Content

Writing, Copywriting, & Editing

Good content tells a story, sells an idea, or simplifies the complex. Each piece I work on is designed to inform, inspire, or influence, with careful attention to tone, audience, and platform. The goal is always the same: crafted for humans first, and algorithms second.

Writing

Clear, intentional writing that connects. Whether it’s wellness, personal growth, or professional education, I created content that’s grounded in insight and shaped for resonance with a tone that speaks to the audience, not at them.

HIGHLIGHTS

  1. Built Mindvalley Pulse’s top-performing articles

    Wrote two of the site’s 10 best-performing features, combining SEO strategy with story-driven writing. Topics like “average IQ by age” and “vibrational energy” continue to rank and drive sustained traffic.

  2. Amplified Kristina Mänd-Lakhiani’s Honest Conversations

    Wrote evergreen, SEO-optimized articles from video interviews, helping extend her emotional impact and generating 44K+ organic views.

  3. Elevated AMSPA’s Voice in the wellness space

    Wrote an article on “Urutan Malaysia” that hit #1 on Google, strengthening AMSPA’s online presence.

Want a closer look? Browse selected portfolio highlights here.

Copywriting

Strategic messaging that meets people where they are. From landing pages and emails to social media and branded assets, I craft copy that’s not just on-brand, but on point, on purpose, and built to convert.

  • As one of Mindvalley Book Club’s main super readers, I review early-access galleys to help evaluate which titles are worth spotlighting through interviews. I also wrote the landing pages, as well as crafted social media and email copy to support launches and features.

    Morever, I turned selected author interviews into SEO-optimized features that captured their core messages and extended their reach. Each piece was crafted to feel personal, grounded, and reflective of the author’s voice while still aligning with Mindvalley’s tone and storytelling style.

    WINS

    1. Shaped the Voice of the Book Club Across Channels

      Wrote high-converting landing pages, including for the Mindvalley Book Club Awards 2025, and crafted social copy that reflected the tone and mission of the Book Club.

      Results: Helped establish a clear, consistent voice across platforms, supporting increased visibility and reader engagement.

    2. Served as Trusted Super Reader and Content Strategist

      Read advance galleys to evaluate whether a book merited coverage through the Mindvalley Book Club. Helped shape content strategy by identifying titles aligned with audience interests and values.

      Results: Contributed to stronger editorial alignment and more purposeful, high-quality content curation.

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  • The Association of Malaysian Spas (AMSPA) is a national group that supports and promotes the spa and wellness industry in Malaysia.

    From 2021 to 2023, I served as an Affiliate Board Member for AMSPA. During this time, I helped share the association’s mission by writing blog posts for their website and leading a full website redesign to make it more user-friendly.

    I also managed AMSPA’s social media accounts to keep their branding clear and consistent. This role gave me the chance to mix creative work with practical problem-solving.

    WINS

    1. Revitalized AMSPA’s Digital Presence

      Led a full website overhaul to modernize the user experience and better reflect the association’s mission.

      Result: Improved usability and a clearer brand identity helped position AMSPA as a more credible voice in the Malaysian wellness space.

    2. Strengthened Industry Visibility Through Content

      Wrote SEO-informed blog articles and developed consistent social media content aligned with AMSPA’s brand.

      Result: Helped amplify the association’s presence online and created content that resonated with wellness professionals across Malaysia.

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  • Energy Spa & Wellness is an award-winning pioneer in Malaysia’s wellness scene, known for setting the standard in holistic spa experiences since its early beginnings.

    As their in-house content lead, I created everything from spa menus and in-room service materials to digital campaigns and training manuals. My work shaped how the brand communicated across print and digital from thoughtful blog articles and SEO-aligned web copy to polished social content and promotional decks.

    I also developed educational materials for internationally endorsed training courses, ensuring clarity, professionalism, and brand alignment.

    WINS

    1. Unified Brand Voice Across Print, Digital, and Training Platforms

      Wrote and edited a wide range of brand assets, including spa menus, blog articles, training manuals, and web content, ensuring a consistent, professional tone across all customer and learner touchpoints.

      Results: Strengthened brand recognition and created a seamless experience across departments and platforms.

    2. Boosted Online Visibility Through SEO-Informed Content

      Created engaging, search-optimized content for the spa website as well as Facebook and Instagram, aligning wellness topics with audience interest and seasonal campaigns.

      Results: Increased website traffic and follower engagement, positioning the brand as a thought leader in Malaysia’s wellness space.

    3. Enhanced Professional Training Materials for Spa Education

      Developed clear, structured manuals and course materials for CIBTAC-endorsed training programs, including Anatomy & Physiology and Body Massage modules.

      Results: Contributed to consistently high student success rates and improved training outcomes for aspiring spa professionals.

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  • Spa Connectors is all about linking top-tier spa professionals with world-class opportunities.

