Work

Crossing stories — illustrative, not promised.

These project narratives describe past or representative work. Marketing outcomes depend on budget, product, market and timing. We do not guarantee similar results for any future engagement.

B2B SaaS · Landing page

When the ad and the page told different stories

A Singapore SaaS startup was spending steadily on LinkedIn ads with acceptable click-through and terrible form completion. The ad promised "cut reporting time in half"; the landing page opened with a company history paragraph. We rebuilt the page around one headline matching the ad, three proof points with logos, and a short demo request form. Bounce rate dropped within the first fortnight; the client attributed improved demo volume to message alignment rather than increased spend.

E-commerce · Campaign creative

Twelve ad variants, one offer

An online retailer ran Meta campaigns with six product categories in one ad set. Creative fatigue set in fast. We restructured around one seasonal offer, produced twelve visual variants for A/B testing, and wrote channel-native copy at feed size. The client's media partner scaled the winning variants. Results varied by category and season — we reported honestly in a post-campaign review rather than cherry-picking the best-performing cell.

Professional services · Content

A content engine one person could run

A law-adjacent consultancy wanted thought leadership but had one marketing hire. We scoped a monthly content programme: one long-form article, two social cuts and one email — all repurposed from the same research brief. The calendar ran for nine months without backlog. Engagement was modest but consistent; the client valued sustainability over viral spikes.

Campaign detail review with analytics on screen — Campaign detail · analytics review

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