Ngai Ming Yi
Digital Marketing Specialist | APAC Social Media Strategist
Johor Bahru
Summary
Creative and confident content creator with 3+ years of experience producing short-form videos across Xiaohongshu, Instagram, and Facebook. Skilled in both aesthetic and conversational formats, with a strong on-camera presence and a flair for trend-driven storytelling. Experienced in hosting, brand interviews, and covering media events. Worked with over 70 brands and media outlets, demonstrating versatility across lifestyle, F&B, property, and skincare sectors. Adept at creating engaging narratives that resonate across platforms, and excited to grow within TikTok-focused content.
Overview
4
4
years of professional experience
7
7
years of post-secondary education
3
3
Languages
Work History
Content Specialist
Kudo Media Sdn Bhd @ Jbcityguide
05.2022 - Current
- Created viral mobile-first content (Instagram Reels, Xiaohongshu videos) highlighting local happenings, food, culture, and property trends.
- Interviewed a diverse range of guests including F&B founders, ophthalmologists, aesthetic doctors, property developers, and cultural figures, showing strong camera presence and hosting ability.
- Produced high-performing Reels such as the Hiap Joo Bakery feature (43K+ views, 28.9K reach) and a viral Facebook piece on JB’s home-based food scene (393K+ reach, 7.1K shares).
- Covered and attended media events, store openings, and product launches, delivering real-time updates and compelling branded storytelling.
- Worked with top brands including Eco World, Sunway, IOI, R&F, Daiman Group, Universal Studios Singapore, and The Mall Mid Valley JB.
- Managed news updates, campaign content, and editorial storytelling while optimizing SEO for better visibility and organic reach.
Brand Content Partner (Xiaohongshu)
Freelance & Personal Projects
10.2023 - Current
- Handled content for 6 lifestyle and F&B brands including ice cream, awning systems, frozen foods, dim sum, and interior design.
- Crafted platform-optimized visuals and captions, growing one brand’s Xiaohongshu to 2.5K followers; best-performing post gained 752 likes organically.
- Adapted visual tone and messaging per brand, based on seasonal trends and data-driven audience preferences.
Content Creator (Skincare & Beauty Category)
Freelance & Personal Projects
08.2023 - Current
- Created short-form videos and branded visuals for skincare products like sunscreens and cleansers.
- Covered concept, scripting, filming, voiceover, editing, and optimization — end-to-end production.
- Delivered both aesthetic-style and relatable, conversational formats that reflected brand tone and engaged followers.
- Maintained consistency and growth across Reels and Xiaohongshu, utilizing trending audio, challenges, and hooks.
Freelance Key Opinion Consumer (XHS)
Freelance & Personal Projects
03.2021 - 01.2025
- Reviewed and featured trending cafes, hidden food gems, and lifestyle businesses in Johor and Singapore.
- Built strong engagement on personal Xiaohongshu account, collaborating with 70+ brands including Popular, Toppen, and niche brands from Singapore.
- Experienced in adapting storytelling for both mass-market appeal and niche audiences, depending on product positioning.
Education
Bachelor - Communication
UOWM KDU University College
Selangor 01.2018 - 01.2020
Arts & Commerce -
Foon Yew High School (Kulai)
Kulai, 01 01.2012 - 01.2017
Skills
- SEO/SEM (Google Analytics)
- ROI & CTR Optimization
- Multilingual Copywriting (EN/ZH)
- Short-form Video Production (CapCut, Premiere)
- Meta/Google Ads
- Instagram Reels Optimization
- Cross-functional Collaboration & Campaign Coordination
- Digital Marketing Strategy & Data Interpretation
- Customer relationship building
Personal Information
Relocation: Open to Relocate to Singapore
Timeline
Brand Content Partner (Xiaohongshu)
Freelance & Personal Projects
10.2023 - Current
Content Creator (Skincare & Beauty Category)
Freelance & Personal Projects
08.2023 - Current
Content Specialist
Kudo Media Sdn Bhd @ Jbcityguide
05.2022 - Current
Freelance Key Opinion Consumer (XHS)
Freelance & Personal Projects
03.2021 - 01.2025
Bachelor - Communication
UOWM KDU University College
01.2018 - 01.2020
Arts & Commerce -
Foon Yew High School (Kulai)
01.2012 - 01.2017
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