Content Creation & Social Media

- Mocha Blend -

A perfect mix of strong coffee and smooth chocolate, just like data-driven content & creative storytelling coming together.

Led marketing campaigns across Chinese social media platforms for the exclusive launch of the New CECE Handbag collection during the 2020 Lunar New Year. Collaborated with KOLs, influencers, digital agencies, and stakeholders, resulting in a 380% increase in engagement and a 170% boost in sales for the month.
- Faced coordination issues with multiple agencies
- Delays in content due to late photographic design
- Streamlined communication through clear expectations and regular check-ins.
- Implemented expedited reviews and worked closely with the design team to resolve production issues, ensuring timely delivery.

Additional information are available by request.

In my capacity as a Multimedia Designer within the Group Corporate Affairs Team, I spearheaded the creation of multiple motion graphics videos for a range of social media channels. This included content for the newly launched port at Dampier, WA, and a series of national day posts designed to honour the cultural heritage and cuisine of over 50 countries. Additionally, I redesign both internal and main landing pages, incorporating key UI/UX improvements to streamline user experience and optimize content delivery.
- Cross-team coordination across different time zones
- Tight deadlines and last-minute changes
- Lengthy approval processes
- I implemented and strictly pushed for structured weekly catch-up meetings and leveraged collaborative project management tools like Asuna & Teams to ensure timely communication and smooth workflow across all teams.
- Prioritised tasks based on urgency and available resources, adjusted workflows to maximise efficiency, and proactively communicated potential delays to stakeholders to manage expectations.
- Worked closely with key decision-makers to streamline the approval process, ensuring feedback was gathered early and providing clear timelines for review to minimise delays.

Additional information are available by request.

Developed a strategic content calendar and strategy to enhance brand presence and awareness by creating engaging posts that celebrated success, cultural awareness, and aligned with product, events, and promotions. Achieved a 133% increase in followers, 62% growth in engagement, and a 39.9% rise in organic impressions over 12 months.
- Limited resources and lengthy content creation times
- Lack of a viable content strategy, calendar, and growth tracking - harder to revisit and find areas to improve
- Implemented a streamlined content creation workflow and leveraged other graphic design tools like Canva to optimise efficiency and reduce software costs
- Developed a structured content calendar aligned with marketing objectives and campaigns. Established metrics to track content performance, ensuring continual improvement and measurable results.

Additional information are available by request.

Created visually engaging and effective marketing assets, including EDMs, email signatures, and web banners, to communicate key messages and drive customer engagement.
- Balancing creative design with brand consistency
- Aligning messaging with varying target audiences
- Maintaining high engagement despite visual fatigue from email campaigns
- Collaborated closely with internal and external teams to ensure that all assets adhered to established brand guidelines
- Asked sales teams for better audience research to tailor each messaging to ensuring relevance and increasing engagement rates.
- Incorporated A/B testing to test different formats and messaging, optimizing future campaigns for higher open and click-through rates.

Additional information are available by request.