Summary
Overview
Work history
Education
Skills
Websites
Languages
Timeline
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Yu Ling Chiu Roxanne

Summary

Experienced marketing and communications professional with 6 years of work experience. In-depth knowledge of marketing strategies, including production planning and budgeting. Proven ability to build strong relationships and develop campaigns to reach target audiences. Skilled in marketing, content creation, communication, and analytics. Creative, project management and profit-minded.

Overview

8
8
years of professional experience
3
3
years of post-secondary education

Work history

Assistant Manager, Loyalty and Partnership

HKT Digital Ventures
Hong Kong
01.2024 - Current
  • Developed and executed credit card (cobrand card with Citi Bank) promotion and partnership programs to drive acquisition and revenue growth, resulting in increased customer engagement and loyalty.
  • Managed end-to-end marketing programs by closely collaborating with internal stakeholders and business partners, ensuring seamless execution and delivering measurable results.
  • Utilized customer segmentation analysis to formulate targeted card marketing and retention strategies, effectively stimulating card usage and enhancing customer satisfaction.
  • Supported digital and innovative initiatives to enhance the overall customer experience, leveraging technology to drive engagement and stay ahead of industry trends.
  • Oversaw membership and customer relationship management, implementing holistic marketing communications strategies, and executing successful online and offline campaigns and events to drive membership growth and enhance member benefits.
  • Assist in the organization of and provide on-site support to employee engagement activities or other employee events, such as staff roadshow.

Assistant Marketing Manager

Hong Kong Red Cross
Hong Kong
03.2022 - Current
  • Spearheaded the development and implementation of ATL, BTL and TTL marketing campaigns to increase brand awareness, consideration, and conversion
  • Copywrite and edit bilingual content (in Chinese & English) and production of promotion materials, and spearheaded the creation of eDM designs and content to stimulate interest in and awareness of promotions or campaigns
  • Conduct donor survey for better understanding of donor opinions to entice better future communication and relationship
  • Collaborated with internal/external stakeholders on campaign development, monitored and optimized marketing budget to determine the campaign message and goal
  • Negotiated special rates with vendors, leading to a 12% reduction in cost while exceeding campaign targets
  • Developed SEO, SEM strategies such as corporate website content creation, keyword strategy setting, social media advertising(FB, IG) and google ad for online donation platform, which boosted website traffic by 23% and donations amount by 30%
  • Led a major charity sales campaign, proactively developing and executing the campaign plan, which included monitoring marketing budgets, overseeing the production of communication materials, events and paid ad( google ads, promotional video), and ensuring the campaign integrated and aligned with company objectives
  • Generating over HKD2m in new sales
  • Prepared solicitation and renewal letters, proposals and sponsorship reports
  • Maintained strong relationships with sponsor companies to ensure ongoing support and collaboration.

Commercial Executive (MT)

Schenck Process
Hong Kong
07.2021 - 03.2022
  • Act as the account manager for potential Australian, USA, and Brazilian clients to negotiate contracts and product prices using proficient English communication skills
  • Proactively use yield management skills to create an additional service price calculation dashboard (e.g
  • Insurance, maintenance, etc.) by considering actual cost and client's demand elasticity
  • The average profit rate increased by 2%
  • Control risk and managed financial performance by producing reports, budgeting and contract risk assessment for onboarded clients, mainly from Australia
  • Propose an optimized early termination, contract violation penalty, and liability by identifying each milestone supply cost from SAP and calculating tolerance for each party
  • Mitigated risk by 5-10% on average, especially small account's risk-controlled under 12%
  • Hosted as a project manager to streamline the entire supply chain pipeline, from order and manufacturing to delivery, by communicating with suppliers from Germany
  • Build a digital project management dashboard visualizing each deliverable timeline, owners and update in real-time to ensure all tasks could be traceable
  • Initiate and chair weekly meetings to monitor supply progress to avoid late delivery
  • Estimated project pipeline reduced by 10%, on average 2 weeks or above
  • Collaborated with production and warehouse teams to forecast demand, maintain adequate inventory levels, and created a real-time dashboard for sales forecasts
  • Led to successful customer acquisition and retention by providing timely delivery of goods and service.

Marketing Assistant (Tourism Segment)

The Hong Kong Jockey Club
Hong Kong
10.2018 - 07.2021
  • Collaborated with cross-functional teams to successfully implement consumer engagement programs, while effectively integrating event and PR plans into overall marketing campaigns, resulting in a 25% increase in customer participation and engagement
  • Work cross functionally with retail channel and operations teams on the planning and execution of retail marketing programs
  • Conduct targeted marketing programs, resulting in a 20% increase in customer acquisition and retention
  • Led the execution of new launch CRM programs, taking accountability for the effectiveness of CRM activities and successfully enhancing conversion, retention, and reactivation rates, including preparing write-ups( in Chinese & English), designing DM/EDM communications, preparing social media content(wechat), extracting customer lists, collaborating with agencies and vendors, and marketing budget control
  • Control budgets by preparing and verifying consistency with recruitment, procurement, and operational decisions
  • Assist with formulating proposals to reduce costs and improve efficiency, resulting in 2-3% cost reduction
  • Respond to budget-related queries and draft correspondence.

Summer Internship-digital team

J. Walter Thompson Worldwide
Shanghai
06.2017 - 07.2017
  • Created social media content for WeChat and Weibo platforms
  • Assisted in conducting market research and analysis reports on sport brand footprints in the APAC region
  • Contributed to campaign strategic planning for notable clients such as MGM Macau and Ali Cloud launch
  • Managed key accounts including Barilla and Hasbro (Playdoh).

Summer Internship - Branding and Operation

CBN (China Business Network)
Shanghai
06.2016 - 07.2016
  • Coordinated and collaborated with multiple departments while providing on-site support
  • Negotiated sponsorship agreements with external parties.

Education

BA(Hon) Media and Communications -

University of Sussex
Sussex, UK
09.2015 - 07.2018

Skills

  • MS Office
  • Outlook
  • PowerPoint
  • Excel
  • Canva
  • CMS System
  • CRM Microsoft Dynamics 365
  • Dreamweaver
  • MailChimp
  • Oracle
  • Salesforce
  • SAP
  • Google tag manager
  • Tableau
  • Adobe Experience Manager
  • Adobe Content Server

Languages

English
Fluent
Chinese (Cantonese)
Fluent
Chinese (Mandarin)
Fluent

Timeline

Assistant Manager, Loyalty and Partnership

HKT Digital Ventures
01.2024 - Current

Assistant Marketing Manager

Hong Kong Red Cross
03.2022 - Current

Commercial Executive (MT)

Schenck Process
07.2021 - 03.2022

Marketing Assistant (Tourism Segment)

The Hong Kong Jockey Club
10.2018 - 07.2021

Summer Internship-digital team

J. Walter Thompson Worldwide
06.2017 - 07.2017

Summer Internship - Branding and Operation

CBN (China Business Network)
06.2016 - 07.2016

BA(Hon) Media and Communications -

University of Sussex
09.2015 - 07.2018

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Yu Ling Chiu Roxanne