DIGITAL STRATEGY · MARKETING ANALYTICS · RESEARCH

Strategy, data &
digital culture.

I turn complex digital behaviour into insights, stories and decisions.

01 / ABOUT THE WORK

I use data to understand what people do and why it matters.

My work spans digital strategy, marketing analytics and research. I use data to understand audiences, evaluate performance and identify patterns that can inform better decisions.

That can mean analysing campaign performance, developing a digital strategy, studying consumer behaviour or investigating how people respond to issues online.

The methods change depending on the question. The goal stays the same: turn evidence into something useful.

02 / STRATEGY

Be BiteSmart

Be BiteSmart is a child-safety education programme focused on preventing dog-bite injuries and helping families understand safer interactions between children and dogs.

I developed a parent-first digital strategy to make its educational resources easier to navigate, discover and use. The work covered audience needs, user journeys, information architecture, content strategy, search and measurement, creating a phased roadmap for the Parents Learning Center.

DIGITAL STRATEGYUSER JOURNEYSCONTENT STRATEGYINFORMATION ARCHITECTURE

VIEW CASE STUDY ↗

PARENT-FIRSTSTRATEGIC PROGRESSION

AudienceParent-first

ExperienceFrom resources to a learning journey

ArchitectureOrganised around real parent questions

ContentA connected, reusable content system

GovernanceTrusted, traceable and sustainable

PARENT JOURNEY

Pregnancy→Newborn→Crawling→Walking→Toddler→Preschool

03 / ANALYTICS

The Porter Voice Collective

A nonprofit media platform elevating the stories of mountain tourism workers across Nepal, Peru and Tanzania.

I bring Instagram, Facebook and LinkedIn performance data into a consolidated Power BI reporting system to understand which stories connect, where, and why.

MARKETING ANALYTICSPOWER BISOCIAL MEDIAPERFORMANCE REPORTING

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Mountain landscape used by The Porter Voice Collective — STORIES FROM THE TRAILS

INSTAGRAM / BREAKOUT SIGNAL83.7%

of total reach came from one breakout post.

THE QUESTION

Which stories and messages are connecting with people?

04 / RESEARCH

Anthropomorphism and diversity in virtual humans

Published research into how virtual humans shape the trust, attitudes and purchase intentions of Gen Z consumers.

The study used survey data from 258 participants and PLS-SEM to examine anthropomorphism, social presence, information quality, trust and attitudes.

CONSUMER BEHAVIOURVIRTUAL HUMANSQUANTITATIVE RESEARCHPLS-SEM

VIEW PUBLISHED RESEARCH ↗

Person immersed in digital technology, used as editorial context for research into virtual humans

PUBLISHED / 2025258Gen Z respondentsPLS-SEM

THE QUESTION

What makes a virtual human feel trustworthy?

05 / DIGITAL MARKETING

Marketing across markets, channels and audiences.

My digital marketing work has included regional campaigns, content, social media, websites, email and digital assets across multiple markets in Asia Pacific.

For Samsung APAC, I supported regional digital marketing and campaign delivery, coordinating content, localisation, approvals and digital assets across markets.

For Singapore Tourism Board, I worked on digital marketing initiatives supporting destination marketing, coordinating campaign content and digital execution across audiences and channels.

DIGITAL MARKETINGCAMPAIGN DELIVERYCONTENTREGIONAL COORDINATION

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REGIONAL CAMPAIGN DELIVERYSAMSUNG APACDIGITAL · SOCIAL · LOCALISATION

GLOBAL CAMPAIGN DELIVERYSINGAPORE TOURISM BOARDWEB · EDM · MULTI-MARKET

THE COMMON THREAD

Turning campaign strategy into coordinated digital delivery across markets.

06 / INDEPENDENT INVESTIGATION

Macklemore, Palestine and the Limits of Online Backlash

Beyond the noise, outrage and assumptions of a divided internet

When Macklemore was removed from Ed Sheeran’s U.S. tour following his onstage support for Palestine, the reaction online was immediate and divided. I wanted to understand what that reaction actually represented and whether the loudest voices reflected broader audience opinion.

I collected and manually coded 1,020 comments from 42 source units across YouTube, Reddit, Facebook, Instagram and X, examining attitudes towards Macklemore, his advocacy for Palestine and his removal from the tour.

The analysis found that online backlash was not the same as support for consequences: 73.6% of comments opposed his removal, while attitudes, arguments and emotional intensity varied substantially across platforms.

SOCIAL LISTENINGCONTENT ANALYSISPOWER BIPREDICTIVE MODELLING

EXPLORE THE INVESTIGATION ↗

Macklemore performing onstage during a concert — EDITORIAL CONTEXT / MACKLEMORE

07 / ABOUT

I'm Reggie.

I'm a digital strategist and marketing analyst with more than eight years of experience across digital marketing, project management, analytics and research.

My work has taken me across regional campaigns, digital strategy, performance analysis and academic research. I have an MSc in Digital Marketing from the University of Brighton, where my research into virtual humans and Gen Z consumer behaviour later developed into published research.

I'm particularly interested in how strategy, data and research can help us understand people, challenge assumptions and address issues that matter to society.

Strategy, data &digital culture.