Samuel Yan Wing Chan
Summary
Marketing professional with over 9 years of experience in digital marketing and transformation, specializing in integrating AI-driven automation and data analytics to enhance operational efficiency. Successfully managed large-scale marketing budgets (up to HKD 280M) across property, NGO, and co-working space industries in Hong Kong. Led digital transformation initiatives across multiple teams, implementing AI tools and automation to streamline processes and boost performance. Proven track record in increasing sales revenue (up to 25% month-over-month), generating significant traffic and leads (80% increase in leads, 125% increase in traffic), and enhancing customer engagement through CRM and marketing automation. Data-driven problem solver with a strong logical mindset, adept at utilizing data analysis to formulate effective solutions. Experienced in both startup and established companies, and a collaborative team player who understands team challenges and fosters cross-departmental partnerships.
Overview
11
11
years of professional experience
Work History
Assistant Manager (Digital Engagement)
Christian Family Service Centre (CFSC)
Hong Kong
01.2024 - Current
- Spearheaded projects across 12 teams within a diverse NGO, serving sectors like elderly care, youth, disability support, mental health services, environmental protection, and community development.
- Integrated AI tools organization-wide to boost operational efficiency and enhance digital marketing processes.
- Developed automation tools using Make.com and Microsoft Power Automate.
- Leveraged AI to analyse and categorize email content for compliance and inquiry tracking.
- Connected online forms to AI image generators via API for automated image creation workflows.
- Revamped 8 outdated websites into modern, user-friendly platforms using Wix and WordPress.
- Integrated online forms, CRM systems, and email marketing automation to drive online traffic and generate leads.
- Designed and implemented a custom API integrating Leonardo AI, Flux, Ideogram, Runway ML, and Kling, allowing team members to leverage AI image generation tools in alignment with our design standards to optimize creative processes.
- Built an internal library of best practices in GenAI & Digital marketing, and conducted 22 training sessions, engaging nearly 1,200 staff members.
- Enhanced user experience and engagement by deploying chatbots in web, and creating dedicated event pages.
- Enabled seamless customer engagement and marketing automation by integrating WhatsApp, Facebook, and WeChat with HubSpot.
- Implemented Google Analytics 4 (GA4) and Google Ads to increase traffic and conversions.
- Conducted in-depth data analysis, and developed tailored SEO strategies.
- Created real-time dashboards to monitor website traffic, customer journeys, and leads.
- Built CRM systems in Airtable and HubSpot to support lead management and marketing automation.
- Managed inquiries and defined partner demographics, streamlining data management, and improving targeting efforts.
- Partnered with back-office and frontline teams to deploy tech solutions that enhanced operations, and promoted services and events.
Digital Marketing Manager
theDesk
Hong Kong
10.2022 - 12.2023
- Executed digital marketing campaigns and CRM programs, optimizing online user experience to boost sales
- Revamped the website with user-friendly UI/UX and implemented real-time communication via omni-messaging channel (SleekFlow)
- Utilized HubSpot CRM for inbound marketing and automated, personalized messaging
- Worked with cross-functional teams to develop AI apps (Chatzilla), adding value for customers and fostering community engagement
- Increased inquiries by 30% in Q2 to 1,200 through website revamp and digital campaigns
- Boosted new customer sales revenue by 25% month-over-month to HKD 1.8M through marketing automation
- Increased existing customer sales revenue by 40% month-over-month to HKD 150K with tailored offers and loyalty programs
- Developed skills in loyalty program design and proficiency in CRM tools
Digital Marketing Manager
House 730
Hong Kong
04.2021 - 10.2022
- Oversaw HKD 28M budget, creating strategic plans to transition marketing from offline to online
- Managed campaigns across Google Ads, social media ads, and email marketing to maximize traffic and conversions
- Led the setup of Google Analytics 4, handling complex datasets for data visualization and insights
- Managed a monthly HKD 600K SEO budget, focusing on on-page, off-page, and technical SEO
- Increased leads by 80% and traffic by 125% with a 55% budget increase to HKD 280M through large-scale brand campaigns
- Generated insights and reports for top management, improving communication and decision-making
Assistant Digital Marketing Manager
REA Group Asia (squarefoot.com.hk)
Hong Kong
04.2018 - 09.2020
- Handled HKD 1.3M across SEM, Facebook ads, and programmatic ads
- Promoted new brand messages online and facilitated online-to-offline promotions
- Utilized Google Analytics, Data Studio, and Tableau for reporting
- Worked with regional marketing teams, gaining international exposure
- Advanced to Assistant Manager in April 2019
Senior Marketing Executive
rcMart.com
Hong Kong
03.2014 - 03.2018
- Implemented GDN, SEM, EDM, and social media ads
- Managed platforms like eBay, Amazon, and the official e-commerce store
- Established relationships in the US and France markets
- Elevated to Senior Executive role
Education
Professional Certificate - Growth Marketing Strategy
The Hong Kong Polytechnic University
Hong Kong01.2022
Bachelor of Commerce - Marketing & Advertising
Curtin University of Technology
Australia01.2014
Skills
- Digital Marketing Strategy
- Digital Transformation
- AI-Driven Automation
- Data Analysis and Visualization
- CRM and Marketing Automation
- SEO and SEM
- Project Management
- Team Leadership and Collaboration
Itskills
- AI Models and Platforms: OpenAI, Google Gemini, Llama, Claude, Leonardo AI, FLUX, Replicate, and Hugging Face
- Automation & Workflow: Make.com, Microsoft Power Automate, Zapier, and Pabbly
- CRM & eDM Systems: HubSpot, ActiveCampaign, and Mailchimp
- Data Analysis and Visualization: Google Analytics 4, Tableau, and Google Looker Studio
- Digital Marketing: Google Ads, Facebook Ads Manager, LinkedIn Ads, SEO
- E-commerce and Web Management: Wix, WordPress, Shopify
Language
- Cantonese: Native proficiency
- English: Fluent in spoken and written English
- Mandarin: Fluent in spoken
Timeline
Assistant Manager (Digital Engagement)
Christian Family Service Centre (CFSC)
01.2024 - Current
Digital Marketing Manager
theDesk
10.2022 - 12.2023
Digital Marketing Manager
House 730
04.2021 - 10.2022
Assistant Digital Marketing Manager
REA Group Asia (squarefoot.com.hk)
04.2018 - 09.2020
Senior Marketing Executive
rcMart.com
03.2014 - 03.2018
Professional Certificate - Growth Marketing Strategy
The Hong Kong Polytechnic University
Bachelor of Commerce - Marketing & Advertising
Curtin University of Technology
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