Joyce Ma Email & Phone Number

Hong Kong

- Social media strategy- Content optimization- Copywriting- Translation- Proofreading

Hong Kong Sar

Campaign management• Manage 360 branding campaign with full funnel strategy, e.g. Her Strength women's campaign• Achieve 146% of the total reach target, with fair engagementTraffic acquisition marketing tactics• Develop a framework and set trackable measures for store-centric campaign• Overtake the piloted T/O by 1M in 25 days• The only store showing growth in foot traffic during the 4th wave of pandemic• Store traffic +196% YoY (Target: 120%)• New members acquisition: 2,772 (Target: 2,500)• Video featuring TKO store on the influencer's YouTube channel had 266k views and 8.9 likes in 1 monthCase study:To reach the mass audience and promote TKO as the largest sports store in Hong Kong, I planned 1) influencer strategy with a 1-million-followers Youtuber that resonates with local audience, 2) e-Battle rope event with sports challenge that relates to our brand , 3) incentives for the new visitors (members). Including a member acquisition initiative in this campaign allows us to retarget the new visitors and convert them along the customer journey. Partnership management• Deliver win-win partnership strategy within the Hong Kong sports ecosystem, e.g. Decathlon x Classpass promotion, Decathlon x Carousell Camping Swap-Your-Own-Gear event• Manage sponsorship, e.g. Christmas Kids' products sponsorship for Children's Heart Foundation (CHF)• Partner with NGOs and organised community sports events, e.g. Splash to support domestic helpers learning swimming• Take the planet and people into consideration, enlisting the help of partners to implement sustainability initiatives Event planning• Plan and coordinate various marketing events including new stores opening sports event, e.g. Decathlon x Runner's World Hong Kong's first women's virtual run• 1,187 participants recruited in 2 days• Achieve $860k worth of sponsorship

Hong Kong Sar

Content strategic planning & execution• Drive strategic and meaningful content plans with local media outlets and for influencers engagement• Develop rich marketing content, including video content to support seasonal and evergreen campaigns• Engage content with inspiring ideas and use of athletes, and that content is produced in an innovative, accessible and stimulating environment.• Ensure all content is on-brand, consistent in terms of style, quality and tone of voice, and optimised for search and user experience for online, social, video• Develop and oversee an integrated, continuous Hong Kong content calendar, with alignment on publishing schedule and clear definition of ownership with other key stakeholders in the business > Achieved +93% MoM page view on sport advice blog pagesPerformance evaluation & optimisation• Achieve growth and development of Decathlon Hong Kong’s current user base whilst bringing new users in via great content, measuring against set KPIs, industry measures and relevance to our business.• Leverage on internal analytics to understand sports user behavior to identify content creation opportunities• Measure and maximise on overall marketing content performance and ROI• Ensure optimisation of all content through SEO and performance marketing efforts, with the aim of acquiring high quality traffic and conversions• Oversee profitability, deliverables, timelines and budgets• Conduct periodic competitive audits

Hong Kong Sar

E-commerce campaign- Based on my research on the marketing trend, I launched a 360 campaign for the Running Sports bra collection and discovered a new potential business opportunity• Sports bra +309% online & +100% offline TO share in the business after the campaign• Achieved +1,141.5% YoY TO of W.Underwear during the campaign period• Online traffic share from Email had an increase of 66.6%Community engagement- In HKUT260 challenge in Oct 2020, I fully managed the partnership with 2 trail runners who make record-breaking challenge in Hong Kong. I led the campaign to drive engagement with the community on social and boost the brand awareness from top of the funnel.• Achieved over 72,000 views from 48 Instagram stories in 3 days. • From planning to launch, there was only 3 weeks. With the support from teams and dedication, I managed to find a solution and make it a success, regardless of the tight timeline.In 5 months, I managed to drive 171% increase in website traffic, which greatly surpass the HK-level YoY growth (70%).Overall performance- Online TO (from 84% YoY to 173% YoY)- Online traffic (from 17% YoY to 171% YoY)

Hong Kong Sar

Creation of the start-up within the innovation department of Decathlon Hong Kong · Work closely with Product, Tech and Business Development on identification and implementation of the experiments · Leader of Marketing (CRM, Paid media, Partnership, PR, Events, Design)

Hong Kong

Hong Kong

Branding of the start-up · Transition from 1 to 20 employees · Identification and implementation of the growth hacking strategies · Leader of Marketing (Content, Partnership, CRM, Paid media, Event)http://www.gini.co

- Interpreting account briefs- Researching clients, their competitors, and the target audience- Producing original, clear and credible ideas/messages/scripts, and presenting these to clients and colleagues- Monitoring campaign effectiveness- Liaising with clients and colleagues, and meeting project teams to consider advertising requirements- Updating and amending campaigns according to feedback

Hong Kong

CityPrint is a literature and lifestyle magazine issued by the City University of Hong Kong Student Union Editorial Board. My responsibilities include hiring and developing writers, junior editors, and senior editors, approving the 3 issues of CityPrint's layout, design, style, and tone, reviewing written content for spelling and grammar errors, and fact-checking information in articles and stories.

Other; Certificate In Sustainable Business Strategy, Complete

Sustainable Business Strategy is a 3-week, 15-20 hour online certificate program from Harvard Business School. Sustainable Business.

Bachelor Of Arts (Honours) In English For Professional Communication, Communication And Media Studies

Editor-in-chief of Student Union Editorial Board Graduated with Honors in English. Minored in Spanish. Overseas internship: 2 months.