Chan Lok Yee Sandy
Regional Digital Marketing Strategies Creation & Key Driver For Ecommerce Acquisition
Hong Kong,HCW
Summary
As a seasoned digital marketing practitioner with 16 years of experiences gained from both agency and in-house background, I have been performing key roles in formulating marketing strategies and implementing marketing initiatives to reinforce the brands that I served, drive acquisition and usage of product and services, strengthen customer loyalty to build long term relationships. Since 2013, I have started to target APAC markets in various regional countries such as Malaysia, Singapore, Vietnam and Indonesia. My previous role was digital commerce driven focuses on DTC sites, HKTV Mall as well as regional marketplaces like Lazada, Shopee etc. To pursue my career advancement further, I am looking for valuable opportunities to take on new challenges.
Overview
1
1
Language
6
6
years of post-secondary education
15
15
years of professional experience
Work History
Senior Digital Marketing Manager
AIA Group
06.2021 - Current
- Drive performance on group level and support APAC regions by sharing insights and recommendation for digital platforms, setting strategies and KPIs.
- Serving regions: HK, Korea, Singapore, Malaysia, Indonesia, Thailand, Philippines, Pakistan, Cambodia, Australia, China and Vietnam.
- Led projects of Proof of concepts (POCs) and analyzed data on analytics channels to identify opportunities for improvement.
- Participated in continuous improvement of performance marketing by generating suggestions to agencies and vendors, engaging in problem-solving activities to support teamwork.
- Managed web development agencies for progress of content creation, content author and design according to brand guideline and UXUI standard, communicating deadlines to ensure projects were completed on time.
- Coordinated with social media agencies for social content calendar and review performance of social media channels of Group and local markets.
- Managed social listening projects and review the performance of brand from group level.
Regional Digital Marketing Manager
Mayborn Group Tommee Tippee
07.2016 - 06.2021
- Provide digital consultancy to 12 APAC regions, sharing insights to digital and ecommerce platforms, strategies, optimization and opportunities for B2C audiences.
- Serving regions:HK, Taiwan, Korea, Japan, Singapore, Malaysia, Indonesia, Thailand, Philippines, Pakistan, Sri Lanka and Vietnam.
- Contribute to joint marketing plans collaborating with distributors, supporting on domestic brand build, digital acceleration, capability uplifting through strategic planning and best practice sharing.
- Deliver global digital content strategy to lead APAC markets, assessing channels and appropriate content, informing ongoing strategy to uplift brand sentiment for 15-25% .
- Plan and implement marketing campaigns for brand building, acquisition and retention through digital & social media initiatives, including digital ad, partnership, social media, SEM/SEO, KOL endorsement, video production, affiliate program, eCRM, sponsor / collaboration and website development.
- Set up the operation and drive traffic for DTC Eshop channel with shopify, achieving nearly $3M sales with more than 4K sales order since kick off in Feb 2020. Uplifting the ATV for nearly 300%.
- Generate 200% uplift in HKTV Mall sales following in-depth analysis of marketing preference captured channels, capturing and capitalizing the promotion opportunities.
- The first online campaign for TT eshop, delivering nearly$500K sales within 1 month with 4.9% conversation rate.
- Manage the development, design, writing delivery, launch and ongoing optimization of websites and associated digital and social media strategy to drive organic and direct traffic as key conversion driver.
- Measure the relative ROAS, KPIs against annual A&P budget and goal, optimizing spending and performance based on the insight.
- Align with sales team for Asia new product launch on marketplaces and Eshop channels.
- Participated in continuous improvement by generating suggestions, engaging in problem-solving activities to support teamwork.
Senior Digital Marketing Executive
VF Group Timberland
12.2014 - 07.2016
- Establish digital roadmaps and social media content strategies to serving local teams include China, HK, Taiwan, Korea, Japan, Singapore and Malaysia.
- Monitor digital channels 'performance of websites, social, SEM, paid ad, SEO and ecommerce with customized metrics measurement over 7 Asia countries.
- Establish social media and content marketing campaigns to drive business via RACE framework.
- Develop new social media and Ecommerce channels for China market include Jd.com, Tmall.com and WeChat & kick off monthly campaigns on each channel .
- Making adaptation of social and ecommerce assets from China market into other regions.
- Manage content through CMS of wordpress for website updates. Review and optimize websites to improve customer’s journey.
- Manage social listening projects for reviewing and uplifting brand position and performance of activations for 10-20%.
- Design and implement the eCRM projects by Perkd app and e-newsletters to drive memberships of 5K+ per year.
- Assisting the successful launch and promotion of the E-commerce sites.
