https://www.15layers.com/testimonials daily 0.75 2021-05-27 https://www.15layers.com/testimonials/testimonial2-htlma monthly 0.5 2021-05-27 https://www.15layers.com/testimonials/maxime-hamellin-founder-of-pitchday monthly 0.5 2021-05-27 https://www.15layers.com/testimonials/testimonial2 monthly 0.5 2021-05-07 https://www.15layers.com/home daily 1.0 2024-08-21 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572528473-Y49NEV8K8CNNS7R23P3V/microsoft.png Home https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572431217-DPV8MA835WQSXAS1K1L8/twitter.png Home https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572560787-GZTZFCDQ915Y5QJ47QK0/F5.png Home https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1618136388446-OYN75IEJ68GJN24RLTZQ/Google.png Home https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1618136492387-DW8EFKP5JKQVR5BQCRT5/theworldbank.png Home https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1618136419794-CUZ4N1EQPS6TFOQJCV1R/YouTube.png Home https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573451140-P7O4P2FJQ109M33RL9JO/SingaporeAirlines.png Home https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572991037-Q1AQDDTW9ERAS2UG37T0/HSBC.png Home https://www.15layers.com/about daily 0.75 2025-02-25 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622714618620-UFXF8D24TMDODZFBHJRP/erica.jpg About Nearly 20 years in content marketing has taught me three mantras that I now apply across all my work: - Always put your audience first - Let the data be the brief - Your content is only as compelling as the insight is impactful With these as foundation, I dive into projects big and small to deliver content or communications strategies that are notable, insightful and memorable. As a former editor-in-chief, publisher, and Googler, I’ve penned op-eds for c-levels, set up content strategies for start-ups, written 130-page industry benchmark reports and produced a whole lot of case studies (which, btw, are personal favourites because, yes, i'm a B2B geek at heart). My professional superpower is translating the hyper-complex into humanspeak - which is particularly apt in topics like non-linear paths to purchase and app monetisation models. I start each project by getting straight to the brand objectives and key messages, and work my way back from there. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622715363393-TIGF687JJRPNOD9Y5YGY/about2.jpg About - Having worked with the world's biggest companies, I’ve nurtured a knack for connecting what brands want to say with what audiences want to hear. When I’m not solving content conundrums, I’m beatboxing with my 7-year old, designing a poetry curriculum for the library, or buried in yet another book on persuasive writing. https://www.15layers.com/services daily 0.75 2022-09-21 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1620349935333-S7UU565O0GBDDOJUGVI4/Technical+Writing.png Services https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1620349980040-3E6MHMNPCXMVRPCIS6Y3/Consulting.png Services https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1620349964063-UTIT5FL6EZRX0NXZ78NX/Content+Strategist.png Services https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1620349924386-8D8TUHTSHK16I3XCYCYO/Copywriting.png Services https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1620349954778-5IVZK5UH9W160BJ3YNPZ/Features+%26+Articles.png Services https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1620350347473-LEENZ0B7ZX6MOMFMRU2Z/Editing.png Services https://www.15layers.com/contact daily 0.75 2021-07-13 https://www.15layers.com/portfolio daily 0.75 2025-06-23 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/d4430e2a-461c-4091-b0c6-7bdd8244dc1c/AIC.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573434959-RORQWVJ1LWFSHF4OZG2W/Prudential.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572934562-2G5R0PEBMX99QXQTZPFA/F5.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573451140-P7O4P2FJQ109M33RL9JO/SingaporeAirlines.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573174001-YV7U4XHS6QGXO42HWCMZ/xero.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572952637-HG2IYO16PSEOJ92TVALS/theworldbank.