CONTENT · SOCIAL · VIDEO
Cecily YEE
Content Strategy · Content Creation · Video Production
A cross-industry professional with 10+ years of experience, including extensive work in public liaison and customer service and the past 2–3 years focused on content, social media and video production. I turn audience insight into complete, measurable content—from research and concept to production, publishing and review.
PROFESSIONAL OVERVIEW
Content Strategy · Copywriting · Visual Design · Filming · Video Editing · Social Media
Visual communication background with working experience in Hong Kong and Japan.
WORK EXPERIENCE
Dependable execution, grounded in audience understanding.
2025 — PRESENT
Marketing
Watashi CreateOwn the day-to-day content workflow for an education brand, from audience insight and production to publishing, enquiries and performance review.
- Manage end-to-end content operations across Instagram, YouTube and web, maintaining approximately three social posts per week across Reels and carousels.
- Create weekly campaign graphics and handle topic selection, research, copywriting, filming, editing, subtitles, translation and publishing.
- Build supporting campaign touchpoints including Google Forms and website content while responding to direct messages, comments and customer enquiries.
- Prepare weekly performance reports and management updates, using results to recommend content priorities and next steps.
- Coordinate teachers, KOLs and internal teams while independently managing timelines and day-to-day production needs.
2017 — 2022
Public Liaison Manager
Hing and Tai Construction Co., Ltd.Acted as the communication bridge between project teams, clients, stakeholders and the public.
- Investigated public enquiries, complaints and site-related issues, then coordinated practical follow-up.
- Translated technical information into clear, audience-appropriate communication and maintained accurate records.
- Managed sensitive cases independently under time pressure while keeping teams aligned.
2016 — 2017
Customer Service & Operations
Yaruki, KyotoBuilt practical service and cross-cultural communication experience in a fully Japanese workplace.
- Responded quickly to customer needs while maintaining service quality during busy operations.
- Collaborated closely with a local team and adapted to Japanese workplace expectations.
2015 — 2016
Design & Production
Sai IndustriesApplied a visual communication background to practical design and production work.
- Prepared visual materials according to briefs, production requirements and deadlines.
- Balanced creative presentation with technical constraints and checked output before delivery.
SKILLS & TOOLS
Strategy, content and production in one workflow.
Content Strategy
Audience research · Trend research · Topic development · Content planning · Performance review
Content Creation
Copywriting · Carousel design · Short-form video · Photography · Filming · Subtitles
Campaign & Social
SNS operations · Meta promotion · Google Forms · Website content · Conversion journey
Collaboration
Client follow-up · Project coordination · Cross-cultural communication · Independent problem-solving
Canva · CapCut
ChatGPT · Gemini
Meta Business Suite · Instagram Insights · Google Forms
I use AI to support research, ideation and draft development while independently handling content decisions, fact-checking, visual execution and final delivery—maintaining a consistent multi-format output alongside campaign assets, web updates, enquiry follow-up and weekly reporting.
EDUCATION & LANGUAGES
A visual foundation with a cross-cultural perspective.
Visual Communication (Illustration)
Creative thinking · Visual storytelling · Art direction
Printing and Publishing
Hong Kong Design Institute
SELECTED PORTFOLIO
The work, the decisions and the result.
CASE 01 · ORGANIC CONTENT STRATEGY
Turning a cultural moment into 224K organic views.
Used a timely Mid-Autumn cultural conversation and a counter-intuitive hook, then paired cultural context with practical response ideas to create content that was both emotionally resonant and useful.
100% organic, with no paid promotion.
I later extended the timely-topic and practical-language framework to typhoon and black-rain content. Results varied, showing that timing works best when paired with strong audience relevance and save value. A grammar quiz using a different participation-led approach became the next-best case at 60,795 views.
View original post ↗


CASE 02 · EDUCATIONAL CONTENT SYSTEM
Designing educational content for different audience actions.
Rather than repeating one format, I adapt the hook, information depth and interaction design according to the intended audience action.
「他應該已經回家了」
A quiz-led format designed for discovery, completion and follows.


Auxiliary verbs series
Misconception-led learning supported by examples, a summary and a practice prompt.


For both carousel series, I independently handled topic selection, research, copy, content structure, visual design and publishing.



CASE 03 · CAMPAIGN & CONVERSION CONTENT
Watashi “Try It First”
Reframed a course promotion around an audience truth: wanting to change, but always waiting for the right moment. The campaign translated that insight into a low-barrier 10-hour one-to-one learning experience.
CASE 04 · VIDEO CONTENT PRODUCTION
From end-to-end promotion to collaboration and repurposing.
JC Adult Course
Concept, content structure, filming, multi-location coordination, editing, subtitles and final delivery.
Filming & Editing
Filming, shot coordination, editing, bilingual subtitles and brand integration.
One-hour live to short-form
Selected highlights, rebuilt the pacing, added subtitles and created a social cut that leads viewers to the full YouTube programme.