LI WING LAM AGNES
Summary
Strategic marketing professional with 7 years of omnichannel experience in agency and in-house environments. Specialises in creative asset production and influencer strategy, alongside data-driven digital marketing and e-commerce execution. Delivered impactful campaigns that enhanced brand visibility across the APAC region.
Overview
7
7
years of professional experience
4
4
years of post-secondary education
Work history
Assistant Marketing Manager, Estee Lauder APAC
The Estée Lauder Companies Inc.
Hong Kong
2025.04 - Current
- Strategic Product Launches: Spearheaded the regional launch of Re-Nutriv Age Reversal Lotion, utilizing robust competitor analysis to guide affiliate forecasting, pricing, and new-to-file consumer recruitment strategies.
- VIP Consumer Experiences & Trade-Up: Authored a regional services & experiences playbook for high-value masterclasses and managed premium collateral production, successfully driving a +15% consumer trade-up into the luxury franchise.
- Regional PR & Event Orchestration: Directed large-scale regional PR event alongside luxury hotel and agency partners, securing a strategic mix of top-tier celebrities and influencers to maximize EMV and elevate brand prestige.
- Digital & Social Campaigns: Executed multi-phased regional activations for different campaigns (e.g., Holiday, Double Wear), tailoring localized briefs and partnering with prominent KOLs to drive product consideration in critical markets like Korea and Japan.
- Global Ambassador Management: Facilitated ambassador contract renewals and managed complex shoot coordination across Global, Regional, and Local teams to deliver high-impact assets for upcoming franchise launches.
Senior Marketing Executive, Bobbi Brown APAC
The Estée Lauder Companies Inc.
Hong Kong
2022.11 - 2025.04
- Regional GTM & Product Launches: Led regional Go-To-Market strategies for major colour innovations, driving immediate commercial success including +19% total lip category growth through exclusive Kakao pre-launches.
- Data-Driven Influencer Marketing: Scaled regional TikTok and influencer campaigns ("One Lip Full Look") across APAC, skyrocketing visibility to achieve #1 EMV in Taiwan and Top 10 rankings across five markets.
- Localized Asset Production: Directed regional shoots with APAC Brand Ambassador, producing authentic, conversion-driven content that outperformed global creative media efficiency, achieving notable YoY EMV improvements.
- Key Account Growth Strategies: Engineered exclusive retail marketing campaigns, implementing comprehensive Sephora GTM strategy that resulted in significant brick-and-mortar sales growth of +58% in Malaysia and +90% in Thailand.
- Visual Merchandising & Retail Operations: Standardised visual merchandising across APAC boutiques to enhance operational consistency, designing bespoke, high-conversion planograms for top-tier retailers Sephora, Mecca, and @cosme.
Assistant Digital Marketing Manager
Crudo International Limited
Hong Kong
2020.09 - 2022.10
- Digital Strategy & Campaign Planning: Structured comprehensive digital marketing calendars and promotional timelines, aligning cross-channel initiatives with core business objectives to maximize brand visibility and engagement.
- Omnichannel Execution & Budgeting: Managed campaign budgets and directed the end-to-end execution of multi-channel initiatives—including paid media, eDMs, SMS, and social—to optimize customer acquisition and retention.
- Performance Analytics & ROI Optimization: Analyzed multi-channel advertising performance using Google Analytics, delivering data-driven insights and optimization strategies that enhanced media efficiency and conversion rates.
- E-commerce & Cross-Functional UX: Partnered with Design, CRM, and IT teams to manage the e-shop CMS, driving continuous platform enhancements to elevate the online user experience and maximize digital conversion.
Content Marketing Executive
X Social Group Limited
Hong Kong
2019.04 - 2020.07
- Omnichannel Social Media Strategy: Engineered cross-platform editorial calendars and localized, high-engagement copywriting across Facebook, Instagram, Weibo, and WeChat to dynamically scale regional brand footprint.
- Steered integrated marketing initiatives for a high-profile, multi-sector portfolio—including NARS, ANA, and Galaxy Macau—ensuring seamless execution and adherence to global brand standards.
- Co-developed impactful pitch narratives and data-driven presentation materials with marketing leadership, enhancing client acquisition efforts and contributing to agency growth.
Education
BSc - Global China Studies: Humanities and Social Science
The Hong Kong University of Science & Technology
2012.09 - 2016.06
Skills
- Digital marketing
- Content management
- Campaign coordination
- Data analysis
- Influencer marketing
- Affiliate marketing
- Trend analysis
LANGUAGE
Cantonese - Native
Fluent
English - Fluent
Advanced
Mandarin - Fluent
Advanced
Korean - Conversational
Upper intermediate
Timeline
Assistant Marketing Manager, Estee Lauder APAC
The Estée Lauder Companies Inc.
2025.04 - Current
Senior Marketing Executive, Bobbi Brown APAC
The Estée Lauder Companies Inc.
2022.11 - 2025.04
Assistant Digital Marketing Manager
Crudo International Limited
2020.09 - 2022.10
Content Marketing Executive
X Social Group Limited
2019.04 - 2020.07
BSc - Global China Studies: Humanities and Social Science
The Hong Kong University of Science & Technology
2012.09 - 2016.06