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The situation: Asia's largest food and beverage trade exhibition needed a PR programme spanning 45 countries to drive international trade visitor attendance and establish the event as the definitive platform for APAC's food industry.
What I did: Led end-to-end media relations across Southeast Asia, South Asia, and East Asia. Built and managed a network of international media partners, coordinated journalist visit programmes, and drove a content strategy across earned, owned, and paid channels.
The result: 4,576 published articles across 45 countries. USD 8.6 million in advertising value equivalent. Over 1 billion unique monthly visitors in total audience reach. 1,235 international media placements, with representation from Reuters, Nikkei, CNBC, and BBC among others.
The network for creativity
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on Saturday i got to speak on social media & content strategy at my first IRL event 🥹
i'm still processing all the emotions but it was amazing to speak at The Retreat by FWDHer.
in my session i talked to the women founders about building a content strategy you can actually sustain.
we went through an exercise to help them ideate content ideas by starting with a "thesis" that helps ground their useful content & then commit to a repeatable practice rhythm
then we moved on to how to execute that useful content using different production levels in mind:
🌱high effort: think an edited video or designed carousel)
🌱medium effort: think a one-take video, repurposed video, picture carousel/photo dump or text or graphic photo + caption)
🌱low effort: think photo with caption, short text post or simple story)
your content shouldn't be built on high-effort posts alone. a mix of effort levels and repurposing is what keeps it sustainable.
the takeaway i left them with: you don't need to post every day. you need one idea, three ways to use it (teach, prove, invite), and a rhythm you can return to when the week gets busy.
this was my first time speaking/teaching like this IRL, and it reinforced what i believe about content: it works best as a practice, not a pressure. 🌻
if you're planning a retreat, workshop, or event and want a speaker on social media & content strategy, i'd love to talk.
and if you're a founder or brand that needs a strategist to build a content practice you can actually sustain, you can book time with me here: https://contra.com/s/m6ZFFBev-the-consult-a-single-strategy-session
But really -- Deep breath, and HIT PUBLISH.
I hear about so many amazing ideas that die as mere ideas 💀
Don't kill your business before it has the chance to thrive.
Your website is not a "hit publish" and never touch it again scenario.
That's why I help my clients after every launch. Your website is an ongoing conversion tool... Which means you DON'T need to stress about having everything perfect the first time.
💓 if you agree!
So true — publish is the start, not the finish line. Ongoing conversion work after launch is where most sites actually win or lose.
Title: Electrolux PerfectCare 600 — AI Commercial Concept
An unofficial AI-generated commercial concept for Electrolux PerfectCare 600.
I created a premium visual story where water, soft blue fabric, and delicate flowers transform an everyday laundry moment into an ocean-inspired experience of freshness, movement, and gentle care.
The project combines AI image generation, art direction, product storytelling, and visual editing to create a short vertical campaign for social media.
Role: AI Creative Director · AI Video Creator
Tools: AI Image Generation · AI Video · Visual Storytelling · Editing
Format: Vertical social media commercial
PerfectCare 600 as an ocean-inspired laundry moment is a bold metaphor — water + fabric + flowers can easily feel stock, so keeping it premium/unofficial concept is the interesting constraint.