Alison Chapman
Group Digital Marketing Director at Hotel Equatorial Ho Chi Minh City- Claim this Profile
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Bio
Credentials
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Chartered Institute of Marketing Diploma
Chartered Institute of Marketing (UK)Sep, 2001- Oct, 2024
Experience
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Equatorial Ho Chi Minh City
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Vietnam
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Hospitality
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1 - 100 Employee
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Group Digital Marketing Director
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Mar 2016 - Present
Ultimately responsible for the strategic development and execution of the broad and comprehensive integrated marketing, communications and events program for Hotel Equatorial Ho Chi Minh City, as well as the management of the marketing department. Providing insight into the Vietnam market with in-depth understanding of consumer behaviour and media landscape garnered over a 10 year period. Providing a collaborative environment, motivation and training to further enhance the capabilities of the SEA marketing teams. Deliver expert understanding of web metrics, digital media testing methodology and optimisation strategies. Achieve financial objectives by preparing an annual marketing plan and budget, initiating corrective actions and ensuring return on investments. Delivering performance review presentations to the BOD on a bi-monthly basis and advising strategy going forward. Responsible for managing all digital channels and platforms for the Hotel Equatorial group in Vietnam, Malaysia and China. Managing the development of local and international digital marketing presence; covering all aspects platforms including website, social media, SEO, PPC, and display networks, as well as CRM platforms. Show less
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Family Medical Practice
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Vietnam
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Medical Practices
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100 - 200 Employee
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Marketing Manager
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Jun 2013 - Mar 2016
Management of all digital marketing strategies; PPC, SEO, email, display, social media Ultimately responsible for the creation and execution of all marketing strategy including campaigns, events, digital marketing, and PR Analysis of profitability of services and market potential for development Leadership, training and direction of all internal marketing staff and external suppliers Drove the development and implementation of marketing strategies that resulted in improved efficiency and accelerated sales growth and profitability Ensuring consistency and excellence in marketing deliverables such as websites, events & digital marketing Excellent knowledge of the Vietnam market with in-depth understanding of consumer insights and media landscape Show less
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Medilink Midlands
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United Kingdom
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Medical Equipment Manufacturing
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1 - 100 Employee
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Marketing Manager
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Feb 2011 - May 2013
Strategic marketing planning Budgeting and execution of all marketing campaigns and activities for the medical innovation grant Responsible for proving marketing consultancy to partners for launching new products into the market Responsible for content writing, campaign management and digital marketing Strategic marketing planning Budgeting and execution of all marketing campaigns and activities for the medical innovation grant Responsible for proving marketing consultancy to partners for launching new products into the market Responsible for content writing, campaign management and digital marketing
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ILA Vietnam
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Vietnam
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Education Administration Programs
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700 & Above Employee
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Marketing Manager
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Feb 2007 - Jun 2010
Ultimate responsibility for managing the marketing department Event management of exhibitions, seminars, trade shows, info sessions, corporate meetings, corporate hospitality, press liaison and employee retention events Providing marketing input at a high level for the development of corporate strategy and sales plans Preparing marketing communication plans and securing the required marketing budget Ensuring ROI and delivering budget reviews and forecasts Responsible for managing all aspects of internal and external communication strategy for the business Effectively managing resources to ensure the plan is delivered in full and within budget Responsible for the event management of seminars, corporate hospitality, open days and retention events Brand management whilst managing the delivery and production of promotional materials, internal and external communication, media advertising, on-line marketing, direct mail, sponsorship and research Major Achievements Conceptualising and managing a rebranding project which resulted in a dramatic improvement in marketing and business target realisation Achieving recognition within the industry as being the number one choice for quality Show less
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Aviva
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United Kingdom
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Financial Services
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700 & Above Employee
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Communications Partner Manager
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Oct 2005 - Oct 2006
Managing internal and external communication strategy for the consumer division of the business Working with the CEO and business leaders on a consultancy basis Managing the implementation of the marketing plan through a team of communication consultants Managing internal and external communication strategy for the consumer division of the business Working with the CEO and business leaders on a consultancy basis Managing the implementation of the marketing plan through a team of communication consultants
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TUI
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Germany
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Travel Arrangements
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700 & Above Employee
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Marketing Manager
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Jun 2003 - Jul 2005
Key Responsibilities Responsible for obtaining profitable results through the sales team by developing the team through motivation, counselling, skills development and product knowledge development. Event management of all trade exhibitions, seminars, fairs & corporate hospitality Planning and implementation of all promotional activities as well as budget management & reporting Key Responsibilities Responsible for obtaining profitable results through the sales team by developing the team through motivation, counselling, skills development and product knowledge development. Event management of all trade exhibitions, seminars, fairs & corporate hospitality Planning and implementation of all promotional activities as well as budget management & reporting
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Experian
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Information Services
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700 & Above Employee
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Marketing & PR Manager
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Oct 2001 - May 2003
Key Responsibilities Developing a Marketing and Communication strategy to support the annual business plan for Experian and two acquired companies Event management of road shows, customer open days, exhibitions, corporate hospitality and press liason Sponsorship management Preparing and managing a Marketing and Communication budget and delivering budget reviews and forecasts Effectively managing resources, using internal and external suppliers to ensure the plan is delivered in full & within budget The project management of product launches in order to maximise both the short term and long term revenue potential through strategic planning, implementation, monitoring & review Provide marketing input at a high level, on both a strategy and tactical level, for the development of corporate strategy and sales plans Management of all marketing communications planning and implementation; both internal and external on-line activity, including media advertising, direct mail, sponsorship and research Management of all press and PR activity involving the handling press and media enquires, identifying and creating media opportunities and building relationships will all stakeholders Major Achievements Introducing an intranet site to increase internal awareness and improve business functionality, managed from concept to launch Identifying the requirement for a customer satisfaction survey and selling into the business Creatively managing a highly successful awareness campaign through media advertising and direct mail with the objective of increasing the clarity and motivation of the target audience Managing relationships for mutual benefit with key marketers in the launch of white label products. Companies with strong brand identities such as Orange, the Alliance & Leicester, Halfords & the AA Show less
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Caterpillar Inc.
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United States
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Machinery Manufacturing
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700 & Above Employee
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Marketing Executive
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Oct 1999 - Oct 2001
Key Responsibilities Event management of approximately 30 events per annum including fairs, road shows, trade exhibitions, open days, seminars and corporate hospitality Planning and implementation of marketing activities to promote construction equipment Sourcing, briefing and co-ordinating the design and production of all promotional material, media advertising, direct mail, sponsorship, exhibitions and corporate hospitality Management of a marketing assistant Managing and co-ordinating all press and PR activity through external agencies Major Achievements Representing the United Kingdom on the Caterpillar European Operator Championship Advisory Committee involving presentations, overseas meetings and regular conference calls Securing a budget for a corporate hospitality unit, designed and manufactured to my specifications Ensuring consistency and increasing brand equity whilst raising awareness of the Caterpillar brand in the UK Show less
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Education
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2000 - 2001
Staffordshire University
Post Graduate Diploma in Marketing, Chartered Institute of Marketing -
1996 - 1999
Staffordshire University
BA (Hons), International Business Communications
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