Strategic Content and Communications
Eileen
Lui
20 years of turning vision into reality. I build editorial programmes, teams, and systems that make complex ideas land with the people who need to hear them.
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About
Built for the work that matters.
I am a multilingual communications leader with 20 years of experience across Southeast and East Asia. I build things from scratch: editorial programmes, 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 programme 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 consultancy, and volunteer roles where strategic communications can directly support protection, livelihoods, and community resilience in conflict-affected settings, including Syria.
Featured Work
Three projects. Real outcomes.
Energy Tracker Asia and Climate Impacts Tracker Asia
I built the editorial programme, 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
SoyAi and Children of Tomorrow Youth Centre
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 localisation model: a youth-run, financially self-sustaining social enterprise. It demonstrates how livelihood programming can be owned by the community itself.
Social Enterprise
City Holdings Limited, Myanmar
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
Speaking across borders.
- English
- Bahasa Melayu
- Mandarin
- Cantonese
- Burmese
Professional Profile
How Eileen works.
Organiser
Conscientious, efficient, and detail-oriented. Thrives when given autonomy to execute.
Protector
Dutiful, organised, and fair. Leads by creating accountability without hierarchy.
Idealist
Curious and driven by strong values. Asks the question others avoid.
Humanitarian
Empathetic and solutions-focused. Motivated by work that creates positive change.
Soft Skills
The full range.
Four capability clusters. Each bar reflects depth of applied experience across 20+ years.
Career
25 years across Asia.
Media & Contributions
Published. On record.
Freelance Writer & Columnist
New Strait Times, MalaysiaRegular columns and freelance contributions to one of Malaysia's leading English-language newspapers.
Part-time Contributor
Myanmar Times (English Edition)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.
Published Short Story
Silverfish Best 25 Short Stories 2004, WinnerSelected for Silverfish Publications' annual anthology of the best short fiction from Southeast Asia, Malaysia.
Freelance Writer
Women's Weekly, MalaysiaFeature writing for one of Malaysia's most widely read women's magazines.
Beyond Work
The same discipline, applied everywhere.
Including community resilience and protection.
Children of Tomorrow Youth Centre & SoyAi
A localised, community-owned livelihood model.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 marginalised communities. This is a localisation 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 prioritise dignity over dependency.The Mobile Soup Movement
Informal, sustained protection for the most excluded.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.Competitive Triathlete & Coach
Resilience as a practiced discipline.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.Lecturer & Facilitator
Building local capacity, not dependency.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 prioritises leaving people with tools they own, not solutions they depend on.Humanitarian Commitment
Principles I will not compromise.I am guided by the principles of localisation, 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
Let's have a conversation.
Whether you have a role, a project, or simply want to connect, reach out directly. Even a chat is a good place to start.