Lee Mei Yan Lily
Hong Kong
Summary
Content strategist with a passion for storytelling and compelling narratives. Proven expertise in crafting engaging digital bilingual content. Demonstrated success in enhancing brand image through strategic content initiatives.
Overview
9
9
years of professional experience
Work History
Senior Content Designer
HSBC
HONG KONG
09.2021 - Current
- Led content design for the mobile banking app revamp in 2024 and 2025, reaching over 10 million customers in HK and the UK.
- Crafted user-centric English copy for emails and SMS related to wealth and insurance products across 10+ global markets.
- Facilitated Chinese translations for Hong Kong, mainland China, and Taiwan.
- Collaborated with analysts, designers, product owners, and legal to identify copy requirements and ensure timely project delivery.
- Onboarded and trained new hires on review processes, guidelines, and tools, including Confluence and Sigma.
- Enhance and align with content governance guidelines to maintain consistency and quality across all channels.
Senior Copywriter
I.T APPARELS
HONG KONG
10.2019 - 09.2021
- Wrote and translated bilingual copies for over 30,000 products across 100 brands on ITeSHOP and Zalora.
- Created SEO-optimized content in English and Chinese, including campaign banners, terms and conditions, product detail pages, and automated emails.
- Developed content and editorial calendar for SMS, email, push notifications, and social media advertising for ITeSHOP and BAPEONLINE.
- Led a team of three copywriters while collaborating with editors, creative teams, and merchandising on digital marketing campaigns.
- From 2018 to 2019: Increased social traffic on Facebook and Instagram by 61% from 2018 to 2019. Boosted click-through rate of EDMs by 75% during the same period. Enhanced SEO for product content, achieving a 79% increase in click rate.
Summer Trainee
MATTEL ASIA PACIFIC
HONG KONG
06.2018 - 08.2018
- Planned and prepared the launch of a smartphone--based worker voice platform for Dongyao factory with over 2000 employees. Design promotional materials.
- Coordinated summer program for migrant workers’ children in Mattel ChangAn Factory. Led an event for summer program with Hot Wheels, Barbie brand teams. Developed internal and external communication strategies for the 2 key projects.
Intern
ADIDAS
HONG KONG
01.2018 - 05.2018
- Coordinated key employee engagement initiatives for over 300 employees : factory visit, Long Service Awards, Women’s Network, HR Academy, Interface Program.
- Developed content for internal communications: newsletters, onboarding newcomers content, people move announcement for APAC Offices.
Intern
REUTERS COMMUNICATIONS
HONG KONG
11.2017 - 01.2018
- Draft and translate press releases. Prepared clipping reports, e--blasts. Supported the Harrods x Dolce and Gabbana Launch party to over 200 attendees.
Intern
58.COM
BEIJING
06.2016 - 08.2016
- Developed digital content for 58.com (London, Madrid, Russia). Social Media Advertising. Improved SEO for classified content by 74% click rate. Contacted overseas companies for advertising cooperation with 55% response rate.
Education
Bachelor of Management (CSR Option) -
The Hong Kong University of Science And Technology
01.2019
Summer Exchange
Korea University
Seoul, South Korea08.2017
Global Leadership and Engagement Program
Stanford University
USA08.2016
Winter Exchange
Tsinghua University
Beijing, China01.2016
Skills
- Content strategy
- Bilingual copywriting
- Content governance
- Cross-functional collaboration
- Team leadership
- Effective communication
Timeline
Senior Content Designer
HSBC
09.2021 - Current
Senior Copywriter
I.T APPARELS
10.2019 - 09.2021
Summer Trainee
MATTEL ASIA PACIFIC
06.2018 - 08.2018
Intern
ADIDAS
01.2018 - 05.2018
Intern
REUTERS COMMUNICATIONS
11.2017 - 01.2018
Intern
58.COM
06.2016 - 08.2016
Bachelor of Management (CSR Option) -
The Hong Kong University of Science And Technology
Summer Exchange
Korea University
Global Leadership and Engagement Program
Stanford University
Winter Exchange
Tsinghua University
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