JUST IN: Meet the Wordsmith
Hey, I’m Carin—writer, content creator, and creative gremlin with a soft spot for great copy and chaotic ideas that somehow work.
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I didn’t grow up dreaming about writing ads, but that changed when I stumbled into NAFA’s Advertising programme and wrote my very first line of copy. One assignment led to another, and suddenly I was hooked on headlines, taglines, and figuring out what makes words stick. I later went on to earn my degree in Journalism and Marketing at Murdoch (Kaplan), mostly to justify my obsession with storytelling and making things sound ~nice~.
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Since then, I’ve dabbled in everything from podcast scripting and video editing to social media strategy, community building, and the occasional panic-written email campaign (eDMs are my new favourite thing). I love finding ways to make brands feel a little more human and a lot more fun.
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When I’m not working, I’m probably doing my nails, crocheting tiny frogs, yelling at my plants (lovingly), or living my best gamer girl life.
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Bored of the work talk? Wanna see the unfiltered side of me? Get over here!
Work Experience
Oct 2024 - Present
Marketing & Communications Executive
PC Dreams Group | myhalo
Marketing strategist, content creator, copywriter, and community builder shaping the voice of myhalo, Singapore’s leading circular tech brand. Together with my work bestie, I’ve led initiatives that elevate our sustainability mission and boost brand visibility across platforms.
Key Wins & Leadership
• Spearheaded the creation of mycircle – myhalo’s sustainability community connecting sustainable B2C businesses with eco-conscious consumers
• Initiated Chop Me Green – a cross-industry eco-rewards campaign encouraging sustainable lifestyle choices by incentivising community participation. Collaborated with partners like DP Dental, Sing See Soon, and The Green Collective and more to raise awareness and drive engagement in zero-waste living
• Launched and hosted Plugged In – a podcast I ideated, scripted, filmed, edited, and marketed
• Grew and engaged our community – managing content and direct engagement via personalised email campaigns and social media; actively monitored and responded to DMs to build authentic relationships and boost retention
Performance-Driven Growth
• Instagram: Reach ↑ 1,183% | Profile visits ↑ 81.5% | Link taps ↑ 75%
• TikTok: Views ↑ 163.5% | Reach ↑ 204% | Comments ↑ 350%
• B2C eDMs: Revenue ↑ $599 → $3.8K | AOV ↑ $480.62 | Reach ↑ 4K → 28K
• B2B eDMs: Click rate ↑ 5.56% → 8.54% | Recipients ↑ 18 → 204
What I Do
• Full-stack content creation: Scripting, filming, editing, and copywriting across social and email
• End-to-end email campaign execution, crafting personalised communications for both business and consumer audiences
• Partnerships & training: Collaborated with Microsoft, CapitaLand, Singtel, and more
• Internal enablement: Developed campaign calendars and staff training materials
• Community management: Monitored and responded to social media DMs, fostering authentic, sustained engagement
TL;DR, I blend creativity with data, building digital narratives that make sustainability approachable, fun, and actionable.
Jan 2024 - Mar 2025
Freelance Content Creator
TheRobustProject
Create creative collateral for clients for advertising, promotional, and education purposes. Responsible for brainstorming, planning, researching, and creating social media posts, advertising posters, videos, and writing captions for posts.
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View TheRobustProject's IG here.
Aug 2020 - Nov 2020
Creative Services Assistant
Nu Skin Enterprises Internship
Assisted in the creation of marketing collaterals and social media imagery. Designed newsletters for brand partner events, and assisted in marketing and advertising promotional activities on social media via direct mail and web. Assisted in making and updating the brand’s product catalogue, ensuring that it was consistent with the brand tone and image. Managed and updated the company’s product database.
"Education is one thing no one can take away from you."
​- Elin Nordegren
2021 - 2024
Bachelor of Communication in Journalism and Marketing (Double Major)
Murdoch University (Kaplan Singapore)
Communication Research | Journalism & Society | Services, Relationship, & Retail Marketing | Media Law & Ethics | Introduction to Digital Media Skills | Consulting & Freelancing | Marketing Research & Analysis | Specialist Communication | Web Analytics | Cross Cultural Marketing | Digital & Social Media Marketing | Consumer Behaviour | Podcast Production & Streaming | Online & Mobile Journalism | Business Analytics | Digital Newsroom | Strategic Marketing
2018-2021
Diploma in Advertising
Nanyang Academy of Fine Arts (NAFA)
2D & 3D Fundamentals | Creative Thinking | Drawing Fundamentals | General Studies (I) & (II) | Introduction to Visual Arts | Art & Copy in Advertising | Culture & Media | Interactive Media | Integrated Advertising | Introduction to Furniture Design | Issues in Society | New Media | Business Communication | Design & Brand Strategy | Experimental Advertising | Packaging Design | Performance Media & Installation Art | Authorship: Advertising | Management for Non-Management Students | Research for Effective Communication
Education
"Success is liking yourself, liking what you do, and liking how you do it."
​- Maya Angelou
Certifications & Licenses
"The pursuit of knowledge is never-ending. The day you stop seeking knowledge is the day you stop growing."
​- Brandon Travis Ciaccio
"Every skill you acquire doubles your odds of success."
​- Scott Adams
Skills
Just to name a few :P