Marketing & Content Portfolio
I help brands find their voice through data-driven strategy and authentic content. No boring corporate talk, just growth that feels real.
Brands I've worked with
A mix of strategic marketing, SEO, and brand storytelling.
Co-founded and run this Singapore food review page alongside my partner. Content strategy, filming, editing, captions, social growth, and a bit of targeted paid amplification, entirely self-produced.
A shoe-review video series that broke out to 193K views, plus the SEO strategy behind it. Grew Instagram +160% in 18 months and built a real brand partnership pipeline.
193K views on one breakout video
Led a site redesign and full technical migration for a sister brand to Physio & Sole. Organic clicks grew roughly 12x with zero SEO disruption, plus recurring wellness events for Google, DHL, and more.
12x organic growth after relaunch@two.hungryhumans is where the food content lives, reels, posts, everything self-produced.
Whether you want to chat about a marketing overhaul, a content collab, or just want to say hi, I'm all ears!
celestleesl@gmail.comI'm Celest, a storyteller by nature and a strategist by trade. Based in Singapore, I bridge the gap between creative instinct and data-backed results.
based in sunny SG 🇸🇬
I don't believe in growth for growth's sake. I believe in strategy you can actually explain, and content that still sounds like a person wrote it.
Content is the output, but strategy is the engine. I start with the "why" before the "what."
I'd rather test a small paid budget and learn something true than guess big and hope.
I still film, edit, and post my own content. The best strategy comes from doing the work, not just directing it.
If a number or a quote is on my site, it's real. I'd rather show a smaller true result than a bigger fake one.
Planning and executing content, SEO, and campaigns across two sister healthcare brands. Email, social, paid ads, and the reporting that shows what's working.
Going back to formal study for the marketing theory, consumer behaviour, and analytics grounding to back up the instincts I'd already built on the job.
A short, focused engagement: a guessing-game teaser campaign and giveaway for a brand collaboration with Baa Baa Sheepz, plus building Jarrons & Co's Xiaohongshu (RED) presence from scratch.
Built the content calendar, designed marketing collateral, and wrote copy for campaigns across web, e-commerce, and social. Learning how growth compounds when the system is right.
Split time between coursework and a real workplace at Wunderfolks, picking up video and photo production, e-commerce copywriting, and platform-specific content strategy on the job.
Mock-ups, presentation slides, and my first real taste of client work, plus workshops, photography, and video for promotional use.
Where the fundamentals were built: typography, visual storytelling, and design principles that still shape how I approach content today.
Marketing theory, consumer behaviour, and analytics, the formal backbone for the strategy work I already do day to day.
Video and photo production, e-commerce copywriting, and platform-specific content strategy, learned on the job through the work-study placement at Wunderfolks.
Typography, visual storytelling, and core design principles, the foundation everything since has built on.
Strategy is what I do, but these are the things that keep my creative cup full.
Ah Pui, a dachshund-golden retriever mix, adopted, not bought. She runs the house now, and weekend walks with her are usually where my best ideas actually show up, not in meetings.
Oat milk flat white, non-negotiable. I've got a whole ritual around it: quiet kitchen, fifteen minutes, no phone. Most of my best campaign ideas showed up mid-sip, not mid-brainstorm.
Three weeks backpacking across Europe, the Dolomites in Italy and the mountains above Lake Lucerne in Switzerland, is still one of my favourite trips to date.
Every one of mine marks something I didn't want to forget, not a trend I liked that year. My arm's basically a timeline at this point.
A mix of strategic marketing, SEO, and brand storytelling.
Content, filming, and social growth for a self-produced Singapore food review page.
61.2K views in 90 daysA shoe-review video series, SEO strategy, and brand partnerships for a Singapore physiotherapy and podiatry clinic.
193K views on one breakout videoLed a site redesign and full technical migration for a sister brand to Physio & Sole. Organic clicks grew roughly 12x with zero SEO disruption.
12x organic growth after relaunch
Content strategy and design for the Tampines outlet launch.
2022 - 2023
Campaign strategy and organic growth across Instagram and Xiaohongshu.
221 followers gained, +325%
An Instagram Stories takeover showcasing the studio and its kids' workshops.
Internship project
Social content strategy and name card design for a flooring & interiors brand.
