Shila Lao

Marketing & Content Specialist · Sydney, AU

Marketer.
Maker.
Storyteller.

I build campaigns that make people feel something. From PropTech event activations to award-winning product copy, I turn complex ideas into stories readers actually want to finish.

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Story
3+
Years in marketing & content
200+
Partner integrations communicated
6
Industry award finalist campaigns led
01

The story
behind the work

I came to marketing via talent acquisition, which means I understand people before I understand channels. I spent years listening to what makes someone say yes, what makes them feel seen, and what makes them scroll straight past. That foundation shapes every piece of copy I write.

At MRI Software, I've led content across the full APAC marketing mix — from event campaigns and partner communications to award submissions and product launches. I've written for stages, screens, inboxes, and feeds, often across multiple workstreams at once.

I write copy that sounds like a person wrote it. No jargon. No filler. Just the right words in the right order, doing exactly the job they need to do.

"The best marketing doesn't feel like marketing. It feels like someone finally understood what you needed."
02

Selected
work

Each project below includes the brief, the thinking, the execution, and the outcome. Click the image areas to upload screenshots or proof of work when you have them.

Event Campaign · 2026

MRI Ascend APAC — "Amplify Your Edge"

The goal
Drive ticket registrations and internal buzz for MRI's flagship APAC conference at Hilton Sydney, August 2026.
My role
End-to-end content ownership across all campaign stages and channels.
Strategy
Built a multi-stage rollout from super early bird through to on-the-day comms, keeping urgency and excitement building at each phase.
Deliverables
EDMs (2 stages), social copy, internal staff comms, email signature campaign, ticket and program copy.
Outcome
Owned every content touchpoint from save-the-date to on-the-day — the first time a single person had led the full content thread for Ascend APAC.
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e.g. EDM screenshot, social post, event page

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Activation + Partner Marketing · 2026

AREC "Unlock the Vault" — Gamified Event Activation

The goal
Create meaningful on-the-ground engagement at AREC on the Gold Coast, connecting Vault CRM with partner APLYiD in a way that felt genuinely fun, not promotional.
My role
Concept development, gamification copywriting, full event content suite.
Strategy
Built a Typeform quiz activation that gamified product discovery. Attendees unlocked answers through play, not pitch. Developed vox pop content to extend reach post-event.
Deliverables
Quiz copy, bump-in social posts, daily activation posts, speaking slot support, post-event wrap-up content.
Outcome
Blended two brand stories into one cohesive activation, positioning MRI as the platform and APLYiD as the amplifier — not two separate stalls.
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e.g. Typeform quiz, social post, event photo

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Awards Strategy · 2026

PropTech Awards — 5 Submission Entries, 6 Finalists

The goal
Position MRI Software products as industry leaders across the REB Innovation Awards and PropTech of the Year Awards.
My role
Led or contributed to all five submissions; wrote finalist announcement social content.
Strategy
Tailored each submission to the judging criteria while maintaining a consistent brand voice. Translated technical product features into compelling, human-centred impact narratives.
Products covered
Agora Insights, Property Tree (x2 categories), Vault CRM, MRI Evolution, Vault Dev Team.
Outcome
6 finalist positions across both awards programs. Finalist social posts produced for all six.
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e.g. finalist announcement post, awards page

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Partner + Ecosystem Marketing · 2025–2026

Property Tree Ecosystem — Partner Integration Kits

The goal
Communicate MRI's 200+ partner ecosystem clearly and compellingly — for both property managers evaluating integrations and partners wanting to be promoted.
My role
Wrote all partner pack copy; conceptualised and wrote the LinkedIn scroll-through asset.
Strategy
Positioned MRI as the primary platform and each partner as a value-add, not an equal. Created a repeatable copy framework that scaled across 200+ partners without feeling templated.
Partners featured
AskNicely, 1300 Smoke Alarms, Complete Rental Care, Compare and Connect, FLK it over, and many more.
Outcome
A scalable content framework covering 200+ integrations, with a flagship LinkedIn asset that surfaced the ecosystem's breadth in a single, scrollable format.
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e.g. LinkedIn carousel, partner pack page

