Aki HUI

• Report to the Head of Marketing on the strategic budget planning, project implementation & evaluation for CRM & Event, Retail Marketing, Omni-channel, VM and OOH advertising • Actively involved in Brand, CRM, Event, Gifting & Omni-channel strategy development with headquarter EXPERIENTIAL & ENGAGEMENT MARKETING： EXHIBITIONS, EVENTS, WORKSHOP, GIFTS • Over 20 Events schemes in 3 years (Average ROI: 278%; Total Unique Visitors: 1,000+): RETAIL MARKETING & CRM PROGRAM • Provide CRM & Sales data analysis for driving sales & marketing effectiveness • Formulate instore brand experience and promotional offers with partners to maximize sales & data recruitment results • Focus on developing CRM & gift program for client reactivation, retention & conversion • Responsible for the content of local promotional client messaging via MMS, SMS & DM DIGITAL USER EXPERIENCE (E-COMMERCE, SEM, WEBSITE) FOR HK, MACAU & AUSTRALIA MARKETS • Work closely with HQ Media & agency for SEM optimizing for HK, MAC & AUS • Assist the HQ digital & CRM team to improve website and e-commerce user experience • Conduct competitor and market trend research on E-commerce and SEM for management & HQ STORE OPENING, TRADE MARKETING, VISUAL MERCHANDISING & OOH MEDIA • Responsible for store VM implementation & excellence • Responsible for OOH and geo-targeting advertising KEY ACHIEVEMENTS: • Project Owner of High ROI Exhibitions & Workshops for Retention and Recruitment of HNWI • Project Owner of the new CRM Loyalty Program • Qualitative CRM Partners Acquisition • Lead in the Development & Production of Global Mid-Autumn Gifting and Assets since 2019 • Lead of E-commerce & Omni-channel Client Journey Program for HK, Macau & Australia Market

EXHIBITIONS & EVENTS • Take lead to work with HQ and local vendors on the architecture and guest experience development to achieve the project objectives and ensure the project is within budget • Middle person for handling requests from HQ, strategic partners and landlord on the development of the projects • Managing local vendors for the implementation of the project • Responsible for the planning, production and logistics of all the marketing materials • Ongoing projects: o Exhibition in Macau Galaxy Hotel in Nov o Exhibition in Hong Kong Pacific Place in Jan TRADE MARKETING • Responsible for the allocation, implementation and monitoring of Trade Marketing budget • Work with HQ to fully handle all planning and actions of all visibilities in Retail, Wholesale, Landlords and Strategic Partners • Manage local vendors for the implemention of visibility projects •Visibility ongoing / handled projects: o Pirelli Launch in Jul o Elegant Anniversary Exhibition in Oct o Strategic Partner's Showroom Opening in Oct & Dec o Lamborghini Launch in Nov •Control all the PLV, GWP and marketing materials stock and their logistics •Training of Visual Merchandising guidelines for Retail and Wholesale •Responsible for the coordination, implementation and follow up work for Wholesale Capex projects •Capex project handled: o Wholesale SIS opening in Aug •Prepare Monthly Trade Marketing Update for internal PUBLIC RELATIONS & COMMUNICATIONS •Liaise with Wholesale & Landlords for preparing ATL & BTL marketing materials •Prepare and deliver HQ social media materials for Retail, Wholesale and Landlords •Assist in maintaining and building good relationship with editors for editorial results

PR & MARKETING: • Capeland Shelby Cobra Hong Kong Pop-up Store 2016 (1k visitors and 100 journalists attended, 10 VIP Sessions) o Brainstom and organise VIP event o Liaison with business partners for VIP event cooperation o Produce all Marketing local materials o Responsible for the VIP event operational flow - Arrange and assign staff role - Give training and briefing to all staff for tour - Handle business partners & VIP on site requests - Arrange catering and miscellaneous o Plan and execute the pop up store social media plan o Prepare for PR clippings report (EVA value: EUR 938k) • Watches and Wonders 2015 (20k visitors and 650 journalists attended) o Produce all Marketing printing materials o Responsible for the operational flow of the 4 days event: - Organizing PR presentations, press interviews & business meetings for all markets - Providing full support for PR happenings with the agency - Sustaining the Visual Merchandising onsite at its highest standards - Maintaining the performance of part-time staff & models o Prepare for PR clippings report (EVA value: EUR 1,263k) • Plan, prepare, implement strategic brand and PR events to enhance brand awareness and reinforce partnership with wholesale accounts (e.g. Solely presented, organized and managed the Football Tournament Day 2015 & Co-organized the Press Mid-Autumn Gathering 2015) • Responsible for preparing advertising & PR shooting materials and implementation of the advertising plan • Carry out daily clippings, consolidate weekly clipping reports, PR monthly report & post event reports for HQ TRADE MARKETING: • Provide Visual Merchandising support for over 50 stores and generate store visit report MARKETING BUDGETING: • Support in controlling the A&P budget, including planning & implementing of the marketing materials’ usage, monitoring & booking of the Marketing expenses • As SAP System Key User for marketing PO, Logistic flow and inventory control

• Generate weekly and monthly sell through, sales report, assortment analysis, partners business performance recap for Brand Manager • Communicate with Store Managers and generate buying analysis during buying trip • Provide day-to-day retail merchandising, wholesaling account and visual merchandising support • Communicate with APAC partners and regional direct retails for accurate comments on business and merchandise performance • Co-ordinate with APAC partners for best sellers, sales & sell through reports • As the bridge between HQ and all APAC stores regarding all visual merchandising related issues • Communicate with APAC partners and regional direct stores to maintain the high standards of the store visual merchandising and display

• Maintain close relationship with editors and APAC partners and provide sample loans • Assist in pitching press samples to the editors for media coverages • Precise logistics and media contact point in providing samples for PR purposes • Routine media clipping reports and panorama for headquarters’ review • Maintain the high standard of showroom display and press samples conditions

• On the Dean’s Honors List 2011/12 of The Faculty of Applied Science & Textiles

• On the Dean’s Honor List of Spring Summer 2013 Semester • Sole recipient of full scholarship for the International Exchange Study Scholar Program 2012/13 • Awarded First Prize in the Color Trend Project of Fashion Product Development Course • On the Dean’s Honors List of Fashion Institute of Technology of Springs 2013 • Straight A student in Fashion Institute of Technology (FIT), New York