AMBERLAI(Portfolio)_2021_EN

賴宇琦 AMBER LAI

PORTFOLIO 0937101321

amber8615@gmail.com

PROFILE

Personal Info Address 11F., No. 235, Puyi Rd., Zhongli Dist., Taoyuan City 320 Phone 0937-101-321 E-mail amber8615@gmail.com Date of birth 1986-11-15 ⚫ Over 10 years marketing experience in CRM/social/WOM/eCommerce/product marketing and project management. ⚫ Great to be a quick problem solver, effective communicator and strategic thinker. ⚫ Be positive and enjoy working and thriving in the fast-paced environment.

Experience

Skill

⚫ Digital Marketing Supervisor

⚫ Microsoft system (EXCEL/WORD/POWER POINT) ⚫ PhotoShop、PhotoImpact、Dreamweaver、Premiere ⚫ TOEIC (470~725)

2017/05~Present ｜Watsons (Taiwan) Co., Ltd.

⚫ Project Manager

2015/09~2017/05 ｜Softmobile Technology Co., Ltd.

⚫ Marketing Specialist

2013/09~2015/09 ｜Yuen Foong Yu Biotech Co., Ltd.

⚫ Product Manager

2011/08~2013/08 ｜ PayEasy ., Ltd.

⚫ Marketing Specialist

2010/05~2011/07 ｜Ecolumina Technologies, Inc.

Education ⚫ Bachelor of Educational Technology，June 2009 Tamkang University, Taipei, Taiwan ⚫ Zhong-Shan Girls Senior High School，June 2005

CRM MARKETING ⚫ Develop O2O member recruitment strategy and CRM program (member birthday, member points) , communication, extra promotion to drive the growth of membership. ⚫ Manage and analysis CRM related data vs. sales performance to find sales opportunity.

O2O SP%

O2O Sales

Member with Online Sales (%)

2021 Incre.

+6.4pt

+$1,700M

+4.0pt

2020 Baseline

18.6%

$3,800M

11.3%

ONLINE

OFFLINE

O2O Recruit

O2O Sales

✓ O2O member recruitment program

✓ Maximum the number of online purchase

✓ Covert offline member to online

✓ Online offer

At Risk member ✓ Winback program -SMS/EDM Personalized recommendation ✓ Digital media (FB/Google)

⚫ Lead social media strategy and digital content planning to achieve better traffic/ conversion/ new members.

SOCIAL MARKETING

⚫ Responsible for vendor management, photo/video shooting, live broadcasting and copy-writing also social ads performance checking.

⚫ Until Aug. 2020

✓ Traffic from social media (source from GA) over 2M , +58% vs 2019 ✓ Revenue from social media (source from GA) over $70M, +40% vs 2019

• •

Total Fans 1.23M, +10% vs 2017 Engagement rate 4.2%,+35% vs 2017

• •

Total Followers 96K, +270% vs 2018 Engagement rate 3.6%,+5% vs 2018

•

Total Subscribers 96K, +81% vs 2017

LINE OFFICIAL ACCOUNT • LINE Friends exclusive offer ✓ Retargeting TA via clicks/impression ✓ Enhance on-line + off-line traffic and revenue

⚫ Responsible for LINE official account operating strategy, including anniversary event, friends recruitment and push messages.

⚫ Utilize segment targeting/member exclusive message to enhance user engagement and loyalty. ⚫ Revenue from LINE (source from GA) over revenue from e-commerce.

Paid Media

• LINE x members exclusive information

58M, up to 23% of total

Social Media

Own Media

BTL

✓ Utilize member exclusive offers/communications to enhance member trust

✓ The binding rate over 28% (far exceed the average number.)

CRM

PR/ Staff

• LINE 2ed anniversary ✓ New friends exclusive offer ✓ Member points incentive

KOL CORPORATION

⚫ Base on different TA and brand image, co-work with different KOLs or influencers to do the accurate communication. ⚫ Share the content generated by users (UGC) on social media to increase reliability.

Coop with Mega KOLs

Celebrity-方志友

Coop with Mid-tier KOLs

Coop with Micro KOLs

YOUTUBER 關韶文 關關

⚫ Utilize trendy mechanisms and tools to maximize reach and impression.

SOCIAL MARKETING

⚫ The total reach(Imp) over KOL Collaboration

UGC Campaign

✓ Leveraged various tiers of KOL to drive awareness & engagement

✓ To increase engagement rate vis UGC especially among the young generation.

• Total Reach(Imp) 890K

• TTL Reach 1.3M • Engagement 179K • TTL Views 1M

Facebook Live Streaming co-op ✓ Utilize live streaming to leverage suppliers’ fans, and generated higher-thannormal engagement rate.

• • •

TTL Reach 696K Avg. Engagement % 4.5% TTL Views 175K

3.8M AR Filter

✓ Offered cute character filter to drive engagement & awareness in young generation in IG. • • • •

Total Reach(Imp) 726K Opens 178K Shoot 82K Save+Share+Views 105K

Facebook Chatbot ✓ A tool highly used by young age, allowed users to engage in cute personality quiz • •

Reach 201K Engagement rate 3.4%

⚫ Integrated marketing strategy for new product launch, including PR, TVCF, digital media, social media, customer event.

MARKETING 360

⚫ 2020 Q3 brand revenue (on-line+off-line) over $1,530K, +20% vs 2020 Q2 Paid media

Social exposure

Live streaming

Event

DM print

Advertorial

E-COM MARKETING GA traffic monitor

⚫ Develop e-commerce strategies and plans, to achieve the goals of brand, product and operation. ⚫ Regular event & campaign planning on website & eNews.

SEO

⚫ Apply various digital operation and analysis tools in campaign and member management.

Yuen Foong Yu Biotech.

Brand Green & Safe official website revision

SOFTWARE PROJECT MANAGEMENT DBS APP UI/UX design

⚫ Pre-sales/market demand analysis ⚫ Web/App project management and cross-team communication.

Clients with best case

Taiwan Mobile Co., Ltd. APP flow design

THANK YOU

AMBER LAI

amber8615@gmail.com