Zephyr Woo
Hong Kong
Summary
Marketing Manager with 10 years of experience driving company growth through creative and innovative strategies. Resourceful team leader skilled at analyzing market trends and customer needs to develop highly effective and targeted marketing campaigns. Successfully drives market share, brand recognition and revenue improvement.
Overview
11
11
years of professional experience
Work History
Marketing Manager
3ChemBio (森下仁丹、Holdbody, ProVen, Return)
11.2022 - Current
- Direct report to GM & Founder and Director
- Take lead on Marketing Team with 3 team members (1x AM, 1x SME, 1x ME)
- Prepare Annual & monthly marketing direction & planning on both retail and product
- Handle Monthly Promotion plan and CRM plan
- Marketing Budget Control and Planning
- PIC of BBExpo and Food Festival, including design, production, stock, promotion, manpower management
- Product new idea: Jintan Collagen Bar Pop-up stores at LCX, VCity and Langham Place
- New Product Development: Collagen Soda, from formula, production to product launch plan
- Communicate with Mannings team on promotion plan
- Collaborate with digital agency on SEM, GDN planning
- Explore and communicate with Youtubers, KOLs and media
- Explore GWP, Brand and Corporate Collaboration
- Collaborate with content team and design team on monthly content plan (blog & video)
- Handle new store design and VM
- Review and analysis Social, Digital, CRM and Sales data
- Work on new website and APP renovation Project
- Collaborate with internal parties: sales & operation, logistic, finance and IT team.
Assistant Marketing Manager
Sabon Hong Kong
05.2021 - 11.2022
- Direct report to General Manager
- Take lead on Marketing Team, with 4 members (3 x SME, 1 x ME)
- In-charge on e-commerce, social & digital, CRM, trade marketing, PR & event
- Review Digital & Social calendar, PR calendar, CRM calendar, retail & e-shop promotion plan
- PIC of SABON X Edan campaign, with at least 100% double up of sales and ROI reached 4 during lockdown period in Q1 2022
- Handle monthly CRM workshop, ROI reached at least 3
- Prepare Annual & monthly marketing direction and strategy plan
- Handle A&P allocation and forecast
- Handle the Product forecast and price setting
- Handle and set marketing strategy of all campaign and collection launch
- Explore joint-promotion opportunities and handle B2B request
- Review and analysis Marketing & CRM data & result
- Communicate with principal to update business direction and campaign launch
- Collaborate with sales operation team on ad-hoc promotion.
Assistant Marketing Manager
Neo Derm (HK) Ltd. (reenex) Hong Kong
12.2019 - 05.2021
- In-charge of KOLs of reenex
- Handle monthly KOL planning and strategy
- Monitor and arrange advertisements for KOLs at social platforms
- Handle creative, copies, photo shooting, video shooting, etc
- Budget allocation and targeting on KOL pillar
- Handle press release and media shooting with spokesperson
- Data and result analysis, review performance and optimisation
- Collaborate with operation: engage with front-lines, review their performance (such as New Lead Sales Conversion, achieved target on daily Skin Snap / Doctor Consultation)
- Explore new idea / strategy with operation manager to drive sales during lockdown period
- Participant in e-commerce project: review the existing UIUX of gratus app, enhance CDJ and user experience
- Manage the community section in gratus (app)
- Participant in CRM project: such as online customers referral programme, birthday programme
- Explore new & suitable media format / trend
- Daily collaborating with creative team, social & PR agency, operation, IT, Customer Services
- Monitor the competitors, such as KOL, media usage, creative, online & offline advertisement
- Handle the ad-hoc project, e.g: corporate announcement, lead form renovation.
Assistant Marketing Manager / Online Sales
innisfree Hong Kong
10.2017 - 05.2019
- In-charge of e-commerces
- Develop e-commerce direction / strategies and plan to achieve sales, profit and inventory targets
- Develop O2O strategy to drive traffic from online to offline, offline to online
- Plan and execute digital advertising and promotion activities
- Creative development, media planning, joint promotion
- Price Setting, Promotion Theme, tier promotion and monthly GWP
- Develop and manage all online campaign with online partnership (HKTVmall / Zalora)
- Manage all CS questions from all e-commerce platforms
- Manage brand own website (shut down from 2019) and communicate with shop managers
- Develop online exclusive set for 'link-sell'
- Handle ALL execution parts: creative, product images, Chinese and English copy, upload and update ALL SKU, GWP & cost
- Order, delivery, stock and logistic arrangement / management
- Manage the stock and finance report for Supply Chain and Finance team
- Discuss with Offline team for overall products and sales strategy
- Monitor sales & product performance, report to General Manager
- Communicate with HQ frequently for online direction, report and support
- Data and customers analysis, handle the Sales report and Product reports
- Explore all e-commerce partnership with different parties, such as Asia Miles, The Club, etc
- Explore potential e-commerce retailers and online exclusive GWP
- Explore logistic partnership (warehouse, packaging and delivery)
- Explore wholesales and trading opportunities for online business
- Explore cross-border business, such as Tmall, JD, Lazada, etc
- Explore KOLs and media for online sales
- Explore new online business way and new digital technical support at offline
- Monitor the competitor and global trends on e-commerce
- Additional: in-charge of WeChat account, including creative, content, menu bar, etc
- Manage and explore WeChat agency
- Explore mini-programme for store location, e-shop, in-store promotion or CRM
- Explore and suggest the China solution for in-store and online business
- Monitor and report the social and purchasing trend of Chinese.
