Lyra Yoe
Summary
Result-oriented marketing professional driven to develop successful campaigns and product marketing plans that deliver desired results and meet demanding objectives. Prepared to bring 8 years of progressive experience and take on challenging position with opportunity to make lasting impact on company and customer success.
Overview
10
10
years of professional experience
Work History
Senior Marketing Specialist
Starbucks Coffee Asia Pacific
08.2021 - Current
- Spearheaded and launched 10 seasonal campaigns, 7 partnership campaigns, and 2 brand campaigns, driving successful product and program launches
- Oversee and supervise local marketing activations in 4 key Asia Pacific markets (Singapore, Malaysia, Indonesia, and Thailand), offering marketing solutions and ensuring branding consistency
- Collaborate with cross-functional teams and creative agencies to devise campaign strategies and create world-class marketing collaterals
- Lead campaign performance analytics and reporting, facilitating effective internal and external communication to meet organizational goals and objectives, in partnership with external agencies and the insights team
- Provide effective leadership to the team, driving process improvements and executing strategies that delivered successful outcomes with efficiency
- Conduct brand training and orientation for internal stakeholders to strengthen internal brand knowledge and equity
Operations Communications Specialist
Starbucks Coffee Asia Pacific
09.2018 - 08.2021
- Execute content and production of internal and external communications, with a strong focus on driving business alignment and partner (employee) engagement
- Create program materials, resource manuals, promotional planning kits, and training materials to deliver at store level across Asia Pacific markets
- Partner with internal stakeholders and market counterparts to pilot complex new programs and equipment and gather market feedback
- Build communication capabilities within the regional office and markets to ensure messages are communicated effectively
- Evaluate the efficacy of existing communications content and channels and build the right communications frameworks and tools as a foundation for the department
Freelance Content Creator & Social Media Manager
I.T Apparels
01.2018 - 09.2018
- Create social media strategies and an annual editorial calendar tailored to the client's business needs and informed by sales insights
- Foster an engaged community of followers, achieving a 15% increase in engagement on Facebook and a 10% increase on Instagram in the first 3 months
- Collaborate with the merchandising and marketing teams to develop compelling visual content for Instagram and Facebook
- Manage the client's social media accounts, ensuring that content is regularly updated and resonates with the target audience
- Monitor and analyze social media metrics to track performance and create insightful reports.
Digital Marketing Executive
Localised
11.2017 - 06.2018
- Support the successful launch of e-commerce sites for Neiman Marcus, a US-based luxury department store, in Japan, and Crate & Barrel, a US-based housewares and furniture chain retailer, in Singapore
- Develop merchandising assortments based on consumer demand, seasonality, and client objectives to optimize sales and revenue
- Manage and curate on-site content, including product maintenance and presentation, and creation of marketing assets such as web banners, e-newsletters, and promotional activities
- Serve as a liaison between clients and internal teams for all product launches, promotions, and operational service improvements
- Develop Standard Operating Procedure and Service Level Agreement documents to ensure effective and efficient project management
- Conduct user testing and market research to develop e-commerce site templates for Japan, Hong Kong, Singapore, and South Korea markets
E-commerce Executive
GRI Group
09.2016 - 11.2017
- Create and maintain corporate website content for 3 US brands and 1 in-house brand with accurate prices, products and contact information
- Monitor online feedback provided by customers regarding services and products to identify points for improvement
- Work with third-party partners to coordinate cross-border e-commerce platform activities
- Analyze consumer demographics and weekly site metrics to correlate trends in sales and site visits.
- Liaise with merchandising, marketing, and logistics departments to produce content strategies and accomplish shared objectives
- Test website changes to predict user capabilities for use in strategic planning and online marketing
- Leverage Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content and user experience
E-commerce Merchandising Coordinator
Ralph Lauren Asia Pacific
01.2016 - 07.2016
- Manage new product uploads, category builds, product detail maintenance, and promotional activities for the luxury division: Purple Label, Ralph Lauren Collection, and RRL
- Monitor key trading tasks such as stock management, fragmentation, and product returns.
- Liaise closely with merchandising, operations, and customer service teams to improve efficiencies, trade, and customer experience.
