Work Experiences

SENIOR MARKETING MANAGER

(Promoted from Marketing Manager in Sep 2021)

(business transferred to IMAGINEX Management Company Ltd. in Mar 2021)

Managed over 50 beauty brands across the world ranging from skincare, hair care, cosmetics & fragrance to cult at-home beauty devices.
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).
Developed and managed omni-channel marketing plan encompassing PR, social media, website management, CRM, partnership, visual merchandising and sampling promotions, etc.
Worked closely with copywriters, provided them with story angles for pillar and micro-content creation.
Led the launch of e-commerce platform in Q4 2020 with 1,278% sales increase in 2 years.
Initiated the use of Paid Search & Google Display Ad in end 2020 accounting for 58% of online sales.
Revamped the loyalty program in Dec 2021, resulting in approximately 6% immediate conversion from the old program (compared to the usual 2-3%).
Redesigned customer experiences, contributing to a 282% increase in acquisition over 9 months, including enhancements to email marketing, the birthday reward program, and different sampling program.
Initiated various partnership opportunities to amplify brand visibility and expand the customer base, including collaborations with shopping malls, hotels, banks, and employee benefits agencies.

ASSISTANT MARKETING COMMUNICATIONS MANAGER

Division lead 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.
Worked closely with internal and external parties to develop promotional collateral for events such as the annual in-house wedding fair and hotel anniversary.
Developed marketing strategies & monitored budget spend.

SENIOR EXECUTIVE, BRAND MARKETING

Developed communication materials for three major events each year, including the Hong Kong Wine & Dine Festival 2012 & 2013, Chinese New Year Celebrations 2013, etc.
Facilitated seamless collaboration among internal and external parties for campaign success, including Digital Marketing/Legal & Finance teams, production agencies, photographers, videographers, and more.
Provided sufficient marketing communication support to global offices on impactful brand image establishment and promotion of mega events.

ACCOUNT MANAGER

International Customer Loyalty Programmes Ltd. (ICLP)

Key accounts to handle: Delta Air Lines, InterContinental Hotels Group, Japan Airlines, JAL Hotels Company, Virgin Atlantic, Sino Group of Hotels, Louis Vuitton.
Managed online & offline customer marketing campaigns in APAC region, e.g. website development & system enhancement, printed materials lasering & fulfillment, etc.

FIELD MARKETING EXECUTIVE

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.
Responsible for customer acquisition and retention communications, including printed leaflets and member newsletters.
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.

ACCOUNT EXECUTIVE

Key accounts to handle: Marriott International, The Venetian Macao, Jim Beam, Tempo Tissues
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.
Successfully managed brand campaigns featuring through-the-line marketing materials, gaining prominent recognition across the APAC region.