CONTENT CREATOR | CREATIVE DESIGNER | VIDEOGRAPHER
Passionate about creativity and driven by a desire to bring joy and positivity to my audience, I am Cyndi Willabelle Lee—a creative designer, artist, content creator, and videographer. With 6 years of professional experience, I have honed my skills and cultivated a unique approach to my work that sets me apart. I thrive on embracing quirkiness and uniqueness to create engaging and captivating experiences for my audience. Through my diverse skill set and unwavering dedication, I aim to leave a lasting impact through my creative endeavours.
INTERESTS & HOBBIES
Yoga, Pilates, Gym, Illustration, Content Creation, Travel photography & Videography
✈️ Travel Tiktok : @cy.lx
📸 Travel Photography Instagram : @graingaze.jpg
🖍️ Art Instagram : @mayuchie.png
📸 Travel Photography Instagram : @graingaze.jpg
🖍️ Art Instagram : @mayuchie.png
CREATIVE skills
Content Creation | Graphic Design | Art Direction | Illustration | Videography | Photography | Colourist
SOFTWARE skills
Photoshop | Illustrator | Davinci Resolve | Procreate | Lightroom
WORK EXPERIENCES
December 2022 - Current
Head Of Creatives
Young Hungry Free, Singapore
Young Hungry Free, Singapore
Responsibilities & Achievements:
✦ Lead & supervise the creative team, ensuring all assets going out on socials are in line with the brand
✦ Plan project timeline and create project brief for campaigns
✦ Create a system within the creative team to ensure work & timeline goes smoothly
✦ Lead the creative direction, conceptualisation and content planning for social media and all campaigns
✦ Create content through graphics, videos & video editing
✦ Graphic design for main campaigns such as : Sales, Warehouse sale, Christmas, Chinese New Year.
✦ Videographer: filming, editing & colouring videos that goes out on social media & website
✦ Guide and train junior creative executives and interns under the content team : provide guidances, skills improvements.
May 2021 - October 2022
Senior Creative Executive
LOVET, Singapore
LOVET, Singapore
Responsibilities & Achievements:
✦ Lead & supervise the Content Creation & Marketing Team, ensuring all assets going out on socials are in line with the brand
✦ Create a system within the creative team to ensure work & timeline goes smoothly by assigning tasks to each member of the team
✦ Oversee timeline, content ideation and conceptualisation (For Instagram Stories, Instagram Reels & Tiktok)
✦ Create content through graphics, videos & video editing
✦ Improve visuals of graphic design & content
✦ In-charge of shooting & editing videos that goes out on social media & website
✦ Work along side with Photographer and assist during photoshoots
✦ Introduce new content for social media that actively improved sales
✦ Plan & lead the team for the launch of MongxLovet II : Design, Event Planning & Liaising with other brands for goodie bags given during the event
August 2020 - March 2021
Graphics & Content Marketing Executive
By Invite Only & The Mindful Company, Singapore
By Invite Only & The Mindful Company, Singapore
Responsibilities & Achievements:
✦ Create and improve branding + graphics for all social platform (Instagram, Facebook, EDM & Website)
✦ Ensure that all design collaterals and visual merchandising is in line with the brand
✦ Lead a small team of graphic designer and copywriter – ensure that all work is in line with the brand
✦ Improve branding, visual merchandising & packaging design
✦ Plan and execute content marketing ideas for Instagram stories & Instagram feed
✦ Schedule Instagram post, Instagram stories, EDM & Website banners
✦ Liaise and provide creative directions with external photographers
✦ Sending items to respective photographers and KOLs with ‘Pickupp’ courier service
✦ Create brand and visual merchandising guidelines for internal comms, store staffs and KOLs
✦ Design and organise visual display for all stores
✦ Conceptualise and design the Black Friday sale and assist operations team in packing orders
✦ Improve quality of launch campaign assets
✦ Liaise with printer and vendors for store visual merchandising
✦ Editing/DI product and model images
✦ Shoot product images for social media / website
✦Uploading product images into Shopify Plus
November 2019 - July 2020
Regional Creative & Social Media Executive
Ember Collective (Her Velvet Vase), Singapore
Ember Collective (Her Velvet Vase), Singapore
Responsibilities & Achievements:
✦ Create and improve graphics for all social platform
Schedule Instagram post, Instagram stories, EDM & Website
✦ Liaise with modelling agencies
✦ Plan, executive and edit photos for weekly launches
✦ Sending items to respective KOLs with J&T courier service
✦ Create a proper branding image for the company
✦ Improve quality of launch campaign assets
✦ Editing/DI product and model images
✦ Create product page on Shopify
✦ Conceptualise and design various types of campaign, promotional and marketing collaterals across multiple platforms.
✦ Reaching out to KOLs and customer service (emails & direct messages)
✦ Pack orders for customers when necessary
April 2019 - September 2019
Graphic Designer
Fayth, Singapore
Fayth, Singapore
Responsibilities & Achievements:
✦ Conceptualize and design various types of campaign, promotional and marketing collaterals across multiple platforms - Including social media, website, newsletters and printed materials.
Assist in planning concepts for photoshoots by selecting models, scouting locations and building reference boards.
✦ Operate the second camera during campaign photoshoots, capturing video footage.
✦ Liaise with vendors to ensure optimal delivery of printed materials.
✦ Schedule content using tools such as Remarkety and Latergram.
✦ Improved the quality of launch campaign assets while reducing time taken by setting up customisable design templates.
✦ Introduced video content for every New Arrival launch, increasing the Instagram story completion rate by over 5%, often hitting 99%.
✦ Reduced campaign photoshoot time by improving the preparation process, increasing the amount of items shot by up to 10%.
✦ Lead the graphic design for the launch of the new line, Fayth Kids, designing the branding identity and illustrating the mascot.
✦ Lead the design segment of the company brand book refresh, adding in an additional two company fonts and expanding the company colour palette.
January 2018 - December 2018
Graphic Designer & Photographer
Loominous, Singapore
Loominous, Singapore
Responsibilities & Achievements:
✦ Planned and executed company photoshoots, handling cameras and studio lights.
Shot and edited all company assets including campaign collaterals and editorial images.
✦ Design and create assets for social media and website.
✦ Create print materials for events such as wedding invitations and signage
✦ Developed the company’s corporate identity and branding guidelines, designing the logo and website user interface