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over 10 years
in the game

About me

As an agile marketing professional with 10+ years of experience in the luxury fashion industry at both the local and regional levels, I excel at adapting to new company cultures and achieving business objectives. Known for my ability to leverage data-driven insights to inform strategic marketing decisions, I have successfully managed budgets, supervised teams, and worked with top-tier brands to plan and execute holistic campaigns across multiple channels, including branding, digital, PR, advertising, retail marketing, and events.

area of expertise

Global and Regional Exposure

Public and Media Relation

Event Management

Retail Marketing

Online and Offline Advertising

Branding and Strategic Planning

Content Creation

Agency Network

PROFESSIONAL EXPERIENCE

ESPRIT / APR-NOV 22
Assistant Marketing Manager

Report to: VP, Branding and Marketing

Markets: Global, Hong Kong

Job Duties:

  • Developed GWP linked with gaming activation and promotional campaign to attract traffic and engagement in pop-up store.
  • Recruited 30+ paid influencers (including Tyson Yoshi and Jeannie Ng) to promote pop-up store and captured 2M reach.
  • Directed the art direction, messaging, and production of successful campaign and capsule product photo shoots. Created highly engaging social content that continues to hold the record for the highest organic views on the account.
  • Managed the marketing and social calendar in conjunction with regional teams to ensure timely and accurate execution of all campaigns and product launches across all channels.
  • Collaborated on the successful launch of a Hong Kong pop-up store, developing and executing a comprehensive 360-degree marketing plan that included OOH advertising, influencer campaigns, and GWP development and production.
DFS / JUL-OCT 21
Marketing Project Manager (3-months contract)

Report to: Senior Marketing Project Manager

Markets: Global

Job Duties:

  • Successfully managed end-to-end campaign execution both online and offline, ensuring consistency of messaging across all customer touchpoints.
  • Built strong cross-functional relationships and collaborated globally with internal and external departments to deliver on marketing goals.
  • Reinvented a more efficient standard workflow for global campaigns, increasing overall productivity and effectiveness.
  • Led the launch of a successful Golden Week Campaign in just 7 weeks, from idea generation to a holistic communication campaign.
MCM / MAR 19-MAR 20
Assistant Regional Marketing and Communications Manager

Report to: Regional Marketing and Communications Director

Markets: Global, APAC

Job Duties:

  • Managed and kept track of Global Marketing budget and calendar.
  • Oversaw the development and implementation of marketing plans and online/offline activities in franchise markets such as Thailand, Vietnam, and Malaysia
  • Coordinated global and regional events including press days in Hong Kong and Grand Opening in Ginza, Tokyo involving 100+ media from worldwide.
  • Contributed to the success of the AW19 seasonal campaign shooting in L.A featuring Billie Eilish which went viral in global digital landscape.
I.T / MAR 18-FEB 19
Assistant Marketing Manager

Report to: Senior Marketing Manager

Markets: Hong Kong, China, Taiwan

Job Duties:

  • Led a team of 5 to manage inhouse brands – 5cm, b+ab & izzue’s marketing plan and execution in Hong Kong, China and Taiwan.
  • Planned and executed annual brand marketing events and thematic programs to support business goals and brand KPIs.
  • Led and orchestrated izzue’s first runway officially in London Fashion Week in Feb 2019 and created valuable awareness in UK, China and Hong Kong.
  • Recreated 5cm Instagram content and design resulted in 33% increase of engagement.
G.GIVENCHY / MAR 16-MAR 18
Senior Marketing Executive

Report to: Brand Manager

Markets: China

Job Duties:

  • Reimagined seasonal campaign and lookbook shootings to lessen 30% of cost.
  • Partnered with franchise partners and organized instore events, resulted in 150% increase in weekly sales.
  • Curated the selling campaigns for franchise partners to achieve sales target.
  • Rebooted the wechat content and advertising to boost the followers by 20% in one month.
  • Monitored marketing collateral production and delivery to franchise partners and ensured the installation aligned with HQ’s guideline.
ALFRED DUNHILL / JUN 10-MAR 16
Senior Regional Communications Executive

Report to: Regional Communications Director

Markets: Hong Kong, Taiwan, Singapore, Malaysia, Korea, Indonesia, Thailand, Vietnam

Job Duties:

  • Maintained good media relationship and maximize PR coverage to improve DMR ranking.
  • Oversaw regional PR strategy and hands-on execution of sample buy and rotation.
  • Contributed to the planning of regional advertising strategy.
  • Coordinated all materials to be timely delivered to regional markets and meet brand’s standard.

PORTFOLIO