Sandy Lai

Digital Marketing Specialist | Paid Media | E-commerce FMCG & Fashion | Sales Performance | Bilingual Speaker

A result-oriented Marketing & PR professional with 3 years experiences across FMCG and fashion industry respectively. Adept at collaborating with creative teams to drive exposure for new products and brands. A proven track record in integrated marketing campaigns that drive awareness &demand and maximise ROI. Resourceful individual that has great organizational skills and is always searching new ways to improve processes and achieve higher conversion rate.

Previous Brands
DeVries Global
Jo Malone London
Studio Doe
Work Experience
Jul ‘23 - Nov ‘23
Jo Malone London

- Actively performing in a professional and friendly manner contributing to sales and the development of the turnover. - Engaging with customers to the highest standard, exceeding their expectations and building strong customer loyalty. - Achieving over 100% target sales on average throughout tenure.

Marketing And Public Relations Specialist
Nov ‘21 - Feb ‘23
Studio Doe

- Creatively found ways to boost site traffic and increase user activity with a result in increasing 50% online sales. Highlighted sales performance on exceeding target by 128%, reaching GBP 100k sales revenue in Japanese designer accessory brand. - Led e-commerce platform optimisation by mapping out the buyer journey and traffic acquisition based on Google Analytics data. - Conducted market research, demand and sales forecast, created trade marketing calendar accordingly, liaising with merchandiser and brand suppliers. - Managed paid social campaign in panning and execution, delivered social media audit report and SEO ranking to optimise campaign performance, pricing & ROI. - Led showroom opening event, including exhibition curation, in-store fashion show coordination and brand magazine publication, with 100+ media and VIPs attended.

Account Executive
Sep ‘20 - Nov ‘21
DeVries Global

-Consulted 5+ clients in FMCG and fashion industry (e.g. P&G, Ray-Ban) on paid social campaigns including planning and execution across diverse channels based on brand guidelines and media briefs. -Helped organise and analyse various data, metrics, and spreadsheets, effectively measured program ROI, extracted data from the social media back-end and media agency to redefine targeting segmentation, budget and ad planning for optimisation. -Result in 10% CTR increase within 2 months, over 250% growth in media exposure in 4 months; won new-business opportunities from global brands including Rolex, CONVERSE, and Coca-cola group.

Temporary Sales Associates
Dec ‘19 - Jan ‘20
Elite Associates

Public Relations Communications Intern
Sep ‘19 - Nov ‘19

-Stayed abreast of competitor marketing strategies by monitoring their digital content published online and offline events. -Facilitated all planning and hosting activities for press releases and media lists compilation. -Conducted market trends and analysed respective media platforms to identify new PR leads, and assisted with day-to-day management of social media accounts.

English - Fluent
Chinese - Native
Michile Khan
Worked in the same group - Stylist, Jo Malone London
Jul 2023 - Nov 2023

Sandy is an amazing coworker and extremely cooperative in a team, as a confident sales person and digital marketer she is an asset to any team with a variety of skills that include having worked in growing Asian markets as well as European ones. I could not recommend working with her enough.

Education & Training
London College of Fashion, University of the Arts London
‘17 - ‘20
Bachelor of Arts - BA
London, UK