copywriting + content strategy portfolio

brand voice, website copywriting + blog strategy

Website Copy & Blog Content
Client: USurf Batukaras | Industry: Surf & Travel | Small Business

I wrote the original website copy for USurf Batukaras, then returned to refresh the content and develop a tone guide the team can use across future platforms. I refined the messaging to better connect with beginner and intermediate surfers, highlighting Ucup’s friendly, local coaching style. I also launched the brand’s blog with a long-term content strategy, including SEO-driven topics, affiliate planning, and an editorial calendar focused on evergreen posts that grow traffic and trust.

organizational storytelling for impact

Print Newsletter
Client: Princeton in Asia | Industry: Cross-Cultural Understanding / Education | NGO

I led the editorial strategy, writing, and project management for Pacific Bridges, the annual alumni newsletter of Princeton in Asia. Collaborating closely with staff, I expanded on the program team’s theme—the PiA 180—to spotlight how fellowships spark life-changing personal and professional shifts. I hired and managed freelance writers, contributed original reporting, and reconnected with alumni across generations to source stories and deepen community ties. The newsletter became a powerful tool for both storytelling and advancement, directly prompting alumni to donate after reading the publication.

social-first flavor

Social Media Captions
Client: Teez | Industry: Food & Beverage | Agency

I craft monthly Instagram captions for several brands managed by Teez, a Los Angeles–based agency specializing in food and beverage. From premium sake (Takara Sake USA) to pantry staples (Del Monte) to keto-friendly bread (Extraordinary Bites), I write on-brand, scroll-stopping copy that engages audiences and encourages interaction. Each caption is tailored to the brand voice and product goals: whether that’s educating home cooks, sparking cravings, or celebrating food culture. Working within pre-planned visual calendars, I bring flavor and voice to every post.

print copywriting + messaging strategy

Flyer
Client: El Greco and Associates | Industry: Real Estate | Independent Broker

I developed the messaging strategy and wrote all copy for a two-page print flyer marketing a high-end mountain home in Conifer, Colorado. The goal was to position the 68-acre property as a rare retreat that offers privacy, nature, and everyday convenience, appealing to both primary and second-home buyers. I transformed a feature-heavy draft into lifestyle-led, benefit-focused copy that better reflects the emotional value of the home. The final deliverable balances concise, scannable text with high-impact headlines, designed to support photo-rich layout and drive showing requests.

creator-led storytelling + community building

TikTok Giveaway Campaign
Client: Self / Whoops Club (Collab) | Industry: Lifestyle / Creator Marketing | Creator + Small Business

I concepted and executed a Ramadan giveaway campaign on TikTok in collaboration with Indonesian lifestyle brand Whoops Club. Centered on the tradition of THR (holiday gifting), the campaign combined personal storytelling, culturally relevant content, and approachable CTAs to drive cross-platform engagement. I created original videos that tied the giveaway to my own Ramadan experience as an American living in a Sundanese village—building trust, sparking conversation, and encouraging followers to engage across TikTok, Instagram, YouTube, and email. The campaign grew both of our audiences while deepening a sense of community through content that felt real, not performative.

social branded content strategy (spec)

Social Video + Captions
Client: Swello There | Industry: Women’s Surfwear | Speculative DTC Brand

This spec piece imagines a women’s surfwear brand built on good fits, emotional honesty, and a deeply toxic relationship with the forecast. I concepted and wrote a Reels-style post tapping into the “boy math” of weather apps: all vibes, no follow-through. Using trending audio and meme-driven copy, I crafted a relatable moment for surfer girls who plan their day around the swell—and end up betrayed in their cutest suit. It’s part of a social-first content approach that taps into internet trends and inside-joke energy only female surfers would get.

branded content strategy + native advertorial

Sponsored Article
Client: GrabFood Thailand | Industry: Food & Beverage | In-House Brand Studio

As Senior Brand Editor of the in-house studio at Coconuts Media, I conceptualized and wrote a native article for GrabFood Thailand to promote exclusive restaurant partners in Bangkok and newly launched cities. The listicle supported the brand’s regional expansion campaign and blended the food delivery app’s brand tone with Coconuts’ signature editorial voice—serving up hot takes and fried chicken in equal measure. To maximize reach, the piece was crossposted on Coconuts Bangkok and Singapore, aligning with Grab’s target markets and our audience insights. Designed to drive clicks without reading like an ad, it positioned GrabFood as the go-to app for must-try eats across Thailand.

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