What it is

Memories Group is a Myanmar-focused integrated tourism company operating across hotels, experiences, and services. The portfolio includes Awei Collection, Keinnara Collection, Hotel Suggati, Balloons Over Myanmar, Burma Boating, and Memories Travel. A spread that runs from adventure to luxury and from domestic to international audiences, all under one brand family.

What I built

The role started as Content Marketing Specialist and was promoted. The scope was full-funnel: editorial calendars across each brand, OTA management across booking platforms, and content production that had to serve different audiences across the same brand family without each property sounding like a copy of the others. Maintaining distinct voices while keeping group coherence is a content problem most single-brand teams never have to solve. Two deliverables from this period stand out because the format for each does not repeat. The first was authoring the 2019 Corporate Social Value and Sustainability Report end to end, coordinating internal design teams and data functions, and writing to an audience that expects both rigor and readability from that format. Sustainability reports are a specific genre with strict expectations. Getting them right means understanding what the organization actually did, not what it wants to claim it did. The second was a published feature on Keinnara Hpa-An in Myanmar National Airlines' in-flight magazine in 2020, pages 94 and 95. Getting a destination feature into an airline publication means the writing has to work for someone who picked up the magazine without any prior interest in the destination. The hook has to function on a stranger, not an enthusiast. OTA management across the Memories Group portfolio drove measurable TripAdvisor ranking improvements and LinkedIn audience growth for the group.

Clean Pledge

Clean Pledge was a Memories Group environmental initiative covering commitments across their tourism operations. The content strategy and design briefing for the programme translated organizational commitment into public-facing communication that is specific enough to be credible and accessible enough to reach travelers, not just compliance readers. The gap between those two audiences is where most sustainability communication fails.