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 long-form SEO articles and brand campaigns, I craft multi-platform strategies that drive visibility and engagement, backed by data and heart.
I’ve also worked 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)
Search Engine Optimisation (SEO)
Five articles. Two months. Average position up from 23.9 → 14.3.
That’s the power of SEO done right — clean structure, keyword intent, and human-first writing that Google actually rewards.
My SEO pillars lifted average position by 29% (20.7 → 14.3) in two months.
Each article sustained over 1 minute of average engagement time, with hundreds of organic views, signalling higher visibility and genuine reader interest.
SEO Articles
SEO pillar articles that lifted HomeMatch’s average Google position from 20.7 to 14.3 in just two months.
Pillar Article #1 Thinking About Cement Screed Flooring? 5 Pitfalls you Can’t Afford to Ignore A homeowner’s guide to cement screed flooring in Singapore: what it is, why it’s trending, how much it costs and the hidden drawbacks that most people don’t realise.
Pillar Article #2 Is Microcement Worth It in Singapore? Cost, Pros & Cons you Should Know Discover why microcement flooring is gaining momentum in Singapore — from its sleek 2–3 mm seamless finish over tiles or concrete to how installations easily go wrong without skilled installers.
Pillar Article #3 Marble Gum Flooring in Singapore: Cost, Lifespan, and Disadvantages Explained Explore how marble-gum flooring is the slick budget hack in Singapore renovations — think grout lines disappeared, high-gloss finish, but a 3-5 year refresh and possible slipperiness included.
Pillar Article #4 Where to Buy Renovation Materials in Singapore: The Complete Guide Whether you’re picking sanitary ware, decorative panels or lighting fixtures, learn where to buy, what to expect and how to budget smartly for your home upgrade.
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