SEO & Content Team Lead
MaNaDr
"…She efficiently manages her team remotely while upholding high work quality standards produced while staying consistent and meeting tight deadlines… Any team would be fortunate to have her leadership and SEO expertise."
– Berlinda Lau, Former Manager
About MaNaDr
MaNaDr is a healthcare platform serving consumers through digital health services in Singapore. I led SEO and content strategy to improve organic discoverability, strengthen search performance, and scale content operations in a highly competitive B2C environment.
SEO Tools
- Ahrefs
- Yoast SEO
- Google Search Console
The Challenge & My Role
The Problem: In a highly competitive B2C healthcare market, MaNaDr's organic growth lacked a scalable structure. The challenge was to transform a reactive content approach into a systematic, predictable SEO engine that could aggressively capture market share.
My Ownership: Directed the end-to-end SEO and content strategy, managing a 3-person team to identify high-upside growth opportunities, enforce content quality, and execute high-impact technical and on-page refinements.
What I Changed
- Data-Driven Strategy: Reoriented the content workflow around SEO opportunity sizing, search intent, and ranking feasibility to shift from reactive publishing to strategic planning.
- Content Lifecycle Optimization: Treated existing content as a primary growth lever, auditing performance signals to strategically refresh, strengthen, or reposition legacy pages.
- Team Leadership & Operations: Elevated execution quality across a 3-person team by tightening optimization discipline, streamlining structures, and building a measurable operating rhythm for organic growth.
Deep Dive: The Results (12 Months)
I focused on growth in organic sessions, search visibility, average ranking positions, clicks, and impressions to evaluate whether the content and SEO program were improving discoverability.
Lift in Organic Sessions
Increased monthly organic sessions from 159K to 469K.
Average SERP Position
Improved from 18.7 (up 4.5 positions / 24% improvement).
Total Clicks
Generated across search visibility efforts.
Total Impressions
Reached through scalable content operation and optimization.
Performance metrics showing consistent organic growth trajectory over 12 months.
Why It Mattered
By transitioning the team from one-off content wins to a scalable SEO operation, I built a foundation for sustained growth. This strategic shift not only delivered a massive +195% lift in organic sessions and 285M impressionsin just 12 months, but also established a highly efficient, cost-effective acquisition channel for MaNaDr.
Let's Build Together
Currently targeting roles in Digital Marketing, Lifecycle Marketing, CRM, and Growth. If you're looking for someone who bridges the gap between content and conversion, let's talk.