Anna Ngo
Mount Roskill,Auckland
Summary
Proven Digital Content Specialist with a track record of enhancing web visibility and user engagement for Auckland Transport. Leveraged SEO and content strategy development skills to improve search rankings. Adept at creating copy for diverse audiences in a variety of formats including webpages, apps, blogging, social media and offline content.
Overview
13
13
years of professional experience
Work History
Digital Content Specialist
Auckland Transport
10.2023 - Current
- Write, edit and publish a high volume of pages on public transport products and services, infrastructure projects and policy changes.
- Work with internal and external stakeholders to determine content scope and structure, balancing business and customer needs.
- Optimise web pages with keyword-rich content, following best practices for SEO, accessibility and readability to improve search engine rankings.
- Use tools including Google Analytics, Google Search Console and Siteimprove to inform content.
- Write UX copy for the AT Mobile app and Auckland Transport website, applying user experience insights and customer journey principles.
- Evaluate UX/UI elements of the website and AT Mobile app through usability testing sessions, providing recommendations for improvements based on user feedback.
- Created and refined training materials for digital content creation, including style guide and procedural guides.
Digital Content Writer
Boxer
11.2021 - 10.2023
- Wrote landing page copy aligning with brand voice and brand guidelines.
- Developed marketing copy for B2B seller and shopper audiences, including customer-facing emails and onboarding materials (user guides, branded emails, social posts).
- Edited and proofread colleagues' work, ensuring consistency in style, tone and brand messaging throughout all digital assets..
- Developed long-form content such as blog articles, profiles and case studies to showcase the company's culture, expertise and thought leadership.
- Managed editorial calendar and social media posts on LinkedIn.
- Wrote UX copy for the Boxer app, including product microcopy and messaging for all user flows.
- Participated in user testing sessions to evaluate effectiveness of proposed app features and messaging.
Copywriter
Creative Content
05.2020 - 11.2021
- Wrote marketing copy for diverse B2B clients, including website copy, blogs, social media posts, e-newsletters, Facebook ads, press releases and brochures.
- Worked with content strategist to align content with client expectations and marketing goals.
- Interviewed clients, their customers and subject-matter experts to inform in-depth writing such as eBooks, white papers and case studies.
- Clients included EROAD, Common Good Coffee, Landmark Homes, Dependable Oil, Core Hygiene, EnviroVac and New Zealand Immigration Law.
Digital Content Writer
Cin7
02.2019 - 03.2020
- Wrote case studies, white papers and blog articles on retail, wholesale, and inventory management news and trends.
- Developed EDMs and email communications sent to customers, partners and prospects.
- Wrote social media posts and three monthly e-newsletters sent to customers, partners and employees.
- Managed and edited guest contributor blog posts.
- Conducted research on SEO best practices and applied them to our content marketing efforts to increase site traffic.
Content Specialist
Oceanmax/Jacobsen Holdings
01.2018 - 02.2019
- Wrote blogs on events and marine industry news to promote Propspeed antifouling coating.
- Developed case studies and customer support materials, including product application guides.
- Created social media posts for multiple platforms (Instagram, LinkedIn, Facebook).
- Wrote company newsletter and newsletters sent to business partners and distributors on behalf of sales reps.
- Supported the wider Jacobsen Holdings group (Jacobsen Flooring, Tredsafe, Floorspace) with content development as needed.
Feature Writer and Journalist
Waiheke Gulf News/Waiheke Weekender
09.2016 - 10.2017
- Wrote human interest features for the Waiheke Weekender, a weekly lifestyle publication.
- Edited soft news, ‘What’s on’ features and the arts column for the Gulf News, the island’s community newspaper.
- Compiled police and emergency services report for the Gulf News.
- Took photos as needed.
Communications Specialist
EBSCO Industries
08.2015 - 07.2016
- Wrote blog posts, promotional materials and ad copy for EBSCO brands including Luxor office furniture, Siegel Display products, EBSCO Sign Group and Vulcan Industries.
- Wrote marketing copy and product descriptions for PRADCO Outdoor Brands to appear on retail sites including Walmart, Dick’s Sporting Goods and Amazon.
- Developed all-new copy for Stewart Signs website redesign.
Senior Copywriter
Disney Parks and Resorts Digital
06.2011 - 06.2015
- Wrote detail pages for Disney attractions, restaurants, hotels, cruises, tours, seasonal events and special offers.
- Followed Disney house style to ensure consistent brand voice and useful guest messaging.
- Worked with operations and legal team to revise copy for accuracy and compliance.
- Conducted site-wide functionality testing, checking for consistency across pages, especially at product launch.
- Brands worked on include Walt Disney World Resort, Disneyland Resort, Shanghai Disney Resort, Disney Cruise Line, Disney’s Fairy Tale Weddings and Adventures by Disney.
Education
Bachelor of Arts - Mass Communications
University of California
Los Angeles06.1998
Skills
- Digital Content Creation
- Social Media
- Blogging
- Internal Communications
- Content Strategy Development
- Search Engine Optimisation
- Keyword Research
- Customer Experience
- App and UX Copy
Timeline
Digital Content Specialist
Auckland Transport
10.2023 - Current
Digital Content Writer
Boxer
11.2021 - 10.2023
Copywriter
Creative Content
05.2020 - 11.2021
Digital Content Writer
Cin7
02.2019 - 03.2020
Content Specialist
Oceanmax/Jacobsen Holdings
01.2018 - 02.2019
Feature Writer and Journalist
Waiheke Gulf News/Waiheke Weekender
09.2016 - 10.2017
Communications Specialist
EBSCO Industries
08.2015 - 07.2016
Senior Copywriter
Disney Parks and Resorts Digital
06.2011 - 06.2015
Bachelor of Arts - Mass Communications
University of California
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