Senior Digital Planner
Carat Media Services Hong Kong Ltd. (4As Media Agency)
05.2015 - 07.2017
- PIC of Shiseido Group(Cle de Peau, Nars, IPSA, Anessa, D&G, Issey Miyake), Burberry, Sony, Zara & Vietjet
- Study & analysis the target audiences, competitors, market trend, client websites and flow
- Budget allocation, offline, online and social planning for all marketing campaign
- Share media strategy, proposal, idea and advice for each campaign to achieve various marketing objectives & KPI
- Monitor the campaign performance and have optimization for digital and social placements
- Data and result analysis, share the post-buy report with learnings and next steps for each campaign
- Share advice on how to use the existing audiences' data and pool for retargeting and how to reach the new audiences
- Handle the keywords list and materials for Yahoo SDD (Sponsor Direct Display)
- Daily communicate, receive brief and present the media planning and strategy to Regional team
- Share the updated market trend, new ad formats, idea and execution with different markets in APAC
- Communicate with global team and production team in Shanghai and London to align and monitor all materials delivery schedule and details
- Daily communicate with clients and local & international publications
- Explore new and suitable media platforms, format and idea to client
- Participant in, monitor and share advice for photo / video shooting
- Collaborating with creative agency and seek for the best media channels, ad formats, creatives and message for target audiences strategically
- Liaise with SEM team to share the SEM proposal and advice to clients
- Co-operate with programmatic team and manage the site lists and targeting to client
- Co-operate with buying team for all offline placement, including cost negotiation, spec sheets, timelines for material delivery and availability
- Communicate with Facebook and Google to seek for the updated ad format and problem solving if have
- Handle the monthly competitor reports, budget summary and productivity report for management
- Monitor and manage the Media Executives
- Handle the materials, advertorials and MR (material requisition) preparation
- Ad-hoc pitching.
Marketing Communications Executive
HKT Services Limited (PCCW)
06.2013 - 05.2015
- Work as an internal agency of HKT
- Handle ATL Offline & Online advertisements and advertorials of now TV
- Budget allocation for every campaign
- Brief in agencies (creative, offline & online agencies)
- Handle all creatives and liaise with production house / publications
- Collaborating with offline / online media agencies for media selection
- Result analysis
- Co-ordinate with the internal parties, e.g.: Marketing, Branding, Event, BTL or publication team
- Monitor the competitors via admango, responsible for the competitive report for management
- Handle the quotation & invoices.
Education
Bachelor of Arts (Hons) Marketing and Management (Full-Time) -
The University of Hull (UK) Hong Kong
08.2011
Higher diploma in Business (Sales, Marketing and Advertising) (Full-Time) -
HKU SPACE Hong Kong
08.2007
F.1 - F.5 -
S.K.H Lam Kau Mow Secondary School (Band. 1) Hong Kong
08.2003
Skills
- Language: Cantonese, English, Mandarin
- Computer Skills: MS Office Applications, Chinese Typing, English Typing
- Marketing campaign management
- Social Media Marketing
- Partnership Marketing
- Retail Marketing
- KPI Tracking
- Customer Acquisition
- Customer Relationship Management (CRM)
- Media Buying
- P&L Management
- Brand Promotion
- Digital Marketing
- Contract Negotiation
- Creative and Innovative
- Event Coordination
Availability and Expected Salary
Expected Salary: $42,000 - $45,000 (negotiable)
Notice Period: 1 month (negotiable)
Personal Information
Date of Birth: 05/29/86
Timeline
Marketing Manager
3ChemBio (森下仁丹、Holdbody, ProVen, Return)
11.2022 - Current
Assistant Marketing Manager
Sabon Hong Kong
05.2021 - 11.2022
Assistant Marketing Manager
Neo Derm (HK) Ltd. (reenex) Hong Kong
12.2019 - 05.2021
Assistant Marketing Manager / Online Sales
innisfree Hong Kong
10.2017 - 05.2019
Senior Digital Planner
Carat Media Services Hong Kong Ltd. (4As Media Agency)
05.2015 - 07.2017
Marketing Communications Executive
HKT Services Limited (PCCW)
06.2013 - 05.2015
Bachelor of Arts (Hons) Marketing and Management (Full-Time) -
The University of Hull (UK) Hong Kong
Higher diploma in Business (Sales, Marketing and Advertising) (Full-Time) -
HKU SPACE Hong Kong
F.1 - F.5 -
S.K.H Lam Kau Mow Secondary School (Band. 1) Hong Kong
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