In September, INMA awarded 30 young professionals around the world with its fourth “30 Under 30” award as part of its Young Professionals Initiative. This is the seventh in a series of 30 features about the impressive rising media stars who are shaping our industry. 

Although she is just three years into her career at SPH Media, Isabel Ng Yi Rou is already considered the most senior audience specialist in Lianhe Zaobao’s newsroom.

Her ability to blend analytical skills with design expertise has made her a dependable and versatile talent, and she plays a crucial role in shaping the newsroom’s informed, strategic, and audience-centric decisions.

Her collaboration goes beyond the newsroom and she also works with non-editorial teams. As the go-to person on data analytics tools, Isabel is widely acknowledged and respected in the newsroom for her ability to glean valuable insights from data and present it to the newsroom in easy-to-understand ways. This has had a powerful effect on the newsroom, allowing it to optimise its reach, improve engagement, and better retain and convert its audience.

Because of her deep understanding of so many platforms, Isabel has become an invaluable resource for in-house strategy and advisory support. She also is dedicated to improving the newsroom’s data literacy through regular internal communication and training initiatives.

With her meticulous attention to detail and result-oriented mindset, Isabel is poised for great success in the industry.

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