    As their Marketing Executive, I supported their mission by writing web and social media copy that reflected the brand’s premium, international positioning. I also edited marketing content to ensure clarity, polish, and consistency across platforms.

    In addition, I designed branded presentation decks to help communicate Spa Connectors’ value proposition and initiatives effectively.

    During the pandemic, Spa Connectors launched the Hall of Wellness Awards to honor outstanding individuals in the global spa, beauty, and wellness industry. Designed to celebrate excellence and uplift the industry, the awards span regional and global categories across all levels of expertise.

    I produced the virtual gala video that brought this initiative to life, helping shine an international spotlight on the winners with a visually compelling and emotionally resonant piece.

    WINS

    1. Elevated Brand Visibility Through Multi-Channel Campaigns

      Led and executed comprehensive marketing campaigns across digital and social media channels that significantly increased Spa Connectors’ brand awareness and client engagement.

      Results: Achieved growth in leads and follower engagement through targeted audience strategies and compelling content.

    2. Created Cohesive and Impactful Creative Assets

      Produced copy, visuals, and videos that aligned with brand goals and enhanced campaign coherence. These assets powered social media posts and marketing outreach.

      Results: Boosted online engagement and follower growth with content that resonated deeply with the audience.

    3. Amplified Global Awareness for the Hall of Wellness Awards

      Spearheaded a high-impact social media campaign on Facebook, Instagram, and LinkedIn for the Hall of Wellness Awards, an initiative to recognize the people of the spa and wellness industry globally.

      Results: Increased event engagement and industry participation worldwide.

    4. Produced a Virtual Gala Event with International Reach

      Solely managed the end-to-end production of the Hall of Wellness Awards virtual gala in December 2020, including video content and digital event coordination.

      Result: Delivered a seamless and widely attended global online event, showcasing strong project management and digital production skills. The event recording has been viewed on Facebook over 3.2K times.

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  • Biossentials is a global, award-winning aromatherapy and spa supplier known for quality products, spa consultation, and professional training.

    As the Corporate Communications & Training Manager, I developed comprehensive training manuals, SOPs, and workshop and marketing materials to support consistent service quality and effective staff development.

    Additionally, I led marketing efforts with a focus on social media, improving website content to better showcase the brand’s expertise and offerings, which helped boost client engagement and strengthen brand recognition.

    WINS

    1. Boosted Brand Engagement Through Targeted Social Media Strategies

      Developed and managed social media content that aligned with Biossentials’ brand values and promotional calendar.

      Results: Increased follower interaction and online inquiries, enhancing brand visibility within the global spa and aromatherapy community.

    2. Enhanced Training Effectiveness with Customized Learning Materials

      Designed comprehensive training manuals, SOPs, and workshop collateral that supported consistent service standards and knowledge transfer. Delivered multiple training sessions, including specialized workshops for Chantara Spa in Bali, a prestigious spa under the Biossentials umbrella.

      Results: Improved staff competency and client satisfaction by delivering clear, practical, and engaging training resources.

    3. Enhanced Digital Presence and Brand Messaging

      Refined the website, managed the eShop, and consistently developed marketing content to clearly communicate Biossentials’ expertise in aromatherapy and spa consultation.

      Results: Elevated brand trust and recognition, supporting business growth and new client acquisition.

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Editorial

Thoughtful editing meets strategic content thinking. From shaping narrative arcs to aligning brand voice, I guide content from concept to final polish, ensuring it lands with clarity, cohesion, and purpose.

WINS

  1. Earned endorsements from thought leaders across industries

    Wrote features that resonated deeply with high-profile experts, prompting them to share, comment on, or amplify the articles across their platforms. These included authors like Guy Kawasaki, Laila Mickelwait, Chelsey Goodan, John Wolpert, Marina Gerner, and Vanessa Van Edwards.

  2. Amplified Kristina Mänd-Lakhiani’s Honest Conversations

    Wrote evergreen, SEO-optimized articles from video interviews, helping extend her emotional impact and generating 44K+ organic views.

  3. Increased clicks on graphics by ~40% with targeted visual strategy

    Collaborated with Mindvalley’s Creatives team to design and integrate scroll-stopping visuals into SEO-driven articles, resulting in a ~40% year-over-year increase in graphic clicks. When needed, I created the visuals myself to ensure every element aligned with the content’s intent and tone.

  4. Developed high-engagement lead-gen assets with 100+ downloads each

    Created downloadable tools like conversation starters, manifestation journals, and affirmation cards to encourage deeper audience interaction. Each asset surpassed 100 downloads, continuing to drive engagement long after the launch.

  5. Scaled Efficiency with AI

    Engineered and optimized ChatGPT prompts tailored to Mindvalley’s voice, significantly streamlining blog production for both internal teams and agencies. Developed clear, reusable AI workflows, using Make, for scalable, brand-aligned content brief generation.