Summary
Overview
Work History
Education
Skills
Timeline
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Rachel Lee

Strategic Communications Specialist
Kuala Lumpur

Summary

Dynamic content strategist with a proven track record at Milieu Insight, driving a 28%+ open rate in newsletters and optimizing campaigns across multiple platforms. Skilled in data storytelling and content creation, I excel in crafting engaging narratives that enhance brand visibility and foster community engagement.

Overview

6
6
years of professional experience

Work History

Head of Content

Milieu Insight
Singapore
09.2023 - Current
  • Launched and managed a bi-weekly LinkedIn and email newsletter on market trends, achieving 28%+ open rates and 9% CTR.
  • Solely led content strategy and execution across social channels (LinkedIn, Facebook, TikTok, Instagram) in 6 Southeast Asian markets, including campaign planning, copywriting, media buying, and performance analytics.
  • Ran and optimized paid media campaigns across Google, Meta (Facebook & Instagram), LinkedIn, and TikTok, driving awareness and lead generation through performance marketing and audience targeting strategies.
  • Maintained an average engagement rate of 20%+ through insights-driven content optimization and detailed monthly reporting.
  • Spearheaded Milieu Insight’s website revamp, enhancing UI/UX and streamlining internal content workflows.
  • Collaborated with PR teams in SG, UK, and US to secure 30+ monthly Tier 1/2 media mentions across Forbes, Business Insider, and more.
  • End-to-end management of market research projects for Google, Yahoo, Channel News Asia, FemTech Association Asia, Dementia Singapore, and others—from proposal and survey design to data analysis and storytelling.
  • Engaged a panel of 2 million users through newsletters and in-app content to support retention and community insights.
  • Contributed to Milieu winning Marketing Interactive’s Agency of the Year (Gold) by supporting strategic, data-driven campaigns.
  • Media coverage highlights: CNBC, Bloomberg, South China Morning Post

Comms and Stakeholder Management Executive

PETRONAS
Kuala Lumpur, Kuala Lumpur
03.2023 - 09.2023
  • Wrote speeches and talking points for the CEO and EVP, aligned with key business objectives and internal messaging goals.
  • Developed internal communication materials including executive presentations, newsletters, social media posts, announcements, and internal campaigns.
  • Created relatable content addressing psychological safety, DEI (diversity, equity & inclusion), and sustainability to drive employee engagement.
  • Planned and executed quarterly and biannual engagement initiatives, company-wide townhalls, workshops to address staff concerns and foster transparency.
  • Led the revamp of PETRONAS Downstream’s internal portal, enhancing user experience and visual consistency.
  • Tracked and improved internal comms workflows to ensure timely delivery and relevance across departments.

Senior Copywriter

VMLY&R
06.2022 - 03.2023
  • Developed and executed integrated marketing campaigns across digital and traditional channels for regional and global brands, contributing to award-winning projects (e.g., Kancil Awards, Marketing Excellence Awards).
  • Crafted high-impact copy for pitch decks, brand films, websites, microsites, social campaigns, and print ads, consistently adapting messaging to suit each brand’s tone of voice and strategic objectives.
  • Led content strategy and scripting for key product launches, resulting in up to a 40% increase in engagement on social media platforms.
  • Enhanced pitch success rates by 20% through persuasive, data-informed storytelling and sharp creative positioning.
  • Partnered with traffic managers, project leads, and designers to ensure seamless content development, meeting tight deadlines and maintaining creative cohesion.

SEO Content Writer

Hyphen Group
Kuala Lumpur, Kuala Lumpur
12.2021 - 07.2022
  • Planned, strategized, wrote, and edited SEO-optimized articles on finance, lifestyle, and travel, publishing content via WordPress to drive organic traffic.
  • Generated over 170K impressions and 150K organic clicks through blog content, significantly increasing visibility and engagement.
  • Led content strategy and managed a team of 3 writers, ensuring all articles met SEO best practices, editorial quality, and brand tone.
  • Oversaw copy development across all social platforms, aligning messaging with campaign goals and seasonal promotions.
  • Led paid ad campaigns, ensuring consistency between ad copy and landing page content.
  • Conducted performance analysis using Google Analytics to identify optimization opportunities and improve search engine rankings.

Content Writer/Copywriter

Dentsu Group
06.2020 - 12.2021
  • Crafted compelling copy for social media, digital campaigns, paid ads, websites, articles, and direct marketing—tailoring messaging to meet business goals and resonate with target audiences.
  • Successfully led and won client pitches for major brands including Mah Sing Group, RHB Group, and Jo Malone London.
  • Solely developed campaign copy for high-profile social initiatives such as RHB’s #JomSapot, Swisse Malaysia’s #GengHappySwisse, Origins Malaysia’s #GreenThePlanet, RHB Ride for Good, and RHB Ocean Harmony.
  • Contributed to overall creative strategy and ideation, working cross-functionally with project managers and designers to ensure cohesive storytelling across all platforms.
  • Researched trending keywords using Ahrefs and Google Keyword Planner to align content with SEO and performance objectives.

Digital Content Intern

Brandthink MY
06.2019 - 12.2019
  • Created high-performing, on-brand social media content for a diverse portfolio of clients across beauty, fashion, tourism, and lifestyle sectors, including Laneige, Sulwhasoo, Carolina Herrera, Luxottica Group, Singapore Tourism Board, and Under Armour.
  • Developed and executed content strategies under tight deadlines while ensuring consistency in tone, voice, and message across platforms.
  • Wrote and edited a range of marketing materials including EDMs, landing pages, paid ads, press releases, and social media content, aligning copy with campaign goals and brand identity.

Education

Bachelor of Laws, Law LLB - Law

University of Hertfordshire
Hertfordshire, United Kingdom
04.2001 -

Skills

  • Strategy, planning & social platform expertise (IG, TikTok, LinkedIn)

  • Content scheduling (Buffer, Hootsuite, Later)

  • Survey design & audience segmentation

  • Data analysis (Excel, SPSS, Tableau basics)

  • Data storytelling and reporting

  • CRO, A/B testing & funnel strategy

  • Paid ads (Meta, Google, TikTok)

  • Campaign tracking (GA4, Looker Studio)

  • Email marketing (Klaviyo, Mailchimp)

  • SEO (on-page, off-page, keyword research)

  • CRM, automation & website analytics (Hotjar, GA)

  • Brand voice, long/short-form writing

  • Scripting, storyboarding & basic design (Canva, Figma)

  • AI (ChatGPT, Gemini, Claude, Grok, etc)

Timeline

Head of Content

Milieu Insight
09.2023 - Current

Comms and Stakeholder Management Executive

PETRONAS
03.2023 - 09.2023

Senior Copywriter

VMLY&R
06.2022 - 03.2023

SEO Content Writer

Hyphen Group
12.2021 - 07.2022

Content Writer/Copywriter

Dentsu Group
06.2020 - 12.2021

Digital Content Intern

Brandthink MY
06.2019 - 12.2019

Bachelor of Laws, Law LLB - Law

University of Hertfordshire
04.2001 -

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Rachel LeeStrategic Communications Specialist