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We deliver organic cold-pressed unpasteurized juices everyday straight to your door in Hong Kong. • Create the brand: Name, logo, packaging and brand guidelines and create the 18 products • Develop the communication strategy across all digital platforms including website, social media: 1000 FB fans and 500 Instagram followers in 3 months • Grow the database and turn prospects into customers and best customers into ambassadors • Develop strategy and execution plan for digital PR and events
• Drive the Company’s future vision on customer membership program to drive repeat purchase Customer Membership Management • Analyze LC card holders and non-LC card holders in Hong Kong and China, with the aim to understand customers spending behavior, identifying business opportunities: ex Create vouchers with minimum spend that will raise ATS, cross department promotions… Analyze and Understand customer profiles and spending patterns to create tailor-made programs for specific customer’s segments Develop multi-channel data acquisition strategy • Responsible for reaching or exceeding goals and KPIS set to increase frequency, loyalty and spend from customers using a variety of communications including mobile, email and direct mailing: in 10 months : +1% of gold members and + 80% of Platinum members • Analyze campaign program outcomes alongside the customer data team, drawing insights and present clear results to facilitate decision making on next steps New loyalty program • Responsible for conceptualizing and managing the new Loyalty program, including ideas generation and exploration, preparing and presenting proposals • Implementation of the new program overseeing the creative and production processes and championing successful execution to meet brand guidelines
Manage the ffmoda.com website and make it evolve from a basic sign up form with 2,000 visitors a month to a fashion website that provides an overview of the F&F collection, rich fashion content updated weekly Results: 330,000 visits a month, a database of 400,000 customers and 150,000 Facebook fans. Main responsibilities:?Develop and manage the F&F websites in Poland, Hungary, Slovakia and Czech Republic: in charge online marketing (traffic, acquisition, retention, engagement) and website content • Translate the brand vision and trade plan into a digital calendar • Work closely with trade planning team, brand team, insight manager, merchandising team to create a web plan that reflects all the activities of the brand + international team. I was a central point in a team of 40 marketers at the head office. • Results after 20 months: 330,000 visitors/month vs a KPI of 80,000, 45 million page views Digital content • Established the first F&F magazine. Took the magazine from concept to execution and the result is great customer feedback and growth in brand awareness. • Ensure premium fashion content is spread across all digital platforms to maximize the visibility: website, blog, You Tube, Facebook and in store • Results of the each magazine issue: 800,000 online views, 200,000 offline readers, + 50,000 newsletter sign ups, + 20,000 Facebook fans • Magazine shortlisted in ‘Fashion magazine of the year’, at the UK’s 2011 Digital Magazine awards • Blog: Launched the F&F blog and worked on the global strategy, supervise the marketing executive in charge of the daily editorial content – 11,000 readers/week Traffic: Online media campaigns: • Manage a yearly budget of £600,000 • Manage agencies across 4 countries in order to launch successful campaign to drive people to read the online magazine and agree the split between SEM and banner display.?• Results: achieved a banner click through of 1.2% (vs industry 0.7%) and cost per click of £0.3 Acquisition and retention strategy • Build the F&F database. In charge of the strategy: Exclusive voucher plan as well as on brand competitions (The shoe subscription: win a pair of shoes/day, be invited to meet the Stylist of Elle) • Results: - 400,000 people in the database and the FB fans spread out the word about our competitions: 2% interaction rate with the Justin Bieber competition (fashion industry average is 1%) • CRM and E-Newsletter: Created a Newsletter plan to support in store promotions, events, key marketing activities. Set up process to segment the database. Results: OR 22%, CTR 17%. Social media and innovations • Develop the social media strategy: acquiring fans, engagement, analysis 150,000 fans in 9 months • Exclusive vouchers: 7% redemption, average spend of the Facebook fans is 3 times higher • Innovation: QR codes on billboard campaign to capture data, Aurasma image recognition technology in premium fashion Magazines
• Work closely with the buyers and the founders to define the merchandising strategy of the products and the different brands • Ability to visualise the look and feel as well as the layout of a website to optimize the merchandising opportunities and enhance customer experience?• Managed a team of 8 people: designers, copy writer, photographer, stylist Online merchandising • Products: responsible for the planning and launch of the products. • Work with data analyst to identify areas of opportunity to grow the business; analyse and report on activities to maximise acquisition and conversion. Online Marketing • Develop the newsletter calendar in line with key marketing activities • CRM: Segmentation of the database: created “Private Lab” newsletters offering previews and first pick for one of a kind products to our loyal clientele. • Online advertising: Defined the online media partners based on potential ROI, booked the media
Marketing and communication
Magazine shortlisted in