- Collaborate with the planning & allocation, digital operations, and IT & digital marketing teams for onsite optimizations such as product recommendations, upselling/cross-selling opportunities, and search improvements
- Reporting on e-Commerce trade performance including KPIs, providing data-driven insight, and conducting deep dives were needed to better understand shopping behaviors and trends
• Create product knowledge decks and train customer service representatives
E-commerce Officer
Kapok
07.2015 - 12.2015
- Manage and oversee e-commercial business and operations
- Liaise with buying team, store operations team and marketing team to plan marketing calendar
- Work with IT team to improve the website usability to improve customer experience and drive business conversions
- Work with digital agency to execute digital marketing activities, including SEM, and affiliate advertising
- Oversee creative direction for website content and marketing campaigns
- Perform weekly and monthly business analysis and sales reports on products and traffic KPIs
Marketing and E-commerce Executive
Kapok
07.2014 - 07.2015
- Executing marketing activities for both offline and e-commerce business
- Assist in e-commerce operations, including order processing, customer service, content and product updates
- Manage and create content for social media platforms such as Facebook, Instagram, Weibo, and Wechat
- Plan and schedule email marketing campaigns
- Organize photo shoots for lookbooks and marketing campaigns
- Craft compelling, SEO-optimized product copy for Kapok's digital properties
- Coordinate outreach with media personalities and bloggers for specific marketing and branding initiatives
- Generate reports on social media and digital campaigns to calculate best practices to obtain the maximum ROI through clicks and overall customer engagement
Styling and E-commerce Assistant
Hypebeast
01.2014 - 07.2014
- Responsible for clothing and accessory pulls, garment preparation, and creating looks for Hypebeast
e-commerce site and editorial projects - Organzine photo shoot schedule and work on-set with in-house photography team on a daily basis
- Work with e-commerce team and photo retouch team to achieve daily and weekly targets
- Assist and support product updates and site refreshes
Education
Bachelor of Fine Arts - Fashion Merchandising
Academy of Art University
San Francisco, USA12.2013
Skills
- Project Management
- Workflow Optimization
- Campaign Development and Management
- Brand Communications
- Go-to-Market Planning
- Market Research and Analysis
- Copywriting
- Data Analytics Tool: Tableau
- Digital Analytics Tool: Google Analytics
- Marketing Automation Tools: ConstantContact Hootsuite
- Microsoft Office Suite: Word Excel PowerPoint
- Adobe Creative Suite: Illustrator Photoshop InDesign
Languages
Chinese (Cantonese)
Native language
English
Proficient
C2
Chinese (Mandarin)
Proficient
C2
Timeline
Senior Marketing Specialist
Starbucks Coffee Asia Pacific
08.2021 - Current
Operations Communications Specialist
Starbucks Coffee Asia Pacific
09.2018 - 08.2021
Freelance Content Creator & Social Media Manager
I.T Apparels
01.2018 - 09.2018
Digital Marketing Executive
Localised
11.2017 - 06.2018
E-commerce Executive
GRI Group
09.2016 - 11.2017
E-commerce Merchandising Coordinator
Ralph Lauren Asia Pacific
01.2016 - 07.2016
E-commerce Officer
Kapok
07.2015 - 12.2015
Marketing and E-commerce Executive
Kapok
07.2014 - 07.2015
Styling and E-commerce Assistant
Hypebeast
01.2014 - 07.2014
Bachelor of Fine Arts - Fashion Merchandising
Academy of Art University
Similar Profiles
Sateshwar TutejaSateshwar Tuteja
Regional Managing Director at Wefreight Asia Pacific, Asia PacificRegional Managing Director at Wefreight Asia Pacific, Asia Pacific
Gopala KrishnanGopala Krishnan
Manager, Corporate Trade Compliance at DHL Asia Pacific Shared Services Sdn BhdManager, Corporate Trade Compliance at DHL Asia Pacific Shared Services Sdn Bhd
Tiffany YangTiffany Yang
APMEA Product Manager at Havi Global Solutions (Asia Pacific) LLCAPMEA Product Manager at Havi Global Solutions (Asia Pacific) LLC