Gin Poon

Digital Marketing Manager

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  • LocationLondon, United Kingdom

Skills

 

  • Marketing PR
  • Branding
  • Promotions
  • Brand Management
  • Internet Marketing
  • Market Research
  • Marketing Strategy
  • Project Management
  • Social Media Marketing
  • Strategic Planning
  • Communications
  • Consumer Behavior
  • Creative Thinking
  • Html CSS Basic Knowledge
  • Adobe Indesign/illustrator/photoshop

Work history

Currently

Digital Marketing Manager

Smartassistant

Apr 2014
  • • Managing cross-functional teams (sales, developers, marketing) to implement cost effective and measurable campaigns, incl. SEM, PPC, display, SEO, paid search, and email • Responsible for company’s B2B blog, incl. CMS, HTML/CSS, content creation, distribution, editorial calendar, blogger management, and Adobe Creative Suite • Monitoring online sentiment using Community Management tools and providing competitor and consumer trends insights to CMO • Seeking out conversion funnel optimisation opportunities, incl. A/B tests, content improvements, and market personalisations (EMEA, US) • Reporting efficacy of all digital marketing activities using Google Analytics • Key achievement: Grew blog from scratch to 12K visitors per month. Managed to cut company’s online costs by 15% while simultaneously growing the online community by 52% and increasing web traffic by 25%

2014

Digital Marketing Coordinator

Edelman

Jan 2014 - Apr 2014
  • • Worked in a fast paced environment handling several bilingual social media accounts for clients across sport, pharmacy, health, and FCMG industry • Conducted consumer research and produced effective campaigns to increase customer engagement • Created reports and liaised with clients to track KPIs (target market, followers, interaction rate, clicks, or reach), incl. Netbase • Managed multiple Facebook pages for clients, incl. editorial calendars, social media content creation, and community management • Key achievement: Grew customer engagement rate by 35% and online communities by 25% for our client Tough Mudder

2013

Product Manager

Inditex

Dec 2012 - Nov 2013
  • • Responsible for just-in-time production, delivery, and sales performance of the product line ‘ZARA Women‘ for 42 stores in Germany and 12 stores in Austria • Conducted on-site control of visual merchandising and implemented commercial initiatives to improve customer experience in stores • Developed market-centric collections with regional managers and design team. Achieved average go-to-market time of 10-15 days from the design stage to reaching sales floors • Conducted quantitative analysis of sales performance to develop competitive pricing strategy • Key achievement: Product line sales grew by 12% in German stores from 2011 to 2012

2012

Marketing Consultant

Nike

Apr 2012 - Nov 2012
  • • Worked on the development of the mobile app ‘Making‘ with Nike (Download: www.nikemakers.com) • Managed a team of 4 research students to identify challenges and opportunities of the app to optimise the UX and marketing mix • Reported Making‘s market competence and presented recommendations directly to Nike’s Citizen Mobilisation Director Dave Cobban • Key achievement: Interviewed and surveyed 250 fashion students, 143 designers, and 55 high- street brands and defined the target group for the app

2009

Communication Intern

Yohji Yamamoto

Aug 2009 - Nov 2009
  • • Worked directly with the fashion designer Yohji Yamamoto to manage 2 fashion shows for the Paris Fashion Week, incl. model castings, fitting and styling, and coordination of press conferences • Executed marketing communication strategies, e.g. worked with the Victoria and Albert museum to plan and coordinate collection pieces for the Yohji Yamamoto exhibition • Key achievement: Revised the marketing strategy of the company to increase sales in Beijing, incl. SWOT, go-to-market strategy, and recommendations

2009

E-commerce & PR Intern

BBC

Jan 2009 - May 2009
  • • Conducted various brand awareness measures and worked directly with Pharrell Williams to organise TV show appearances, manage photo shootings, and design collection lookbooks • Managed weekly meetings with international key buyers and VIPs, e.g. Barneys or Snoop Dogg • Monitored online shop‘s site performance and coordinated on-going site design and functionality development with the technical support team • Key achievement: Increased collection orders by 13% in France within 3 months

Education

2013

Business Strategy, Branding, International Retailing, and Marketing Communications

London College of Fashion

Aug 2011 - Jun 2013
  • MA Strategic Fashion Marketing,

2011

Listening, Reading, Speaking and Writing

Tsinghua University

Feb 2011 - Jun 2011
  • Intensive Chinese Language Programme

2011

International Management, Fashion Design, Marketing, Retail, Fashion Finance and Accounting, Visual

Akademie Mode und Design

Aug 2007 - Feb 2011
  • BA Fashion and Design Management

2009

Colour Theory, Drawing and Sketching, Construction Technique, and Fashion Flats

Parsons

Jan 2009 - Mar 2009
  • Fashion Design