Sabrina Yu

Adaptable, creative, and fast-learning marketing professional with 6+ years of versatile regional experience in retail, beauty and luxury brands across APAC and TR. Proven track record in brand marketing, visual merchandising, digital marketing, trade marketing, event management, and content creation. Skilled at coordinating with cross-functional teams to deliver flawless 360 integrated marketing plans.

Digital Content Creator & Social Media Lead (Volunteer) at Catch the Fire HK (2024-09 – Present)

• Managed Instagram content for Catch the Fire HK (design, photography, videography) and a personal YouTube channel, using platform analytics to drive organic growth.

Regional Marketing Executive (Travel Retail and Local Markets) at Hermès Parfum & Beauté (2022-01 – 2024-08)

• Supported the Marketing Manager to coordinate with 12 APAC countries, with 170+ offline podiums and hotspots in one year, while delivering pop-up stores, window displays, OOH campaigns, VIC events, and large-scale marketing activations that strengthened brand presence.
• Coordinated full product launch plans and marketing calendars, working closely with Marketing Manager, Area Managers, and Distributors to provide local support to regional trade plans and secure timely approvals from Paris Headquarters.
• Planned and successfully executed the annual APAC Regional Meeting, including new product reveals, brand strategy presentations, and high-level engagements with HQ Managers and APAC Distributors.
• Served as a gatekeeper between HQ and APAC Distributors by delivering clear, professional presentations on brand direction, product updates, and marketing initiatives.
• Upheld brand standards to ensure asset management, flawless design, production, and on-site installation of all marketing materials and in-store activations.
• Conducted competitor analysis and prepared post-campaign presentations for HQ and regional leadership, delivering actionable insights that optimized future marketing strategies.
• Managed marketing budget, purchase orders, and expense reporting in collaboration with Finance, ensuring accurate forecasting and cost efficiency.
• Provided full operational support including vendor management, local production follow-up, and cross-functional coordination for seamless campaign delivery.

Global Management Trainee at Alpargatas, Havaianas (2021-01 – 2021-12)

• Initiated and led an individual project for e-commerce eco-friendly packaging in APAC to highlight the need of company and product sustainability.
• Collaborated with other Global Management Trainees from Brazil to propose an Experience Box project to increase brand and product awareness in the APAC market, in liaison with Global and APAC Marketing teams.
• Proposed and coordinated development of digital assets, including website content, EDM campaigns, banners, and landing pages to improve consumer experience.
• Supported trade show marketing by developing product catalogs, pricing, and promotional materials.
• Managed logistics and operations for 17 distributor countries to ensure timely product availability.

Marketing Executive (APAC Travel Retail) at L'Oréal Group (2019-04 – 2020-07)

• Facilitated end-to-end 360° launch plans combining offline and online marketing materials, pop-up events, social media content, PR kits, airport panels, POS creatives and post-launch photography/videography.
• Managed pop-up events from concept to execution, including design, KOL casting, visual merchandising, gift-with-purchase offerings, social media promotion and on-site operations; drafted and designed press releases for online publishers and airport social channels.
• Oversaw regional GWP programmes: full-year planning of promotions, liaison with commercial teams on allocation, asset development for communication, and creation of region-tailored GWP offerings.
• Led digital projects and website optimisation for Chinese brand sites and e-retailers (layout, product detail pages, banners); monitored and optimised Chinese paid social campaigns and landing pages, including asset development and performance analysis.
• Prepared monthly sell-out reports and created all related presentations to support performance tracking and stakeholder updates across the region.

Regional Concept Intern at The L'Occitane Groupe (2018-01 – 2018-06)

• Supported store renovation and concept development (material sourcing, color matching, and visual merchandising).

Bachelor of Business Administration (BBA) in Integrated BBA Programme in Marketing – The Chinese University of Hong Kong (2014 – 2018)

Professional Certificate in Digital Marketing – Google