Design-driven and innovation-oriented professional with on-going master degree in Fashion, Design & Luxury Management, along with proven success in marketing, editing, and copywriting within arts and fashion industry. Demonstrated background in steering social media content through planning, editing, and advertising, while analysing potential global markets and customer engagement trends. Adept at collaborating with external agencies and vendors, developing enhanced marketing strategies/plans, managing logistics, overseeing financial reconciliations, and formulating reports. Capable of developing content in liaison with executive management for editorials, magazines, and newsletters. Excellent communicator with strong interpersonal, relationship-building, problem-solving, and team leadership abilities.
● Supplier Management: Managed three competent suppliers with a comprehensive oversight of the back-end to front-end process – orchestrated a 100% sustainable product and packaging switch and compliance audits (i.e EUDR, EUTR, BEPI, BSCI, FSC Factory Audit), led account reviews with supplier scorecards, consolidated terms and conditions with 100% penalty and volume rebate claims and negotiated 5-10% special discounts for sales campaigns ● Project Management: Category Projects - Sourced 12 procurement projects, negotiated successfully with the international suppliers with 10-25% of price deductions and waived additional service fees Special Projects - DRI for Generative AI (GenAI) initiatives across the Buying & Operations department. Spearheaded AI automation strategies to streamline workflows, enhance data-driven decision-making, and improve cross-functional operational and budget efficiency ● End-to-end Category Support: Accounted for the upholstered category operations from product onboarding to go-live for over 300 product SKUs, including quality assurance, ad-hoc requests (campaign, newsletter), timely production coordination, finance collaboration (i.e invoices & payment terms) and performance review (i.e pricing, return rate)
● Retail Management & Operations: Managed and coordinated 6 retail stores with 70 sales associates in the US, achieved over 70% of the daily target in NPS, AOV and CVR through assortment planning, benchmarking, performance analysis, 360 marketing initiatives, operation optimisation and merchandising along with promotion adaptation. ● Launch Planning & Coordination: Developed comprehensive release plans, training materials, and visually appealing merchandising displays along with production and installation coordination with the publishing and printing team for successful product launches and promotion occasions. Tripled capture rates through strategic analysis of KPI reports, floor layout optimization, and effective team communication. ● Financial Analysis & Treasury Management: Utilized financial analysis skills to evaluate profitability and control budgets, conduct market and competitor analysis, and propose proactive pricing and yield management strategies adjusting to product performance.
● Data Analysis: Leveraged data analysis skills to analyze monthly social media reports, enhancing engagement rates and forecasting trends for optimal outcomes. ● Digital Media Strategy: Developed and implemented comprehensive digital media plans to connect the media content with new and existing audiences. Successfully reaching and engaging with a wider target audience that brought 5000 followers’ increase and 10,000 engagements. ● Media Content Planning: Designed and curated more than 50 highly engaging social media content pieces, incorporating benchmark research and analysis to drive effective brand communication. Reference Website: https://en.thevalue.com
● Influencer & Affiliate Marketing: Initiated and maintained collaboration with 500 global influencers which are selected based on brand image, product offering, content style and audience demographic to enhance brand awareness. ● Strategic Content Planning and Direction: Proposed 70% of the marketing campaign direction which involved content creation coordination, ranging from shooting to social media copywriting review. ● KPI Optimisation: Implemented effective advertising and campaign strategies resulting in an additional 5% increase in conversion rate (CVR). Reference Website: https://maverickandco.co/
● Client Relationship Management: Liaised with over 400 existing clients to explore further collaboration opportunities and settled collaboration with around 20 of them. ● Product Recommendation and Marketing Strategy: Utilized in-depth customer service skills to identify clients' needs and provide tailored recommendations for products and services that aligned with their requirements, implementing effective marketing strategies to drive sales. ● Operation Support: Supported internal operations on shipment documents and business manuals.
● Content Creation and Copywriting: Developed engaging publishing content and promotional material for press (printing) and corporate use, effectively conveying brand messaging (Reference sustainable project: “Mini Greeny Heroes”). ● Account Management and Project Coordination: Collaborated closely with 5 major accounts to establish comprehensive project briefs and curated mood boards for designers, conducting thorough market research and brand analysis. Successfully translated client requirements into actionable creative decisions, ensuring the delivery of high-quality solutions that met account needs. ● Quality Control and Client Satisfaction: Implemented stringent quality control measures for over 10 long-term projects by meticulously reviewing and challenging designs and content to ensure satisfaction with the final deliverables. Reference website: https://urbanairdesign.com/en/
Reference link: http://www.agora.hk