︎ PHILOSOPHY ︎ WRITING ︎ EDITING ︎ MARKETING ADVISORY

My name is Herbert Lui, and I work as a marketing advisor, editor, and writer.

I work with intellectually honest, candid, enthusiastic, generous, energetic, entrepreneurial experts to demonstrate their expertise, communicate their opinions, and develop their brands. The spirit of my work is driven by creativity, sharing, and strategy.

︎︎︎ Learn more here

MARKETING ADVISORY

I work with leaders (like CMOs, VPs of marketing, and marketing directors) in a role responsible for “content,” “thought leadership,” or “brand.” I support from a strategic perspective, helping to set objectives, prioritizing paths to achieve objectives, and identifying starting points. (Read more...)

WORK SAMPLES

WORKOS

I worked a full-time assignment with WorkOS as its editorial director. I developed an editorial calendar and produced weekly blog posts to grow top funnel awareness (+30% one month after joining)... (Read more...)

Links to more info ⤵
︎︎︎ What Makes a Good Changelog (Picked up organically at Programming Digest), submitted at Reddit, sponsor content for Pointer)
︎︎︎ Crossing the Enterprise Chasm, a podcast about startups and their journeys moving up-market to serve enterprise customers
︎︎︎ WorkOS key values

QUICKBOOKS (INTUIT)

I worked a full-time assignment as an editor in chief at Intuit, starting and leading the editorial team for QuickBooks Online Advanced and Desktop Enterprise products, driving tens of thousands of pageviews to a new publication at the QuickBooks Resource Center. I worked with the SEO team and consultants, product marketing managers, researchers, customer insights, and leadership to manage $1 million in marketing spend. (Read more...)

Links to more info ⤵
︎︎︎ Is a US manufacturing decline being overblown? (Picked up at Forbes)
︎︎︎ I drafted up quotes for Intuit’s VP Karen Barson (Forbes)
︎︎︎ How business networking can help you leverage the wisdom of other entrepreneurs by Ben Oliveri and Brian Lim

EDITING

There’s no shortage of challenges making writing meet business objectives. Perhaps people finding your work through search aren’t interested in doing business with you. Maybe you needed to spin up a writing team yesterday to meet your content production needs; you’ve fallen behind, and now you’re feeling the burn. I support leaders with problems like these as an editor. (Read more...)

WORK SAMPLES

CIVIC INNOVATION OFFICE (CITY OF TORONTO)

Through my editorial studio at Wonder Shuttle, I worked with the founding director Paula Kwan at the City of Toronto’s Civic Innovation Team, to create a 44-page report outlining the progress of 7 municipal technology projects over 2 years. The report was distributed to stakeholders in the City of Toronto and Bloomberg Philanthropies. I was responsible for editorial direction, and I managed a client, writer and editor, and designer. (Read more...)

Links to more info ⤵
︎︎︎ Grant Outcomes Report: Civic Innovation Office
︎︎︎ Civic Innovation case study

SHOPIFY PLUS

During my tenure as the deputy editor at Shopify Plus, I edited a dozen pieces per month, and directed and ghostwrote dozens of interviews and guest posts with brands like The Hundreds. I also personally wrote deep dives into topics such as Nike's omni-channel strategy, or more technical pieces such as this one on Product Information Management systems. (Read more...)

Links to more info ⤵
︎︎︎ My writing at Shopify Plus
︎︎︎ The Hundreds Creates Culture, Content & (Then) Commerce: Streetwear Fashion

WRITING

Many leaders need support conveying and communicating their plans. I work with leaders and teams to on writing at a strategic level; documents that literally millions of dollars ride on. It could be a company narrative, a blog post that communicates your company’s thesis, or a deck that will help earn you millions in funding. (Read more...)

WORK SAMPLES

GHOSTWRITING

I work with executives at companies as a ghostwriter. (Read more...)

Links to more info ⤵
︎︎︎ Guardians of the Wealthsimple Galaxy
︎︎︎ Q: How to Make Crypto a Little Less Cryptic?
︎︎︎ How we improved our interview process at Flipp (non-paywalled link)
︎︎︎ How our company culture helped us scale from 10 employees to 275
︎︎︎ Moving Up the Value Chain in the Gig Economy
︎︎︎ The Future of Full-Time Jobs in the Age of Freelancers

CREATIVE DOING (HOLLOWAY, 2022)

I spent a decade researching the creative process, through my own writing and entrepreneurial practices, and in conversation with practicing artists and creatives of all kinds. I published my findings in a book entitled, Creative Doing. This collection of exercises, mental models, and true stories from prominent artists will guide you through your blocks and find the unique creative process that works for you. (Read more...)

Links to more info ⤵
︎︎︎ Creative Doing excerpt in Every
︎︎︎ Creative Doing excerpt in Interintellect
︎︎︎ Infinite Loops podcast appearance
︎︎︎ The Futur podcast appearance
︎︎︎ Why I Wrote a Book About Creativity at Human Parts

PROVIDING SERVICES AND SKILLS:

Marketing advisory:
• Executive personal brand development
• Corporate and team brand development
• Collaborative ghostwriting
• Branding and employer brand
• Editorial strategy
• Finding shared language
• Building relationships with community
• Organic content promotion

Editing
• Content planning and scoping
• Building a team of writers, editors, and strategists
• Planning editorial calendars
• Setting creative and editorial direction

Writing
• Writing and content production
• Strategic documents production
• Creating and publishing newsletters
• Sourcing and producing expert interviews
• Cross-collaborations between teams
• Thought partnership

HERBERT LUI