Lillian Liu Email and Phone Number

• Drove growth and excellence of the Leather Goods & Accessories Category by creating focused plans and delivering excellent implementation and impact in GC market.• Acted as the bridge between the BU & Markets to ensure seamless and effective communication. Worked closely with HQ & local function teams to make sure that all HQ strategies are well-delivered and initiatives are well-executed and meet expectation; meanwhile, being the voice of the markets in the BU to gain necessary support, resources, and products to drive local business. Worked in conjunction with HQ & local teams to set KPIs and reviewed ROIs of all plans, provided timely feedbacks and recommendations so both sides can continuously improve and jointly drive the market results.• Connected the Dots – Motivated, communicated and collaborated with function teams and ensured the roll-out plans are focused and perfectly aligned so as to gain maximum synergy and achieve business objectives in GC market.• Analyzed sales results and market trends, developed short/mid/long term action plans that enhance sales performance and meet effectiveness.• Provided marketing insights and competitor analysis of the Category in GC market and for the GC nationality.

• In charge of all ATL/BTL planning and execution for Versace in China including advertising, PR, events and so on in collaboration with HQ and regional office in HK. • Worked in conjunction with Retail and Merchandising teams to identify and plan marketing promotion strategies to achieve sales objectives.• Maintained close relations with landlords to leverage resources and support to uplift brand awareness across all areas in the market. • Proactively built up strategic partnerships and expanded networks to reach out to a wider range of target audience, enhance customer acquisition opportunities and deliver value to all parties involved.

• In charge of all ATL/BTL communications for La Perla China and Taiwan. Reported directly to Regional Marketing Director based in Singapore.• Formulated, directed and facilitated the marcom activities including fashion shows, press days, retail events, online campaigns, etc to ensure it met organizational objectives, drove sales and retail traffic, and promoted brands and products.• Outlined media communication strategies and press calendar. Developed new and maintained existing relations with mainstream high fashion, trade, and online media to ensure max publicity.• Proactively reached out and built up strategic partnerships with media, shopping malls, luxury brands, KOLs, celebrities and Italian Chamber of Commerce to do promotions or co-branding activities to enhance impact, promote brand among target consumers and create maximum synergy.• Officially launched La Perla Weibo. Managed online brand presence and online communication campaigns in order to increase brand awareness and direct sales.

Developed HTC APAC region product go-to-market plans and regional/national press materials upon the brand’s request. Provided overall marketing communication strategies, creative marketing ideas and regional marketing guidelines and directions for both ATL and BTL.

• In charge of seasonal retail marketing campaigns. Planned and implemented retail events, programs and sales promotions that elevated storytelling, created in-store happenings, drove traffic to the retails, and enhanced the retail end-in-mind experience and sales. • Directed the planning, development and tracking of Retail Marketing budgets and expenditures to ensure targeted ROI and lessons learning for future development/execution. Managed and developed reports by establishing clear expectations and goals to meet accountabilities.• Monitored competitive performance and retail activities.

• Provided professional PR services to clients from IT, consumer electronics and consumer industry. Streamlined with client’s global PR management and PR agencies across markets to achieve consistent global PR objectives.• Responsible for corporate/brand image build-up, product PR operation, media relations maintenance, media communication strategies development, integrated marketing planning, event planning and execution, market and competitor analysis, issue management, etc.