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/8b8e6d7b-9346-46be-bcdc-c03f2d24bff5/WGSN-.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572829172-SLD7DKMA65ZIPVPE8SRD/YouTube.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573300281-O2817FQ4QV9J06J47FRD/netapp.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573353767-B1T91K0HIRB98T2AQZH2/MCCY.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572808607-WKMMHAE5O4MPY2QMXEXR/twitter.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573341577-F6Z9TDX8YNO6L5QIM726/HongKong+Land.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573496172-IR22BUPVZD04GFNBPI7Y/Marriott.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573075472-7YANQBF3B8GWLHE8VFNY/Databricks.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573391430-CVUWWAGTMW66X9O996ZW/frieslandCampina.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572991037-Q1AQDDTW9ERAS2UG37T0/HSBC.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573470498-YKY3VOB6P0ENYJ5X3XM5/Silkair.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572792630-0268511ATG5LHMQF5CY1/Google.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572973456-OO3OJ2VZAGPWO6CPPGLO/DHL.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/ecc15e7c-5724-42fd-824f-a106772c6e8c/Untitled+design+%284%29.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622572862168-58DLEFP4RWE1LS2FXQLP/microsoft.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573189409-O7LW35LP5KRR84L033XD/vmware.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622573372781-N5SD8O8OU69RJMLUTVI3/Pizzahut.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/821cb038-2aa7-4318-b3ec-3a0c29b44e15/Grab+logo.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/case-study-archetype-hk monthly 0.5 2021-10-10 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1633841017883-QPO6ZAS1VB9J2D899BHO/Screenshot+2021-10-09+at+7.05.57+PM.png Portfolio - Case Study Creds Deck: Archetype HK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1633841049336-3Q564SCGD7PE394X3AN8/Screenshot+2021-10-09+at+7.05.38+PM.png Portfolio - Case Study Creds Deck: Archetype HK - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/new-website-aic monthly 0.5 2025-06-23 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/a3041fb9-ddce-4547-95a2-c56b6bdcf1b3/AIC+img+1.jpg https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/c83b2edc-b48b-4949-b9dd-8f2cf2e02825/AIC+img+3.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/5e62ab86-282d-441e-9de3-7a317e0c07a8/AIC+Img+2.png https://www.15layers.com/portfolio/2023-sea-industry-economy-report-for-google-bain-temasek monthly 0.5 2024-08-21 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/5f86e08f-72ca-4c56-9992-14bb6b96a0ee/2023+e-conomy+head.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/9293afb3-2539-4d61-b10e-fdc5961c4414/e-con+SEA+img+4.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/c9502ab0-1149-4c26-8bfd-74eafcbeb393/e-con+SEA+img+1.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/94701f74-975b-41e6-8048-24b385e4361e/e-con+SEA+img+5.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/de216265-8260-46dc-964e-22ff95e3430e/e-con+SEA+img+2.png https://www.15layers.com/portfolio/f5-curve-of-convenience monthly 0.5 2021-06-05 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622906967525-ZQ1Q3F1KKK8XSI0FH9JR/Screenshot+2021-06-05+at+11.14.02+PM.png Portfolio - Research Report: F5 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622906847527-KIM9Q13KW83BZ803TD2K/Screenshot+2021-06-05+at+11.13.29+PM.png Portfolio - Research Report: F5 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622906771881-92VA88RPD2C1TY45P21X/Screenshot+2021-06-05+at+11.13.17+PM.png Portfolio - Research Report: F5 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622906907433-J4AOXWZ3MOPE0C6DMTJB/Screenshot+2021-06-05+at+11.12.46+PM.png Portfolio - Research Report: F5 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/case-study-data-bricks monthly 0.5 2022-02-08 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622903446305-L4VZIMVRK6OUL823FPD7/Databricks Portfolio - Technical Case Study: Databricks - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/long-form-case-study-for-google