Irene Chung

Marketing Director at The College of Law Australia
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Contact Information
us****@****om
(386) 825-5501
Location
Greater Sydney Area, AU

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Therese Blakemore Saffery

Brilliant strategist, excellent communicator and a forward thinking leader.

John de los Reyes

I am one of the really lucky ones that got to work and learn under Irene's wings while she was my manager in the UTS International unit. One of the most amazing things about Irene is her leadership approach, where she really enabled our team to stretch our skills and strategic muscles. She lead us to a new level of marketing & comms maturity, and she inspired me to be fearless in trying new things. Irene was honestly a godsend to the unit; both in International and in Marketing. Working as her officer was such a pleasure and would do it again!

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Credentials

  • UX Design
    General Assembly
    Jun, 2022
    - Oct, 2024

Experience

  • The College of Law Australia
    • Australia
    • Law Practice
    • 200 - 300 Employee
    • Marketing Director
      • Feb 2021 - Present

      - Managing a team of 6 marketers to accelerate domestic and international growth for an expanding product portfolio of accredited postgraduate degrees and e-commerce of short courses and CPD webinars. - Repurposed roles and redefined accountabilities resulting in today's optimized team structure that enhances performance focus and collaboration between Product Marketing Managers, Digital Advertising Manager, Social and Content Manager, and CRM Coordinator. - Set up and optimized performance marketing campaigns metrics and dashboards with marketing agencies to accurately and thoroughly evaluate performance data to drive continuous strategy and tactics improvements - Developing Martech strategy covering new CRM and marketing automation suite, website, e-commerce platforms, etc for breakthrough customer UX and marketing capabilities

  • University of Technology Sydney
    • Australia
    • Higher Education
    • 700 & Above Employee
    • International Marketing Manager
      • Jun 2019 - Feb 2021

      Marketing strategist, innovator, influencer, digital marketer, Martech launcher. UTS CAP Award winner 2020 (Career and Professional Development Award - Digital recruitment) - Successfully developed a built-from-scratch international marketing strategy in the first 4 months in the role, and received excellent feedback and additional marketing funding with a strong business case. - Doubled the lead generation performance of the global digital advertising (SEM, Social and Display) campaign in 2020 vs. 2019 and increased engagement of the leads in revamped nurturing emails with enhanced customer-first content and CTAs such as “Chat now” and event invites. - Initiated and led the cross-team implementation of 2 digital marketing/lead nurturing initiatives – Chat to our international staff and students launched in April 2020 and UTS International Virtual Open Day launched in May 2020. Both initiatives received excellent feedback from 7K+ users (prospective students) and 100+ internal partners (student recruitment staff and academics). - Launched new international PR content creation and media release distribution process with huge success in pickups of the 2 pilot releases - Part of the project team to develop the first UTS China website and the first UTS WeChat mini program to enhance engagement and conversion with prospective students and partners in China

  • Laureate Australia
    • Australia
    • Higher Education
    • 1 - 100 Employee
    • Head of Marketing, Health and Operations
      • Mar 2017 - Dec 2018

      Managing 6 health education brands of Laureate Australia concurrently, I developed marketing plan and managed a team of 3 to achieve sales target by optimizing performance-based digital marketing campaigns, creating customer-focused marketing content and organising customer acquisition events. prospects. I transformed the marketing strategy of the complex health portfolio by launching consolidated cross-branding campaigns with new digital marketing platforms which resulted in 18% enrolment growth with 20% acquisition cost reduction for our core higher education business in 2018.

  • Laureate Education, Inc.
    • United States
    • Higher Education
    • 700 & Above Employee
    • Marketing Director, Asia, Middle East, Africa
      • Apr 2008 - Mar 2017

      To facilitate Laureate Education’s entry into Asia Pacific, I led insight generation and developed marketing strategies, and implemented process improvement to rapidly grow revenue for the new businesses across the region. Examples of strategic projects that I led: - Market assessments and marketing due diligence for M&A opportunities in Australia, China, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Singapore, South Africa, Sri Lanka, Thailand and Vietnam - Consumer and brand research lead of Torrens University Australia from 2010 to 2017 and re-branding lead of Torrens and Think Education Group in 2017 - Marketing strategist and change agent in M&A integration of INTI Education Malaysia, Stamford International University Thailand, Monash South Africa - New product development marketing lead across AMEA region Highlights of my impact include: - Successful greenfield launch of Torrens University Australia in 2014 and successful brand consolidation with Think Education Group in 2017. Laureate Australia now enrolls near 10,000 students from around the world in campuses across Sydney, Adelaide, Melbourne, Brisbane and online - Tripled enrollment & revenue in our Thai University within 3 years post acquisition - 40% lead increase in our 1st year in our Malaysian University - A wide range of new products successfully developed and launched across the region e.g. Blue Mountains hotel certificate program in Thailand, bilingual degree programs in Thailand, downtown MBA campus in Bangkok, Media Design and Health programs in India and South Africa. - Launch and implementation of NPS and various market research projects which led to cultural and process change transforming marketing, sales, academics and student services departments to customer-centric and data-driven practices across the region.

  • L'Oréal
    • France
    • Personal Care Product Manufacturing
    • 700 & Above Employee
    • Lancôme Marketing Manager, L'Oreal China
      • Mar 2006 - Mar 2008

      - Maintained market leader position of Lancôme as the no.1 selective beauty brand in China despite the influx of new brand entries in the already highly competitive marketplace- Led a team of 14 marketing staff (Product/PR/Trade/VM Managers and Executives) to animate the brand with branding and CRM activities, product launches and trade promotions, in collaboration with media and creative agencies, market research partners, internal partners in Logistics, Legal, Sales and Training

    • Lancôme Marketing Manager, L'Oreal Hong Kong
      • Aug 2003 - Mar 2006

      - Rejuvenated brand image and accelerated customer acquisition with new media mix, communication formats, PR and CRM projects and distribution outlet upgrade.- Led Lancôme HK to climb ranking from No.4 to No.1 in Top 10 POS cosmetics sales panel.

    • Lancôme Product Manager, Scental L'Oreal Travel Retail Asia
      • Mar 2001 - Aug 2003

      - Developed promotion plans for makeup then skincare business of Travel Retail Asia- Outperformed market with 24% YOY growth through successful launches and promotions

  • HKT
    • Hong Kong
    • Technology, Information and Media
    • 700 & Above Employee
    • Executive Trainee
      • Aug 1998 - Sep 1999

      Mobile Services Mass Marketing | Corporate Market Account Management | IDD Marketing Mobile Services Mass Marketing | Corporate Market Account Management | IDD Marketing

Education

  • HEC Paris Business School
    MBA
    1999 - 2001
  • University of California, Berkeley, Haas School of Business
    MBA Exchange Student
    2000 - 2001
  • The Chinese University of Hong Kong
    BBA, Businss Administraion Major in Marketing
    1995 - 1998
  • Ivey Business School at Western University
    HBA Exchange Student
    1997 - 1997

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