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Brand Naming + Messaging · 2025

MRI OnLocation "Elevate" — Premium Support Package

The goal
Name and position a new premium support tier for MRI OnLocation in a way that felt earned and aspirational — not just "the expensive option."
My role
Solo project: naming, positioning, messaging architecture, and launch copy.
Strategy
Explored names that implied upward movement and strategic partnership rather than just service. "Elevate" was chosen for its clarity, aspiration, and brand-neutrality across different buyer contexts.
Key learning
The name does 80% of the positioning work. Once "Elevate" was locked, the rest of the messaging followed naturally.
Outcome
Zero-brief to launch-ready name and messaging framework, adopted by the product team as the official tier name.
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e.g. landing page, product page, announcement

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03

Tools &
platforms

Content & Design
  • Canva
  • Adobe Creative Suite
  • Microsoft Office Suite
  • Google Workspace
Marketing & Email
  • HubSpot
  • Mailchimp / EDM platforms
  • Typeform
  • LinkedIn Campaign Manager
Social & Scheduling
  • LinkedIn (native + analytics)
  • Hootsuite / scheduling tools
  • Social media analytics
Collaboration
  • Asana / project management
  • Slack
  • SharePoint / Confluence
  • Zoom / Teams

* Update this list to reflect your actual stack — remove anything that doesn't apply and add what's missing.

04

What people
say

Replace this with a real quote from a colleague or manager once you have it. Even one sentence about the impact of your work is enough.

Colleague Name
Title · MRI Software
✦
Testimonial coming soon
✦
Testimonial coming soon

LinkedIn recommendations from colleagues carry the most weight as they're publicly verified. Two or three strong quotes is all you need.

05

What I
bring

Campaign Copywriting

EDMs, social copy, event comms, landing pages. I write for the full funnel and across channels, with consistent voice and clear intent at every touchpoint.

Partner & Ecosystem Marketing

Sales enablement, integration kits, co-marketing content. I know how to position third-party value without diluting the primary brand.

Event Marketing

Pre-event, on-the-day, and post-event content. I've run activation concepts, vox pop planning, speaker support, and audience engagement content end-to-end.

Social Media

LinkedIn-native copy with strong editorial instincts. I write posts that drive engagement without reading like ads, and I understand B2B social tone intuitively.

Brand & Naming

Product naming, messaging hierarchies, value proposition development. I've taken briefs from blank page to launch-ready frameworks.

Internal Communications

Staff announcements, engagement campaigns, award submissions, thought leadership support. I write for humans first, even when the audience is internal.

06

Where I've
been doing it

May 2025 — Present
Partner Marketing & Social Media Coordinator
MRI Software · APAC
  • Led content strategy and copywriting for MRI Ascend APAC 2026, MRI's flagship regional conference
  • Developed a gamified event activation for AREC in partnership with APLYiD
  • Produced five award submissions resulting in six finalist positions across the REB Innovation Awards and PropTech of the Year Awards
  • Managed content for 200+ partner product integrations across the MRI APAC ecosystem
  • Named and developed messaging for the "Elevate" premium support package for MRI OnLocation
  • Supported the Head of Brand with thought leadership and the Head of Digital with social and digital activations
Aug 2022 — May 2025
Talent Acquisition & Workplace Experience
MRI Software · APAC
  • Built and managed end-to-end recruitment across APAC for tech, sales, and corporate functions
  • Developed employer brand content and candidate communications reflecting MRI's culture and values
  • Designed and delivered workplace experience initiatives supporting team engagement and retention
  • Developed deep human insight into what motivates people — the foundation of every piece of marketing copy I write today
Shila Lao · Marketing & Content Specialist Sydney, Australia · Available for new opportunities