Distilleri
Community management for McDonald's Singapore and DFI Retail Group — the quiet, everyday work that keeps big consumer brands healthy, held across several distinct brand voices at once.
Distilleri is a Singapore-based digital agency working with some of the region's most recognisable consumer brands. As part of their freelance community-management team, I managed social communications for two major accounts across Instagram, Facebook, and email.
My role
I handled customer-facing communication, campaign support, and analytics reporting — holding several distinct brand voices at once without blurring them. A recurring insight across the reporting period: people connect with people. Seeing real customers and staff represented authentically consistently built more trust than product-led content alone.
Two major accounts, held to a high bar.
Choose an account to see the challenge and the work behind it — from one of Singapore's highest-traffic F&B brands to a family of grocery retail brands.
McDonald's Singapore
Community management for one of Singapore's most active, high-traffic F&B accounts — through the brand's biggest campaign windows.
Read moreDFI Retail Group
Community comms across three distinct grocery brand voices, each with its own tone and customer demographic.
Read moreWhat this role taught me
Community management at this scale is the quieter side of brand-building — consistent, attentive, and easy to underestimate. It taught me how much brand health rests on everyday interactions, how to hold several distinct brand voices at once without blurring them, and how to read what an audience actually responds to and feed that back into the content.
McDonald's Singapore
One of Singapore's highest-traffic F&B brand accounts
The challenge. At McDonald's scale, community management plays a quieter but critical role in sustaining growth — every comment responded to, every concern addressed, and every positive interaction acknowledged contributes to reputation, loyalty, and engagement health. That volume climbs further during the brand's frequent campaigns and contests.
The work
I managed the full range of customer interactions across Instagram and Facebook via SproutSocial — from enthusiastic fans to complaints and product and app queries — engaged with Stories regularly to keep the presence active and responsive, and supported campaign and contest rollouts through the brand's highest-traffic windows. I contributed to monthly analytics reports, surfacing that people-first content — crew features, superfan stories, community moments — consistently resonated most strongly.
The results
- 220k → 270kInstagram following over the engagement
- 510k → 540kFacebook following
- 5.45%engagement rate — Olivia Rodrigo tie-in
- 4.82%engagement rate — International Fries Day
DFI Retail Group
Giant · Cold Storage · Cold Storage Fresh
The context. DFI's family of grocery retail brands each carry a distinct voice and customer demographic — three tones to hold at once without blurring them.
The work
I managed community communications across the brands on Instagram, Facebook, and email — handling enquiries, product questions, and feedback across Giant, Cold Storage, and Cold Storage Fresh — and ran day-to-day management through Meta Business Suite. I helped customers promptly through busier periods — contests, competitions, and festive campaigns — when engagement volumes spiked.