Angie Tse

Drove optimal business performance by devising and implementing regional strategies for integrating marketing and communication initiatives, whilst managing budgets to maximise effectiveness. Increased brand representation by assuming role of vigilant overseer for marketing, communications, public relations, and digital functions across five diverse markets. Key Accomplishments: • Directed establishment of five growing markets by orchestrating retailer presentations and pitching business plans. • Augmented business profitability by leading development of content and briefs for wide spectrum of branding and marketing programmes, encompassing visual merchandising strategies, creation of enticing Gift with Purchase (GWP) offerings, product sampling initiatives, and dynamic digital campaigns. • Established lasting and mutually beneficial relationships by leading high-impact brand launch events tailored for media and esteemed business partners in B2B domain.

Expanded business by formulating regional strategies to craft and execute comprehensive integrated marketing and communication plans and maintaining authoritative oversight across seven distinct markets. Crafted compelling content and briefing materials to fuel dynamic marketing initiatives, including retail activations designed to drive sales, online campaigns tailored for customer acquisition and enhanced brand visibility. Fostered mutually beneficial collaborations by initiating and cultivating brand partnerships. Key Accomplishments: • Boosted sales by forging co-operative alliances with trade partners. • Improved brand recognition, foot traffic into stores, and sales by employing strategic retail activations. • Maximised brand's prominence by achieving extensive media coverage across various platforms in digital and traditional media outlets. • Arranged diverse range of upscale public and exclusive events, attended by notable celebrities and renowned global figures, hosted within esteemed shopping malls and flagship stores. • Attained exceptional ROI exceeding 300% and generated significant media exposure by steering highly-talked-about large-scale event in Hong Kong's most exclusive shopping mall. • Amplified brand's reach and influence by pitching interviews featuring top-tier management from global team.

Temporarily assumed role of PR Manager for project-based maternity cover for spearheading two pivotal product launch events for year: Chanel No. 5 L’eau, including fragrance and lipsticks media event, as well as exclusive VIP event. Key Accomplishments: • Accomplished remarkable ROI exceeding 300% by boosting brand awareness and securing media coverage.

Enhanced brand exposure by crafting strategic PR pitches and introducing innovative pitching angles. Facilitated collaborative efforts with GA Fashion to present compelling brand narratives. Created high standard for other markets to follow and replicate by initiating product launch event at flagship GA Fashion store in Hong Kong, earning recognition as a "best practice" endorsed by GA HQ. Key Accomplishments: • Attracted new customers and propelled sales by developing content and briefing materials for multifaceted marketing programmes, such as in-store activations and online campaigns. • Yielded substantial ROI exceeding 300% by organising international and regional press trips to esteemed Paris Fashion Week and co-ordinating numerous local events, culminating in high-quality media coverage. • Elevated Giorgio Armani to its highest-ever PR ranking in Hong Kong, securing #6 in makeup and #2 in fragrances, whilst maintaining efficient PR budget with ROI exceeding 500%.

Optimised brand awareness by collaborating with product team to craft compelling content and comprehensive briefs for multifaceted marketing initiatives, encompassing development of in-store activations and online campaigns. Spearheaded international media trips to overseas events and masterminded numerous local gatherings, such as store openings, product launch events, and exclusive VIP parties. Key Accomplishments: • Drove Dior to pinnacle of PR rankings in Hong Kong, securing top position in makeup and fragrance categories, reaffirming brand's unrivalled prestige. • Orchestrated successful PR and media campaigns for Dior Addict Lipstick launch from 2011 to 2013, resulting in three consecutive "Best Lipstick" wins at the Cosmopolitan Beauty Awards. • Hosted exclusive VIP parties with celebrities and high-spending customers, turning the launch into a buzzworthy event, with extensive social media engagement through interactive experiences. • Oversaw advertising budget allocation across makeup, fragrance, and skincare, using a mix of online, print, outdoor, and TV advertising formats to reach a broad customer base. • Strategically introduced Dior Backstage Concept Store in 2013, the first in Asia, with integrated marketing to maintain a high brand image standard. • Collaborated with celebrity makeup artists for the launch event, reinforcing the professional image of the Dior Backstage Collection. • Managed 2011 Miss Dior Fragrance launch with announcing Natalie Portman as the spokesperson, achieving a remarkable 400% ROI through strategic press materials and extensive media, digital, TV, and retail promotions. • Collaborated with Dior's fashion team to promote the "One Dior" concept, enhancing brand awareness for Dior Beauty and Fashion through quality PR coverage.