Hi! I'm a content strategist, marketer and writer based in Singapore.

Hi, I'm Sarah 👋

With 8+ years of content and digital media experience ranging from publishing to tech to small businesses, I have a knack for helping mission-driven companies and founders find their voice and grow their businesses through content.

My professional career started in journalism. My work has appeared in titles like Elle, Going Places magazine by Malaysia Airlines, Marie France magazine, SilverKris by Singapore Airlines, TripZilla and more. I was also previously the content lead and writer on a Standard Chartered Bank-backed fintech startup.

Area of focus

I create highly customisable content solutions for time-starved small businesses and resource-strapped marketing teams.

Areas of focus include content strategy, tone of voice, conceptual direction, tagline exploration, and brand strategy but I write it all. Paid ads. Social copy. Scripts. Newsletters. Blog content that actually ranks. Product descriptions. .

Brand awareness

Thought leadership content, webinar and podcast production, blog articles, interviews with subject matter experts, search-optimised articles

Editorial and content strategy

Editorial strategy (blog), editorial planning and content pillars, content calendar management, keyword research and strategy

Social media marketing

Content calendar management, content creation and copywriting, social media activations

Lead generation

Guidebooks, ebooks, whitepapers and case studies

My Most Read Work

Going Places by Malaysia Airlines

Armchair Travel: How to explore Malaysia's most famous landmarks from home

The current CMCO means that interstate travel might be on pause for now, but you can still explore the richness that Malaysia has to offer from home. Whether that’s an online caving experience at Gunung Mulu National Park or an interactive 360-degree video tour of Langkawi Sky Bridge, here’s how you can squeeze in some (virtual) sightseeing of Malaysia’s best landmarks from your living room. To keep your spirits and your sense of wonder alive, we’ve listed out 10 different ways you can experienc

Going Places by Malaysia Airlines

Designer Fern Chua: “I want to bring the batik into the future”

Once seen as a traditional fabric worn by the older generation, batik has seen a revival in recent years, thanks to a new wave of designers modernising the art form. One of them is KL-based Fern Chua, the self-taught batik-maker and founder of womenswear label FERN. Known for her signature resort wear wraps and kaftans bearing contemporary prints, Fern first started dabbling in batik 10 years ago, as a way to rehabilitate her hand after a serious car accident. Falling in love with the art, she

Going Places by Malaysia Airlines

Meet Malaysia’s “Papa Bear”, Dr. Wong Siew Te who’s fighting to save the Malayan sun bear

Wildlife biologist and ecologist Wong Siew Te has the honour of being Malaysia’s “Papa Bear”, a moniker earned by his commitment to the Malayan sun bear. Sporting wire-rimmed glasses and a smile that lights up his face when he speaks about his life’s work, the Penang-born biologist is the founder of the Bornean Sun Bear Conservation Centre (BSBCC) in Sandakan, Sabah. The BSBCC is the world’s only sun bear sanctuary and works closely with the Sabah Wildlife Department (SWD) to rescue, rehabilita

Going Places by Malaysia Airlines

Author Pico Iyer on how we can keep a sense of wonder in our day-to-day

“Sitting still is a way of falling in love with the world and everything in it,” reads a line in Pico Iyer’s book The Art of Stillness: Adventures of Going Nowhere. It’s a quote that feels especially timely today, as we come to terms with this change of pace, but it’s also one that might seem at odds for a globetrotting journalist and author whose writing has led him everywhere from the terrains of Tibet to North Korea. Much of Pico’s earlier work, after all, consisted of travel memoirs and port

Work with me

For tips on how to spice up your brand messaging or clever ways to grow your reach, reach out for a chat!