Chloe Yu

• Strategically Integrating the Full Cycle of E-commerce Activities: Following my promotion during a critical company restructuring, I led a hands-on transformation of the e-commerce division, working closely with my team at every stage. Together, we strengthened the four core pillars of e-commerce: digital marketing, merchandising, operations, and customer service. By actively collaborating on paid media campaigns, affiliate marketing strategies, and merchandising initiatives, we successfully increased traffic, optimized inventory management, and enhanced the website’s visual appeal. •Omni-Channel Retail Innovation: Collaborated with HQ to design and implement omni-channel services, including an integrated online-to-offline experience and seamless in-store pickup/drop-off services. This strategic alignment of retail and digital platforms created a unified, customer-centric journey, enhancing both online and in-store engagement. •Building a Sustainable E-commerce Ecosystem: I developed a fully integrated e-commerce system that connected digital marketing, merchandising, operations, and customer service into a cohesive framework. This included implementing automation and AI-powered reporting through Zendesk to improve post-purchase response times and enhance customer loyalty. I also designed the “Golden Metric Mix” and “Sales Power” formula, linking all key e-commerce metrics into a live dashboard for real-time insights, ensuring alignment between U.S. strategies and HQ objectives. These initiatives resulted in a 3x improvement in ad performance and a revenue increase 40% within a year, creating a scalable foundation for future growth.

•Key Driver team of Online & Offline Sales: Played an essential role in driving online and offline sales through extensive communication with HQ to localize global marketing campaigns for the U.S. market. This included leveraging global assets, negotiating budgets, and planning campaigns tailored to the U.S. region. Successfully introduced TikTok as a paid channel—a rarity for luxury brands—by researching global luxury trends and aligning them with brand goals. This led to a 30% CRM expansion and a 40% increase in traffic during the campaign compared to the same season last year. •Budget Management & Performance Optimization: Managed 2M U.S. regional digital marketing budget, collaborating with external digital marketing agencies across platforms including Google Ads, TikTok Ads, Meta Ads, Teads, and DV360. Provided audience insights and website analytics to optimize global campaign assets. Achieved a 200% increase in ROAS for the Maison Margiela campaign, a 24% rise in CTR, and reduced CPC by 115%. Directly contributed to a substantial increase in online sales, from an average of $700K per month to $2M. •Creatives Analysis & Cross-Functional Leadership: Led the digital marketing team in collaborating with e-commerce& branding team to analyze key metrics like product sales, and influencer engagement. Provided data-driven insights to HQ on paid media performance, developing high-performing ad structures that maintained CPC below $0.30 and ROAS above 6. Balanced data-driven consumer insights with creative strategy, introducing performance-accountable branding and brand-accountable performance marketing, which enhanced campaign effectiveness and aligned marketing science with creative execution.

•Strategic Brand Development & Go-to-Market Leadership: Conducted in-depth competitive and consumer research, leading to the creation of Foundry, a masculine furniture brand. Defined the brand’s value proposition, segmentation, and guidelines. Spearheaded omnichannel branding and launch campaigns, successfully positioning Foundry in the market and driving significant growth through cohesive digital and offline strategies. •E-Commerce & Website Management: Led a team managing website assets, including roadmaps, landing pages, product listings, UGC, and loyalty programs. Collaborated with developers to build custom features beyond Shopify templates, enhancing user experience and reducing bounce rate by 20%. Directed the implementation of a 360-degree e-commerce strategy, optimizing SEO, SEM, and A/B testing, resulting in a 25% ROI increase in two months and a 35% improvement in CVR. •Performance Marketing & Data-Driven Optimization: Worked with data analysts to fine-tune the marketing mix (Facebook, Instagram, TikTok, Google Ads, affiliate marketing), boosting ROAS by 55%. Utilized Google Analytics for data-driven content decisions, increasing website traffic by 150% and driving a 40% increase in e-commerce sales year-over-year. Led creative teams to develop high-performing content that strengthened brand equity and consumer engagement. •Product Innovation, Budget Management & Cross-Functional Leadership: Led product development from research to launch, including the Mario Capasa stain-proof sofas, generating $3M in revenue. Managed cross-functional teams and collaborated with stakeholders to ensure brand integrity and top-tier product offerings. Oversaw budgeting and KPI reporting, driving successful execution of sub-brand projects from concept to completion.

• Strategy and App Development • Project and Event Management • Content Design, Owned and Paid Media • CRM and Report

•As a consultant and strategist with a passion for luxury, I've helped over 50 businesses in fine dining, travel, beauty, and Spa industries develop winning market segmentation and positioning strategies. I've worked closely with each client to understand their unique needs and goals and have developed customized solutions tailored to their specific business challenges. •Using the latest digital marketing tactics, including e-mail marketing and Facebook Ads, I've successfully increased leads by an impressive 22%. I've also expanded the B2C market to the Chinese community, tapping into an entirely new consumer base and generating remarkable growth opportunities for my clients. •As an experienced event manager, I've hosted numerous B2C marketing events that have generated exceptional profits, earning my team the company's top sales and marketing award. I've meticulously planned every detail of these events, from logistics to marketing, ensuring that each one is a resounding success.

• Researched and analyzed the cosmetics industry to evaluate and forecast trends; identified “the next star product”; demonstrated deep client insights on customizing beauty package plans for target consumers. • Used a variety of creative strategies, including WeChat live streams, blog posts, audio-visual content, and virtual seminars to introduce Chinese customers to 46 Western luxury and pharmacy brand skincare and beauty products, created a member community of 560 loyal members. • Built a loyal client base by creating educational content and launching a rewards program.