Erica Lui
Head Of Operations at Positively Distinctive Media Ltd- Claim this Profile
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Bio
Kevin McGinnigle
Having worked with Erica for almost 3 years on a daily basis, it's been a pleasure watching her develop into a fully fledged marketing manager. She holds extremely high standards and this shows in her ability to generate a consistent ROI in line with business objectives and work collaboratively with the rest of the business to achieve results. Over the years, she has managed to utilise her marketing skills and put in place a solid foundation; implementing processes, procedures and structure into a complex acquisition model. To put it into perspective, she was responsible for driving new consumers across 3 products, 8 pieces of software, 120+ brands and multiple marketing channels including PPC, Social, Digital Display, Email, Postal and SMS. This is not an easy task! Erica was just about to take the acquisition department to the next level until an unexpected office closure and I've no doubt this will be a blessing in disguise for her. She is passionate about the bigger picture and can now use her multi disciplined experience to look at how businesses can improve what they do, not just from a marketing perspective. I'm excited to see how much value she adds to the businesses she works with; one of them will most definitely be mine! Thanks for all of your efforts Erica.
Sarah Bush 🎬 Live Streaming
Erica is an experienced marketer, with a broad knowledge in digital channels and commercial acumen. As head of Acquisition in a complex business with over 130 brands, Erica is responsible for managing multiple strategies, processes, external agencies and collaborating with many departments in order to meet business objectives within budget. With excellent time management and problem-solving skills, Erica is pro-active and not afraid to be hands on to find solutions. Personally, Erica is ambitious, passionate and dedicated to achieving results - she is an asset to any team and a pleasure to work with.
Kevin McGinnigle
Having worked with Erica for almost 3 years on a daily basis, it's been a pleasure watching her develop into a fully fledged marketing manager. She holds extremely high standards and this shows in her ability to generate a consistent ROI in line with business objectives and work collaboratively with the rest of the business to achieve results. Over the years, she has managed to utilise her marketing skills and put in place a solid foundation; implementing processes, procedures and structure into a complex acquisition model. To put it into perspective, she was responsible for driving new consumers across 3 products, 8 pieces of software, 120+ brands and multiple marketing channels including PPC, Social, Digital Display, Email, Postal and SMS. This is not an easy task! Erica was just about to take the acquisition department to the next level until an unexpected office closure and I've no doubt this will be a blessing in disguise for her. She is passionate about the bigger picture and can now use her multi disciplined experience to look at how businesses can improve what they do, not just from a marketing perspective. I'm excited to see how much value she adds to the businesses she works with; one of them will most definitely be mine! Thanks for all of your efforts Erica.
Sarah Bush 🎬 Live Streaming
Erica is an experienced marketer, with a broad knowledge in digital channels and commercial acumen. As head of Acquisition in a complex business with over 130 brands, Erica is responsible for managing multiple strategies, processes, external agencies and collaborating with many departments in order to meet business objectives within budget. With excellent time management and problem-solving skills, Erica is pro-active and not afraid to be hands on to find solutions. Personally, Erica is ambitious, passionate and dedicated to achieving results - she is an asset to any team and a pleasure to work with.
Kevin McGinnigle
Having worked with Erica for almost 3 years on a daily basis, it's been a pleasure watching her develop into a fully fledged marketing manager. She holds extremely high standards and this shows in her ability to generate a consistent ROI in line with business objectives and work collaboratively with the rest of the business to achieve results. Over the years, she has managed to utilise her marketing skills and put in place a solid foundation; implementing processes, procedures and structure into a complex acquisition model. To put it into perspective, she was responsible for driving new consumers across 3 products, 8 pieces of software, 120+ brands and multiple marketing channels including PPC, Social, Digital Display, Email, Postal and SMS. This is not an easy task! Erica was just about to take the acquisition department to the next level until an unexpected office closure and I've no doubt this will be a blessing in disguise for her. She is passionate about the bigger picture and can now use her multi disciplined experience to look at how businesses can improve what they do, not just from a marketing perspective. I'm excited to see how much value she adds to the businesses she works with; one of them will most definitely be mine! Thanks for all of your efforts Erica.
Sarah Bush 🎬 Live Streaming
Erica is an experienced marketer, with a broad knowledge in digital channels and commercial acumen. As head of Acquisition in a complex business with over 130 brands, Erica is responsible for managing multiple strategies, processes, external agencies and collaborating with many departments in order to meet business objectives within budget. With excellent time management and problem-solving skills, Erica is pro-active and not afraid to be hands on to find solutions. Personally, Erica is ambitious, passionate and dedicated to achieving results - she is an asset to any team and a pleasure to work with.
Kevin McGinnigle
Having worked with Erica for almost 3 years on a daily basis, it's been a pleasure watching her develop into a fully fledged marketing manager. She holds extremely high standards and this shows in her ability to generate a consistent ROI in line with business objectives and work collaboratively with the rest of the business to achieve results. Over the years, she has managed to utilise her marketing skills and put in place a solid foundation; implementing processes, procedures and structure into a complex acquisition model. To put it into perspective, she was responsible for driving new consumers across 3 products, 8 pieces of software, 120+ brands and multiple marketing channels including PPC, Social, Digital Display, Email, Postal and SMS. This is not an easy task! Erica was just about to take the acquisition department to the next level until an unexpected office closure and I've no doubt this will be a blessing in disguise for her. She is passionate about the bigger picture and can now use her multi disciplined experience to look at how businesses can improve what they do, not just from a marketing perspective. I'm excited to see how much value she adds to the businesses she works with; one of them will most definitely be mine! Thanks for all of your efforts Erica.
