Cheryl Lee
Director, Marketing & Communications
Summary
Strategic Marketing & Communications Director with extensive corporate experience developing and implementing innovative digital, internal and external communication strategies for teams in China, North America, Asia and Europe. Presents advanced writing, strategic planning and corporate communications skills. Committed to supporting company's initiatives and programs. Strength in making complex things simple and driving diverse teams and departments to accomplish a common goal.
Overview
23
23
years of professional experience
5
5
years of post-secondary education
Work History
Director, Communications & Development
Harrow Shanghai
Shanghai
10.2021 - Current
- Spearheaded innovative approaches to resource allocation and strategic planning.
- Designed print & digital content & materials in alignment with corporate branding across multiple channels
- Optimized operational processes and standardized reporting to drive insights-driven approach to decision making
- Collaborated with partners, key media (including WeChat & Red), Senior Leadership Team, parents, students and teachers to identify & promote on-brand USP's
Senior Director, Regional Marketing
EF English First
Shanghai
02.2020 - 10.2021
- Developed & executed marketing strategy focused on 7 regions: US, UK, Canada, Ireland, New Zealand and South Africa
- Achieved 70% of plan with 40% of budget by closely managing SEM, Paid Media, Programmatic, SEO, Offline, Social Media, CRM and referral channels
- Revamped website in 3 months with UI/UX redesign and streamlined funnel to improve conversion rates by 20%
- Increased social media followers by 35% and engagement rate by 45% to achieve 100K+ followers across Instagram, Facebook, Youtube and LinkedIn
Head of Digital Acquisition
HSBC
Shanghai
07.2017 - 08.2018
- Acquired 200K+ new credit card users with over $20M USD P&L
- Create digital framework & channel management to facilitate digital acquisition under complex organizational design, partnering with marketing, digital and product teams in China and at a regional level
Digital Marketing Director
Education First
Shanghai
02.2015 - 05.2017
- Manage EF Adult English China Digital Marketing funnel & ecosystem, to achieve 10% YTY growth in revenue, 7% YTY growth in revenue per lead and 1% YTY growth across teh funnel
- Responsible for deriving and fulfilling quarterly forecasts of budget, leads and revenue by region and marketing.
Sales & Marketing Executive - Growth Markets
IBM
Shanghai
01.2013 - 01.2015
- Manage a team of 150+ Business Development Sales professionals in 10 sales centers across Central & Eastern Europe, Asia Pacific & South America to drive $4 billion+ validated pipeline and $850 million revenue
Marketing Transformation Leader - Growth Markets
IBM
Shanghai
04.2009 - 12.2012
- Lead a team of 20+ senior marketing leaders and their extended teams across 30+ emerging countries to adopt the Unica Marketing Automation Platform within 1 year of implementation; building & training a competency center in Bangalore to service 7 regions and 100+ countries along the way
- Hire, train and manage 15 database marketing leaders across Asia, Central & Eastern Europe and South America to promote & execute industry leading client information practices
Market Insights & Database Manager
IBM
Toronto
08.1998 - 03.2009
- Managed 10 Market Intelligence professionals in the US and Canada to provide consultation services to senior executives by providing actionable market insights including research, segmentation, competition, buying behavior and opportunity analysis.
- Spearheaded key CRM & Analytics projects including the Sequential Pattern Analysis & numerous propensity to buy models to drive targeted revenue growth.
Education
BBA - Economics, Finance, Business Administration
University of Toronto
Toronto 09.1993 - 04.1998
Skills
Strategic planning
Verbal and written communication
Business administration
Project Management
Business planning
Issues resolution
Staff Development
Timeline
Director, Communications & Development
Harrow Shanghai
10.2021 - Current
Senior Director, Regional Marketing
EF English First
02.2020 - 10.2021
Head of Digital Acquisition
HSBC
07.2017 - 08.2018
Digital Marketing Director
Education First
02.2015 - 05.2017
Sales & Marketing Executive - Growth Markets
IBM
01.2013 - 01.2015
Marketing Transformation Leader - Growth Markets
IBM
04.2009 - 12.2012
Market Insights & Database Manager
IBM
08.1998 - 03.2009
BBA - Economics, Finance, Business Administration
University of Toronto
09.1993 - 04.1998