Content Strategy | Creation | Execution
I help top organizations create high-quality content to build thought leadership, audience engagement, and business results.
Authenticity, depth, consistency, value, relevance: these are the hallmarks of content strategy. Years as an Emmy-award winning producer-writer in the daily trenches of NBC News gave me a keen sense of what works, and the ability to deliver quality content quickly, accurately and efficiently. Now I run the brand newsroom and spearhead content strategy at East West Bank, the premier financial bridge between the U.S, and China, among Forbes' Top 10 Best Banks in America. My strategy of producing in-depth content with high journalistic standards has helped to raise visibility, build brand awareness, and engage new clients.
A lot of elements have to be pulled together to create content that will make people care. To strike just the right tone, you need to be an expert with words, visuals, and storytelling, while understanding the needs of your audience. My passion is creating content that produces results. At East West Bank, I launched Reach Further, a trilingual digital news magazine covering the entrepreneurial journey and business growth, and established a fast growing readership among a young and affluent professional audience. The publication has rapidly grown into a central content portal with surging organic traffic, and recently named Best Digital Publication Finalist by the Content Marketing Institute.
CONTENT TEAM MANAGEMENT
A true leader is someone who can build and nurture a team. I currently recruit and manage a fantastic team of staff and freelance journalists, photographers, creatives and marketers to write, edit, and distribute articles, newsletters, infographics and social media posts. We are always creating and improving processes to optimize the work flow and, through A/B testing and analytics, ensure we're on point in our content objectives. We collaborate and coordinate decision making with multiple teams including public relations, creative services, media buying, and sales.
Videos are essential to any content strategy. Studies show videos are highly effective at increasing brand awareness and sales. I produce and edit videos that have garnered millions of views across platforms for various organizations including East West Bank, UCLA Health, LA Metro, and NBC News. I also produced and directed an independent documentary, "Yours Truly, Miss Chinatown," currently streaming on Snagfilms. Knowing how to tell an entertaining story visually, and doing it in a cost-effective and timely way is one of my specialities.