2023Whether you want to chat about a marketing overhaul, a content collab, or just want to say hi, I'm all ears!
celestleesl@gmail.com"I started Two Hungry Humans as a passion project, and it became a real testbed for everything I know about marketing."
A food review page covering Singapore and Johor Bahru. No brief, no fixed budget, just me figuring it out: content strategy, platform growth, community building, and eventually a bit of paid amplification, all without the safety net of an existing audience or client budget behind me.
Two things made early growth genuinely hard: figuring out what actually resonated, and building a system to keep producing without burning out. The ideas were never the bottleneck, getting from "good idea" to "posted" reliably was.
Batched filming, a standardized editing style, and a templated caption structure, so I wasn't reinventing the process every time.
Singapore and JB food specifically, instead of trying to be a generic food page competing with everyone.
Refining hooks and pacing across Instagram and TikTok based on what actually performed, not what I assumed would.
I owned the entire pipeline myself: strategy, filming, editing, copywriting, posting, replying to comments, and eventually managing a small ad budget, kept organic as the core strategy, but tested a small paid boost on one post to see what reach potential it could unlock.
In roughly 3 months, reaching 24,902 unique viewers, 80.5% of whom weren't even following the page yet, which tells me the content itself was doing the work of pulling in new people, not just re-serving existing followers.
Static posts punch above their weight on interactions, which tells me people engage differently depending on format, something I want to lean into more deliberately. My top-performing post organically was a June 23rd piece that hit 15.6K views and 269 interactions on its own, no paid support. Four of my next best posts (13–9.3K, 5.9K, 2.9K, 2K views) came from a mix of formats, a good sign the page isn't a one-hit wonder.
Separately, I ran one small paid test on my "I started a food blog: send help" reel: SGD 17.92 over 6 days. It drove 12,571 of that post's 16,027 total views, 8,587 reach, and 450 profile visits, at just $0.04 per profile visit. It also surfaced a useful audience insight I didn't expect: 95.5% of the paid reach was in Johor Bahru versus only 4.5% in Singapore, which is now shaping how I think about targeting JB content going forward.
That traction has already turned into paid brand work: a sponsored review for Oni Kimbap at Clarke Quay Central, posted as a Reel on Instagram and a video on TikTok, with more media drop and collab offers coming in since.
My posting cadence still isn't as consistent as I'd like, so building a stricter content calendar is next on my list. I've also been going a lot on gut feel about what works. I want to get more rigorous about tracking performance data so decisions are backed by numbers, not just instinct. I'm also aware I lean heavily on one content format, so I want to test more variety (carousels, stories, behind-the-scenes) instead of defaulting to reels.
On a personal note, I'm working on getting more comfortable being on camera. It's something I actively want to do more of, and I think leaning into it will unlock a level of content (and connection with the audience) that scripted or edited posts can't fully replace.
This project shows I can grow a brand from near zero to over 60K views and inbound brand interest in about 3 months, using organic-first strategy, niche positioning, and small, targeted paid tests to actually learn something about the audience rather than just buy numbers. It's the same discipline (content strategy, performance analysis, efficient spend) that I bring to client work at Physio & Sole, AnjouHealth, and beyond.
"Our own podiatrist, reacting to and reviewing real shoes on camera, in a fun, relatable way instead of a formal clinical tone."
It started with my lady boss Fiona spotting a genuinely good, affordable school shoe at Decathlon and wanting to talk about it. That became "Hey Podiatrist, Can We Ask About Kids School Shoes? (Decathlon Edition)," which pulled 37.6K views. Around the same time she also filmed some casual clips on a Japan trip talking about shoes there, and that one hit 94K. Two solid results back to back was enough signal for the team to decide this format was worth building on properly.
Physio & Sole Clinic needed its marketing to feel less like a service listing and more like something patients would actually want to engage with, especially tricky in a medical space where content can easily read as dry or overly clinical.
Spotted the early traction on the Decathlon and Japan videos and pitched building it into an ongoing content series.
Grew the format into a real pipeline, liaising directly with Decathlon, Bata, and FitFlop to get product in for review.
Mapped keyword research to real patient search intent, collaborating directly with clinicians on blog content and internal linking.
I also deliberately leaned into a controversial angle on one video ("Sheena No-No-Shoes"), challenging the idea that the flip-flops most of us wore as kids were actually fine for our feet, while working with our podiatrist to keep the medical credibility intact.
