Elaine Yau
Digital Marketing Executive
Summary
Proactive Digital Marketing Executive adept at digital and e-commerce marketing. Proven ability on deriving professional insights with the use of analytical tools to formulate data-driven marketing strategies.
Overview
7
7
years of professional experience
3
3
years of post-secondary education
Work History
Digital Marketing Executive (Harvey Nichols)
Dickson Concepts (Retail) Limited
10.2023 - 01.2024
- Enhance brand visibility by sourcing and sustaining cordial relationship with partners across fashion, lifestyle and art
- Support in planning of product mix, order quantity, pricing setting and presentations to management team
- Proactively monitor project status as well as flag delays and problem solve to ensure time delivery
- Report on sales performance of own-buy or consignment projects and benchmarking sell-through rate
E-Commerce Executive (Harvey Nichols)
Dickson Concepts (Retail) Limited
05.2021 - 09.2023
- Synthesise daily sales figures of fashion and beauty by brand, department, category and staff input
- Work closely with UK team on website operation, product management, order fulfillment and promotion schedule
- Cooperate with media agency on planning and implementing cost-effective Google PMAX and search campaigns
- Responsible for HK pricing setting and study market competitiveness with careful attention to profit margin
- Assist in preparation of digital marketing monthly expenses report, P&L cross-check, delivery cost study and yearly budget plan
- Share time-sensitive content to promote online exclusive or seasonal products on Facebook and Instagram
Digital Marketing Officer
Metro Broadcast Corporation Limited
10.2019 - 04.2021
- Produce evergreen content for shopping and health related webpages, Facebook, Instagram and e-newsletter
- Suggest and optimise content strategy and SEO practices to drive website traffic and quality engagement on social media
- Conduct in-depth analysis from social media, email campaign, Google Analytics and internal reporting metrics
- Contribute to launch of e-shop and manage product data with SaaS plugin 'WooCommerce'
- Coordinate with SSO to uphold editorial standards while balancing creative-financial needs of brand partners
Marketing Communications Assistant
Joint Publishing (Hong Kong) Company Limited
07.2018 - 09.2019
- Compose engaging content for website, Facebook, Weibo, WeChat and eDM to promote products and in-store activities
- Communicate with internal departments (e.g. retail, book editors, designers) to ensure business goals are clearly addressed
- Plan, operate and optimise paid ad campaigns to maintain growth of social media fans base
- Expand company's social media fans base by 10% with limited budget
- Handle enquiries from emails and social media platforms to satisfy customers' needs
Media Executive (Planning)
MediaCom
04.2017 - 02.2018
- Gather and interpret data on market trends, consumer behaviour and competitive activities
- Assist in management of clients from fashion, FMCG and insurance industries
- Liaise with external vendors to ensure optimal price, time and ad space is offered
- Support on media plan preparation, campaign execution and media recommendations
- Measure effectiveness of media campaigns and monitor budget allocation
Education
Bachelor of Arts - Media And Communications
University of Sussex
United Kingdom 09.2013 - 06.2016
Skills
AdmanGO
Adobe Photoshop
CMS Desk
Facebook Business Manager
Google Analytics
Google Merchant Center
Microsoft Office
Order Fulfillment System
Radica (CRM)
SaaS models (BigCommerce, Magento, WooCommerce)
WordPress
Languages
Chinese (Cantonese)
Chinese (Mandarin)
English
Timeline
Digital Marketing Executive (Harvey Nichols)
Dickson Concepts (Retail) Limited
10.2023 - 01.2024
E-Commerce Executive (Harvey Nichols)
Dickson Concepts (Retail) Limited
05.2021 - 09.2023
Digital Marketing Officer
Metro Broadcast Corporation Limited
10.2019 - 04.2021
Marketing Communications Assistant
Joint Publishing (Hong Kong) Company Limited
07.2018 - 09.2019
Media Executive (Planning)
MediaCom
04.2017 - 02.2018
Bachelor of Arts - Media And Communications
University of Sussex
09.2013 - 06.2016
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