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Profile

About Me

I am a fashion and lifestyle writer with a passion for storytelling, branding, and content strategy. With experience across editorial, marketing, and luxury media, I craft narratives that connect brands with their audiences in a compelling and authentic way.

 

Specializing in digital content, I approach every project with a keen eye for aesthetics, cultural insight, and strategic messaging. From social media campaigns to branded storytelling, my work blends creativity with purpose, ensuring each piece resonates in a meaningful way.

 

Beyond writing, I find inspiration in fashion, art, and design, as well as the quiet beauty of nature. Watching my plants thrive reminds me of the endless vitality and resilience of life—qualities I bring to my work every day.

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Education

I earned an Honours Bachelor of Arts in History of Art from the University of York, UK, in 2012. In 2025, I completed a Business Marketing Diploma at Seneca Polytechnic in Toronto, Canada, graduating with a 4.0 GPA. This program further strengthened my expertise in marketing and communications while deepening my understanding of the Canadian market and business landscape.

Professional Experience

With a background in fashion media, branding, and marketing, I have developed expertise in creative writing, industry analysis, and bilingual content creation in English and Chinese. Over seven years as a fashion and luxury editor, I built a strong professional network and crafted engaging, high-quality content that resonated with global brands and discerning audiences.

 

Expanding into marketing copywriting, I leveraged my journalistic background to create compelling multi-channel campaigns. Managing projects from concept to execution, I refined my skills in brand messaging, marketing strategy, and communications. With a strong foundation in both media and marketing, I bring a versatile skill set that bridges editorial, content strategy, and brand-driven storytelling.

Resume

Experience

Nov 2021 — Sep 2023

Copywriter

CLOT

Hong Kong

  • Led English and Traditional Chinese copywriting at CLOT’s Hong Kong HQ, collaborating with PR, digital, and social media teams to craft brand messaging for CLOT and JUICE, its multi-brand retail arm, across Hong Kong, mainland China, Taiwan, LA, and Hawaii. Developed press releases widely quoted by media worldwide, ensuring consistent global brand messaging while maintaining CLOT’s unique cultural identity.

  • Contributed to the planning and execution of CLOT's 20th-anniversary exhibition in Shanghai, curating themed sections and crafting marketing content that attracted 50+ media outlets and thousands of visitors, generating extensive press coverage.

  • Led design, production, and marketing coordination for a collectible trading card GWP in CLOT’s final Nike collaboration, overseeing sample procurement, display frame production across multiple markets, and concept direction for marketing images and video shoots in collaboration with the creative team. The campaign drove high resale demand, with cards trading 40% above typical sneaker GWP values, reinforcing CLOT’s influence in sneaker and collectible culture.

Jun 2016 — Sep 2020

Style Editor

Lifestyle Asia

Hong Kong

  • Joined Lifestyle Asia Hong Kong as one of four core team members, contributing to the platform’s growth and influence across Asia, with offices in Hong Kong, Singapore, Kuala Lumpur, and Bangkok.

  • Played a key role in the company’s transition following its acquisition by German publishing powerhouse Hubert Burda Media (Burda International), adapting content strategies to align with global standards and expand the brand’s reach.

  • Spearheaded a styled photoshoot for Celine that drove measurable conversions; customers brought campaign photos to store staff to locate featured products.

  • Authored a feature that ranked as a Google Top Story, outperforming major fashion media giants including Vogue US in organic search visibility, driving a 30% boost in organic traffic within a week and sustaining increased engagement for over three months.

  • Created SEO-optimized, trend-driven content strategies, elevating brand visibility and boosting organic site traffic by 20%.

  • Actively participated in regional collaborations across Lifestyle Asia offices, ensuring cohesive storytelling and cross-market appeal.

Aug 2013 — Jun 2016

Fashion and Luxury Editor

STYLE-TIPS.COM (now ZTYLEZ)

Hong Kong

  • Played a pivotal role in the company’s rapid growth, contributing to the expansion of the team from 6 to 30 staff members and facilitating three office relocations to accommodate growth.

  • Authored high-quality, SEO-driven content on fashion, jewelry, and accessories, driving a 20% increase in website traffic and enhancing audience engagement.

  • Strengthened relationships with luxury fashion houses, designers, and PR firms, enabling exclusive collaborations and revenue growth through paid content.

  • Orchestrated visually impactful photoshoots and interviews with top industry figures, enriching the platform’s content and credibility.

  • Collaborated with the team to develop engaging, audience-focused content strategies that supported the company’s expansion and success. 

Professional skillset

Multilingual Content Creation

Copywriting

Multi-Channel Marketing

Social Media Communications

Project Management

SEO-Optimization

Cross-Functional Coodination

Interpersonal Communications

Languages

English (fluent)

Cantonese (native)

Mandarin (conversational)

Tech

Adobe Creative Suite

WordPress & Shopify

Microsoft Office

Video-editing, and more...

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