An experienced multi-platform content strategist, creator and curator, I write, edit, spawn ideas, and make things happen. Inquisitive and versatile, I enjoy putting words to paper and screen, and have done so in different professional capacities – as copywriter, print and digital magazine editor, researcher, and lecturer.
For 14 years, I have been delivering quality content that serves to inform, enrich, entertain, persuade, and influence. I believe good content stands out from noise, be it online or off. With a Master’s degree in Mass Communication, I am also highly adept at research, data analysis, and crafting messages for different objectives and audiences.
As a person, I have diverse interests ranging from food and floristry to gaming, sport and travel. As a sociologist, I am fascinated by the intersection between science, technology and society. I’ve written and edited extensively on health, fitness, food, nutrition, beauty, lifestyle, travel, and finance… but I’m happy to work with great content on just about anything.
Most recently, I co-edited the Oxford Handbook of Mobile Communication and Society (2020), and co-authored the chapter on Mobile Photography in the volume. My words have appeared in publications like South China Morning Post, Herworld, Hungrygowhere, and Curatedition; and I’ve done creative work for brands like Adidas, Changi Airport, Lux, Miele, National Healthcare Group, Parkway Health Group, Singapore Science Centre, and more. I came up with the name and copy concept for Hotel Re!, when the boutique retro-themed hotel first opened its doors in 2007.
Samples of my work can be found here and here. If you have an exciting project that you’d like some help with, write to me at yulesss[at]gmail[dot]com. I’d love to hear about it.