Joy Apcy

Marketing creative professional with experience executing marketing initiatives for premium beauty&lifestyle, and retail brands across online and offline channels. Work includes KOL coordination, campaign planning and execution, content planning, and artwork design, ensuring consistent brand messaging across all touchpoints. Strong knowledge of marketing and creative processes, including working with KOLs, digital marketing, brand management, and 360-degree campaign execution.

Expertise in creative processes across digital and offline platforms, retail, and events. Excellent verbal and written English communication skills; native Thai speaker.

School

President at London College of Communication (2024–2025), Brand Management and Marketing Intern at Luxasia (Niche Brand Department), and freelance communication designer with 6 years of experience.

Marketing & Brand Management Intern at Luxasia (2026-08 – Present)

• Responsible for supporting and executing marketing campaign duties such as KOL coordination, artwork design, promotional campaign execution, and ensuring consistent brand messaging across all touchpoints for 10 premium brands (Diptyque, Van Cleef & Arpels, Penhaligon’s, Acqua di Parma, MATIERE PREMIERE, Amouage, KAYALI, Björk and Berries, Carrière Frères, Trudon) within the marketing department of a 1.4 billion THB large-sized organisation in the luxury beauty distribution and retail industry.
• Support overall marketing campaigns for seasonal and new product launches, from planning retail activations to promoting campaigns on digital platforms, including Instagram and LINE OA, and external mall CRM channels( Central Group, Paragon, and Emquartier). Interpret brand direction and adapt it to the Thai context by preparing event proposals, ensuring timely and organised delivery.
• Execute campaigns by coordinating with external agencies, including catering, location scouting, workshops, and printing, and negotiating within the given budget for campaign rollouts.
• Manage overall KOL relationships, from identification, coordination, seeding, content creation, briefing, and content follow-up to performance tracking and reporting to each brand’s headquarters.
• Lead social media content calendars by arranging all 10 brands’ activities from headquarters and planning content across owned media, ensuring consistent brand messaging and visual identity.
• Design artwork for marketing materials, including social media posts for internal and external channels, backdrops, and VM for retail activations and events. Coordinate closely with the head of graphic design and visual merchandisers to ensure the work aligns with brand direction.
• Developed and supported the execution of 360-degree marketing campaigns across online and offline channels for the first launches of new brands in Thailand, New product launch, and seasonal campaigns by preparing event proposals and VM mockups, developing special gastronomy collaborations, scouting locations, finding suppliers, and negotiating budgets. Recognised for strong attention to detail and aesthetic sense.
• Identified 200 KOLs for seeding, events, and counter visits for Diptyque, Aqua Di parma, Amouage, Materier, and ormaire by identifying each brand’s character, with a 65% acceptance rate from headquarters.
• Led media planning for Instagram, LINE OA, and CRM across owned and mall channels (Sep–Dec 2026). Adapted global brand direction into a detailed content calendar and tracked activities and deadlines in Google Sheets for Brand Manager review, achieving 100% publication of scheduled posts to date, up from approximately 30% fulfillment of the posting KPI previously.

Design Freelancer at Design Freelancer (2019-10 – Present)

• Responsible for graphic design, branding, and visual merchandising across online and offline channels, including communicating with clients, coordinating with external agencies, and designing artwork for the retail, wellness, and consumer product industries.
• Prepare clear and effective artwork briefs, ensuring clear communication with clients and external agencies.
• Maintain strong attention to detail in visual storytelling and brand aesthetics across in-store assets and social media.
• Rebranded a wellness spa on Baker Street, London (Dec 2024). Designed the brand direction and applied it to the spa’s first VM, Instagram content, posters, and brochures to promote stronger brand awareness, increasing the number of customers by 20% compared with the previous year.
• Oversaw content for an international school in Nakhon Pathom, Thailand (Jun 2024 – Aug 2024). Coordinated with the marketing manager to promote activities throughout the quarter and planned paid Facebook ads, increasing customer registrations by 10%.

MA in Design Management – University of the Arts London (2024-09 – 2026-07)

BA in Digital Art – Rangsit University (2019-06 – 2023-07)

Media Design Department – Dongseo University (2019-09 – 2019-12)