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.

10+Years across industries
2–3Years in content & marketing
224KHighest organic views
3SNS posts per week
EXPERIENCE

Communication-led experience, extended into full content production.

CORE CAPABILITIES

Content Strategy · Copywriting · Visual Design · Filming · Video Editing · Social Media

BACKGROUND

Visual communication background with working experience in Hong Kong and Japan.

Dependable execution, grounded in audience understanding.

2025 — PRESENT

Marketing

Watashi Create

Own 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, Kyoto

Built 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 Industries

Applied 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.

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

CORE PRODUCTION

Canva · CapCut

AI-ASSISTED WORKFLOW

ChatGPT · Gemini

PLATFORMS

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.

A visual foundation with a cross-cultural perspective.

BA (Hons)

Visual Communication (Illustration)

Creative thinking · Visual storytelling · Art direction

Higher Diploma

Printing and Publishing

Hong Kong Design Institute

CantoneseNative
MandarinAdvanced
EnglishProfessional
JapaneseJLPT N1
KoreanTOPIK Level 5

The work, the decisions and the result.

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.

DISCOVERY & ACQUISITION

「他應該已經回家了」

A quiz-led format designed for discovery, completion and follows.

60,795 views233 follows
Original post
UTILITY & RETENTION

Auxiliary verbs series

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

28,071 views395 saves
Original post

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.

Instagram ContentProfileGoogle FormApplication
8,784Views
23External link taps
3Applications

CASE 04 · VIDEO CONTENT PRODUCTION

From end-to-end promotion to collaboration and repurposing.

END-TO-END PROMOTIONAL VIDEO

JC Adult Course

Concept, content structure, filming, multi-location coordination, editing, subtitles and final delivery.

55,964 views48,120 reach
Results include paid distribution.
KOL COLLABORATION

Filming & Editing

Filming, shot coordination, editing, bilingual subtitles and brand integration.

21,240 views23s average watch
Results include paid amplification.
LIVESTREAM REPURPOSING

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.