Phoebe Lin Email & Phone Number

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Ecommerce Marketing for all brands of Wrigley China fr. Sep 2012Develop ecommerce marketing strategy for all brands, including Doublemint, Extra, 5 and Skittles.1. Ecommerce calendar plan & Brand campaign adaptation● Overall ecommerce Strategy and EC campaign development ● Brand thematic campaign integrations2. Media planning● manage media investment, media efficiency & effectiveness● integrated media strategy to drive reach and sales conversion● Drive SEO to improve User experience and ROI3. Campaign monitoring and data analysis● EC traffic, conversion optimization (incl: on-site, off-site traffic, online “HERO SKU” strategy and execution, free shipment suggestions and on-site SEO4. Manage design● store navigation, product visual and creative content production5. Set up clear way of working with cross function team and external agency partners.6. Partner with Trade Marketing Team to work out EC sell in plan for EC platform by campaign.7. Work with global team to share best practice to accelerate ecommerce development of Wrigley worldwide.Media & Consumer Engagement plan for confection brands including Sugus Skittles Pim Pom and Tata during 2009 Jul - 2012 AugResponsible for 4 confection brands media & consumer engagement planning, including PIM POM, TATA, SUGUS and SKITTLES.

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Have worked for P&G personal cleasing category, including Olay and Camay bodywosh. Also responsible for media planning and eCommerce planning for cosmetic brand Max Factor and digital planning for Olay skincare. Main responsibility is to set up media objective and strategy according to client’s marketting plan. Supervise on the execution of each project and provide respective category and competitor analysis for brand, which enable immeidate adjustment to media strategy so as to ensure the expected result. Regularly review and summarize each campaign to understand what works/not work for ongoing planning.Built up harmony relationship with publications, outdoor and internet owners. Successfully launch Max Factor in China and help brand to overtake key competitors’ business and share at key counters.​Familiar wtih the strength/resource of main website, successfully help Olay to explore longterm partnership with top website and gain best-in-class resource which can be incorporated with each initiatives to optimise return of investment.​ Management experience: Be able to prioritize multiple jobs, master the team’s working behavior and strength, which help to improve productivity and foster comprehensive capability of the team. Work hard to