We’re thrilled to welcome Cheryl Tan to the numero® team as our new Senior Content Manager.
Cheryl joined us on 23 February 2026, bringing a career path that spans Singapore and Auckland, coffee machines and content strategies, fashion magazines and medical clinics. If that sounds like a lot of ground to cover, it is. And that’s exactly why she’s here (and writing this blog about herself in the third person, how vapid!)
FROM SINGAPORE TO AUCKLAND (AND BACK..?)
Truth be told, content marketing wasn’t Cheryl’s first choice. As it goes with almost every young teenager’s first big decision about what to do with their life, Cheryl simply postponed it by picking a generic tertiary education option: a Diploma in Media and Communication.
It was here that she discovered a love for research and writing, later interning at a fashion magazine and then a pop culture and gaming blog—two industries at completely opposite ends of the scale! Then came the big move to New Zealand to complete a degree in Communication and Psychology (with a summer internship at an SEO agency in Auckland)!
Graduation came with it’s own hurdles, being in the middle of the lockdowns, leading Cheryl to move back to Singapore and shift gears, masquerading as a barista while handling event management. Then, she started her first ‘big girl’ job as an in-house content writer for a podiatry clinic, which, if you’ve ever tried to make healthcare copy engaging, you’ll know is its own kind of challenge.
CLIMBING THE CONTENT LADDER, ONE RUNG AT A TIME
Alas, no matter how alluring looking at feet pictures all day was, the call to return to Aotearoa was just too strong. So, she packed up her bags, moved as soon as the borders opened, and started hustling.
Over the next 4 years, she moved up from content writer, with a brief stint as a junior editor, and walked out as a senior two agencies later. A true ‘started from the bottom, now we’re here’ story, she’s experienced all that agency life has to offer. From writing about reliable roofing services to enthralling escorts, you’ll be hard-pressed to find a brand or industry that she hasn’t had as a client.
Now, she’s landed at numero® as Senior Content Manager.
WHAT CHERYL BRINGS TO NUMERO®
Writing for wildly different brands and industries doesn’t just make for interesting days at work. Instead of just defaulting to one voice and format for every client, you start asking better questions, such as: Who’s reading this? What do they actually need to know? Where should this information sit on a page? And how do I say it in a way that doesn’t make people click away?
Her years of agency experience have honed some pretty hard-baked SEO best practices for content, and she’s already thinking about how it needs to evolve for GEO and AEO.
And then there’s the formats. With experience in website copy, Facebook advertising, Google ads, editorial, and social, she’s definitely got the range.
WHAT CHERYL SAYS ABOUT JOINING THE TEAM
“Joining a new place is always scary, especially in the middle of massive changes.” And at numero®, we’re moving fast right now, making that a definite understatement.
What made the difference? The team. A good crew can make even the most chaotic onboarding feel manageable, and by Cheryl’s account, that’s exactly what she got. Supportive, collaborative, and with teammates who are always up for a yarn, numero® certainly fosters an environment that encourages its members to excel. (Although, their social events calendar is definitely looking a little abysmal).
LOOKING AHEAD: CONTENT THAT ANSWERS THE REAL QUESTIONS
In 2026, writing great content isn’t just about ranking on Google anymore. It’s about showing up in AI-generated responses, being cited by LLMs, and making sure your content is structured for both humans and machines. One-dimensional copy that exists to fill a page just isn’t going to cut it anymore.
We’ve already started moving in that direction internally. Our content processes have been automated and overhauled, and clients are already seeing the difference! Work is being delivered more strategically, built around the questions consumers are actually asking rather than just churning out pieces for the sake of it.
Cheryl’s here to take the reins, and she’s got plans beyond content, too. Big things are in the works for numero®’s social media, and if she has anything to say about it, some pretty decent social events are on the horizon as well. Watch this space!
When Cheryl isn’t busy crafting up client strategies or letting fingers fly over keyboards, she enjoys the odd game (both of the video and board variety), and curling up on the couch with her cat Halloumi.
Want to stay across what’s happening in content, search, and performance marketing? Keep an eye on the numero® blog, or get in touch if you’d like to talk about what smarter content and web design in Auckland could do for your business!
