Nicole Leung

Senior Business Director Apr 2024 - Present

Business Director Dec 2021 – Mar 2024

Strategy and Market Expansion (Hong Kong & Overseas)

• Craft market entry and localization strategies for diverse regulatory and consumer markets.
• Drive business growth in Hong Kong and high-potential markets (e.g., U.S., Australia).
• Develop integrated marketing strategies (online/offline), including social media, CRM, and events to boost brand equity.
• Execute localized campaigns and partner with KOLs, media, and distributors.
• Build partnerships with local distributors and agents to expand reach.
• Lead product launches with market research, competitive analysis, pricing, and sales planning to grow product portfolio.
• Collaborate with R&D to optimize formulations, improving yield and stability.

Self-Owned Factory Production & Quality Control

• Oversee in-house production (procurement, scheduling, packaging, QA) for efficiency and safety compliance.
• Maintain international certifications (e.g., ISO 22000) and pass third-party audits.
• Monitor production performance, minimize delays, and address quality issues proactively.

Team Leadership & Cross-Functional Collaboration

• Lead sales, marketing, R&D, production, and QA teams, fostering accountability and efficiency.
• Design KPI systems and career development programs to enhance performance and retention.
• Align departments on product launches, marketing, and supply chain goals.
• Contribute to executive decisions on budgets and investments.

Supply Chain Optimization & Cost Management

• Streamline procurement with multi-vendor strategies to cut costs and risks.
• Improve inventory accuracy and order fulfillment speed.
• Coordinate with global logistics to reduce lead times and enhance customer satisfaction.
• Develop cost-efficient procurement plans and turnover strategies.

Sales & Operations Management

• Responsible for the 3 brands' sales
• Formulate selling strategies with marketing teams and set corresponding target
• Ensure operations excellence with 5 focuses: Leadership, Full headcount, Customer satisfaction, Pillars Planning, Customer Management
• Design Dashboard with instant result evaluation to articulate company focus, e.g. Gratus Pass, Birthday Sign, Online Consultation

Sales Management, HK & CN Market

• Oversee brands' sales in HK & CN markets.
• Develop annual/monthly sales strategies and targets.
• Identify KPI opportunities, coordinate with CRM, Exhibition, PR teams to boost sales.
• Plan store openings/closures based on growth potential.
• Design monthly incentive programs to highlight brand focus (e.g., new recruitment).

Frontline Recruitment, Coaching & Motivation, HK & CN Market

• Manage 850 Beauty Advisors (HK: 180; CN: 670).
• Monitor BA productivity, headcount needs, and propose mitigation plans.
• Collaborate with HR on recruitment strategies and effectiveness.
• Assess BA performance via KPIs: sales, average unit sales, loyal customer count, new customer return rate, iFancl app registrations.
• Ensure BAs deliver value-added services (e.g., skin tests, brow services) for brand premiumness.
• Review shop commissioning structure to align with market needs.
• Reward high-performing BAs through motivation games, yearly awards, and quarterly promotions.
• Identify BA training needs and coordinate training programs.
• Maintain healthy salary cost-to-sales ratio.

Marketing - In-Shop Promotion, HK & CN Market

• Plan annual in-shop promotions (instant/point/appointment gifts).
• Create trendy premiums aligned with brand image and values.
• Propose product promotions based on stock, seasonal trends, and brand focus.
• Design premium product gift packaging to enhance brand image.
• Team Member Management
• Lead 6-member team for sales analysis and target review.
• Lead 6-member team for in-shop promotion planning/execution.
• Lead 8-member team for HK & Macau frontline management (40 POS) and 6-member team for CN frontline management (179 POS).

Main Achievements

Revamped commissioning structure, reducing cost-to-sales ratio.

