Résumé

PROFESSIONAL EXPERIENCE

Henkel Corp.

Associate Trade Marketing & Public Relations Manager - Alterna Haircare (Dec 2022 – Present)

  • Spearheaded the execution of commercialization strategies for core and new product launches, developing integrated go-to-market plans including promotional calendars, trade media strategy, and retail support to drive successful sell-through across wholesale and specialty retail channels.

  • Led cross-functional project management for 360° marketing activations, collaborating with Sales and Supply Chain teams to align execution timelines, creative development, data-driven SKU strategies, pricing architecture and channel strategy—resulting in a 12% increase YOY on core collections.

  • Designed and executed in-store merchandising and POS initiatives across 1,200 retail locations, delivering a 15% YoY sales increase and 22% lift in product visibility and engagement.

  • Led three national sampling campaigns, achieving a 37% conversion rate through digital and physical retail platforms.

  • Optimized trade marketing budgets, achieving a 5% improvement in ROI by prioritizing high-impact activations.

  • Partnered with Legal and Regulatory teams to ensure vendor contract compliance and alignment with local & global standards.

  • Collaborated with Demand & Supply teams to manage forecasts, inventory levels, overseeing run-out strategies, demand planning, and out-of-stock mitigation to ensure product availability and minimize disruption across channels.

Brand Marketing Intern – Alterna Haircare (Mar 2022 – Dec 2022)

  • Conducted in-depth market and competitive analysis across APAC and EMEA luxury beauty sectors to forecast innovation opportunities and guide future portfolio strategy.

  • Supported concept-to-launch development of five new products by aligning data-driven consumer insights, pricing, and packaging with regional market trends and brand positioning.

  • Collaborated with Education, R&D and New Product Innovation teams to co-develop product formulations tailored to shifting consumer preferences and professional demands.

  • Supported brand storytelling by blending global standards with local insights, developed editorial and educational content aligned with omnichannel retail and e-commerce strategies.

  • Oversaw the claims substantiation process while identifying and anticipating new product innovation opportunities in the U.S. market, ensuring all product claims adhered to regulatory and compliance standards

ADP (Automatic Data Processing)  - Rancho Cucamonga, CA

Associate District Manager (September 2019 – July 2020)

  • Led strategic marketing campaigns for 30+ enterprise clients, achieving 90% client satisfaction to drive long-term engagement.

  • Spearheaded market penetration efforts, exceeding revenue targets by 147% through targeted outreach and positioning.

  • Crafted B2B marketing strategies to grow high-value business opportunities, contributing to stronger pipeline conversion rates.

  • Launched data-driven lead generation initiatives, delivering 19 qualified leads weekly and contributing to 10% business growth.

EsteeGold International SDN BHD (Malaysia -Dublin, OH)

Associate Marketing Strategist (October 2016 - August 2017)

  • Produced marketing brochures, press releases, digital marketing content, streamlined operational process and assisted with website strategy for long-term growth in the cosmetic surgery industry.

  • Contributed to the expansion of Goldthread technology in Malaysia by driving marketing initiatives and strategic partnerships to increase awareness and adoption of this innovative solution.

  • Created online multicultural marketing campaigns, tracked social metrics and sales data that led to 15% sales growth.

  • Analyzed marketing campaign data and developed marketing reports through SEO to identify future partnerships and recommend key optimizations for the expansion in emerging markets internationally.

SKILLS

Professional Skills:

Brand Marketing & Digital Strategy, Social Media Management, Market Research & Analytics, Product Management, Cross-Functional Leadership, Integrated Marketing Communications, CRM, Public Relations, Go-To-Market Strategy


Technical Skills:

Adobe Creative Suite, Microsoft Office, Salesforce, SAP, Tableau, Google Analytics, VBA, PowerBI, Nielson, SQL


Languages:

Multilingual - English, Mandarin, Cantonese, Malay, Korean, Indonesian, German

EDUCATION

University of California, Riverside, CA, Master of Business Administration (MBA), Concentration: Marketing                  June 2022

The Ohio State University, OH, BS Business Administration, Marketing, Minor: Fashion Retail & Merchandising            May 2019