Summary
Overview
Work History
Education
Skills
Additional Information
Languages
References
Timeline
Generic

Pui Yee Annie Lai

Sale, Manchester,United Kingdom

Summary

Driven marketing professional with flair for creativity and strategic planning, bringing strong analytical skills and exceptional communication abilities. Proven talent in brand management and digital marketing, capable of leading cross-functional teams to deliver innovative campaigns. Ready to drive impactful marketing initiatives that enhance brand visibility and growth.

Overview

22
22
years of professional experience

Work History

Part Time Sales Associate

Primark
Manchester
07.2023 - Current
  • Delivered outstanding shopping experience to customers and supported operations
  • Collaborated with team to achieve sales target
  • Handled high-pressure situations calmly, keeping store operation seamless during peak hours.
  • Enhanced customer satisfaction with prompt and accurate responses.
  • Utilised excellent communication skills to provide detailed product information.

Part Time Sales Associate

Bath & Body Works, NEXT Group
Manchester
06.2023 - 12.2023
  • Consistently exceeded sales targets through product expertise and persuasive selling techniques
  • Played a key role in inventory management, collaborated seamlessly for optimal stock levels
  • Recognized for exceptional customer service and sales performance by management
  • Demonstrated products effectively leading to increased sales conversions.

Brand Director

Lightmac Group
, Hong Kong
11.2021 - 01.2023
  • Strategically orchestrated campaigns for four major brands, guiding a 10-member team to deliver integrated marketing initiatives that yielded and impressive campaigns, US$15M in sales
  • Successfully orchestrated the successful launch of 2 new product lines, E-commerce site, along with the establishment of 2 retail shops and a cutting-edge medical skincare centre, demonstrating a proven track record of achievement in retail marketing management
  • Fostered valuable partnerships with celebrities and key influencers, driving a significant 30% increase in engagement across multiple platforms.
  • Ensured brand compliance across all promotional channels by implementing stringent guidelines.

Brand Director

Arte Madrid
, Hong Kong
09.2019 - 11.2021
  • Led a team of 100 professionals, overseeing operations across 18 retail locations in Hong Kong, Macau, and China
  • Revamped the brand's E-shop, resulting in a noteworthy 15% surge in sales
  • Effectively launched two new product lines in a year, contributing to the brand's expansion
  • Implemented efficient supply chain practices, resulting in a commendable 20% reduction in costs
  • Demonstrated adeptness in team performance management, fostering productive relationships with internal and external stakeholders, and nurturing the professional growth of team members.
  • Travelled frequently to meet clients or attend industry events, expanded professional network.

Marketing Director

MDreams Global
, Hong Kong
06.2017 - 09.2019
  • Led a cross-functional team to develop and execute strategic marketing plans for HK, China, Korea & Singapore
  • Achieved a 20% increase in sales and a 30% improvement in engagement across all platforms through the implementation of a comprehensive social media strategy
  • Developed and implemented effective marketing strategies resulting in a 15% increase in online sales and enhanced user experience
  • Reviewed KPI reports and leveraged data-drive insights to make informed campaign decisions.
  • Conducted market research and analysis to identify emerging opportunities and maintain competitive market edge.

Regional Marketing Director

Arte Madrid
, Hong Kong
06.2009 - 06.2017
  • Managed a team of 12 marketing professionals and creative experts, successfully driving revenue growth of 10-15% between 2009 and 2015
  • Developed and executed strategic marketing plans for diverse markets including HK, China, Korea, Singapore, and the Middle East, consistently achieving annual profit and sales objectives totalling US$92 million
  • Spearheaded the initiation and implementation of a highly successful marketing campaign that generated an impressive revenue of US$500K within a three-day customer event.
  • Reviewed KPI reports and leveraged data-drive insights to make informed campaign decisions.
  • Increased brand awareness with trending and engaging social media campaigns, extending reach to grow target audience.

Communications Manager

LVMH Group - LOEWE
, Hong Kong
08.2008 - 01.2009
  • Established effective communication strategies for use by departments, building client loyalty, brand awareness and customer satisfaction
  • Planned and implemented advertising and promotion programs for compatibility with public relations efforts
  • Organized media interviews, press presentation, coordinated media tours to fashion show
  • Managed external agency relationships, ensuring alignment with company objectives.
  • Boosted company reputation through successful media liaisons and press releases.

PR & Marketing Manager

Links of London
, Hong Kong
06.2006 - 08.2008
  • Developed marketing strategies for effective brand positioning.
  • Proofed marketing collateral to verify error-free before distribution
  • Enhanced brand awareness by devising creative promotional activities.
  • Administered budget planning, guaranteeing cost-effective operations in the department.
  • Conducted market research and analysis to identify emerging opportunities and maintain competitive market edge.

Marketing Manager

Prime Communications Limited
, Hong Kong
10.2004 - 05.2006
  • Worked collaboratively with clients to create innovative, engaging campaigns to achieve objectives
  • Planned, organized and set up seminar, trade show, field trip, and other sales-related functions.
  • Established partnerships, fostering company reputation and outreach.

Marketing Manager

New Media Group Limited
, Hong Kong
11.2002 - 10.2004
  • Planning, manipulating and executing marketing plans for Group Media Channels
  • Managed Members Club with 30,000+ database, executed 30 events in a 12-month period and acquired new subscribers by 15% y-o-y
  • Led team to drive customer engagement and loyalty.

Education

Master of Science - Hospitality & Tourism Management

Hong Kong Polytechnic University
Hong Kong
1998 - 2001

Bachelor of Arts - Hospitality Management

Hong Kong Polytechnic University
Hong Kong
1995/1995 - 1998/1998

Skills

  • Digital marketing
  • E-Commerce
  • Social media marketing / Content creation
  • CRM
  • Retail marketing
  • Event Management
  • Data analysis and reporting
  • Product marketing specialist
  • Customer Service/ Handle complaints
  • Creative and innovative
  • Microsoft Office Suite: Words, Excel, PowerPoint, Outlook
  • Canva
  • Chinese Word processing

Additional Information

  • Immediate available, via BNO Visa with right to work without Sponsorship.

Languages

English
Fluent
Chinese (Mandarin)
Fluent
Chinese (Cantonese)
Native
French
Elementary

References

References available upon request.

Timeline

Part Time Sales Associate

Primark
07.2023 - Current

Part Time Sales Associate

Bath & Body Works, NEXT Group
06.2023 - 12.2023

Brand Director

Lightmac Group
11.2021 - 01.2023

Brand Director

Arte Madrid
09.2019 - 11.2021

Marketing Director

MDreams Global
06.2017 - 09.2019

Regional Marketing Director

Arte Madrid
06.2009 - 06.2017

Communications Manager

LVMH Group - LOEWE
08.2008 - 01.2009

PR & Marketing Manager

Links of London
06.2006 - 08.2008

Marketing Manager

Prime Communications Limited
10.2004 - 05.2006

Marketing Manager

New Media Group Limited
11.2002 - 10.2004

Master of Science - Hospitality & Tourism Management

Hong Kong Polytechnic University
1998 - 2001

Bachelor of Arts - Hospitality Management

Hong Kong Polytechnic University
1995/1995 - 1998/1998

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Pui Yee Annie Lai