Assistant Store Manager at Lovisa UK Ltd (2023-09 – Present)
Took on expanded responsibility covering retail marketing execution, visual brand standards and full store operations during a 6-month period of management absence, while maintaining strong commercial performance throughout.
- Visual Merchandising and Brand Execution: Executed all visual merchandising updates including floor moves, range launches, promotional signage and seasonal resets in line with global brand guidelines.
- Team Leadership: Led, supervised and performance-managed the team daily, delegating responsibilities and maintaining morale to consistently achieve store KPIs.
- Stock and Inventory Management: Managed inventory checks, replenishment planning and ordering to prevent stock gaps and maximise sell-through rates.
- Financial and Compliance Management: Oversaw opening and closing procedures, cash handling and compliance with company operational standards.
- Customer Experience and Sales: Maintained high service standards during peak trading periods, combining product knowledge with targeted customer engagement to drive in-store sales growth.
Marketing Executive at Luxasia (2021-01 – 2023-01)
Led end-to-end marketing campaigns for a portfolio of global luxury beauty brands, covering influencer strategy, digital and social media, retail partnerships, event management and marketing analytics.
- Integrated Campaign Management: Delivered 360 campaigns from brief through to evaluation for Gucci, Burberry, Shiseido, Calvin Klein and Hugo Boss, driving a 25% increase in web traffic and a 15% uplift in conversions.
- Influencer Marketing: Managed influencer programmes via Traackr, covering partner selection, performance tracking, ROI reporting and budget management to maximise campaign impact across social platforms.
- Event Management: Planned and executed large-scale product launch events averaging 1,000 attendees, achieving a 15% increase in brand engagement.
- Trade and Retail Marketing: Negotiated pricing, promotional terms and in-store visibility with retail partners to strengthen brand performance and drive sales growth across multiple store locations.
- Retail Training and Brand Education: Delivered in-store training sessions to retail sales teams on new product launches, brand storytelling and customer engagement techniques to improve sell-through rates.
- Marketing Analytics and Reporting: Analysed sales, stock and campaign performance data to optimise spend and activity, contributing to a 20% increase in membership renewals.
- Supply Chain Coordination: Liaised with clearing agents, logistics partners and warehouse teams to ensure timely product delivery and accurate inventory levels across retail locations.
- Brand Launch and Market Entry: Coordinated with legal and regulatory teams to secure approvals and support the successful launch of new brands into market.
Junior Sales and Marketing Executive at Aitken Spence Aviation (Singapore Airlines) (2015-11 – 2019-04)
Supported commercial and marketing operations for Singapore Airlines, with a focus on digital content management, email campaign delivery and market analysis.
- Email Marketing (EDM): Designed and deployed HTML email campaigns, banners and promotional materials, contributing to a 20% increase in online engagement.
- CMS and Content Management: Managed airfare listings and promotional content on Singapore Airlines' website CMS, ensuring accuracy and timely updates across all live pages.
- Market Research and Competitor Analysis: Conducted ongoing research into competitor pricing and campaigns to refine offers and improve effectiveness, contributing to a 15% engagement uplift and a 5% sales increase.
- Media and Supplier Negotiation: Secured optimal advertising rates and media partnerships to extend brand reach and improve visibility.
- Campaign Support: Assisted in preparing presentations and campaign materials for commercial and marketing leadership teams.
