Singapore
I’m Anna, a creative designer with a cross cultural perspective shaped by years working across New York and Seoul. At Match Group/Hyperconnect, I lead ad creative for global apps, from concept to production to performance analysis across 7+ markets including the US, UK, Germany, Brazil, and the Middle East. I think deeply about attention: what stops a scroll, what builds trust in 3 seconds, what moves someone from awareness to action. My work sits at the intersection of brand storytelling and data, I run structured A/B tests, read the numbers, and feed those insights back into the next creative. I’ve also built internal AI tools to speed up localization and creative workflows, because good creative at scale needs good systems behind it.
Driving creative strategy and asset production for new Match Group app projects in early growth stages, building visual identity and content systems from the ground up. Produced monthly marketing video and image assets for Azar, including pump videos and bumper ads distributed across TikTok, YouTube, and Instagram.
- Designed flowbased, variable driven interfaces for an AI platform, focusing on how users enter, engage, and continue within complex interactive experiences. - Led end to end brand design, including logo, visual language, and the official landing page. Ensuring consistency across product, marketing, and external communications. - Actively used user behavior data and feedback to iterate on onboarding flows, tutorials, and feature communication, improving clarity and early adoption.
- Concepted and produced Glam Up, a mood-based campaign video targeting teen users, inspired by everyday school contexts. - Achieved 126K+ YouTube views, driving users to the Ivy Beauty website via the video’s CTA links.
- Redesigned the Roundtable feedback platform, increasing engagement by 15% and reducing task completion time by 69% through clearer information hierarchy and navigation. - Led user research and usability testing, translating insights into platform improvements that drove a 79% increase in new users post launch. - Contributed to brand-forward visual refreshes (e.g. Vivace), aligning aesthetics with audience expansion and engagement goals.
Joined the initial team of essentory, a crowdfunding service for creators, and led the design efforts up to the development of the Minimum Viable Product (MVP). Served as a UX/UI Design Intern for three months, contributing to the foundational design and user experience strategies.
Managed social media for Culcom, by creating engaging visuals and videos for Instagram. Efforts led to a significant increase in followers, growing the base from 500 to over 4,000, thereby enhancing the brand's online presence.