Phyllis Lo Email & Phone Number

Hong Kong

Go beyond the standard in-house agency performance marketing management to max. the sales through tests and studies in customer behaviours, price sensitivity and media mix modelling. Deep dive into frontend and backend data to analyse the efficiency and ROAS of multiple marketing channels for budget planning and management.

- Achieve business goals through digital acquisition across both paid and owned channels- Manage acquisition initiatives from end to end across all digital channels including search, display, programmatic, social, email, affiliates, etc. - Manage digital marketing budget to maximize ROI- Conduct analysis on campaign performance, customer profiles and behaviors to enhance marketing strategy on new acquisition/engagement tactics and also upsell/cross sell opportunities- Actively review the funnel performance to understand the drop out points throughout the conversion funnel and develop initiatives to increase sales and scale volume- Develop marketing materials and content creation- Collaborate with a wide range of stakeholders including product owners, operations, IT, agency partners and external vendors to construct and deliver quality campaigns to achieve the KPIs; also to coordinate the internal review and approval process for campaign assets with legal and compliance team- Develop and execute test and learn agenda on promotion offers, creative, media and tactics- Demonstrate data-driven sales performance e.g. ROAS and P/L against the KPI targets to fuel management’s decision making

- Drive client’s brand awareness and customer acquisition through paid social and display channels including Facebook, Instagram, Twitters, Pinterest, GDN and programmatic in local and regional markets- Develop and execute strategies and campaigns to hit client’s KPIs ranging from customer/fan acquisition, lead generation, app download and other engagements in local and regional markets within planned budget- Perform daily monitoring and regular reviews to derive meaningful insights for refinement on on-going and future campaigns- Manage client relationships and ensure all digital marketing activities are in alignment with client’s marketing objectives and policies- Stay up to date with digital marketing best practice and innovation within the industry- Conduct annual workshop for client’s local and regional office representatives on the newest media trends and best practices

Hong Kong

- Specialize in developing and managing data-driven acquisition campaigns to achieve banking client’s business targets- Perform end-to-end digital campaign management from planning, execution, on-going review and optimization- Exercise a data-centric approach to gain performance and customer insights and use data to improve existing and future campaign results- Test and optimize marketing tactics/customer segments to improve sales and customer acquisition- Experience in attribution modelling to identify the role of media channels along the customer journey- Collaborate with external agencies, media partners, social influencers, etc. to ensure delivery of quality campaigns against aggressive schedules- Manage media budget and maximize the cost efficiency- Conduct competitive analysis and market research to gain consumer insights and industry trends- Stay abreast of industry trends in the digital acquisition and seize the first-mover advantages to achieve award-winning results for the client

- Digital Transformation - managed the development of 2 corporate website and the online recruitment platform https://www.hunterguide.com.hk/. Transformed the traditional sales and corporate profile materials to digital formats to facilitate the sale pitch with more potential customers.- Media management across all online and offline channels and overseas publications. Nurture strong connections with local and overseas media vendors and media brokers.- Proven track record of profit maximization through analysis, negotiation, optimization, cost and budget control to maintain the business as the top advertising agency specialized in education and recruitment industries. Other industries served incl. Properties, Banking, F&B.- Account servicing experience and project management skills - Supervise the traffic team- Other skills: Google GCP Qualified Online Marketer, HTML, CSS, Dreamweaver