Sandy Lai

A result-oriented Marketing & PR professional with 3years experiences across FMCG and fashion industry respectively. Adept at collaborating with creative teams to drive exposure for new products and brands. A proven track record in integrated marketing campaigns that drive awareness &demand and maximise ROI. Resourceful individual that has great organizational skills and is always searching new ways to improve processes and achieve higher conversion rate.

Jo Malone, London
Sales Associate
07/2023 - Present
-Actively performing in a professional and friendly manner contributing to sales and the development of the turnover.                -Engaging with customers to the highest standard, exceeding their expectations and building strong customer loyalty.        -Achieving over 90% target sales on average throughout tenure.

Studio Doe (Online Retail), Taipei 

Marketing & PR Specialist

11/2021 - 02/2023 
Creatively found ways to boost site traffic and increase user activity with a result in increasing 50% online sales. Highlighted sales performance on exceeding target by 128%, reaching 100k sales revenue in Japanese designer accessory brand.
Led e-commerce platform optimisation by mapping out the buyer journey and traffic acquisition based on Google Analytics data.
Conducted market research, demand and sales forecast, created trade marketing calendar accordingly, liaising with merchandiser and brand suppliers.
Managed paid social campaign in panning and execution, delivered social media audit report and SEO ranking to optimise campaign performance, pricing & ROI.
Led showroom opening event, including exhibition curation, in-store fashion show coordination and brand magazine publication, with 100+ media and VIPs attended.
DeVries Global, Tapei 09/2020 - 10/2021
Account Executive
Consulted 5+ clients in FMCG and fashion industry (e.g. P&G, Ray-Ban) on paid social campaigns including planning and execution across diverse channels based on brand guidelines and media briefs.
Helped organise and analyse various data, metrics, and spreadsheets, effectively measured program ROI, extracted data from the social media back-end and media agency to redefine targeting segmentation, budget and ad planning for optimisation. Result in 10% CTR increase within 2 months, over 250% growth in media exposure in 4 months; won new-business opportunities from global brands including Rolex, CONVERSE, and Coca-cola group.
Bar Jewellery, London 09/2019 - 11/2019
PR & Communication Intern
Stayed abreast of competitor marketing strategies by monitoring their digital content published online and offline events.
Facilitated all planning and hosting activities for press releases and media lists compilation.
Conducted market trends and analysed respective media platforms to identify new PR leads, and assisted with day-to-day management of social media accounts.

London College of Fashion 

2017-2020

BA | Fashion Marketing (with Honours)