Senior Digital Marketing Officer
Chow Sang Sang Jewellery
04.2013 - 11.2014
- Mange the budgeting, media planning & execution of digital campaigns across China & Hong Kong markets.
- Establish 10+ promotional and thematic campaigns across the social media channels include Weibo, WeChat, Facebook and Instagram.
- Manage and plan yearly budget of $10M per year for all round 360 digital, social and CRM projects for China and HK markets.
- Build media and content collaboration/ partnership with mass and social channels e.g.Sohu, Youku, Tudou etc.
- Review campaigns’ performance base on media report, analytic report & website analytic platforms to achieve sales target.
- Manage creative execution & content creation with designer.
- Assist the launch of eDM and loyalty programs to members.
- Promoting the launch of Charme, Zodiacs and Enigma iPad App to achieve downloads of 1K+ within 1 month.
Media & Account Serving Manager
Innity Hong Kong
05.2012 - 03.2013
- Present win-win business solutions & pitching to publishers for join collaboration within our network while assist sales team to determine optimal combination of media outlets for promotional campaigns (both local and regional) and allocate resources according to consumer data analysis. Proactively built and maintained positive business relationships with clients and publishers while advocating for company in partnership negotiations.
Technical Account Manager
FiveStones Limited
01.2011 - 04.2012
- Manage campaign trafficking and operations for client to ensure the smooth operation and management of digital campaigns within the Doubleclick, Sizmek, Atlas or other 3rd party tracking system while monitoring and optimizing the performance of ad campaign for clients in Singapore, Australia and HK.
Senior Ads Operation Executive
Tetris Media Limited
10.2009 - 12.2010
- Created holistic digital plan, implementing launch of online campaigns, reviewing for performance and improvement strategies, and communicated deadlines to ensure projects were completed on time.
Ads Operation Executive
Pixel Media HK Limited
10.2007 - 10.2009
- Proved successful working within tight deadlines and fast-paced atmosphere, providing full support for sales on media scheduling, materials specification, execution of ad launching for promotion and liaising with clients, publishers, production house on executions & exploration of new advertising formats for client’s promotion campaigns.
Media Executive
Mindshare Hong Kong
10.2005 - 03.2007
- Coordinated launch of media campaigns with client communications and business development team, negotiated rates with media sales to obtain most competitive prices and led implementation of best practices to support client service satisfaction initiatives.
Education
Business Analytics: Decision Making Using Data
University Of Cambridge Judge Business School
Remote Learning 08.2020 - 11.2020
Digital Revolution
Squared Online -Google Supported
Remote Learning 06.2016 - 08.2017
Executive Diploma in Strategic Brand Management
HKU Space
Hong Kong 08.2014 - 02.2015
Diploma of Multimedia Web Design & Interactive App
Feva Works IT Education Centre
Hong Kong 08.2008 - 06.2009
Bachelor of Arts - Journalism and Mass Communication, Public Relations and Advertising
Hong Kong Shue Yan University
Hong Kong 09.2001 - 05.2005
Skills
Photoshop, Fireworks, Flash, Dreamwaver, Adobe Illustrator
undefinedAge
40
Current Salary
HK$51,000 with 12 months
Expected Salary
$50,000
Availability
1 month notice in advance
Timeline
Senior Digital Marketing Manager
AIA Group
06.2021 - Current
Business Analytics: Decision Making Using Data
University Of Cambridge Judge Business School
08.2020 - 11.2020
Regional Digital Marketing Manager
Mayborn Group Tommee Tippee
07.2016 - 06.2021
Digital Revolution
Squared Online -Google Supported
06.2016 - 08.2017
Senior Digital Marketing Executive
VF Group Timberland
12.2014 - 07.2016
Executive Diploma in Strategic Brand Management
HKU Space
08.2014 - 02.2015
Senior Digital Marketing Officer
Chow Sang Sang Jewellery
04.2013 - 11.2014
Media & Account Serving Manager
Innity Hong Kong
05.2012 - 03.2013
Technical Account Manager
FiveStones Limited
01.2011 - 04.2012
Senior Ads Operation Executive
Tetris Media Limited
10.2009 - 12.2010
Diploma of Multimedia Web Design & Interactive App
Feva Works IT Education Centre
08.2008 - 06.2009
Ads Operation Executive
Pixel Media HK Limited
10.2007 - 10.2009
Media Executive
Mindshare Hong Kong
10.2005 - 03.2007
Bachelor of Arts - Journalism and Mass Communication, Public Relations and Advertising
Hong Kong Shue Yan University
09.2001 - 05.2005
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