Sylvia So Email & Phone Number

Hong Kong Sar

Managed HK new retail channel development (DTC), eCommerce and spearheaded to lead Corporate functional role in Stewardship & assisted in Recruitment.- Responsible for total P&G brands eCommerce business in HKTVmall by achieved over IYA90 sales growth in 2019.- Led & project-managed the new retail channel (DTC) for P&G HK Premium portfolios (First Aid Beauty, Braun, Pampers Pure, OralB) to drive additional sales growth for the business unit.- Acted as customer service lead for DTC to address consumer's online enquiries and complaints- Managed, implemented, documented and tracked the Brand Stewardship processes in brand function and overlooked Third Party Agency stewardship implementation to assess adherence to P&G Global Policy.- Coordinated various Brand Stewardship trainings, updated training manuals, and liaison with different functions from IT, Legal, Sales team to ensure compliance with P&G Global Policy.- Built strong rapport and relationship between eCommerce customers, 3rd party suppliers and internal stakeholders to accomplish brand communication objectives and boost long-term profitability.- Qualified as P&G recruiter to assist in brand function interview process

Hong Kong Sar

Established regional brand, communication & commercial strategy. Lived at the intersection of marketing / communication and category development strategy, with a key focus on building Mannings/ Guardian branding and creating & expanding beauty categories to maximise growth potential through engagement with relevant influencers and its social network.- Delivered strong GH&B performance with annual sales turnover USD$2,500 million (+7% YOY) in 2017- Acted as chief architect of Color Cosmetics Category Development Strategy from identifying consumer insight, category whitespace, to devising strategy to implementing customer-centric shopper experience and customer engagement programs. Successfully applied the winning strategy and achieved strong double-digit colour cosmetics growth in Malaysia, Singapore, and Indonesia in 2017- Drove the exceptional growth momentum of Derma / Sensitive Skin Care with key strategic partners in China, HK, Indonesia, Malaysia, and Vietnam- Partnershiped with P&G to turnaround Olay business in Mannings HK with over indexed sales with key product launch through O2O customer-centric marketing campaigns- Brought winning product / commercial innovation to unlock the new category potentials in various market- Identified strategic partners (e.g. KAO, J&J, Colgate) to drive category growth through category captaincy projects- Translated consumer insight to develop strategic action plan to improve in-store customer shopping experience, customer foot traffic and “dwell time” in-store- Created APAC Category Management Toolkit

Brand catalyst covering 10 Asia Pacific markets: China, Korea, Hong Kong, Taiwan, Malaysia, Singapore, Philippines, Australia, New Zealand and India. Responsible for new product development, branding, product marketing and develop Brand Book & Launch Toolkit for local market. Key connection between global and local teams to develop timely and quality marketing materials. Report to VP, Regional Marketing. - Spearheaded the beauty device launch in Korea together with a new anti-aging serum launch. Boosted 300% of the sales vs LY and drove record high activity rate & recruitment rate in Korea- Managed and strategised an USD1.8million AP-specific luxury product launch project from ideageneration, concept development to launch toolkits (Pricing Strategy, Print, Social Content, TVC, POSM, Media Strategy)- Organised and responsible for Mary Kay Dream Beautiful regional events for consecutively 2 years. Liaised and managed celebrity line-up (including international supermodel Coco Rocha, and international renowned makeup artist Luis Casco, Asia super model Cara G). Attracted over 70 regional media attendees + 500+ audience with over HK$11million PR value generated in HK alone and over HK$30million regionally in 8 other AP markets

Guangzhou, China

Brand Steward for P&G Olay. Responsible for Greater China (China, Hong Kong and Taiwan) brand building strategy and development. Skilled in translating consumer insight into single-minded yet compelling consumer messages that deliver sales objective.- Drove the development of an award-winning holistic through-the-line campaign for restaging the OLAY Total Effects boutique in 2006-2007. Resulted in a 300% sales growth in Taiwan, HK and China- Implemented a ‘store-back’ strategy aimed at driving holistic advertising and in-store communications across multiple touch points, including digital

Certificate Of Digital Marketing: Customer Engagement, Social Media, Planning & Analytics, Digital Communication And Media/Multimedia

Bachelor Of Arts (Ba), Marketing

Master'S Degree, Corporate Communications