- Organized the Byredo Fashion Walk Flagship Opening press section and VIP event, from vendor sourcing, gifting/ F&B arrangement, press and influencer RSVP, over 100 guests attended and secured 180 clippings from influencers to press which generated 3 millions PR value and 21 millions impression.- Oversaw local influencer projects, e.g. Scented Fan Digital project, De Los Santos EDP Launch, KOC project (Aug – Dec)- Managed PR Agency to maximize brand exposure with an average 70 clippings a month, from product styling to beauty editorial shoots in Vogue, Elle, Esquire- Handled media buy with media partners, from proofreading to editing.- Liaised with K11, Hang Lung Mall, Lane Crawford and Sands Macao for all the mall trademarketing promotions and OOH opportunity- Resourced and liaised with varies vendor for OOH (includes wild posting, Tram advertising,Bus Shelter), in-store CRM workshop/ activity (from F&B to Florist)- Assisted the marketing team and HQ to prepare all the visual materials, In-mall promotions,In-store activations for the Byredo Fashion Walk Flagship store.- Translation & Copywriting (ENG / CHI) for press release- Liaised with the planning team and logistic team for the product arrangement- Event and campaign budgeting

After working as a fashion editor, I was fascinated and intrigued by how the fashion PR world works. I was happy to become a team member at Karla Otto, to start from the bottom and learn the industry knowledge, build up media relations, strengthen my communication and presentation skills. Below are the work and achievements I have accomplished at Karla Otto.1. Account Servicing: Maximized retainer client brand print and online exposure with at least 5% increment each year, clients include Rimowa, Chloé, Brunello Cucinelli, The North Face, Onitsuka Tiger, Maserati, Manolo Blahnik, Aquazzura, Stuart Weitzman, ModaOperandi.com, DIESEL, Marysia, The Standard Hotels2. Event Management: Press and exclusive VIP events with over 1000 attendance, highlight events include Rimowa new product launch, I.T - Birkenstock x Rick Owens Launch with Michèle Lamy, Onitsuka Tiger Launch Party, MM6 x The North Face VIP press & VIP in-store event, Rosewood Hotel Hong Kong Launch and Baccarat Landmark Press & VIP event with Celebrity Hins Cheung.3. Media Pitching: Lined up interviews for brand ambassadors including Brunello Cucinelli (Founder of Brunello Cucinelli), on SCMP Style twice.4. Brand Management: Developed campaigns with top tier influencers and celebrities in Hong Kong, Singapore, and Taiwan region via seeding, dressing, and photo shooting, averages like reaches 2,000 per post, include Tommy Hilfiger CNY Digital campaign with Jeffrey Ngai, Angela Yuen, Christina Mok (Taiwanese Actress) and Narelle (Singaporean Singer)5. Event and campaign budgeting6.Sample trafficking7. PR coverage report8. Translation & Copywriting (ENG / CHI)

Started working as a fashion editor at Ming Pao Daily in July 2018. My duty was to create fashion content, and editorial write-up for weekly distribution. During my time at Ming Pao Daily, I had the opportunity to interview Christina Zeller, Creative Director of Belgium luxury handbag Delvaux in Beijing, and Priscilla Royer, Creative Director of Maison Michel. This job has broadened my horizons as a fashion editor and an amazing experience. I am honored to be working as a freelancer with them to create and explore stories on fashion or people.

I applied for a fashion editor role for their E-commerce website. After spending 3 years at Guiltless International, I discovered my passion for writing and able to apply my marketing knowledge, online VM skill, and let my creativity flows to create the eye catching editorial content and be able to balance the commercial value at the same time.

Founder member of the Hong Kong first second-hand luxury E-commerce website. Below are the work and achievements I have accomplished at Guiltless International.1. Managed all product styling includes still life product, model fashion styling, campaign images) and product descriptions2. Handled online visual merchandising3. Produced social media content4. Assisted in opening the first pop-up store and store operations includes customer service, visual merchandising