Sarah Bush 🎬 Live Streaming
Erica is an experienced marketer, with a broad knowledge in digital channels and commercial acumen. As head of Acquisition in a complex business with over 130 brands, Erica is responsible for managing multiple strategies, processes, external agencies and collaborating with many departments in order to meet business objectives within budget. With excellent time management and problem-solving skills, Erica is pro-active and not afraid to be hands on to find solutions. Personally, Erica is ambitious, passionate and dedicated to achieving results - she is an asset to any team and a pleasure to work with.
Experience
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Positively Distinctive Media Ltd
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United Kingdom
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Marketing Services
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1 - 100 Employee
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Head Of Operations
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Oct 2020 - Present
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Head Of Marketing Services
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Jan 2019 - Oct 2020
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8 Ball Games Ltd (Part of the Stride Gaming Group)
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United Kingdom
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Advertising Services
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1 - 100 Employee
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Head of Acquisition
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Jun 2018 - Dec 2018
8 Ball Games continued to grow and have 130+ brands and operate on 8 Network Products. As the business grew, we integrated with our overseas sister company SRG in Mauritius to support the Acquisition team. My objectives was to manage the Acquisition budget £3.5m per annum with ROI that supercede previous year's performance. My focus is on developing my team and giving them responsibilities and the autonomy to run marketing campaigns. Another key focus area is working more collaboratively with Retention team and VIP team to gain a shared understanding of the business. Show less
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Digital Marketing Manager
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Jan 2017 - May 2018
During this time, the number of brands grew to over 110+ brands, and across 7 Network Products. 8Ball Games had successfully been acquired by Stride Gaming PLC and exceeded the objectives from the earnout period. My responsibilities grew and was accountable for Acquisitions results, and the objectives was achieving 100% ROI within the month. I identified key ROI performers and refined strategy on poor performing channels. In addition, Cross Group Marketing was introduced to maximise Group wide data and share success, learnings and contacts to drive efficiency in Marketing Group wide.In addition, I've taken on supplier migration project moving Email CRM from TXD to Silverpop. One of the challenges I faced was the technical terminology and working with multiple departments to ensure a smooth migration process which included transferring 110+ brands, training to 20+ marketeers, and data management. As a result of switching suppliers, monthly cost was reduced by 50%. During the pre GDPR period, I maximised Group wide data via cross sell to products and brands that yield strong customer value. Post GDPR, I continued with cross sell and taking into account how data can be used that met the regulation requirement. Show less
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Acquisition Marketing Executive
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Mar 2016 - Dec 2016
Upon joining the newly formed Acquisition Department, I structured the department by streamlining processes, reviewing marketing performance on various marketing channels including Cross Sell on Mailer, Emails and SMS media, Paid Search and Affiliates. In addition to this I created Acquisitions KPI with measurable KPIs including ROI, Customer Value, and number of new customers to the business. I worked on 90 brands across 4 different Network products.
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Just Resorts
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United Kingdom
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Travel Arrangements
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1 - 100 Employee
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Marketing Executive
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Aug 2013 - Feb 2016
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Meridian Business Support
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United Kingdom
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Staffing and Recruiting
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300 - 400 Employee
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Marketing Assistant
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May 2013 - Jul 2013
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Hervia Bazaar
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United Kingdom
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1 - 100 Employee
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Sales Assistant & Online Customer Service
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Dec 2012 - Dec 2012
Sales Assistant in store Developing working knowledge on designers, collections and concepts and products including fragrance and jewellery. Providing guidance to customers and building relations. Online Customer Service Maintaining web orders via VSCommerce Package orders and posting Update stocks Collecting payments from Paypal and credit cards Answering email queries Sales Assistant in store Developing working knowledge on designers, collections and concepts and products including fragrance and jewellery. Providing guidance to customers and building relations. Online Customer Service Maintaining web orders via VSCommerce Package orders and posting Update stocks Collecting payments from Paypal and credit cards Answering email queries
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Manchester Metropolitan University
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Myanmar
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Higher Education
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1 - 100 Employee
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Project & Marketing Co-ordinator
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Apr 2012 - Nov 2012
I work in the Human Resource department; managing the project of developing a new updated version of the website for the department, my other side projects include developing an Online Induction and a social platform for staffs. The projects involve: market research on the existing website, competitor's HR website, user's needs and developing samples for the proposed website. I work independently on the project whilst liasing with various HR departments, the Marketing, Communciation and Development team, end-users and the Senior HR Management team. This project has given me the ability to take direction of where it goes and the time frame to work with. During this project, it has taken a number of different directions and have come across various problems, I have been able to overcome these difficult situations and continue to work on the project. Show less
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Part time Waitress
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May 2010 - Apr 2012
During my time at Baekdu, I have developed my waitressing skills - no previous experience and no guidance was given at the restaurant as this was new to them as well. I adopted my approach according to the type of customers, but generally kept it friendly and relaxed as this fits with the surrounding areas of the restaurant. The Korean cuisine was new to me, and I learnt about it by asking questions to the manager, observing the kitchen staff and did internet research. This enabled me to confidently speak about and suggest items to customers. Customers was also interested in the Korean culture in which I also took the same process as before. My responsibility grew, I was to train new members of staff specifically waitresses. Furthermore, I also was able to open the restaurant independently without the supervision of my manager. Show less
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Education
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2008 - 2011
The Manchester Metropolitan University
BSc International Fashion Marketing, Fashion Marketing
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