Strategic Content and Communications
Eileen
Lui
20 years of turning vision into reality. I build editorial programs, teams, and systems that make complex ideas land with the people who need to hear them.
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Strategic Content and Communications
20 years of turning vision into reality. I build editorial programs, teams, and systems that make complex ideas land with the people who need to hear them.
Get in touch
About
I am a multilingual communications leader with 20 years of experience across Southeast and East Asia. I build things from scratch: editorial programs, internal marketing teams, social enterprises, loyalty platforms. My core skill is translating complex narratives, from COP and G20 to climate impacts and community livelihoods, into stories that reach the people who need to hear them.
I spent a decade in Myanmar, building the marketing communications function for City Holdings Limited and mentoring a generation of young communications professionals. I then moved to Thailand to lead the editorial program at Cuttlefish Media, growing Energy Tracker Asia and Climate Impacts Tracker Asia into credible, data-driven platforms with a combined reach of over 600,000 organic users and 10.6 million YouTube views.
Today, I am focused on applying those skills where they are needed most. A belief that communications done well is one of the most powerful tools available to humanitarian work, and a promise I intend to keep, brought me to this point. I am open to roles, consultancy, and volunteer roles where strategic communications can directly support protection, livelihoods, and community resilience in conflict-affected settings, including Syria.
Featured Work
I built the editorial program, content strategy, SEO framework, social teams, newsletter, and podcast infrastructure for two climate media platforms from scratch. Grew combined organic traffic by 1,966% over three years.
This work matters because accessible climate information enables vulnerable communities to advocate for their own protection and adaptation.
Editorial Leadership
Co-founded a youth centre in Myanmar with my husband, serving children from orphanages and homes. Launched SoyAi, a social enterprise producing soy milk and tofu run by youths from the Centre. Winner of the ASEAN Impact Challenge 2017 for Myanmar.
This is a localization model: a youth-run, financially self-sustaining social enterprise. It demonstrates how livelihood programming can be owned by the community itself.
Social Enterprise
I built and led corporate communications across six business sectors. Developed crisis communications frameworks, launched the first loyalty app in-country, and led digital transformation communications through the Covid-19 period and the 2021 coup.
Maintaining communications and operations through the 2021 coup and COVID-19 required working under active access and security constraints, directly transferable skills for humanitarian contexts.
Corporate CommunicationsLanguages
Professional Profile
Conscientious, efficient, and detail-oriented. Thrives when given autonomy to execute.
Dutiful, organized, and fair. Leads by creating accountability without hierarchy.
Curious and driven by strong values. Asks the question others avoid.
Empathetic and solutions-focused. Motivated by work that creates positive change.
Soft Skills
Four capability clusters. Each bar reflects depth of applied experience across 20+ years.
Career
Media & Contributions
Regular columns and freelance contributions to one of Malaysia's leading English-language newspapers.
Contributor to Myanmar's leading English-language publication until its discontinuation following the 2021 coup. Best investigative article: Myanmar Drug Scourge Engulfs Scenic Putao Town.
Selected for Silverfish Publications' annual anthology of the best short fiction from Southeast Asia, Malaysia.
Feature writing for one of Malaysia's most widely read women's magazines.
Beyond Work
Including community resilience and protection.
Together with my husband, we co-founded a youth centre serving children from orphanages and homes in Myanmar. Rather than charity, we built SoyAi, a social enterprise producing soy milk and tofu, run entirely by youths from marginalized communities. This is a localization approach: the community owns the business, the skills, and the income. It won the ASEAN Impact Challenge 2017 for Myanmar.
Humanitarian relevance: Self-sustaining livelihoods, youth agency, and community ownership, directly transferable to humanitarian programming models that prioritize dignity over dependency.Since 2015, I have allocated a portion of my monthly income to prepare 100 care packages each month for poor and homeless communities. During Myanmar's COVID-19 crisis, I scaled this to include food and livelihood support for families who fell outside formal humanitarian assistance: the undocumented, the displaced, and those without NGO access.
Humanitarian relevance: Reaching populations not covered by formal aid systems. Sustained, low-ego action over nearly a decade. A working model of informal protection and material support.I have been racing triathlon since 2006, with consistent top 10 finishes. I am CrossFit L2 certified and also trained in MMA. I also coach, translating physical discipline into mental resilience for others.
Humanitarian relevance: Humanitarian work demands sustained performance under unpredictable, high-stress conditions. My athletic background is a practice ground for the same discipline, tenacity, and stress management required in conflict-affected field contexts.I lecture part-time at Strategy First University Myanmar, teaching ICM Advertising and CIM Digital Strategy to working adults. I also facilitate workshops on digital communications and women's empowerment for community-based organizations.
Humanitarian relevance: Skills transfer and local capacity building, a core humanitarian principle. My approach prioritizes leaving people with tools they own, not solutions they depend on.I am guided by the principles of localization, accountability to affected populations, do no harm, and dignity-driven programming. These are not terms I use lightly. They are the framework I have applied in Myanmar's most difficult years, and the framework I will bring to humanitarian organizations working in any conflict-affected settings.
Contact
Whether you have a role, a project, or simply want to connect, reach out directly. Even a chat is a good place to start.