Digital Marketing Executive | Assistant Manager (Digital Marketing) - SWENSEN'S - Bangkok, Thailand
(2020-11 - 2025-04)
Largest dessert café chain in Thailand
- Led integrated marketing strategy and campaign planning for Swensen's, partnering with cross-functional teams to execute seasonal campaigns across digital, retail, and offline channels
- Managed Swensen's $2M annual online marketing budget by collaborating with 6 agencies and 70+ team members to execute 20+ campaigns across various platforms, leading to an 8% revenue increase from the pre-COVID baseline to 2023, revitalizing brand perception among younger consumers
- Owned the social content calendar, partnering with creative, media, and product teams to deliver timely campaign launches aligned with seasonal marketing priorities and business KPIs
- Directed creative strategy and integrated brand communications across TVC, OOH, in-store, digital, and social media, ensuring consistent messaging across all consumer touchpoints
- Track sale performance and analyze post campaign data to optimize campaign effectiveness
- Monitoring competitive movement in terms of brand campaign and regularly review brand communication strategy to ensure competitiveness in market
- Led creation and launch of Swensen's trend-driven "Fried Chicken Ice Cream" campaign, featuring ice cream modeled after fast-food items like KFC fried chicken and Burger King Whoppers, resulting in 22% year-over-year sales increase and "Best Restaurant Influencer Campaign" award
- Executed influencer marketing strategy by handpicking over 1,000 micro-influencers on TikTok to generate organic engagement for new product line, resulting in 35M impressions and 2.7M engagements
- Developed platform-specific social media strategies for TikTok, Instagram, and Facebook, leveraging creator partnerships, UGC, and real-time content to reduce media costs by 20% while increasing Gen-Z customer visits by 14%
- Launched and scaled Swensen's premium sub-brand, "Swensen's Craft Bar," opening four stores to enhance in-store experiences and increase per-customer spending
Marketing Planner | Marketing Manager - Delight Solution - Bangkok, Thailand
(2019-02 - 2020-10)
Marketing agency specialized in Influencer Marketing
- Secured project from Tourism Authority of Thailand, by developing a go-to-market strategy to boost tourism in secondary Thai provinces, utilizing both online and offline marketing channels, in-depth research, and unconventional targeting methods, outperforming 10 competing agencies
- Managed $140k project focused on researching and addressing local and international travel needs by analyzing demographic data and implementing traditional marketing strategies, resulting in successful campaign with 40M reach
- Developed influencer marketing strategies and launched 3 Philips Electronics products, driving 1.7M organic reach.
