While working with Friends-International, a leading global social enterprise supporting vulnerable children and youth across Southeast Asia, I led the organisation’s digital presence and online engagement strategy.
The objective was to strengthen brand visibility, deepen audience engagement, and increase online fundraising performance across a fragmented and underdeveloped digital ecosystem.
As Digital Lead, I oversaw the transformation of Friends-International’s online channels, including social media, website, and email marketing, into a cohesive and scalable digital platform.
I worked closely with in-country Khmer teams to develop a unified digital design system that translated the organisation’s identity—its energy, colour, and mission—into a consistent and engaging online experience across all touchpoints.
Key Contributions
- Defined and implemented a multi-channel digital strategy across web, social, and email
- Led the redesign of the organisation’s website to improve usability, engagement, and conversion
- Established and scaled social media channels (Facebook, Instagram, Twitter, YouTube) as core engagement platforms
- Developed content frameworks and governance to ensure consistency across regions
- Optimised digital channels for search visibility and fundraising performance
Impact
- Strengthened global digital presence and audience reach
- Improved engagement across key digital channels
- Supported increased online donations through a more cohesive and conversion-focused ecosystem
- Established foundational digital capabilities to support ongoing growth and program visibility