monthly 0.5 2021-06-05 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622912090875-V46ZDYGYTFXYXTQ8UW9H/Screenshot+2021-06-06+at+12.37.36+AM.png Portfolio - Long-form Case Study: Google - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622912195701-GG7TP7VJU04KLA59FTIY/Screenshot+2021-06-06+at+12.47.32+AM.png Portfolio - Long-form Case Study: Google - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622911520347-ZEUYMM08T4YYFVIM3AMB/Screenshot+2021-06-06+at+12.39.54+AM.png Portfolio - Long-form Case Study: Google - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/website-addendum-seadrif-a-world-bank-project monthly 0.5 2022-02-08 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1622919728159-VCGYJQEEAP7CTU0ICFVE/Screenshot+2021-06-06+at+2.50.20+AM.png Portfolio - Website: SEADRIF (World Bank) - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/trends-report-google monthly 0.5 2021-07-13 https://www.15layers.com/portfolio/economy-sea-2021-report monthly 0.5 2022-02-08 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/abbc454c-661a-4dcf-a184-43bec3652184/Screenshot+2022-01-31+at+2.04.56+PM.png Portfolio - Industry Tentpole Report: Google, Bain & Temasek - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/6eed7730-d51c-4289-92ba-5f4b103738cb/Screenshot+2022-02-09+at+12.52.53+AM.png Portfolio - Industry Tentpole Report: Google, Bain & Temasek - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/c8a42afb-4034-42ec-bcee-639ad3b9dc73/Screenshot+2022-01-31+at+2.04.22+PM.png Portfolio - Industry Tentpole Report: Google, Bain & Temasek - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/cd24db33-0f74-4aff-90a0-3614881cb5cc/Screenshot+2022-01-31+at+2.04.07+PM.png Portfolio - Industry Tentpole Report: Google, Bain & Temasek - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/profile-articles-microsoft monthly 0.5 2022-02-08 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/98435181-1606-47bc-b7fa-39e5598502e4/Screenshot+2022-02-09+at+2.07.26+AM.jpg Portfolio - Profile Articles: Microsoft - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/147bf7ab-3fdd-4f8e-8572-b12682829fb2/Screenshot+2022-02-09+at+2.15.53+AM.jpg Portfolio - Profile Articles: Microsoft - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.15layers.com/portfolio/social-comms-editor-transcelestial monthly 0.5 2023-10-02 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/531c9721-a020-4191-a42c-8e794ad68088/Screenshot+2023-10-02+at+12.11.25+PM.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/e416283c-f80b-4828-a213-1ff680ed807e/Screenshot+2023-10-02+at+12.22.27+PM.jpg https://www.15layers.com/portfolio/industry-tentpole-report-2022-google-bain-temasek monthly 0.5 2023-10-02 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/96ec9143-a39c-4e9a-91ef-22299f708dd3/Screenshot+2023-10-02+at+1.10.37+PM.jpg https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/de3a6b8a-2f19-4a7d-98bd-e85760a0e665/Screenshot+2023-10-02+at+1.08.59+PM.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/610cf0cf-1749-417e-a6f2-d7d95b475d6b/Screenshot+2023-10-02+at+1.08.44+PM.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/7de8fd4f-cb65-4625-8e6e-2ac910e5f113/Screenshot+2023-10-02+at+1.12.19+PM.png https://www.15layers.com/portfolio/consumer-trends-twitter-indonesia monthly 0.5 2023-10-02 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/1cbfab91-b5da-4fb9-bb2d-fcdbefa0fdc3/Screenshot+2023-10-02+at+1.45.06+PM.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/5df7dd10-ada2-41cf-9f94-3e8bc13231f2/Screenshot+2023-10-02+at+1.42.56+PM.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/e01c81c0-e64a-4fab-9a19-8eb55f867bf2/Screenshot+2023-10-02+at+1.43.29+PM.png https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/9df307c4-03d9-4e05-ab20-102aa9f3b885/Screenshot+2023-10-02+at+1.42.21+PM.png https://www.15layers.com/portfolio/case-studies-twitter-sea monthly 0.5 2023-10-02 https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/a1e395e2-bb18-4f75-8ec1-6828da521754/Screenshot+2023-10-02+at+2.12.22+PM.jpg https://images.squarespace-cdn.com/content/v1/606a638eca387f23c61045bd/5707ee19-d3ca-4e5d-9253-09aeed6a6777/Screenshot+2023-10-02+at+2.16.30+PM.png