Visa APAC

Make Vee a character Gen Z actually wants to follow, and turn awareness into long-term engagement across the region.

I lead social strategy and serve as the main point of contact, working closely with the client on team structure and partnering with our account managers, creative production team, and art director. TikTok and Instagram run on two separate strategies, each with its own tone of voice built to feel native to the platform. I built the brand guidelines and community management do's and don'ts, and our team uses current trends and social data to shape the tactics, from regional content and new profile pictures to reposting relevant assets from Visa's global team. Every format is built to move natively across social, from cut-downs to shareable moments tied to key brand beats. We also support Visa's wider initiatives, creating content around its sponsorships and partnerships, including BTS, The Weeknd, Maroon 5, izna, Laufey, FIFA, and F1. We also rebuilt Vee’s mascot suit. Working with one of our local vendors in Korea, we redesigned the original costume with premium materials and a look truer to Vee’s aesthetic, producing suits for Singapore and eight additional markets so Vee can show up on site across the region at a moment’s notice. Day to day, I review all creative before it goes to the client, manage budgets with external producers, work as one of the account's community managers, and work with the team on reporting, digging into backend analytics for takeaways and recommendations.

DIVE started as Visa’s social retainer in March, with content going live in May. Since then, Vee has built a distinct identity across both platforms. Year over year, Instagram followers grew 117%, from 13,800 to 29,900, and TikTok followers grew 25%, from 601,000 to 753,500.