Experience

Clean Beauty Asia

• Hong Kong
• Personal Care Product Manufacturing
• 1 - 100 Employee

• CEO - Cruelty free Beauty in Asia

  • Sep 2018 - Present

  HELPING INDIE BEAUTY BRANDS THRIVE IN ASIA Indie Beauty brands looking to enter the Asian market have a lot of questions and hurdles to get through before even starting to sell. I help brand founders and leaders find the opportunities and avoid the pitfalls. I am your fractional GM for Asia. I help brands map out their Asia entry strategy from due diligence, sizing the opportunity, matching with the right partners and identifying your key China USPs & Hero SKUs which will be crucial for success. Some of the brands I have worked with: Amika, Dr Barbara Sturm, Briogeo, Necessaire, Tarte, Depuravita, Flower and Spice, Joyce Beauty, Feelunique, Panpuri, Derme & Co Show less



Hygiene Hero

• United States
• Manufacturing
• 1 - 100 Employee

• Advisor - Hygiene Hero

  • May 2020 - Present

  A wellness lifestyle brand that is set out to redefine CLEAN. Convergence of beauty, wellness and lifestyle is the core of our business. Whether it is a face mask, hand sanitizer, antimicrobial hand cream, feminine care, or home care, it's our business. And it's our mission to detoxify these categories and bring you the safest and eco-friendly solution. We believe hygiene shouldn't be boring, it should be safe, eco, fun and beautiful! www.hygiene-hero.com A wellness lifestyle brand that is set out to redefine CLEAN. Convergence of beauty, wellness and lifestyle is the core of our business. Whether it is a face mask, hand sanitizer, antimicrobial hand cream, feminine care, or home care, it's our business. And it's our mission to detoxify these categories and bring you the safest and eco-friendly solution. We believe hygiene shouldn't be boring, it should be safe, eco, fun and beautiful! www.hygiene-hero.com



My Clean Cosmetics

• Hong Kong
• Personal Care Product Manufacturing

• Founder

  • Jan 2018 - Jan 2020

  My Clean Cosmetics is a natural beauty platform, exploring everything related to clean, organic & natural beauty and personal care, with a focus on the Asia Pacific consumer. The motivation behind this platform is to help demystify natural beauty and support people as they switch their products for good. Find information on switching to clean beauty, recommended products as well as tips for the whole family. My Clean Cosmetics is a natural beauty platform, exploring everything related to clean, organic & natural beauty and personal care, with a focus on the Asia Pacific consumer. The motivation behind this platform is to help demystify natural beauty and support people as they switch their products for good. Find information on switching to clean beauty, recommended products as well as tips for the whole family.



Burberry

• United Kingdom
• Luxury Goods & Jewelry
• 700 & Above Employee

• General Manager Beauty - North Asia

  • Jan 2016 - Sep 2017

  • Full P&L responsibility for the China and Hong Kong Beauty business.• Devise go-to-market approach & expansion strategy for roll out of Burberry make-up.• Manage all key external stakeholders from retailers and wholesalers to distributors. • Champion Beauty within the business, keeping Beauty prioritised and educating wider teams on Beauty industry.

• Senior Marketing Manager APAC Beauty

  • Dec 2014 - Dec 2015

  • Defined marketing strategy for all key North Asia markets focusing on Japan, Korea, China and Hong Kong• Directed the launch of Burberry Beauty in Japan – from regional PR event, complete ATL activity to Burberry’s first Beauty pop up store resulting in huge reach and awareness for the brand.

• Senior Marketing Manager Global Beauty

  • Apr 2013 - Nov 2014



Luxup 络尚

• Luxury Goods & Jewelry

• Brand Engagement Manager

  • Aug 2012 - Mar 2013

  • Design, plan and implement digital marketing strategy from creative to campaign execution, including post-execution analysis across mature (US and UK), and emerging global markets (China and Brazil). • Consultant on China market strategy, evaluating digital media partners, designing targeted web content and setting key performance indicators. • Restructured and enhanced web content, including copy writing, design, customer journey and customer touch points • Successfully devised and implemented brand-awareness social media plan, selecting to partner with Facebook (building 355,000 ‘Likes’), Sina Weibo (5,500 followers), Twitter, Pinterest, and Vkontacte. • Spearheaded extensive acquisition campaign across high-end fashion blogs in Brazil, resulting in 20k new members Show less



L'Oréal U.K

• Senior Brand Manager - Ralph Lauren and Viktor & Rolf Fragrances

  • Aug 2010 - Aug 2012

  • Responsible for the full 360 strategy of Ralph Lauren and Viktor & Rolf fragrance brands in the U.K and Ireland. • The centre point of launching new brands within the portfolio – creating strategy for local market and overseeing speciality support teams (merchandising, PR, logistics) to ensure consistency & vision. • Presenting to & persuading key retailers to support the brands for launches and on going lines both online & in store • Builder and holder of full budget including both offline & online media • Sales dimensioning, analysis of market trends, consumer insights and campaign ROI Show less



Chanel, China

• Hong Kong
• Information Technology & Services

• Fragrance Product Manager

  • Feb 2009 - Jun 2010

  • Plan and manage annual promotional and advertising budget • Responsible for establishing new product assortment, pricing strategy, sales targets and analysis for 8 campaigns per year. • Strategize on 3 year fragrance marketing calendar balancing the global calendar with seasonality and trends in local market.• Achieved No1 ranking both on fragrances market and in female fragrances for first time.• Implemented marketing plan for two highly successful Chanel No5 campaigns resulting in total fragrance sales out-performing budget expectations by 14%, with 26% growth against prior year. Show less

• CRM Manager (Fragrance & Beauty Products Division)

  • Apr 2008 - Dec 2009

  • In charge of CRM strategy for all Fragrance & Beauty campaigns including targeting and segmentation within our existing database as well as establishing new recruitment channels.• Responsible for initiating loyalty program elements including repeat purchase incentives, birthday & seasonal greetings.• Spearheaded planning and integration of new tailored customer database system. • Led RFM and data mining analysis project as well as design & implementation of pilot study. • Initiated and set CRM KPIs, established an incentive program to motivate and train Beauty Advisors.• Effectively managed a three-fold increase in consumer workshops; roll out to 2nd and 3rd tier cities. Show less

• CRM Executive (Fragrance & Beauty Products Division)

  • Apr 2007 - Mar 2008

• Intern

  • Oct 2006 - Apr 2007