Camal

Context

• Camal is a Singapore-headquartered company with offices across mainland China, Southeast Asia, and Africa — functioning like an agency for Chinese-to-Africa trade, moving heavy machinery (tractors, industrial equipment) and chemicals into African infrastructure markets
• Executed email marketing campaigns and managed CRM workflows in Zoho Vault, moving leads through the pipeline
• Produced 10 YouTube videos end to end — concept to final edit — averaging 800 views each
• The real constraint was language, not product complexity: most African client contacts weren't fluent in English, so outbound copy had to be written at an elementary reading level without losing credibility — while still selling serious industrial equipment. Calibrating technical B2B messaging to actual audience literacy, not assumed sophistication.