Melvin Ma

Support 1000+ shops APP Traffics increased by 70% Solidify beacons network in enhancing communication between merchants and their customers Launch online voucher selling platform Managing team of 30+ with various teams (e.g. Product & Tech, Sales, Sales Admin & Marketing teams) to achieve company's goal

● Direct responsibility on Clarins.com.hk P&L ● Key member to launch e-commerce functions on clarins.com.hk ● Main point of contact for logistics, warehouse and customer service team as well as regional digital platform coordinator ● Formalize new features requirements and communicate them to Regional digital platform coordinator. ● Full responsibility on brand and products keywords SEM & SEO media channels, ensuring profitable ROI on investments ● Full responsibility on e-commerce ROI-driven media channels (affiliation, EDM...) ● Responsible for developing digital knowledge, expertise and evangelization of digital throughout the organization (online 2 offline activities and digital in point of sales) ● Responsible for digital content management and production to be displayed on all Clarins digital assets in line with marketing briefs, and in full support of the Regional Digital as well as Regional Marketing and Communication plans ● Responsible for Clarins presence on local Social networks (Facebook), driving social network animation plan for Facebook, monitoring local implementation of the plan and performance and animating community management

● Lead a team of 3 to achieve online sales goal collaboratively ● Enhance on-site user experience and overall conversion rate with various segments by multiple A/B tests ● Responsible for budget control and strategic planning ● Identifying consumer trends, analyzing competitors and recommending ● Define, propose, produce and maintain a suite of reports for measuring site performance improvements to online activities to ensure maximum ROI on digital spend ● Set up dynamic analysis and insight reports that can be used on an ongoing basis to monitor KPIs and drive business development including but not limited to, Campaigns, Product launches and unique Digital ventures. ● Working with internal and external teams to ensure consistency, accuracy and compliance of all data entry and storage. ● Gather insights from customers via on-going open dialogue and survey ● Provide Market research data and corresponding solution in reaction to market changes ● Implement Omniture, web analytics tool, across multiple platforms (websites and mobile applications) under SaSa ● Optimize and monitor SEM, eDM, Affiliate networks, Display and Social Media campaigns in order to meet sales target

● Serve as analyst and site analytics expert for SaSa.com ● Design, develop and maintain dashboards, reporting frameworks and analysis with a focus on key performance indicators and continuous site improvement ● Monitor all online activity for traffic, conversion, clickstream and other key performance indicators ● Develop and execute all daily, weekly, monthly and ad-hoc reporting ● Conduct, prepare and present analysis and recommendations to improve site performance, customer experience and conversion ● Partner with Customer Marketing team to provide insights into online customer behavior and help build customer segments for future marketing programs ● Maintain functional expertise in analytical tools and technique ● Provide training and serve as tool resource for team user ● Provide reporting to various levels of management and line staff ● Propose strategy, actionable solutions or suggestions for improvement

● Serve as analyst and site analytics expert for SaSa.com ● Design, develop and maintain dashboards, reporting frameworks and analysis with a focus on key performance indicators and continuous site improvement ● Monitor all online activity for traffic, conversion, clickstream and other key performance indicators ● Develop and execute all daily, weekly, monthly and ad-hoc reporting ● Conduct, prepare and present analysis and recommendations to improve site performance, customer experience and conversion

● Function as a power user of Omniture (Site Catalyst, Discover, Test & Target), Google Analytics, industry research tools (Hitwise) and all other analytics tools to measure the effectiveness and impact of merchandising and branding initiatives ● Define, track, interpret, and deliver success metrics for Asia initiatives ● Present findings to the Marketing and Merchandising team and to the business with key conclusions and insight ● Assist in identifying site/customer experience enhancements that will profitably grow the business while enhancing the brand ● Partner with the Marketing and Merchandising teams to analyze product features and customer interaction ● Partner with Technology to create business requirements and QA implementation to ensure accurate tracking and response analysis ● Partner with Database Marketing to create comprehensive integrated analyses of the customer beyond online activity ● Create efficiencies to automate report creation and distribution ● Execute day-to-day analytic requests, but focus on insight generation and conveying key messages through to management

mplement omniture service, sitecatalyst on all sites in the group with communication among various parties ● Gather latest data and trends to enhance website development ● Provide performance based strategies and suggestions to clients to drive better ROI. ● Analyze the online users behavior by omniture to empower the group’s future online development ● Maintenance of Social Media Marketing campaigns for clients. ● Perform SEO audits and provide consultation to client to improve natural ranking.