In this edition of Marketer of the Week, Ignite Visibility spotlights Grace Lau, Director of Growth Content at Dialpad.
Ignite commends Grace for her extensive copywriting and advertising experience, which has enabled her to use her love for language and her rich communication skills to help brands and businesses grow.
Meet Grace Lau
Grace Lau is originally from Hong Kong and moved to Canada, where she began her education through ESL classes. From this initial introduction to the English language, Grace funneled her skills and talents into crafting well-written English copy for a living.
From print ads to YouTube pre-rolls, Grace has authored just about every kind of content. Equipped with several years of firsthand experience, Grace now helps B2B brands generate growth-focused and demand-gen content that helps them scale and benefit from improvements in organic traffic and search results.
Grace Lau’s Professional Journey
In 2021, Grace Lau joined Dialpad as the Director of Growth Content. At Dialpad, she is responsible for driving the company’s growth content strategy through a blend of strategic content initiatives. Her commitment to building brands has resulted in massive growth for each organization or client she has helped.
Grace’s career history is paved with notable roles at several companies throughout the Toronto and Vancouver areas.
- Clio, Copywriter (Legal Practice Management Software)
- Mogo, Senior Copywriter
- Unbounce, Senior Copywriter
- Copper, Lead Editor
- RingCentral, Head of SMB Content
Grace’s analytical abilities, combined with her sincere love for writing and risk-taking, have allowed her to shine in each of these roles.
Major Career Accomplishments
One of Grace’s most notable professional accomplishments took place during her time at RingCentral. There, she scaled content production and grew monthly organic traffic by 20–30% month over month for four consecutive quarters.
Because of Grace’s efforts and leadership, RingCentral’s monthly unique views jumped from 0 to more than 100,000 in one year. On top of taking specific actions to increase traffic and views, Grace also managed a team of more than ten writers and editors to ensure a cohesive and consistent content cadence.
Grace Lau’s Artistic Approach
One quality that makes Grace unique is her love for poetry. Although her busy professional life could have kept her from pursuing personal hobbies on the side, Grace recognized that she did not want to take a break from her content marketing career to focus on poetry.
In an unexpected twist, Grace took a risk and devoted herself to her job and to poetry. In fact, her first book of published poems was launched in the spring of 2021. From a creativity standpoint, writing poetry provides Grace with a more holistic perspective on content development and editing.
As she switches from long-form blog posts or software case studies to poetry, Grace is able to reset her mind, which gives her an opportunity to return back to her day job with a poetic approach to editing. As a result of her creative background, Grace is especially sensitive to making an impact in a concise way.
A Passion for Inclusion
Both personally and professionally, Grace is an advocate for building diverse teams and communities. At work, this often means hiring minorities for better representation and magnifying queer colleagues.
Regardless of her roles and responsibilities, Grace continually strives to amplify a variety of voices and push for the representation of different perspectives. She also believes that nontraditional backgrounds are beneficial, particularly in the field of content marketing in which unique experiences can help content stand out.
Where You Can Find Grace Today
Grace Lau has juggled many types of roles and titles, including freelance copywriter.
She’s created copy or TV show’s online brand campaign and mobile games. Additionally, Lau won Bronze in the print ad category in Cannes Lion Competition. That’s something to be proud of.
Since April 2021, Grace has taken her talents and ideas to Dialpad as the Director of Growth Content. As a cloud-based telecommunications platform, Dialpad is in a unique place to help companies rise to the challenge of modern remote and dispersed work environments.
There is no doubt that Grace’s keen awareness of language and her experience crafting demand-gen content will help propel Dialpad to its next stage of growth.
Wrapping Up on Grace Lau of Dialpad
As a copywriter and content marketer, Grace’s passion for the written word is foundational to her professional work. Yet as a leader of people, Grace is also focused on creating connections and elevating individuals who may be under-represented.
It is Grace’s unique combination of professional skill and personal passions that make her a worthy candidate for Ignite’s Marketer of the Week.