Taiwan
As a Presidential Associate at The Estée Lauder Companies, I've had the unique opportunity to rotate across diverse categories in the prestige beauty industry—from luxury makeup and fragrance to high-end skincare. My journey has been defined by translating deep consumer insights into strategic GTM plans and driving commercial growth through complex cross-functional collaboration. I am passionate about the intersection of brand storytelling and data-driven marketing, and I thrive on turning market trends into measurable business impact.
Focus: Skincare Product Management, Facial Event Planning, and Annual Promotional Execution 1. Strategic Product Revitalization: Orchestrated a repositioning campaign for the "Eclat Sublime Series" by defining a "Lightweight Repair" narrative. Successfully addressed consumer hesitance toward oil-based products, contributing to an 8.3% YoY growth in Market of Buyers (MOB). 2. VIP Engagement & Operational Excellence: Spearheaded the end-to-end execution of high-end hotel facial events for high-tier VIPs. Directed the production of marketing assets and visual communication, ensuring a premium brand experience that generated TWD 2.4M in sales and a 23.4% increase in Average Unit Selling (AUS). 3. Campaign Execution & Commercial Support (Sales Anniversary & Mother's Day): Drove operational excellence for nationwide Sales Anniversary and Mother's Day campaigns; developed comprehensive marketing toolkits and on-counter engagement strategies to maximize real-time consumer conversion and foot traffic.
Focus: New Concept Store GTM Strategy, Local Partnership Development, and Nationwide Promotional Execution 1. Da-Dao-Cheng Concept Store GTM Strategy: Initiated local community partnerships with 10+ businesses in the Da-Dao-Cheng area to expand brand reach; utilized product-exchange models to maximize ROI and strengthen community engagement. 2. Experimental Marketing & Consumer Engagement: Conceptualized and executed diverse experiential events (e.g., Jazz Night, Cross-brand Workshops) to drive store traffic. Utilized A/B testing on event formats to optimize consumer interaction, successfully achieving a 70% transaction rate for targeted segments. 3. Nationwide promotional strategy: Supported the "Kim Soo-Hyun" ambassador campaign by managing tiered GWP (Gift with Purchase) strategies across all retail touchpoints, resulting in a 44% higher AUS compared to the brand average.
Focus: Makeup Product Management & Counter Event Planning 1. Integrated Product Launch Support (Double Wear Cushion): Supported the 360° launch of the "Double Wear Cushion" series by managing critical GTM workstreams, including local naming, pricing analysis, and integrated communication. Contributed to achieving TWD 12M in sales within the first 2 months (91% of target) through disciplined execution of the launch calendar. 2. Cross-functional Project Coordination (Mega Makeup Event): Coordinated across PR, Digital, and Commercial teams to execute the annual "Mega Makeup Event." Focused on maximizing the impact of brand assets (e.g., IU brand ambassador) and maintaining campaign momentum through optimized resource allocation, despite a 20% budget reduction. 3. Retail Strategy & Cross-selling Initiatives: Developed strategic link-sell frameworks between primers and foundations to drive incremental growth for the makeup category. Collaborated with the Education team to translate product synergies into actionable sales directions, successfully achieving a 40% attachment rate for new product purchasers through optimized promotional bundles.
1. Partner Management & Collaboration: Coordinated with external partner- WUnique Patisserie to launch a limited Moon Festival gift box; managed cross-brand communication and project timelines, contributing to a 1-hour sell-out upon launch. 2. Market Intelligence & Analysis: Conducted comprehensive competitor analyses and synthesized consumer feedback to support the development of new product launches and Sales Anniversary marketing frameworks. 3. Content Marketing & PR Coordination: Drafted 40+ social media assets to maintain brand voice across digital channels; ensured consistency in brand messaging through internal cross-functional alignment. 4. Gen Z Consumer Insights Project: Collaborated with a cross-functional intern team to research and propose marketing strategies focused on attracting Gen Z consumers to ELC brands.