Managed Straatosphere’s editorial ecosystem across website, Facebook, Instagram, Telegram, and newsletters. Drove site growth to 90K+ monthly pageviews and 1M+ monthly impressions via SEO and content programming. Grew social channels to 14K followers with 6% engagement rate, developing cross-platform content that resonated with streetwear and youth culture audiences. Produced paid editorial content for Nike, adidas, and Tissot, blending brand storytelling with authentic editorial narratives. Expanded into social content and strategy for external clients, including True Colors Festival and MaxiCash, covering branding, ad management, and community engagement. Supported brand activations such as ASICS Emerging Artist (copywriting, scripting, and experience planning) and the Footlocker x adidas Forum digital campaign, (concept, copy, and production).

Elevated from Content Strategist to lead 360° brand and campaign planning for clients such as Nike, adidas, Somersby, Johnnie Walker, and Vans. Managed Nike editorial campaigns and META ad buys, delivering cohesive storytelling from web to social. Conceptualised and executed the Johnnie Walker Flavour Lab and Vans ComfyCush campaigns, covering scripting, shoot production, and social strategy. Took on the SUSS Alumni Relations account, establishing content strategy, branding, and community management for official social channels. Led development of the HighHouse social brand and supported the PR launch, achieving over 1K followers pre-launch, near 100% event turnout, and a Straits Times cover story featuring the venue’s GM.

Co-led the adidas Brand Communications account, contributing to the annual communication strategy spanning both lifestyle and performance categories. Drove creative direction, copywriting, production, and experience planning for multiple adidas activations, including the Low Profile Lounge collaboration campaign, managing concept-to-execution delivery across content, events, and social amplification. Spearheaded the NOVA brand launch, overseeing social media branding, teaser rollout, event coverage, and ongoing community management and ad buy. Oversaw retainer accounts for SUSS Alumni Relations and HighHouse, maintaining consistent growth through strategic social media management, paid media, and content planning. Provided insight and press rollout strategy for CASIO and G-SHOCK PR accounts and led fast-turnaround production for Carlsberg’s Responsible Drinking Day partnership video series. Continued to publish editorial and social content for Straatosphere, maintaining brand voice and audience engagement.