Amber Jasmine

Go-to-Market (GTM) Execution & Management

• Managed the UK & Ireland activation for a highly anticipated, high-investment "3-star" product launch, Shades ALK Haircolor, managing from ideation through to execution and ensuring optimal resource allocation to maximise launch effectiveness and ROI.
• Pitched the entire activation strategy to top management, collaborating closely with Advocacy and Social teams to leverage campaign buzz and drive maximum exposure by creating social mailers and social missions for our Redken Insiders (a community for pro hairdressers to create, collaborate, and connect with Redken and other pros in the UK & IE).

Brand Management & B2B2C Strategy

• Strategic GTM Enablement: Transformed B2B2C go-to-market strategy by evolving basic digital assets into comprehensive, high-impact "360 toolkits" and pitch decks, achieving 100% adoption by the field sales team.
• B2B2C Education: Streamlined the sell-in process through clear, narrative-driven messaging (e.g., salon screen content, lead claims), ensuring cohesive brand messaging across the professional network.

Website + Digital Tool Revamp - Collaborating with Global Teams (NY, USA)

• Project lead for the revamp of our Redken website, collaborating with global and digital teams to optimise product display pages (PDPs) and user experience, which drove a significant +53.71% in website traffic volume and ranked the UK in the top position among the top 10 markets.
• Collaborated closely with our Global team to integrate local market insights and campaigns to optimise our Virtual Try-On tool as part of our B2C strategy through platforms like Firecamp and Airtable, resulting in a remarkable +473.86% YoY in service traffic.

International GTM & Digital Activation

• Global Strategy Localization (DMI): Executed a dual-facing GTM strategy to align with Global DMI mandates, successfully positioning the ABC Leave-In Treatment as the "Hero SKU" while simultaneously launching our new ABC Bandage Balm.
• Hero SKU & POS Excellence: Orchestrated a high-impact B2B full-screen takeover on our direct channel—L'Oréal Partner Shop; utilised dynamic video pop-ups and persistent UX notifications to drive direct-to-purchase intent, optimising the full marketing funnel by converting top-tier brand awareness into measurable bottom-of-funnel sales
• Integrated Brand Ambassador Campaign: Leveraged our celebrity endorsement (Sabrina Carpenter) to create individual hype for the new Bandage Balm launch, while strategically engineering the "Damage Defy Duo" campaign to encourage multi-SKU adoption with the Leave-In Treatment.
• Entrepreneurial Agency Management: Collaborated with external design agencies and global stakeholders to translate high-level creative direction into high-conversion digital experiences, ensuring speed and agility in local market execution.
• Collaboration: Acted as the regional bridge between global strategy and local B2B channels, to ensure "Hero" positioning remained consistent with international brand development goals.

• Assisted teams in organising cross-functional sports events and charity matches.
• Supported collaboration with external vendors and internal teams to engage community and enhance employee well-being.

• Maintained clean facilities to support animal welfare through consistent cleaning and maintenance tasks.
• Assisted in the management of a working farm, ensuring proper care for resident animals and preparation for public-facing therapeutic sessions.
• Balanced time effectively across a demanding 7-day schedule, supporting high-standard care protocols while pursuing academic studies.