Work Experiences
Jan 2024 – current
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Clients: Nonprofit – Save The Children; For-profit – SiriusXM, Ernst & Young Canada, etc.
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Manage projects from building workback schedules to tracking deliverables, and collaborating cross-functionally with internal teams and vendors to ensure on-time delivery.
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Serve as project owner across multiple DM & Email initiatives, overseeing the process from creative brief through approval and production, while managing client communications and ensuring smooth execution.
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For nonprofit clients, develop tailored direct mail for segmented audiences (e.g., monthly or one-time donors), and coordinate data briefs, printing, and lettershopping.
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Collaborate with senior management and clients to track campaign performance (e.g., open rates, DM conversion), providing feedback to optimize future campaigns.
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Proactively identify project risks and implement solutions to ensure successful outcomes.
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Regularly communicate project status and progress with clients and teammates, fostering transparency and effectively managing expectations.
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Demonstrate the ability to independently complete assigned tasks efficiently and effectively, while also adapting quickly to changing priorities if needed.
Aug 2016 – Sep 2022
SENIOR MARKETING MANAGER
(Promoted from Marketing Manager in Sep 2021)
(business transferred to IMAGINEX Management Company Ltd. in Mar 2021)
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Head of Marketing responsible for annual 360° marketing calendars for 50+ global beauty brands, driving integrated strategies for new launches and products push across PR, social, digital, CRM, visual merchandising, and partnerships, etc.
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Collaborated extensively with cross-functional teams, designers, photographers, and agencies to achieve sales target (e.g. over 85% sell-through in one of the campaigns during pandemic in 8-12 weeks).
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Pioneered the integration of influencer marketing with traditional media and celebrity pitching, resulting in impressive PR reach (+253%) even during challenging times in pandemic.
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Worked closely with copywriters, provided them with story angles for pillar and micro-content creation.
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Led the launch of e-commerce platform with 1,278% sales increase.
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Initiated the use of Paid Search & Google Display Ad accounting for 58% of online sales.
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Revamped the loyalty program, achieving an immediate member conversion rate of 6% – 3 times the industry average (2-3%) for program migration.
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Redesigned the customer experience post-program launch, achieved a 282% increase in acquisition through enhanced email marketing, birthday rewards, and sampling programs.
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​Initiated various partnership opportunities to amplify brand visibility and expand the customer base, including collaborations with shopping malls, hotels, banks, and employee benefits agencies.
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Monitored and analyzed campaign performance metrics and prepared post-campaign reports, including key insights and strategic recommendations for continuous optimization.
Apr 2014 – Jul 2016
ASSISTANT MARKETING COMMUNICATIONS MANAGER
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Head of Marketing to enhance brand exposure via PR & partnerships, print, digital (Paid search, online banners, social media, website), KOL engagement, email marketing, and promotions via various third-party channels.
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Worked closely with internal and external parties to develop promotional collateral for events such as the annual in-house wedding fair and hotel anniversary.
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Developed marketing strategies & monitored budget spend.
Oct 2012 – Apr 2014
SENIOR EXECUTIVE, BRAND MARKETING
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Developed communication materials for three major events each year, including the Hong Kong Wine & Dine Festival 2012 & 2013, Chinese New Year Celebrations 2013, etc.
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Facilitated seamless collaboration among internal and external parties for campaign success, including Digital Marketing/Legal & Finance teams, production agencies, photographers, videographers, and more.
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Provided sufficient marketing communication support to global offices on impactful brand image establishment and promotion of mega events.
Apr 2011 – Oct 2012
ACCOUNT MANAGER
International Customer Loyalty Programmes Ltd. (ICLP)
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Key accounts to handle: Delta Air Lines, InterContinental Hotels Group, Japan Airlines, JAL Hotels Company, Virgin Atlantic, Sino Group of Hotels, Louis Vuitton.
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Managed online & offline customer marketing campaigns in APAC region, e.g. website development & system enhancement, printed materials lasering & fulfillment, etc.
Feb 2009 – Apr 2010
FIELD MARKETING EXECUTIVE
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Worked closely with department heads to implement marketing programs across the region, such as video production for the Executive Apartment re-brand, and continued with the resorts re-brand project handled by Publicis.
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Responsible for customer acquisition and retention communications, including printed leaflets and member newsletters.
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Coordinated with the U.S. head office and regional offices in EMEA to launch brand campaigns & renew guidelines; offered support and advices to individual hotels and resorts in APAC to ensure their marketing materials align with the brand identity.
Nov 2006 – Jan 2009
ACCOUNT EXECUTIVE
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Key accounts to handle: Marriott International, The Venetian Macao, Jim Beam, Tempo Tissues
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The sole member responsible for leading Marriott International’s rebranding project, from the initial creative brief to the redesign of over 18 hotel collaterals across 20+ resorts in the US and EMEA.
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Successfully managed brand campaigns featuring through-the-line marketing materials, gaining prominent recognition across the APAC region.