Sales Related

• Oversee brands' sales, reporting to Brand Manager
• Systemize sales analysis data
• Initiate marketing activities based on KPI & customer profiles
• Identify sales opportunities across brand functions
• Provide feedback to refine marketing campaigns
• Design monthly incentive programs to align with brand goals
• Forecast sales using market and mall trends
• Develop alternative sales plans (e.g., hotel staff, corporate sales)
• Plan store openings/closures based on growth potential, P&L, and market factors
• Maintain cost-effective selling structure and meet P&L targets
• Engage trade partners with brand vision updates

Store Operations Related

• Manage 29 stores (27 HK, 2 Macau)
• Train consultants on FSS, sell-in, and consignment operations
• Ensure compliance with service and merchandising standards
• Communicate company policies and guidelines
• Coordinate marketing activities (e.g., roadshows, counter events) for customer satisfaction
• Handle customer complaints
• Maintain optimal stock levels
• Foster relationships with trade floor managers

Beauty Adviser Related

• Lead 4 Retail Managers and 1 Field Operation Supervisor
• Supervise 150+ Clinique Consultants
• Oversee BA recruitment and manpower allocation
• Develop Consultant career plan
• Implement performance-based commission system
• Review consultant packages and productivity monthly

Main Achievements

1. Executed store consolidation for low-productivity doors, improving cost structure

2. Conducted brand events, earning strong customer feedback

3. Achieved +4% growth in May Sogo Thankful Week, driving new customer growth

Sales Related

• Oversaw sales for 2 brands, reporting to Brand Manager.
• Prepared annual budgets and store/brand trend analyses.
• Launched marketing activities to boost sales.
• Developed store strategies based on sales and customer data.
• Created monthly incentive programs for optimal sales and product mix.
• Forecasted sales using market and mall trends.
• Collaborated with sister brands to increase sales.
• Presented weekly sales trends/strategies and monthly results/plans to GM.

Store Operations Related

• Managed smooth operations for Clarisonic (LCTSQ, LCCR, LCIFC, Facesss Lab, Sogo CWB, Sogo TST, NYH) and Urban Decay (LCTSQ, Facesss OT) in department stores.
• Ensured compliance with company service, merchandising, and operational standards.
• Coordinated and executed store events and marketing to enhance brand awareness.
• Monitored stock levels to meet targets.
• Maintained strong trade relationships and sister brand collaboration.

Beauty Adviser Related

• Led 20+ Beauty Advisors for Clarisonic (including Field Operations Manager, Senior BA, BA) and Urban Decay (including National Makeup Artist, Counter Manager, Assistant CM, Makeup Artist, Ambassador).
• Handled BA recruitment, manpower allocation, and performance reviews.
• Coached BAs to develop strengths and monitored/adjusted compensation.
• Evaluated BA productivity.

Main Achievements

Clarisonic:

1. Launched collaboration offers with Lancome, Kiehl's, and Biotherm.

2. Opened first POS in Macau at New Yaohan.

Urban Decay:

1. Successfully launched brand and opening event.

2. Achieved 5th in Facesss and 6th in LCTSQ makeup brand rankings (Aug-Sep 2015).

Other positions at L’Oreal HK Limited

Account Operations Manager, Kiehl's Jun 2014 Jan 2015

Assistant Account Operations Manager, Kiehl's Jan 2013 – May 2014

Associate Account Operations Manager, Kiehl's Jun 2011 – Dec 2012

Account Operations Executive, Kiehl's (Management Trainee) Jun 2010 – Jun 2011

Sales Related

• Oversaw brand sales and reported to Brand Manager.
• Managed monthly sell-in and sell-out targets based on trends.
• Prepared annual budget and P&L analysis for stores and brand.
• Built store business using sales and customer profile analysis.
• Developed monthly incentive programs to boost sales and product mix.

Store Operations Related

• Managed operations of 7 POS: Langham Place, New Town Plaza, Landmark, Elements, Landmark North, Luk Yeung Galleria, New Yaohan.
• Ensured service and merchandising met company standards.
• Ensured daily operations complied with company policies.
• Coordinated store events and new openings.
• Planned and executed marketing activities to enhance brand awareness.
• Provided feedback to optimize marketing campaigns.
• Analyzed sales and monitored stock to meet targets.

Beauty Adviser Related

• Led 200+ Beauty Advisors, including Field Operations Manager, Store Manager, Senior BA, and BA.
• Handled BA recruitment and manpower allocation.
• Coached BAs to develop strengths.
• Adjusted BAs’ compensation monthly.
• Reviewed BA performance and productivity by store monthly.

Main Achievements

1. Achieved +38% brand sales growth in 2014.

2. Hit 112% of brand sell-out target in 2014.

3. Ranked #1 in BA productivity by sales in Kiehl's Asia and by transactions in Luxe HK Division.