Content Creator at HYGR

The loophole that got me in

In my final semester at College Community Pasir Salak we were hunting for internships, and I was an IT student with exactly one multimedia class from semester three, plus the videos I had been making for our club. Then I saw HYGR, the Malaysian personal care brand behind the natural deodorant and tinted lip balm everyone knows, opening internship applications. Who in their right mind would apply? I did. The club videos became my portfolio, and I got accepted as a Video Editor intern in January 2024, holding a Cert in IT.

That is also how I became a city boy: moving up for the job, commuting from Cheras to Subang as an intern, which was its own endurance sport. When the full time offer came in June 2024, I moved to Subang Jaya, near the office, and never really left.

The job

Script, shoot, edit, post, read the numbers, repeat. Two product lines, every platform, a crazy fast paced startup environment that forced my critical thinking and creative mind to grow up quickly. By the time I left in August 2025 the counter said 261+ videos and 38 million views.

Learning the algorithm by feeding it

You cannot read your way into understanding distribution. The only teacher is volume with attention: ship, watch where people leave, change one thing, ship again. After a few hundred cycles the algorithm stops being mysterious. It is just brutally honest audience research, at speed.

• Hooks rewritten five, six, ten times: the first two seconds are the whole video.
• A tracker for which hook variant went where; performance logs that taught the next round.
• The unglamorous automation behind the scenes that kept daily shipping possible: my first taste of the work I now do professionally.

The people who set the bar

Working at HYGR meant meeting a lot of influencers, starting with the boss herself: Ivor, a creative mind that runs 24/7. Her partner Boss Meng was my picture of what a boss should be: quiet, deep, calm, and understanding. Both are deeply empathetic people, and that is probably why I worked the hardest I ever have there.

I would start at 8.30am and often leave at 9pm, sometimes midnight when there was a setup or an edit to finish. Nobody demanded that. I knew I was lacking, so I stayed back on my own initiative to catch up with my editing senior, the best editor I have ever worked with.

A job that was never fixed

The beauty of a startup like HYGR: if you want to do something, they will give you the chance to do it. One month I was driving a caravan to Pahang to visit an Orang Asli community for CSR. Another stretch I was driving across all 13 states of Malaysia for booth pop ups with ZUS, pitching at malls, night markets, and expos in English, Malay, Chinese, or Thai depending on who walked up. Watching a stranger's face while you pitch teaches you things a retention graph never will.

Why this chapter still matters

HYGR is the place that shaped me as a person and as a man, and where my creative and marketing fundamentals were forged. There are enough bittersweet memories to fill days of writing. Eventually I outgrew it, or maybe I was just immature at the time, and deciding to quit felt worse than a breakup. It was also the freest I had ever felt.

HYGR will always have a special place in my heart. Sincerely, thank you Boss Meng and Boss Ivor, plus the HYGR team of 2024 to 2025. You guys taught me a lot.

People assume I left content behind when I became an engineer. The opposite: every AI marketing workflow I build now, at P10X Media and Orion Automation, ends at a human deciding whether to keep watching. I just automate everything before that moment.