targeted promotions.
- Designed and implemented a social media campaign for a university hackathon, successfully meeting the goal of 250 signups within one month.
Associate Publisher | Head of Partnerships and Learning
The Simple Sum
- Established operations and processes for a financial media business, setting the foundation for future growth and efficiency.
- Shaped and executed the content and marketing strategy across multiple channels, including blog, social media, podcast, and video, ensuring high-quality and impactful content.
- Hired, led, and coached a team of 10 marketers and creatives, fostering an environment for innovative work and driving the growth of the media brand.
- Expanded the business into five Southeast Asian markets, increasing the user base to 300,000.
- Represented the business in high-profile media interviews, including appearances on Money FM, CNN Philippines, and The Malay Mail, and as a National Investing Week Malaysia speaker.
- Transitioned to the head of sales and partnership role, leading efforts to increase annual revenue, which tripled year-over-year during my tenure.
Content Manager
StashAway
- Planned and developed content aligned with the business strategy, client investment needs, and product roadmap, ensuring cohesive and targeted messaging.
- Researched, wrote, and edited 4-5 investment articles monthly to establish thought leadership and build brand trust, increasing client engagement by 50% quarter on quarter (QOQ).
- Managed the end-to-end process of content creation, copywriting, and reporting for the business blog, podcast, email newsletters, in-app content, and below- and above-the-line advertising campaigns.
- Achieved an industry-leading 30% open rate and 9% click-through rate (CTR) on company newsletters, surpassing the average benchmarks of 10% open rate and 1% CTR.
- Supported the launch of a company podcast in June 2020, contributing to its success with 14,000 downloads by November 2020.
Account Manager
- Collaborated with advertisers to understand their business and customer needs, improving their marketing campaigns and brand storytelling strategies.
- Built and optimized digital marketing campaigns to drive business growth using Facebook tools, including Facebook Creator Studio, Ads Manager, dynamic conversion ads, and Facebook Pixel.
- Achieved up to a fifteen-fold return on ad spend (ROAS) for advertisers, significantly enhancing their campaign effectiveness and overall returns.
- Analyzed past and current ad performance, industry trends, competitor strategies, and consumer behavior to provide data-driven recommendations, resulting in increased revenue from Facebook ads for advertisers.
- Headed strategies that increased advertisers' overall spend on Facebook ads by delivering measurable improvements in campaign performance.
Project History
The Simple Sum
https://thesimplesum.com/Shaped and executed content and marketing strategies across multiple channels, including blogs, social media, podcasts, and videos, garnering over 300,000 users across all platforms.
The Simple Sum is a financial literacy platform that expanded into five Southeast Asian markets. Under my leadership, we saw a notable increase in advertising revenue, heightened brand awareness, and deeper engagement with young adults. I crafted a content strategy that leveraged local trends and cultural insights in personal finance across Southeast Asia. We made financial topics more relatable by utilizing creative formats such as colorful comics, analogies, and pop culture references.
We tailored our content to different audience segments by offering bite-sized pieces on social media to spark interest and more in-depth articles and podcasts for already engaged users. My leadership refined our content approach, focusing on simplicity, accuracy, and creativity. I oversaw ideation and production, ensuring financial accuracy while empowering creatives to take risks. One particularly successful direction involved sharing our team’s personal stories, which went viral, with some pieces achieving over one million impressions.
Despite the challenges of localizing content across multiple countries, we implemented a strategy where 60% of the content was universal and 40% localized, driving engagement rates that frequently exceeded 5%.
Investing Product Launch
Developed the omnichannel content strategy for launching a cash management solution in Malaysia, driving user signups and increasing product adoption.
For the launch of a cash management solution in Malaysia, I worked with the marketing team to develop and execute the omnichannel content strategy to drive signups and attract users.
The goal was to challenge the traditional belief that fixed deposits are the best way to manage cash by offering an alternative that provided both liquidity and short-term yields. We targeted Malaysians with significant cash holdings, using educational content to reshape their thinking. Through social media, email newsletters, paid ads, blog articles, and in-app articles, we delivered compelling videos and articles that emphasized the importance of proper cash management and liquidity.
The campaign successfully encouraged users to rethink their cash-saving strategies and explore more effective alternatives, such as our product, by presenting fresh perspectives on saving for short-term goals.
Financial Education Video Content Series
Ideated, planned, and executed a short-form video content series for a financial insights platform, garnering over 50,000 views in three months.
The project involved creating a video content series to position the financial insights platform as a leader in the investing space in Singapore. The series featured a mix of educational content on investing insights and news, along with showcasing expertise from partner fund managers in specialized fields like small-cap asset management and target date funds.
With 12 videos, the series garnered over 50,000 views, enhancing the platform’s credibility and solidifying its presence in the investing sector.
Skills
Core
Content Marketing Strategy, Facebook Ads, Email Marketing, Google SEO, Brand Marketing, SEO Content, Social Media, Organic Social Media, Instagram Growth, Instagram Marketing, Lead Generation, B2C Marketing, Copywriting, WordPress SEO, TikTok Marketing, LinkedIn Marketing, Email Marketing Automation, Marketing Strategy, Digital Marketing, SEO Tools, Facebook Video Ads, Facebook Marketing, Social Media Content, Social Media Strategy
Platforms & Tools
Facebook Ads Manager, Google Analytics 4 (GA4), Content Management Systems (CMS), Ahrefs, TikTok, Instagram Ads
Technical
Google Search Console, Direct Response Marketing
Other
Email Content, Content Audits, Demand Generation, B2B Marketing, Video Scripts, Personal Branding, Community Marketing, Brand Management, Brand Positioning, Messaging, Instagram, Sprout Social, Podcast Marketing, Facebook Pixel, Social Media Engagement, Strategy, Growth Marketing, Videos, Brand Awareness
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
Share your needs
Choose your talent
Start your risk-free talent trial
Top talent is in high demand.
Start hiring