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Work Background
HermèsDigital Executive
Jun. 2023Hong Kong SARDigital Strategy & Activations
• Formulate and execute e-retail digital animations in APAC (with focus on Japan, New Zealand, Hong Kong & Macau, Singapore, Indonesia, Thailand and the Philippines). Also, work with internal HK teams and Paris teams to ensure the digital animations in good place in different platforms. Plan and execute drive-to-store online animations in selected markets.
• Help to develop performance forecasts, allocating budget, and providing data-based rationale for these recommendations.
• Measure the performance and prepare reports for all marketing campaigns. Analyze data and make recommendations to improve conversions.
• Monthly market research and competitor analysis to bring insight and actionable items. CRM
• Responsible for formulating CRM programs for APAC markets, while work closely with Area Managers and operational marketing team to fit their instore activities.
• Work closely with Paris CRM teams to brief and receive the assets for CRM campaign support and execute locally.
• Use analytics to analyze results, understand customer base (demographics, digital habits, interests) and further formulate content CRM strategy.
Digital ButterDigital Strategist
Jan. 2022 - May. 2023Hong Kong SAR• Worked closely with clients to create marketing strategies to achieve desired sales or traffic goals. • Managed 3-4 fixed-cost website projects and 8-10 support clients at a time; honed project management skills. • Strategically allocated company resources to ensure work is carried out within time and budget; oversaw a group of 8 (from the Strategy, Design and Development team), and established team goals, deadlines and roles.
• Performed project tracking through clear and concise status reports and time management reports; proactively identifying potential issues and track project member progress against commitments. • Led 10 projects, including corporate sites, e-commerce sites and blog sites. • Key Achievements: • Featured projects/websites: Sovereign Group (https://www.sovereigngroup.com/), Waves Pacific (https://www.wavespacific.com/), Toscafund HK (https://toscafundhk.com/) • DRC Feast’s website reaped a staggering 363% increase in revenue (FY2021 vs FY2020) after launch (+103% in revenue for FY2022 vs FY2021).
Digital ButterDigital Producer
Jul. 2021 - Dec. 2021Hong Kong SAR• Provided day-to-day support to the Strategy Team, and liaised with the Design and Development team for fixed-cost projects and support clients.
L'OréalDigital and Analytics intern
Jun. 2020 - Jun. 2021Under Hanna Schulz, APAC Digital Manager:
• Provided day-to-day support to 13 countries across APAC for Edge (E-com KPI platform) and Sprinklr (Community Management platform), also responsible for monthly tracking of Hero Products on Edge. Under Vicki Shum, Head of Consumer Intelligence – North APAC/ Isha Budhiraja, APAC Head of Market Intelligence:
• Provided support to the EMDac project; responsible for communicating with the agency for extracting and maintaining brand awareness and market share data.
• Provided ad hoc support to Macro-economic and Beaute Research (SAPMENA) reporting
• Supported with reporting/presentation for ad hoc data analytics/Power BI. • Led the PPD Market Sizing project; responsible for liaising and coordinating with CMI/PPD in 13 local markets, Zone PPD and Kantar SG daily.
• Provided support to Sparkling Boomer project; collecting and curating studies done on consumers aged 45-60 in China, Japan and Korea to understand opportunities for brands in skincare, makeup and hair categories.
• Led the market and consumer data collection and visualization of SAPMENA introduction deck. Under Amanda Melissa, Data Analytics Manager:
• Performed data extractions (such as website and app traffic, and market share, etc.).
The Chinese University of Hong KongFinal Year Project Student
Jun. 2019 - Jun. 2020Hong Kong
The Chinese University of Hong KongTranscriptionist
Oct. 2017 - May. 2018Hong Kong
The Chinese University of Hong KongEditor In Chief
Jul. 2017 - Nov. 2020Hong KongCUriosity Magazine is a student-run interest magazine that expands people’s horizons and brings newfound perspective on social and intellectual issues. • Co-created self-run student interest journal (http://www.curiositycuhk.com) to spark interest and to cultivate curiosity among students to read and learn more about subjects outside of their field of study.
• Recruited and liaised with illustrators, design companies and numerous Guest Writers to work with our magazine.
• Managed a HK$30,000 budget annually (applied through Student Activity Fund).
• Published 3 issues; helped manage website and magazine design.
• Co-Editor in Chief and Graphic Designer for Issue 3.
• Distributed 1000+ copies of magazine on campus and received enthusiasm among CUHK students and staff members.
• Managed a group of Core Members to ensure work is carried out effectively and productively, and training younger Core Members to take over the role of managing the magazine.
The Chinese University of Hong KongLab Student Helper
Jun. 2017 - Oct. 2018Hong Kong
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