Available for full-time, retainer and project-based work
Thomas Chan — content systems that scale
I’m a one-person team for thought leadership, localisation, social media, UX writing, AI automation, SEO/GEO and project management. Bilingual in English and Chinese, built to move at product speed without losing depth or scope.
Results backed by evidence
A sample of what the work has moved.
Led content strategy, scaling and eventual automation across 8 channels: social media, thought leadership, announcement centres, SEO/GEO, content design, video scripts, website and brand campaigns.
Introducing structured A/B testing into a crypto exchange's content workflow, bringing a 38% conversion lift on in-app popups and a 7% conversion rate on a rewritten campaign landing page.
Moving a 16-person team beyond ad-hoc AI usage to a structured system with scenario-specific prompts, dedicated tools and a mandatory human review layer, bringing a 70%+ increase in content production velocity.
Led a multi-market translation and localisation team, which included managing a US$900k quarterly budget across more than 12 languages, covering new and existing projects.
More: 5,000 live viewers on an industry livestream, a 3.5% conversion rate on long-form investor content, and a panel speaking slot at TransPerfect NEXT 2025 and 2026.
Content that survives contact with a real decision
In many cases, brand content gets created as the last step, then breaks the moment a user has to make a real decision: which account to open, which fee to trust, which button to press next. I build content systems the other way round: designed around the user, built to hold up inside the product flow, then shipped across channels to create business value.
8 years of that work have run through one of the world’s largest banks, a top-10 crypto exchange, SaaS, NGOs, insurtech startups, wealthtech platforms and an APAC eCommerce platform, always sitting between the product team and the user. PMI-ACP® certified.
How the work actually gets done
The same three-step process runs through every engagement: audit, build, refine.
Product and consumer-driven
Every engagement starts with a consultation and an audit, done from inside the team. That’s how I find the real pitfalls, whether that’s weak lead generation, inefficient automation, electronic direct mail (eDM) that never converts or a UX flow that loses people.
Robust framework
From there, I build a system instead of a one-off fix. Content and workflows get structured so they can be automated and scaled, with a human decision still built into every step that matters. That system lives in GitHub or Notion, tied to a clear product proposition, so what gets shipped stays relevant.
Continuous monitoring
The system doesn’t stop at launch. Feedback and metrics keep coming in (Google Search Console, Ahrefs or whatever you already use) and feed straight back into fine-tuning the content and the workflow.
Written up in full, not just claimed on a card
Four guides on how this work actually gets done, with the research and the numbers behind it.
Published by the industry’s own voices
A few of the pieces I’ve published on content design, UX writing and AI in the workflow.
Let's see how I can help
Retainer, audit or project — tell me how we can build your brand's storytelling system.