CV
I'm a copywriter at heart.
With over 16 years in the industry, it complements my extensive background in branding and social. I've worked for brands like MNTN, Coca-Cola, MINI Cooper and Tennis Australia, and my travels/work have brought me from home soil (Australia) to the metropolises of London, NYC, LA, and the sunny shores of Los Cabos (Mexico) and Hawaii.
Content Marketing Lead
Mar ‘20 → Present
MNTN → (LA)
Provides advertising software for brands to reach their audience across Connected TV, web, and mobile and has been leveraged by thousands of top brands for over a decade, driving billions of dollars in revenue.
✶ Leads a team of two content marketers.
✶ Develop customer-facing copy across multiple platforms and channels, including guides, partnerships/sponsorships with media partners, social media, paid media, video, website, case studies, blogs, media appearances, thought leadership content and email.
✶ Manages social media efforts, specifically strategy and editorial calendar across LinkedIn, Twitter and Facebook.
Freelance Copywriter
2006 → Present
MELLIE YAP (Remote)
Writer with over 16+ years experience in Melbourne, London, New York City and Los Angeles.
✶ Responsible for pitching, writing and copyediting across all content platforms including website, editorial and social media from lifestyle, technology, food, travel, fashion/retail and consulting verticals.
Content Marketing
Oct ‘18 → June ‘19
SMARTLY.IO → (NYC)
B2B SAAS platform to automate, scale and optimize online marketing at scale for some of the world’s biggest brands including eBay, Uber, Airbnb, Lyft and Spotify with $2 billion in annual revenue.
✶ Responsible for all customer-facing copy including but not limited to blog posts, e-books, case studies, social media messaging, creative campaigns, presentations, sales and events collateral, website and landing pages and webinars. My content pieces were amongst the top five most viewed year to date, with total 2,986 views.
✶ Grew social media following by 225% on LinkedIn, 5% on Facebook and 17% on Twitter. Produced live webinars based on performance and e-commerce topics, which garnered on average 60% submission/sign up rate.
✶ Developed content packages to support US key consumer moments including Shoptalk retail conference (average 31.3% newsletter open rate, 2 min 40 sec spent on landing page), and Back to School (average 29.2% newsletter open rate, 2 min 25 sec spent on blog post).
Global Social Media Manager
Dec ‘16 → June ‘18
MERCER → (NYC)
Global consulting leader in talent, health, retirement, and investments with operations in more than 130 countries, and servicing 110 million customers.
✶ Developed full-circle social media campaigns across health, career and industry verticals to build brand awareness and drive marketing qualified leads, including messaging, distributed content and analytics.
✶ A key campaign includes the 2018 World Economic Forum, where my strategy for the Instagram channel resulted in an 86% growth in engagement rate week over week. This contributed to Mercer outperforming our top 8 competitor’s SOV by over 300% across social media.
✶ Managed employee advocacy tool, Voicestorm, include training, on-boarding and recruiting new members, with an average usage rate of 68% exceeding the industry benchmark of 50%.
✶ Built internal training programs and webinars across social selling, building your own social media brand, how to write compelling messaging etc.
Social Media Manager
Nov ‘14 → Sept ‘16
PERRY ELLIS → (NYC)
Leading designer, distributor and licensor of men’s and women’s apparel, accessories and fragrances in over 50 countries, generating almost $1 billion in sales annually.
✶ Developed social media strategy and execute all tactical components, including paid social advertising across all key platforms.
✶ Weekly, quarterly and yearly analytics reporting across all channels to key stakeholders.
✶ Ideated #GentsChat, a weekly branded Twitter chat with ten menswear influencers worldwide, generating an overall increase of 361% engagement on Twitter and garnering press coverage.
✶ Boosted Instagram followers by more than 600% over the past year, surpassing 1 million fans on Facebook in 2015.
✶ Led key digital initiatives e.g. GQ Instameet in New York City, generating over 22,000 Likes in under 24 hours, New York Fashion Week Fall 2015, Spring 2016 fashion show social media strategy, and developing key influencer partnerships.
Digital Account Manager
Jan ‘14 → Oct ‘14
ICED MEDIA → (NYC)
Full-service digital agency positioning global and Fortune 500 companies and brands at the forefront of consumer adoption and emerging technology.
✶ Managed leading cosmeceutical prestige beauty brand, StriVectin, with one direct report (Community Manager).
✶ Oversaw development and rollout of monthly content calendars across Facebook, Instagram, Twitter, Pinterest and Google+
✶ Led a major digital activation across all social platforms, generating over $300K in revenue and increasing Facebook reach and Twitter impressions by 307% and 319% respectively in March.
Brand Manager
April ‘12 → April ‘13
TENNIS AUSTRALIA → (Melbourne)
Multimillion-dollar organization responsible for growing participation levels and running the Australian Open, the biggest sporting event in the Southern Hemisphere.
✶ Responsible for two national consumer brands Hot Shots and Cardio Tennis, with AUD $1.4M marketing budget and two direct reports.
✶ Led a national bonus-gift campaign for the Hot Shots brand with Nickelodeon SpongeBob, where 40,000 backpacks were given away and generated 166% additional media value and an increase of 31,104 registrations.
✶ Developed digital and social media campaign for the Cardio Tennis brand, reaching over 1.7 million people, generating an additional $45,000 of generated media value.
✶ Managed multi-channel print and radio campaign for Hot Shots Kids Tennis Day event, bringing a maximum capacity 15,000 registrations, which exceeded more than double last year’s figure of 6,000 and $500,000 worth of media value.