Annie Tu
A marketing professional with over 7 years of experience in retail management and commercial marketing, currently serving as Marketing Manager - Key Account & Retail at EssilorLuxottica. Specializes in driving portfolio growth across 20+ EMEA markets, managing €5M+ activation investments, and collaborating with local teams to enhance sell-out performance for over 50+ key accounts. Committed to fostering engagement and driving commercial success for luxury and premium brands, while leveraging multilingual proficiency in English, Mandarin, and French to navigate diverse markets.
• Drive region-wide portfolio acceleration across 8 regional clusters covering 20+ EMEA markets, directly partnering with local marketing, category, and key account teams to align pricing, activation, and sell-out priorities. • Influence market-level budget allocation decisions across €5.2M annual activation investment (ATL, BTL, Co-op & chargeback), challenging local teams on ROI optimization and re-prioritizing spend to maximize commercial impact. • Lead retail execution frameworks across 50+ strategic key accounts, accelerating portfolio penetration across lenses, frames and smart eyewear categories. • Act as regional commercial integrator between Global and local markets, translating strategic priorities into revenue-generating go-to-market roadmaps tailored to cluster maturity and growth potential. • Partner with commercial directors to refine portfolio focus, promotional mechanics and visibility levers, strengthening competitive positioning and retail conversion across diverse market dynamics.
• Supported multi-category adoption strategies across EMEA wholesale channels, strengthening cross-sell dynamics between traditional luxury eyewear and tech-driven solutions. • Translated customer behavior insights into B2B & B2B2C activation levers, contributing to cluster-level commercial acceleration.
• Contributed to revenue growth and premium customer acquisition within the Taipei 101 Mall retail ecosystem by supporting large-scale VIP engagement programs targeting HNWI segments. • Managed 25+ strategic luxury brand partnerships, co-developing commercial activations and traffic-driving initiatives to enhance sell-through performance and in-mall conversion. • Supported the commercial positioning of key revenue streams (retail spaces, VIP membership programs, Observatory) by aligning experiential marketing initiatives with measurable business objectives. • Designed and executed integrated omnichannel customer journeys (App, CRM, SMS, EDM, LINE), optimizing acquisition, engagement, and cross-selling performance across domestic and international audiences. • Delivered 8+ annual commercial campaigns (Lunar New Year, Mother’s Day, anniversary events…etc.), contributing to consistent YoY growth in traffic and retail sales across multiple categories.
• Drove commercial performance for a multi-label premium brand by managing integrated marketing initiatives, including PR, influencer partnerships, retail activations, and promotions, contributing to traffic growth and sell-out across diverse portfolios.