Downtown Toronto, OntarioMember since January 28, 2023
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About
Marketing Manager at Holt Renfrew
Experience
Lead major brand campaigns targeting Asian customers, which is the largest customer segment at Holts
Key Projects
With 2022 being the year of the rise of anti-Asian racism, proposed a children's book concept for the 2022 Lunar New Year campaign and project-managed the campaign with all internal teams; achieved over $24,000 in total sales in 3 weeks and donated all proceeds to Project 1907, a charity organization aiming to elevate Asian voices; This campaign has won Silver in Best Branded Content in 2022 Media Innovation Awards.
Proposed and project-managed the Lunar New Year Digital Red Envelope program that generated over 30 Million dollars in total sales from 2018 to 2020; achieved YOY sales increase of 100% in 2019 and 30% in 2020 with decreasing media spend by conducting effective post mortem analysis with data driven learnings on marketing strategy and UX; communicated and aligned program strategy with all departments including finance, legal, IT, store operations, creative, and marketing; this program was Holt Renfrew’s largest sale event in 2019 and 2020
Build and lead a team of external vendors including graphic designer, media freelancer, developers, and translators to execute WeChat content and key programs
Build and lead paid media strategy targeting luxury customers in Canada on multiple platforms including Social, GDN, SEM, YouTube, and TikTok
Oversee the overall digital marketing for beauty category via all organic digital platforms; leverage the merchant priorities and customer insights to develop comprehensive beauty content in collaboration with key stakeholders, including trade marketing, creative, content, and visual merchandising teams
Manage and own beauty content marketing briefs, workback, and approvals, gathering key information and feedback and delivering it in a succinct and meaningful way
