Hey, Joshua here!
Marketing Undergraduate and Aspiring Product & Growth Marketer Seeking to Drive Impact
Experience Across These Organisations
Curious About My Work?
Work Experience
Highlights of my work from internships
Currently interning...
Evaluated and refined a contractor-matching portal, shaping UX and multi-channel outreach for HDB residents.
Lifted site's organic reach by 15% with hyper-local SEO articles and fresh property listing photos.
Personal Projects
Projects I've worked on in my free time
Positioning & Messaging Case Study WIP...
Working on a product marketing case study exploring positioning and messaging frameworks for B2B landing pages.
Marketing Competitive Analysis Dashboard WIP...
Developing a dynamic Excel tool with customisable threat factors and automated dashboards to assess market threats, compare competitor performance, and visualise competitive gaps.
Get To Know Me
I'm an aspiring product marketer and an undergraduate student at the Singapore University of Social Sciences, pursuing a Bachelor of Science in Marketing. I have a strong foundation in strategic marketing and project development, and I'm eager to bring my skills to meaningful projects.In my professional journey so far, I've had the pleasure of contributing to site visibility improvements at 99.co, working on project development at the Housing & Development Board, and managing data for personnel at the Ministry of Defense. These experiences have taught me a lot about strategic planning, data management, and digital marketing.I bring a diverse skill set that includes market research, digital marketing, and project development. I love using these skills to drive user engagement and business growth.When I'm not working or studying, you'll probably find me behind a camera lens, diving into Japanese culture, on my couch watching a game of football, or jetting off somewhere (if I have the funds to).
Get In touch
I'm always on the lookout for new opportunities in product marketing and related fields, where I can continue to grow and contribute. Let's connect and explore how we can work together! Feel free to reach out to me through email or connect with me on LinkedIn using the icons below.
Industry: Financial Technology
Role: Marketing Intern (Performance & Growth)
Scope: Owned traffic-growth ops: SEO content system, Looker dashboards, and SEM experiments.
Timeline: 3 months, May - August 2025
Impact:
| Area | What I Did | Tools | Outcome |
|---|---|---|---|
| AI-Sourced Traffic Optimisation | Restructured XX+ blog articles to mirror AI search intent, tighten narrative flow, and strengthen CTAs. | - | Drove XX% growth in AI-referral sessions and lifted mid-funnel click-throughs. |
| SEO Content Roadmap | Built a 40 + article plan by mapping high-intent keywords to funnel stages for ETF platform launch awareness in SG & MY. | SEMrush, Keyword Planner, Sheets | Supported go-to-market efforts for ETF platform across both markets. |
| Acquisition Analytics Dashboard | Developed a Looker Studio dashboard integrating GA4 and GSC to analyse AI-referral trends and benchmark against Google Search. | Looker Studio, GA4, GSC | Identified high-intent channels for AIO, SEO, and content planning. |
Industry: Government Services (Public Housing)
Role: Project Development Intern
Scope: Evaluated and enhanced Housing Maintenance Portal UX; devised multi-channel marketing plan for resident adoption
Timeline: 6 months, March - August 2021
Impact: Evaluated portal UX and crafted a multi-channel launch plan for all HDB residents
| Area | What I Did | Channels / Methods | Outcome |
|---|---|---|---|
| User Experience & Accessibility | Defined target resident groups and recommended language + accessibility adaptations to improve portal usability before launch. | Resident-segment analysis; Accessibility & language tweaks | Smoother, more inclusive onboarding for homeowners of varied ages and abilities. |
| Multi-Channel Awareness Plan | Explored and compared social, traditional and community channels to reach residents with different language and media preferences. | Targeted social ads; Local newspapers & radio | Blueprint to maximise platform visibility across all resident segments. |
| Community Roadshows | Proposed estate-level events featuring live demos and on-site registration assistance. | In-estate demos & sign-up kiosks | Build trust and drive adoption among residents less comfortable with digital channels. |
Reflections & Learnings
Putting residents first changes everything
Defining clear personas early on made the gaps in language support and accessibility impossible to ignore. Once we framed the portal around how an elderly Mandarin-speaking resident or a young English-speaking first-time homeowner would actually use it, the “nice-to-have” toggles suddenly became launch-critical features.
One channel never fits all
Comparing social ads, neighbourhood radio and estate noticeboards side-by-side showed just how differently each resident group discovers new services. A single blast campaign would have wasted budget and missed half the audience; matching message to medium felt slower, but it guaranteed reach.
Trust still starts offline
Proposing in-estate roadshows reminded me that some residents need to see a real person demo the portal before they’ll click “Sign up”. Digital funnels are brilliant, but a warm handshake and a quick walk-through can accelerate adoption for users who aren’t as tech-comfortable.
Industry: Property Technology
Role: Content Intern
Scope: Wrote SEO-focused articles and shot estate photography to lift organic reach and enrich listings
Timeline: 2 months, Febuary - April 2020
Impact: Increased site visibility by 15% and added a fresh library of high-quality HDB visuals
| Area | What I Did | Channels / Methods | Outcome |
|---|---|---|---|
| SEO Article Writing | Produced keyword-rich articles on Singapore housing estates to capture high-intent search traffic. | Blog SEO formatting | Lifted organic site visibility 15 %. |
| Content Planning | Partnered with the marketing team to shape a blog topic pipeline grounded in keyword insights. | Keyword-mapping sessions | Improved overall search engine visibility for estate content. |
| Listing Photography | Shot and edited on-site images of HDB estates to enrich property listings. | DSLR field shoots; Photo Editing | Sharper visuals that increased listing engagement and time-on-page. |
Property Listing Photography Highlights
Reflections & Learnings
Local beats broad
Writing estate-specific guides taught me that Google and readers reward hyper-local detail over generic “Singapore property” content. Zeroing in on each HDB neighbourhood’s quirks was what nudged visibility up, not sheer word count.
Evergreen wins the long game
Neighbourhood facts don’t date quickly. Investing time in accurate, well-structured guides means the content keeps pulling organic traffic long after the publish button is hit.