Writer, Content Strategist & Media Relations Enthusiast
Hi, I’m Fionaa—a storyteller with a strategic streak. I create content that connects, sparks conversation, and delivers real results.
From sharp social copy and press releases to branded articles and video concepts, I’ve shaped multi-platform content strategies and boosted campaigns through Meta Ads.
I also work behind the scenes in media relations—pitching stories that get picked up and building trust with journalists.
Beyond the screen, I’ve moderated forums and spoken at events on content, media, and communication—bringing clarity and empathy to every conversation.
Lately, I’ve been exploring UX writing too—crafting experiences, not just sentences.
If it’s about words, visibility, or impact—I’m all in.
My Works
SAYS
As a writer at SAYS, I've had the opportunity to create content that resonates with the younger generation while infusing it with a Malaysian flair. My work includes branded campaigns where I strike a balance between the brand's marketing campaign and our editorial guidelines. Here's a small selection of my work at SAYS that showcases my writing style and approach.
Click here to see more articles written by me.
Social Media Copy
This segment showcases my social media copywriting and ideating skills, highlighting my ability to create engaging content that resonates with the audience.
(Please note that designs were not done by me.)
New Straits Times
These are some of my works from New Straits Times, where I tweaked each article's tone to suit the brand, angle, and campaign objective.
Click here to see more of my work.
Upwork (Freelance)
This portfolio section showcases my freelance work primarily completed through Upwork, where I specialized in writing articles within the beauty niche.
I utilized basic SEO keywords to enhance searchability and also crafted Amazon affiliate articles in a Buzzfeed-style format, demonstrating my versatility and expertise in content creation and digital marketing.
UX Writing (WIP)
This segment of my website highlights my foray into UX writing, featuring samples from a daily UX writing challenge where I am tackling various prompts.
Additionally, it showcases my initial experiments with Figma, demonstrating my growing skills in crafting user-friendly content and exploring design tools. It is still a work in progress, and you will be seeing more of my work pretty soon.
Digital Frontier: A Year of Transformation
I served as the lead writer for the Ministry of Digital’s One-Year Report, shaping the narrative and tone of the publication to clearly reflect the Ministry’s milestones, initiatives, and impact. Working closely with key stakeholders, I transformed technical updates into accessible, strategic content that highlights the Ministry’s progress in driving digital transformation and innovation across Malaysia.
SEGi University and Colleges
I create scroll-stopping content and manage the social media presence for SEGi Group and its campuses (SEGi College KL, SEGi College Penang, Peninsula Private School, and Imperial International School). From daily posts and video ideas to campaign boosts and event coverage, I handle it all—writing, planning, and making sure each brand sounds like itself.
These are the videos I conceptualised—from the initial idea to the final frame.
Every article here was written by me, capturing SEGi’s voice and stories across campuses.
Rated “Superior” in 2025 Performance Review
Final Score: 70.6%
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Produced 131+ articles and covered 33 events in 3 months
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Proactively initiated AI video integration and cross-brand collaboration
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Recognised for creativity, initiative, and handling high-volume content under pressure
“She will do things even before we ask—then come and tell me it’s done.”
— Reviewer, SEGi Group
“Fionaa handles high-volume work without compromising quality. She shows initiative before being asked.”
— Performance Review, SEGi (2025)
Speaking & Moderation Highlights
From moderating national forums to leading meaningful conversations on content, media, and mental health, I’ve had the opportunity to guide discussions that matter. My work includes facilitating panels with industry leaders, government representatives, and advocacy groups—ensuring conversations stay engaging, respectful, and impactful.
Skills
Strategic Communications
Public Affairs Writing · Executive Messaging & Speechwriting · Policy-to-Public Narrative Development · Press Releases & Op-Eds · Regulatory & Stakeholder Communication
Digital & Content Strategy
Content Campaign Planning · Platform-Specific Copywriting · Audience Targeting · Social Media Scheduling & Boosting (Meta Suite, TikTok Ads) · Video Ideation & Storyboarding
Tools & Platforms
Meta Business Suite · TikTok Ads Manager · CMS · Hootsuite · Canva · CapCut · Google Suite · SEO · UX Writing