Phoebe Chan

Results-driven Integrated Marketing Manager with 15 years of experience leading integrated marketing campaigns, PR & communications, and cross-functional digital and CRM initiatives across fashion and sports retail in Hong Kong and Mainland China. Proven track record in team leadership, stakeholder management, and cross-functional collaboration, consistently delivering measurable KPI growth in retail traffic and commercial performance. Skilled at managing budget allocation, influencer marketing programs, and key partnerships with commercial landlords, press, and creative collaborators.

PR & Marketing Consultant (Freelance) at ANTEPRIMA, Giuseppe Zanotti, Fashion Asia Hong Kong, Carlsberg, and other fashion, lifestyle & F&B clients (2025-08 – Present)

• Sustained multi-brand marketing and PR momentum across fashion, lifestyle, and F&B clients, reflected in consistent press exposure and engagement growth for accounts including ANTEPRIMA, Giuseppe Zanotti, Fashion Asia Hong Kong, and Carlsberg, by leading end-to-end campaign strategy, media pitching, and influencer marketing programs.
• Strengthened stakeholder relationships across commercial landlords, press, and creative partners, delivering on-time, on-budget multi-brand event activations, by coordinating cross-functional teams and owning campaign budget allocation from planning through execution.

Advertising & Promotion Manager at Swire Resources Limited – Catalog (2022-12 – 2025-07)

• Directed a 4-person team overseeing online and offline marketing operations, budget allocation, and omnichannel retail campaigns across 25 retail doors in Hong Kong.
• Scaled digital reach across the GBA region, growing Hong Kong social media engagement by 200% within 12 months, by directing the digital team's channel and content strategy across Instagram, Facebook, RedNote, and WeChat.
• Grew retail foot traffic by 10% through the exclusive Customization Project (C LAB), an in-store customization initiative that differentiated the Swire retail experience.
• Increased sales by 10% against commercial targets by developing and scaling licensed brand programs across the retail network.

PR & Communications Manager at kapok Limited (2021-01 – 2022-05)

• Maximized brand affinity and customer loyalty across four fashion and lifestyle brands (kapok, Maison Kitsuné, Vitra, O.N.S.), sustaining engagement across PR, social, VM, and CRM channels, by leading a 4-person team through integrated marketing campaign execution.
• Spearheaded Maison Kitsuné x Ader Error collaboration, achieving a 90% sell-through rate within a single day, by leading collection launch strategy across PR, retail, and social channels.
• Preserved global brand equity while driving local performance, achieving successful multi-channel campaign localization, by managing stakeholder alignment with international headquarters on campaign execution and visual standards.

Assistant Manager, Brand Communications – Sport Style at adidas Hong Kong Limited (2019-07 – 2020-12)

• Maximized brand engagement through digital innovation, generating 5M+ impressions and a Silver Mobile Marketing Award (MEA 2020), by developing and launching an Instagram Filter Game as part of a broader digital campaign.
• Grew brand visibility and community engagement to 850+ attendees by planning and executing a large-scale music activation at Central Harbourfront Event Space.
• Strengthened brand image and market relevance through sustained press and social traction, by managing a celebrity and influencer marketing seeding program in cross-functional coordination with the APAC marketing team.

Regional Marketing Supervisor at VF Hong Kong Limited – Timberland (2018-02 – 2019-07)

• Upheld regional marketing consistency by cross-functionally aligning with Global and APAC teams on the regional marketing calendar, campaign planning, and brand guidelines.
• Executed high-profile regional activations and ATL advertising campaigns adhering to global brand guidelines, including the Tree-Planting Event at Horqin Desert, the Timberland x Madness Launch Event in Shanghai, and the Timberland x Christopher Raeburn Launch Event in Shanghai.
• Extended brand reach through high-profile collaborations, successfully delivering multi-market activations (Timberland x Mastermind, x Madness, x N.Hoolywood, x Sankuanz), by managing partner identification, stakeholder relationships, and creative content development end-to-end.

Assistant PR & Marketing Manager at District Distribution Company Limited (2013-01 – 2018-01)

• Led integrated PR and marketing strategy for a multi-brand portfolio (TOMS, Herschel Supply Co., Happy Socks, Superga, Kangol, Jason Markk, Suicoke, and more), building brand heat and driving conversion through strategic PR and budget planning, media and influencer relationships, and integrated event and digital initiatives.

Senior PR & Marketing Executive at Corplink Consultant Company Limited (2011-05 – 2012-07)

• Formulated and executed marketing strategies and market research while managing corporate event execution end-to-end, from press releases and promotional copywriting to liaising with external partners on PR and promotional activities.

BEng in Product Engineering with Marketing – The Hong Kong Polytechnic University (2008 – 2011)