Ready to run.
I almost died in a fire.
I remember standing on the stairs,
I went back for my roommate instead.
smelling the smoke,
Content Design, Localization & Internationalization
PearlyT
I'm glad I'm a good person : )
About me.
Hi, I'm Pearly. I'm a content design lead with global experience leading and working in teams at Silicone Valley startups, VC firms, banks and tech companies including Google, AirBnb and Meta.
A multimedia storyteller with a passion for designing seamless customer user journeys and E-commerce experiences, I strive to hire talent that will thrive within our organizational culture, build teams that are predictive and responsive, and grow teams to take on new opportunities and challenges.
I started my career as an investigative journalist, covering crime and disasters internationally. As of 2024, I have over 15 years of experience in creating compelling content and developing content strategies and have lived and worked in Singapore, Philippines, China, Japan and USA.
My work has been featured in The Economist, Time Magazine, East Bay Express, Richmond Confidential, Apple Daily (Taiwan), Straits Times Singapore and more.
Highlights of my career include leading the content design, strategy and management team at Bank of Singapore from 2021 - 2024, working on the book: "How Safe Are We" with Janet Napolitano, former US Secretary of Homeland Security, published in 2019, and publishing the multimedia ebook "Cholera in Haiti and the International Coverup" in 2015.
When I'm not working, I'm probably listening to design podcasts, growing my drawer of management tools from a book/ audiobook, or laughing with my children over a board game (or trying to fix something they broke).
Work experience.
Head of Content @ Bank of Singapore
October 2021 - May 2024
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[Business growth] Led the Client Experience, Content Design, Strategy and Management team at Bank of Singapore to ensure a client-centric content-led wealth management experience for our private bank clients.
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[Content Design + Strategy] Lead corporate website revamp globally in Singapore, Malaysia and Greater China territories in multiple languages by ensuring bank wide stakeholder alignment and solutioning on research, content and design.
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[XFN partnership + brand growth] Justify and lead brand growth in Greater China territories in partnership with communications and creative marketing teams across countries.
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[Business Continuity] Led NextGen wealth transfer and ownership research and program development, while building a content design team equipped to predict trends and lead in a rapidly changing private wealth and investment environment.
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Co-led organizational transformation by fostering greater understanding of content design, strategy and management throughout Bank of Singapore and OCBC. Developed and socialized the Bank of Singapore digital brand voice through the creation of our digital content style guide and design language system.
Content Designer @ Meta Reality Labs
August 2020 - August 2021
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Designed content for Meta Reality Labs wearables team with a focus on Meta Reality Lab products including Portal device, Oculus VR device and Rayban smartglasses. Specialized in user education for seamless experiences that solved human problems.
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Voted content designer of the month in October 2020 and helped launched the first voice-assisted third party app on Facebook Portal, SideChef. Wrote article in "Future Tense" an internal digital magazine for Facebook content designers to help colleagues grow in their approaches to challenges and solutions when designing for human interface surfaces.
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Led conversations at Meta on diverse, inclusive and accessible product design, with thoughtfulness towards tech integrity and user privacy concerns.
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Partnered with conversation designers, linguists, user experience designers, engineers, developers, researchers and cross-functional partners including privacy team and product managers to research, design, measure and reiterate to continuously improve products for over 800k combined active devices.
Web Editor @ Meta for Business
August 2019 - August 2020
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Oversaw and managed production and publication of content on Facebook for Business News, led and partnered with editors in 77 NA, LATAM, EMEA and APAC sites to achieve cohesive publishing processes that maintained design standards.
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Led digital content production by providing editorial leadership in cross-functional content strategy, PMM, web dev, legal and corporate teams to support parent brand goals, tone and messaging.
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Led communications and content strategy for Facebook for Business News, enhancing media partnerships by 4% and small business client engagement and conversion by 8% using audience growth and SEO optimization methods with web dev team.
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Served as brand gatekeeper by providing voice and messaging guidance on all content and design production, including copywriting, wireframe builds, SEO, UX and audit tagging.
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Streamlined content management process for partnership with internal teams and external content and design vendors; refined breaking news corporate communications content release process.
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Simplified information relating to complex processes and products to effectively communicate calls-to-action and promote engagement.
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Led content and editorial strategy in global campaigns, legal updates and product launches including Facebook rebrand to conceptualize and bring innovative content to life across channels and platforms.
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Designed and updated code for Facebook for Business News in response to web dashboard metrics and audience analytics to grow target audience base and support business development goals.
Content & Communications Consultant
April 2016 - August 2019
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Developed web and content strategy to customize public & member-facing websites for local Bay Area clients. Customers saw a 20% increase in site engagement and varying levels of business growth
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Assigned, wrote and edited over 30 business education articles per month on average for Poets&Quants. Individual articles, including leadership interviews, feature profiles and breaking news articles, were viewed as many as 30,000 times
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Tested growth strategies for social enterprise website We See Genius, contributing to over 30% subscriber and ad revenue growth over 2 years
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Managed marketing and produced print and web content for local small business Spokes Bike Lounge, increasing site engagement and sales by 8% year over year
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Provided editorial direction and content editing to Janet Napolitano, former U.S. Secretary of Homeland Security, on her book “How Safe Are We?” (March’19). Worked with highly sensitive and complex technical and legal content to create jargon-free content.
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Experts producer for Happs.tv, producing live breaking news segments in real-time.
Multimedia Content Manager @ Ready State
April 2014 - April 2016
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Managed full creative project life cycle from ideation to production to create end-to-end, award-winning multimedia content solutions.
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Content lead for Intel IQ Science of Seeing Special Edition that won a 2015 Webby award.
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Established KPIs for ReadyState and its clients by creating content calendar, developing Wordpress CMS user education and SEO strategy.
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Led cross-functional team across the US to produce and curate web content for tech clients with the aim of establishing thought leadership using industry awareness of trends and insights. Clients saw up to 10% increase in brand awareness, customer engagement and conversion.
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Performed ghostwriting for C-suite executives.
Journalist @ Singapore Press Holdings
January 2009 - June 2012
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Collaborated in cross-functional teams to produce breaking news coverage for high-profile events, including national and global elections, Youth Olympics and Olympics, international disasters and recovery.
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Covered 40+ courtrooms in Singapore Subordinate & Supreme courts to simplify complex and technical court cases into time-sensitive content for print, web and mobile to increase user engagement and experience.
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Produced self-proposed investigative features on human and drug trafficking that won multiple awards and contributed to readership growth of up to 4%.