"Sheena No-No-Shoes" (posted April 2, 2025) is the account's clear high point: 146,378 reach, 193,519 views, a 5.39% engagement rate, and 1,120 new followers directly off that one post. A small follow-up ad boost in May added another 10,239 views and 142 followers for under $60.
The shares-to-likes ratio here (nearly 6K shares against 1.3K likes) is unlike anything else in the account's history, and it's exactly what you'd expect from a genuinely debate-sparking, counterintuitive claim rather than a normal "nice video" reaction. This is the clearest evidence that the controversial angle, not just production quality, is what drove the breakout.
Instagram grew from 2,749 followers to 7,147 now, up 160% in about 18 months. The growth wasn't steady: +1,188 followers (+40%) came in the single month between March and April 2025, lining up exactly with "Sheena No-No-Shoes" going live.
Once the format was working, we tried extending it to adult shoe reviews, but that content didn't land nearly as hard. My read on why: parents are highly motivated by their kids' growth and development, so "is this shoe actually good for my child's feet" hits an emotional nerve. Adults tend to prioritize how a shoe looks over the wellness angle, so the same format doesn't carry the same urgency.
Beyond the viral hit, the format became a genuine partnership channel:
Two separate data sources back this up. Historically (Google Search Console, ~3 months), the clinic pulled roughly 17,000 legitimate organic clicks (after excluding a spam/hijack issue I flagged separately) with several patient-question keywords ranking #1. More recently, GA4 confirms organic search is the single highest-converting channel on the site: in the most recent tracked period, organic search drove 3,838 sessions, a 58.96% engagement rate, the longest average session duration of any channel (3m 03s), and 220 key events, 34.8% of all conversions on the site.
I also pick up ad hoc design work for the clinic: festive greeting cards, gifting stickers, and a full logo package (3D, flat, and sticker versions) for a new clinic location's shopfront.
I'm also sometimes the face of the video content myself, not just behind the camera. I do the same kind of content for Women & Children Centre (WACC), which operates under the same clinic group as Physio & Sole but focuses specifically on women's and children's health, so content and strategy naturally cross over between the two brands. For WACC, the approach stays consistent with Physio & Sole: search-intent-led content planning, structured FAQs, and a tone calibrated to be reassuring and plain-spoken given the more sensitive subject matter.
I've also helped execute ALIGN, a career-focused event for physiotherapists run under AHA (Allied Health Academy, a sub-brand of the same group), handling event marketing plus on-the-ground logistics: taking attendance, and shooting photo and video on the day.
This shows I can spot a content signal early and turn it into something bigger: a viral moment, a repeatable format, and an actual brand partnership engine, backed by real, verified data rather than inflated numbers. It also shows range across video strategy, paid social, SEO, and even catching technical issues that pure marketing work wouldn't usually touch.
"A growing, more comprehensive workplace wellness and safety compliance offering, not just a simple service page."
AnjouHealth, the sister brand to Physio & Sole, needed a website and content presence that matched where the brand was actually headed: BizSafe certifications, WSH programmes, corporate wellness.
Two revamps, back to back: a business-driven redesign, then a full technical migration off WordPress. The risk with any platform migration is losing rankings built up over years in the process.
The first rebuilt the site for the brand's expanding lineup; the second was a full migration off WordPress onto a modern AI-native stack.
Mapped content and keywords to real search demand: BizSafe levels, WSH officer requirements, toolbox meetings, ergonomics.
Managed cross-promotion with Physio & Sole and handled event support, translating WSH content for on-the-ground activations.
Organic performance was flat and modest for months (22 to 56 clicks per month between August 2025 and February 2026), then took off the month the redesign shipped. Clicks climbed steadily from 100 (March) to 666 (July), roughly a 12x increase from the pre-redesign baseline to peak. Crucially, the July AI migration didn't cause an SEO dip: July was actually the single best month on record, and August (even as a partial month) is already tracking close behind. That's real evidence the technical migration was executed cleanly without sacrificing search visibility.
The strongest content is BizSafe certification guides (Levels 1 through 4), workplace safety officer and WSH-officer-vs-safety-coordinator content, toolbox meeting guides, and ergonomics content, all mapped directly to what companies are actually searching for when they need to get compliant or run a wellness programme. One guide even ranks well in Chinese, translated OSH certification content aimed at a different language audience.
