Erica Chan

Marketing Lead of two brands under the company. : Heichinrou(聘珍樓) & Metropol Restaurant(名都酒樓)

• Supervise Marketing Department & Food Product Division Oversee all marketing promotion activities for both general and festive food products business development. • Expand wedding banquet business - Direct and manage sales team on wedding expo participation; manage and finalise with vendors on booth design and all promotional materials according to sales strategies. - Collaborate with operations department on exclusive offer planning and rebranding. • New Branches ATL & BTL Promotion - In charge of new branch opening, conducted site visits for outdoor signage, circular mail, suggest and execute discount promotion to create Target Audience awareness. • Marketing materials and content creation - Content creation and copywriting (bilingual) for company website, EDM; design both online and offline collaterals (product info write-ups, catalogues, restaurant menus, posters, vouchers, sales promotion counter & exhibition backdrop, etc.) - Social media accounts strategies and management (Facebook & DianPing, etc.) • Food Production Management & Sales - Manage manufacturing time and quality assurance for festive food products including CNY Rice Cake, Tuen Ng Rice Dumplings, Mooncakes, Poon Choi, XO Sauce & Abalone product, etc. From food tasting to recipe & laboratory testing arrangement, quotation, packaging design, product logistic coordination, inventory control, in-house promotion, sales channel management, supermarket sales counter (SOGO, YATA, APITA), promotor incentives and sales strategy planning. • Public relations management - Represent company for Media Interview from TV Program & Magazine • Coordinating with external partnerships such as charity organizations, Bank, Supermarket. • Monitor customer enquiry and complaint

• Marketing Campaign - Lead of brand building campaign [翠華特色‧各適其適], from concept development to full execution incl. Liaison with agencies for concept refinement, model casting, video shooting & reviews, to digital, ATL and BTL promotion activities arrangements and meetings. • New Branches ATL & BTL Promotion - In charge of new branch opening, conducted site visits and quotations for all outdoor billboard advertisements, digital, and other ATL and BTL promotion arrangements and all in-store promotion materials preparation and coordination. • Menu updates - for all 35 branches in HK, worked closely with designers and agencies. • Joint Promotions - Development and implementation of marketing campaigns for both joint & in-house promotions, copywriting and press release write-ups. • Social Media Strategies - company Facebook page, Youtube and website branding strategies and content creation • CSR Events & Team building - Organised and arranged Company Dragon Boat Competition and Walk for Millions for charitable fundraising, brand image enhancement & team building.

• Mobile Apps Development - Responsible for the Mobile Application [飲食男女最識食 App, IOS & AOS] from concept, UI/UX design, CMS design, UAT & feedback to vendor and product launch promotion. • Online Media content creation and updates - Online Social Media Platform (Facebook / Weibo / Instagram / You Tube) & Mobile Application management. • Product Development - Website Revamp and E-book establishment. • External & Internal Promotion Arrangement - Liaised with over 50 external partners in F&B to create exclusive members deal and internal promotion. From promotion planning to photo & video shooting for products with artists. Product information & E-Newsletter content to coordination with Designers on promotion materials for E-Newsletter, Magazines and mobile app. • Google Analytics - Data analysis on campaign effectiveness, evaluate target audience's preferences, propose data driven alternative strategies and implementation.

• Promotion Materials Design - Poster, Menu, Signage…for every F&B Events. • Event Cooperation – Club Events and Member's Private Events. (Event set up, reception, photographer, etc.) • Online Media Updates - Company website management for F&B Department.