As a marketing enthusiast with a strong creative mindset and entrepreneur spirit, I'm fascinated with the business of luxury and fashion and revel in boosting brand performance through efficient and effective processes. My international career across North America and Southeast Asia has shaped me into a team player who enjoys working with cross-functional teams over several markets. Reach out at anlyn.chee@gmail.com!
COMMUNICATIONS ● Communicate and execute localisation of Global PR strategy for SEAO (Singapore, Malaysia, Thailand, Vietnam, Indonesia & Australia). ● Manage all PR related matters, while advising external agencies on effective and targeted pitching strategies, to ensure consistent and diverse coverage across luxury titles. ● Organize press and brand ambassador travel itineraries for international events including interviews, dressings, photoshoots, lodging and gifting. ● Plan and execute paid media strategy across Meta social channels (Instagram, Pinterest), luxury magazines and websites, and high-traffic OOH locations. ● Liaise with regional media agencies to test different digital ad formats for product pushes throughout the year, tracking ad performance using CTR and CPM obtained through Accutics. ● Report directly to HQ on regional press & media performance via monthly monitoring, clippings and DMR & Bumblebee rankings. ● Build and maintain relationships with key editors through press lunches, collection launches and seasonal gifting. MARKETING & EVENTS ● Work across functions to plan and execute high-end events, gala dinners, client activations & pop-ups across SEAO. ● Strategize and implement mall marketing initiatives to align with seasonal product pushes and festive periods. ● Main point of contact for event vendors across the region which include F&B caterers, florists, logistic contractors. ● Consolidate post-event reports from retail teams to review KPIs, identify shortfalls and suggest improvements. ● Boutique standardisation and quality control across retail stores to ensure consistency in client’s experiences. ● Invoice processing, PO creation, vendor creation, via Systems Applications & Products in Data Processing (SAP).
● Directly support CEO with DVF InCharge - an initiative focused on supporting and connecting women leaders, founders and business owners through panel discussions, networking sessions and business pitching events. ● Manage all aspects of planning and executing brand and media events across North America, including collection releases, limited-edition collaboration launches, exhibitions, pop-up shops, and trunk shows. ● Collaborate with business partners, Google, JP Morgan, Amex, Olaplex, and others, for roundtable discussions coupled with in-boutique shopping parties to increase prospect client data capture and drive retail sales. ● Consolidate post-event reports across departments, identify pain points to seek improvements for the next event. ● Distribute seasonal look-books, media kits and press releases to editors and stylists, and manage sample trafficking. ● Support press outreach, influencer seeding and gifting. ● Consolidate weekly reports and press clippings from digital and print publications. ● Strategize, plan and implement engaging content for DVF InCharge website, Instagram and TikTok. KEY EVENTS: DVF Pitch Night (Nov 2022), DVF Wellness Day (Nov 2022), DVF x Skechers (Feb 2023), DVF x Castañer (Mar 2023), DVF International Women’s Day (Mar 2023), DVF Woman Before Fashion (Apr 2023) nd industry.
● Collaborate closely with founder of MaquillAR Studio to create augmented reality TikTok and Instagram filters to promote cosmetic brands like Maybelline, Neen and Valdé Beauty. ● Write press releases, social media captions, and SEO optimized website copy for new product launches.
- Liaised with PR representatives at press events to ensure optimal product messaging and editorial strategies for F&B businesses. - Interviewed chefs and industry professionals to report on latest restaurant news while accurately embodying the Wine & Dine voice in editorial outputs. - Pitched, wrote and published unique story ideas weekly on WordPress. Sent out weekly EDMs over MailChimp. - Increased Instagram engagement by 35% and web traffic by 10% via growth tactics. - Assisted in editorial cover shoots for print through product acquisition and styling. Ensured that editorial outputs accurately embodied the brand aesthetic.
- Curated content across print, short-form video and social, to provide effective solutions to clients’ pain points (i.e. Introduced The Challenge Podcast series as an alternative way to produce content and increase audience reach). - Researched, crafted, and wrote thoughtful pieces and compiled concise infographics for Challenge (under the Public Service Division), increased page views by 113.10%. - Wrote and edited script, organized storyboard and narrated How to Play Video for boardgame Fly-A-Way which garnered 1,300 views upon its YouTube launch.
- Managed influencer relations for designer dress rental service; organized deliveries and returns. - Sourced and collaborated with creatives on content such as e-commerce product shots, look-books, and posters. - Analyzed and integrated seasonal and social trends into product descriptions on social media. This increased Instagram engagement by more than 2 times. - Managed showroom for client appointments and press events, organized deliveries and returns for influencer marketing of luxury goods to fit in with client loans schedule. - Maintained all inventory and data in Shopify and Trello.
- Style for editorial, commercial, e-commerce, campaigns, and look books as well as personal styling for private clients. - Leveraged on TikTok trends to create upbeat themed videos, some featuring up to 8 outfits in 10 seconds, gaining up to 14.5k views on TikTok. - Provide fashion tips, opinion posts, event coverage and behind-the-scenes content to offer greater variety in shared content, leading to more authentic audience interaction. - Manage and engage with key talents such as photographers, makeup artists, designers, and models on collaborative projects via excellent interpersonal skills, establishing strong ties and solid networks for future business opportunities. - Write detailed shoot briefs, edit storylines, and compile visual mood boards to produce consistent and quality creative output. - Ensured prominent product placement and appropriate brand representation via detailed artistic direction during shoots. - Draw up contracts, quotations, and invoices for deliverables to ensure up-to-date project administration. - Assisted Senior Stylists at magazines including The Singapore Women's Weekly, Wine & Dine and BURO 24/7.
- Worked with luxury PR teams such as Tory Burch, Manolo Blahnik, YOOX Net-A-Porter to schedule client loans, returns, sponsorships, loans, and shoot schedules on behalf of an upscale fashion and lifestyle magazine. - Assisted senior stylist on set, maintained products and accessories during photoshoots via excellent attention to detail.