Karen Ip Email & Phone Number

Hong Kong Sar

• Planned, developed, and executed content strategies in coordination with the marketing team and designer, and occasionally freelance content creators.• Conducted research on industry-related marketing trends.• Generated creative ideas and wrote engaging social media copy to promote films (The Brotherhood of Rebel, Encore, The Hunger Games: The Ballad of Songbirds & Snakes, Bursting Point, The Goldfinger, The Moon Thieves, We Are Family).• Managed the company’s social media platforms and those of various movies.• Optimized SEM campaigns, leading to significant increases in online engagement over a period of 6 months: - 57% increase in Facebook followers. - 24% increase in Instagram followers. - 19% increase in YouTube subscribers. - 106% increase in reach on Facebook and a staggering 673% increase on Instagram.

Hong Kong Sar

• Overhauled the online shop using Shopline, enhancing the store’s functionality.• Administered and operated the online shop, executing promotional and marketing campaigns.• Addressed all issues related to Facebook Meta Business ownership and its integration with Shopline.• Created, edited, and disseminated written and visual content for direct email marketing, social media posts, and advertising copies, including customer service templates.• Supervised and tracked Facebook advertisement campaigns. • Optimized copy and landing pages for search engine marketing.• Conducted continuous keyword research, discovering and expanding keyword opportunities.• Led the development of the wine category and sales channels. Organized wine-tasting workshop for VIP customers.

Hong Kong Sar

• Conducted in-depth analysis of consumer behavior and digital campaign data, leading to the evaluation and optimization of marketing strategies.• Created, edited, and disseminated a diverse range of written and visual content for website blogs, social media posts, marketing, and advertising copies, including customer service templates.• Collaborated with a designer to strategize and execute direct email marketing for promotions and events.• Explored a variety of organic and paid acquisition channels to optimize audience targeting.• Supervised and tracked Facebook advertisement campaigns. Partnered with digital marketing agencies to conduct advertising campaigns and optimized SEO and SEM strategies, on Google and affiliate channels.• Maintained and updated the online shop (Magento) and EDM/CRM platform regularly.

12/F, 8 Observatory Road, Tsim Sha Tsui, Kowloon, Hong Kong

• Established brand positioning, identified target audiences, and formulated marketing strategies and tactics with specific objectives across diverse channels and segments.• Collaborated with a designer and the marketing team of suppliers to create engaging advertising communications, including print, digital, and video assets.• Worked closely with the sales and marketing teams to successfully deliver promotional events.• Organized thematic wine events for B2C and B2B clients; Liaised and coordinated with sales team and suppliers for the meticulous preparation, promotion, and execution of events and relative expos or festivals.

• Teamed up with the buyer, sales team, and executive team to brainstorm and execute innovative marketing strategies, themes, incentives and goals.• Joined forces with a designer, production house, and vendors to design and implement engaging EDM invitations, creative materials, and logistical aspects.• Orchestrated the logistics for all events, including contract negotiations, guest lists, venue preparation, presentation and marketing materials, catering, entertainment, equipment, and décor.• Photographed events and edited the photos, then published them on the website blog and social media channels with engaging captions.• Created detailed post-event reports to assess the effectiveness of each event.

• Managed product, service, and event inquiries, resolved issues and complaints, and ensured client satisfaction through proactive follow-ups via phone, email, and social media.• Served as the company’s gatekeeper, fostering and maintaining robust, positive relationships with clients.• Drafted and revised contracts, and devised marketing and membership incentives for wine storage services.• Oversaw and prepared comprehensive reports and documentation to ensure the company's wine storage facilities complied with the HKQAA Wine Storage Management Systems Certification.• Handled procurement processes for marketing, events, product packaging, and festival promotional items.• Organized engaging tasting events and dinners to strengthen business relationships.

China

Structured, strategized, planned executed, and directed the launch of a new Spanish wine brand in South China Region, involving the following key areas:o Strategizing: • Structured and adjusted selling prices by monitoring competition, supply, and demand. • Developed and executed strategic plans to achieve sales targets and expand client base. • Crafted sales proposals tailored to clients' budgets and needs. o Planning: • Effectively communicated the company’s value proposition through proposals and presentations. • Collaborated closely with marketing teams to develop promotional activities, create marketing materials and translate marketing content.o Execution: • Represented the company at trade events to promote the winery. • Negotiated with clients on pricing, partnership, contract terms and conditions.o Networking: • Coordinated and organized tasting events and dinners on various scales to build and maintain strong connections with clients.

Guangzhou, Guangdong, China

o Business Setup: • Successfully registered the company, conducted thorough research, and secured necessary business permits and licenses for the operation of the company and two chain stores. • Spearheaded the development of the business into a franchise, overseeing the launch of 2 chain stores and 2 franchise stores.o Marketing: • Orchestrated new shop launches and secured media exposure to promote the chain stores. • Devised marketing strategy and sales promotion by analyzing trends, making forecasts, and reviewing sales records.o Operations: • Developed pricing policies based on consumption patterns. • Established operational guidelines for the store. • Managed procurement of food, materials, utensils, and machinery for all stores, ensuring availability of food and materials. • Negotiated with external vendors to secure the best quality and pricing.o R&D: • Innovated new food recipes. • Expanded the business model by selling machines and products to chain restaurants.o Administration & Control: • Created spreadsheets to track and analyze food and materials usage, cost, and trends. • Managed all accounts and bookkeeping for the company and 2 chain stores.o Human Resources: • Oversaw recruitment, orientation, and training of store staff and office employees. • Enhanced store staff performance through coaching, monitoring, counseling, and motivation.

Hong Kong

• Revised trading agreements to ensure mutual benefits.• Actively participated in business discussions with clients, bankers, suppliers, and investors.• Managed the procurement of office lease and executed the sale of office property, ensuring optimal terms.• Coordinated domestic and international travel arrangements, including the booking of airfare, hotels, and transportation.

Greater New York City Area

• Effectively relayed market and trading account information to clients for stock trading purposes.• Conducted research and resolved a wide range of client inquiries.• Managed data entry for clients’ online trading portfolio data, ensuring accuracy and timeliness.• Handled all incoming checks and addressed daily matters from all clients, maintaining financial accuracy.• Managed a high volume of inbound and outbound customer calls, providing timely and efficient service.• Addressed and resolved customer complaints or volatile situations in a professional and courteous manner.

Bachelor’S Degree, Economics

Postgraduate Degree, Digital & Social Media Marketing