Michelle Tan
Marketing Director @ Aesop
About
Creativity and culture fuels my passion to build brands that make a difference. For over seven years, I have led and nurtured the Aesop brand across nine markets in Asia, championing strategic growth with dedication and care. With more than two decades of marketing experience spanning lifestyle, travel, hospitality, retail, and creative endeavors, my journey has traversed both Asia and the global stage. Aesop embodies a harmonious blend of sensory delight and nourishment, tending not only to the skin but also to the soul. It is both a privilege and a source of pride to contribute to our year-on-year growth, crafting brand expressions that engage, provoke thought, and touch the senses. Each endeavor is rooted in honesty and purpose, resonating deeply with our cherished colleagues and customers. It is tangibly and delightfully fulfilling to see Aesop in homes, bathrooms, restaurants, magazines, lounges, hotels, galleries, offices, cars, in someone’s handbag or shared online - advocated for and much loved. As Aesop wisely reminds us, “No act of kindness, no matter how small, is ever wasted.” This philosophy guides my every action, nurturing a growth mindset of empathy and connection as I embrace change and transformation to deliver business results.
Hong Kong SAR
Hong Kong
Retail
Social Media, Internal Communications, Media Strategy, Brand Strategy, Brand Awareness, International Marketing, Communications Planning, Customer Experience, Customer Marketing, Multi-Channel Marketing, Content Development, CRM, Brand Building, Digital, Digital Marketing, Relationship Marketing, Strategy, Integrated Marketing, Brand Management, Marketing Communications
Experience

Senior Brand Marketing Manager
Hong Kong
Brand Marketing, Brand Identity & Positioning, Integrated Consumer Activation Campaigns, Content Marketing, Experience-led Marketing Strategies, Manage roll-out for global marketing programs across 22 source markets, Integrated Media Planning, Support Mega Events communications, Brand Partnerships. In 2014, a new brand campaign ‘My Time For Hong Kong’ was launched with a new brand identity across multi-channels from print, outdoor, TV to online videos highlighting a diverse range of Hong Kong experiences from culinary treats to outdoor adventures. The campaign was recently recognized and awarded the prestigious Gold award “Marketing – Primary Government Destination” for PATA Gold Award 2015 and a Silver Award in the “Campaigns” category in ASTRID Awards 2015.
Michelle Tan's Contact Information
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