Hey, I’m Helmi
YouTube content strategist, personal brand builder and occasional speaker. I build content systems that generate consistent revenue without paid ads - and I've done it inside companies, for clients, and for my own channels.
I'm a 38-year-old Mechanical Engineering graduate from the University of Wisconsin–Madison who spent the last decade building content systems instead of oil pipelines.
I've led content for a B2B SaaS platform, consulted for some of Malaysia's largest media brands, coached 124+ founders and creators, and built two YouTube channels from scratch.
I'm based in Kuala Lumpur and open to Head of content roles remotely or in Singapore & Malaysia.
How it Started
In 2012, I graduated from a US engineering school with no idea what I actually wanted to do. I spent the first few years jumping between four Oil & Gas companies in Singapore before eventually getting laid off - three times.
The layoffs forced the question:
What do I actually own? I started documenting what I knew on YouTube. Not to become a creator, but to build something no company could take from me. What I discovered was that organic content - done systematically - could generate leads, revenue, and opportunities without a single dollar spent on ads.
That insight became my career. I've since applied it inside a SaaS company, for consulting clients, and to build my own businesses.
The Moment Everything Got Real
Fast forward to 2020. After a failed Airbnb business and three retrenchments, I found myself 31 years old, locked in my parents’ house, living in my teenage bedroom during the COVID lockdown.
I felt like a total failure. I was snapping at my parents. I was depressed. I was working an online content writing job for RM4,500 ($1,141) a month alongside fresh grads - a humiliating downgrade for an experienced engineer.
But in that room, I realized something: The only way to be where I want to be is to be an Authority.
I started documenting my journey on my first YouTube channel.
I Started to Make Internet Money
My Channel grew to 9,000 subscribers and people on the streets know me. It was surreal.
I was making money like all my favorite YouTubers: YouTube AdSense, affiliate income and brand sponsorships.
Then came this email that changed how I earn a living, forever.
I met the founder and she asked me to help them with some marketing work for their startup.
That was the first time I sold a 'service.'
That's when I realized, rather than me trying to be a 'YouTuber', I could have a business and use YouTube to promote that business.
So I launched a 2nd YouTube channel where I only talk about getting clients with YouTube.
What I Really Needed Wasn't "Virality"
In 2024, one of my videos hit 120k views. I thought I’d made it. I started a "marketing bro" agency, sent cold DMs, and hit $13,500 in a month.
And I hated every second of the agency owner life.
I was burned out, chasing vanity metrics, and working with clients who didn't respect my time. I realized that "Growth" is a trap if you don't have "Authority."
I was no better than freelancers on UpWork.
I decided to stop being a "service provider" and started Mentoring other businesses.
I took the systems I used to scale my own inbound leads and turned them into the YouTube Authority Flywheel.
What I Do
Content strategy for SaaS and B2B brands
YouTube as a primary acquisition and authority channel
Editorial systems, brand voice, and content team structure
AI-assisted content workflows and production scaling
On-camera storytelling and video strategy
Speaking on organic growth, content operations, and creator-led marketing
Here's a quick intro video of my Founder's story:
Fast Facts
10+ years in content strategy and marketing - zero paid ads, all organic
+15% organic traffic and +10% advertiser sign-ups at a B2B SaaS platform
$13,500 MRR scaled from zero through content alone
124+ founders and content leaders coached and consulted
40% email open rate / 10% CTR across campaigns - built on trust, not volume
0 Cold DMs - every client, every opportunity, inbound
Let's Work Together
Whether you're looking to hire a senior content leader, invite me to speak at your event, or need a content system built for your brand - I'd love to hear from you.