Rosa Lam

- Brand Rejuvenation & Narratives: Spearheaded the comprehensive refresh of the Bossini brand narrative to elevate market positioning and realign regional consumer perception. - Campaign & Production Direction: Orchestrated the end-to-end creative production and photoshoot for the Summer’26 campaign, delivering a modernized visual and video assets for synchronized digital and in-store deployment. - Amplification & Optimization: Spearheaded an ePR campaign to drive maximum media coverage for the new brand identity and seasonal mega sale, while fine-tuning digital ad placements to elevate channel conversion rates. - Cross-Functional SOP Architecture: Designed and implemented a lean, high-efficiency workflow structure to synchronize a multi-disciplinary team across E-commerce, Social Media, Retail Operations, CRM, VM, and Creative divisions.

- Strategic Vision & Execution: Spearheaded the entire regional marketing vision, leading a team to deliver cohesive campaigns across social media, digital advertising, influencer marketing, O2O initiatives, and CRM activation. - Annual Strategy & Budgeting: Architected and implemented the annual marketing strategy and budget, aligning cross-channel efforts (SEO/SEM, Social, Mobile, Content) with core business objectives to maximize revenue. - B2B Brand Alignment & SOPs: Directed the formulation of the new B2B Brand Book and comprehensive marketing communications guidelines/SOP, ensuring regional stakeholder consistency. - Data-Led Decision Making: Drove a culture of data-led decision-making by continuously analyzing market trends and consumer behavior; established clear performance dashboards for monthly reporting to top management. - Campaign & Content Governance: Managed high-velocity regional marketing calendars for 5+ markets, directing product launches, e-shop content, bi-weekly banner updates, and high-profile IP collaborations under tight censorship pipelines.

- New Market Penetration: Conceived and executed digital-first market entry strategies to scale the brand footprint across Mainland China, Taiwan, South Korea, Japan, Singapore, and Malaysia using end-to-end social-first campaigns. - Influencer Partnerships & Content: Directed channel-specific content calendars and managed the end-to-end process for strategic influencer partnerships and paid social campaigns, consistently optimizing to improve overall ROI. - Social Operations & Community: Transformed the brand’s social presence across platforms (Facebook, Instagram, WeChat, Weibo, YouTube, TikTok), growing an engaged community (China 1.6M+, APAC 490K+) through localized UGC engines. - PPC & Performance Optimization: Orchestrated all PPC and performance marketing campaigns, leveraging analytics to refine targeting, bidding strategies, and social commerce setup.

- Digital Presence Creation: Built the brand’s foundational digital and social channels from the ground up, focusing on trend-led image building and content creation to capture the youth demographic. - Traffic Generation: Planned and executed tactical SEM and social ad campaigns explicitly optimized to boost local brand awareness and drive retail foot traffic.

- Full-Funnel Execution: Developed and executed full-funnel marketing and communications plans encompassing advertising, promotions, events orchestration, and media strategy across retail and wholesale networks. - Media & Press Masterminding: Cultivated strong relationships with key media editors and influencers; masterminded high-profile press events, media luncheons, and in-store promotions from concept to completion. - Team & Channel Governance: Commenced leading the core marketing team (comprising 1x Executive and 1x Assistant), established the company’s corporate website, and cross-collaborated on new channel pitching.

- Communications Planning: Elevated responsibilities to oversee holistic marketing communications planning, budget monitoring with a sharp focus on ROI, and localized visual production calendars. - Global Principal Engagement: Joined the management team in attending international principals’ overseas trade shows and kick-off meetings, fostering direct collaboration with global design houses.

- Marketing Operations: Supported the Marketing Manager across a diverse portfolio of 5+ lifestyle brands, managing the tactical execution of retail and wholesale marketing activities. - PR & Visual Merchandising: Handled daily PR seeding operations, local media relations, and the physical adaptation of international VM guidelines for local storefronts.

- PR & Media Strategy: Supported the PR and Marketing Communications function for a premier automotive brand, managing media strategy, advertising campaigns, and editor/media relationships. - Digital Content Management: Curated and managed editorial content across diverse touchpoints including direct mail, e-newsletters, the corporate website, and social media platforms. - International Press Operations: Coordinated complex overseas press tour for international model launches, handling logistics for Hong Kong media and ensuring flawless coverage. - Bespoke Experiences: Contributed to the planning and execution of high-tier brand activations and interactive membership events for invitation-only VIP segments.

- Client Management & ATL: Served as the primary day-to-day contact for key clients (Uniqlo, Canon, Nestle, Gatsby), ensuring the smooth execution and delivery of above-the-line advertising campaigns. - Strategic Insights: Conducted in-depth market and competitor analysis to provide strategic insights and actionable recommendations to clients. - Cross-Functional Liaison: Facilitated seamless collaboration between internal creative and media teams and external vendors and publications for photo shoots and event productions.