Experience

• 

  Aia

  Aug 2010 - Aug 2010

  Financial planning internship

  Obtained insurance licenses: Paper 1 – Principles & Practice of Insurance (Pass); Paper 3 – Long term Insurance (Pass)

• 

  Aalis

  Sept 2013 - Nov 2014

  Assistant brand executive

  Involved in multiple functions of an emerging local fashion label, including marketing, operations, supply chain management and finance management. • Achieved 40% growth in customer base and 60% increase in social media followers within 12-month period by managing multiple ongoing marketing campaigns including fashion crossover makeup event with Bare Minerals and collaboration with local fashion blogger to raise brand awareness and recognition.• Implemented Shopify point of sale system to optimize store checkout process and improve inventory management; new system facilitated front line staff to enhance customer service, eliminated sales loss due to pricing errors by 100% and aided production team in cycle time reduction. • Launched flagship store in Central, Hong Kong within one-month. Pre-launch preparation included site selection, lease negotiation and promotional campaigns planning. Grand opening night attracted over 300 guests and reporters from major local fashion magazines and international travel guide. • Prepared and analyzed monthly sales report. Assisted brand manager in setting sales target. Provided sales team with training and coordinated with production team to ensure that sales target was achievable. Total sales increased by 120% compared to same period last year.• Designed, developed and launched company website, including features such as online shop, blog, and interactive promotions. Improved brand awareness and created a platform that allowed the company to expand globally. Show less

• 

  Aaron shum jewelry limited

  Dec 2014 - Apr 2017

  Aaron Shum Jewelry is a Hong Kong based jewelry manufacturer and owner of a portfolio of international jewelry brands. As the flagship brand of the company, Coronet has gained global recognition with its worldwide patented design. It has received the Hong Kong Top Brand Award, Hong Kong Famous Brand Award and Hong Kong Star Brand Award. It is the first Hong Kong jewelry company to enter Baselworld Hall 1, the world's most significant watch and jewelry exhibition.My responsibility as a Marketing Manager is to spearhead all marketing initiatives to establish a global brand image for Coronet.• Managed cross-promotion project with Swarovski, Fender and Tom Lee Music to launch the Coronet Gemstone Guitar and attained the company's second Guinness World Records title and captured over 200 news and social media coverage within first week of launch.• Developed jewelry line with Hollywood celebrities, Jermaine Jackson; organized launch event, advertised jewelry line in targeted channels, and linked up potential partner which led up to potential distribution opportunity at TV shopping channel.• Pitched Guinness World Records “Most Valuable Guitar” inspired jewelry collection to Cathay Pacific and secured inflight sales deal with target launch date on 2016 Q4.• Enhanced corporate image by producing marketing material such as brand book and newsletters, placing advertisements in selected channels, creating content for corporate website and e-commerce site, preparing brand presentation, managing social media platforms. • Developed and maintained e-commerce site by coordinating with third party web developer, creating website content, overseeing order fulfillment, utilizing SEO and digital marketing tools to increase traffic and sales.• Provided support to Middle East Regional Office in implementing localized marketing strategies including sales promotion, sponsorship campaign and shop launch. Show less Engaged in all dimensions of business functions to improve the company's turnover and operations efficiency• Led brand builing project “Coronet Diamond Guitar” by seeking partnership with Gibson Brands, Chow Tai Fook Jewelry, and Hong Kong renowned composer Mark Lui; successfully attained Guinness World Records “Most Valuable Guitar” title at launch event in Baselworld.• Organized press conference in Hong Kong to announce the achievement of Guinness World Records, responsible for planning event programme, writing up MC and guests speeches, preparing press releases and media kit, sending invitations to medias and officiating guests including Mr. Gregory So, Secretary for the Commerce and Economic Development Bureau, liaising with vendors and arranging press interviews.• Arranged world tour to showcase the Coronet Diamond Guitar and captured widespread coverage from local to global medias including BBC, FoxTV, TVB, Vogue and SCMP, to raise international brand awareness. • Developed sales forecast based on analysis of historical sales data; designed new metrics, conduct weekly sales meeting and prepare reports to monitor forecast and sales trend accurately.• Implemented performance based incentive program to ensure the objective of company and sales managers aligns; constantly monitor effectiveness of program and obtain feedback from sales managers to optimize results. • Plan and prepare for each major jewellery exhibition, including BaselWorld, Vicenza Oro, and Hong Kong International Jewellery; efforts include sales material preparation, marketing promotions, product training, and sales target setting. Facilitate meetings between Sales Team and Product Development Team to ensure customers' feedback collected at exhibition is reflected in product development process. Show less

  • Marketing Manager

    Sept 2015 - Apr 2017

  • Assistant to General Manager

    Dec 2014 - Aug 2015
• 

  Edelman

  Apr 2017 - now

  Senior executive (brand)

  • Associate Director

    Feb 2023 - now

  • Assistant Director

    Jun 2021 - Apr 2023

  • Senior Manager

    Sept 2019 - Jun 2021

  • Manager

    Apr 2019 - Sept 2019

  • Senior Executive

    Apr 2017 - Apr 2019