Senior Copywriter - Bounche

Started here fresh out of university and learned the fundamentals of writing that actually works. Agency life taught me versatility, I handled diverse brands with distinct voices across different formats and channels.

The training ground:

Wrote for brands like Nissan, Morinaga, Acer, Changi Airport, and CIMB Niaga; pitching campaigns, scripting videos, crafting website content, and supporting social media. Each brand demanded a different tone, each channel required a different approach. This is where I developed the ability to adapt quickly and write with precision.

Worked within a creative team alongside creative directors, art directors, designers, and strategic planners. I learned how copy fits into the bigger picture: how words and visuals need to work together, and how strategy drives creative decisions.

This foundation shaped my versatility as a writer and my ability to collaborate across disciplines, skills that translate directly into how I approach UX writing today.