Traffic skews desktop (65% vs. 35% mobile), which tracks with a B2B audience researching compliance topics during work hours, a different pattern than Physio & Sole's mobile-heavy consumer traffic, and one that shaped how I think about page layout and content length for this brand specifically.
Beyond the website, I lead design and content for AnjouHealth's onsite wellness event campaigns for clients including Google, Collins, DHL, and SAESL, all ongoing, recurring engagements rather than one-off projects. Collins, DHL, and SAESL run in Singapore, while the Google programme spans multiple markets: Singapore, Malaysia, Taiwan, Japan, and Thailand.
For each event I design the full suite of physical and digital materials: posters, merch (t-shirts, stickers), and interactive activity cards used on the day. I also film and edit the post-event recap content, and from time to time I step in as the presenter/host at the event itself. I've also had the chance to travel for this, including an onsite activation in Taiwan for the Google programme.
This shows I can lead a brand through real structural change (both a business-driven redesign and a full technical platform migration) without losing the SEO foundation underneath it. It also shows I operate across formats and markets: web strategy and SEO, print and merch design, video production, live presenting, and regional event execution, adapting the right playbook for each brand and context rather than one generic approach.
"A consistent visual theme carried across every post, from the teasers through to opening day itself."
For Wunderfolks' Tampines outlet opening, my role went beyond just posting on social media. I planned and executed a full content strategy aimed at building anticipation before the doors even opened: brainstorming ideas, designing graphics and videos, scheduling for optimal reach, and tracking how the audience responded.
A giveaway campaign built so every action extended the post's reach on its own, plus real-world materials to convert that online buzz into foot traffic on opening day.
Brainstorming, designing graphics and videos, and scheduling for optimal reach ahead of the opening.
Partnered with food bloggers and local influencers to extend reach and lend credibility to the launch.
Produced short videos giving followers a first look at the space, plus flyers distributed on the day.
The relationship carried on well past opening day: a weekly EDM covering promotions and the Wunderclub membership programme, Telegram posts coordinating deals with Wunderclub partners, and Instagram Stories answering FAQs and walking followers through the preorder menu.
"Teaser posts invited followers to guess the collaboration partner before it was revealed."
I led the marketing for a collaborative warehouse sale between Jarrons & Co and Baa Baa Sheepz, a local brand well known for its baby products. The approach centred on a guessing game featuring the Baa Baa Sheepz mascot, alongside sneak peeks of sale items and their discounted prices.
To convert curiosity into reach, I ran a giveaway where each step extended the campaign to a new audience, on top of location tags, event details, and relevant hashtags to reach people who hadn't heard of either brand yet.
Separately, I also built Jarrons & Co's presence on Xiaohongshu (RED/小红书) from scratch, planning content and engaging directly with comments to grow a genuinely engaged following without paid ads.
"Instagram takeover, by our intern."
Paper Carpenter builds furniture, monsters, and play sets out of cardboard, so the story practically told itself. I planned and hosted a series of Instagram Stories under the "intern takeover" concept: a candid, first-person look at the studio and its kids' workshops, instead of another polished product shot.
Every segment was built to invite a reaction, not just a view: questions, polls, and a front-row seat to how the products actually get made.
The second series covered a kids' workshop, where children built and decorated their own cardboard stools. I documented the process end to end: the excitement, the personalised designs, and the interactive playtime with other cardboard craft pieces, giving Paper Carpenter a warm, real record of the event to reuse across their channels.
This was early proof that I could carry a brand's voice solo, on a live, unscripted format, and still make it feel intentional. It's the same instinct for authentic, story-first content that shows up again later in @two.hungryhumans.
"Transform your home with our new collection."
For Singafloor, a Singapore flooring and interior supplier, I planned and designed social content that put their vinyl, carpet, and outdoor decking ranges in front of the right audience, plus a set of branded name cards used across client meetings.
Every post paired a clean, on-brand visual with the practical details that turn a scroll-past into a saved post: launch dates, product names, and clear calls to follow.
Beyond social content, I designed the Singafloor name card from scratch, opting for a simple embossed Herringbone motif over anything busier, so it stayed recognisably "Singafloor" the moment someone picked it up.
It's a small project, but it shows the range: I'm as comfortable planning a social calendar as I am designing the print piece a client hands over in person.
