NameChristine Yau
Job TitleMarketing Director
OrganisationHong Kong Sa Sa
Member LevelSilver
Member Since11 Nov 2012
Areas of ExpertiseB2B Marketing, E-commerce, Mobile, Social Media, Strategy and Planning
Contact Details
Email:

About Me

Professional Business Experience & Key Success Attributes

Key highlight of marketing and sales expertise

A professional and passionate executive who has 17 years of end-to-end marketing and sales management experience in the Asia Pacific region withproven successful and award winning business acumen and attainment; hands-on experience on strategy formulation and implementation; business development, brand and product marketing, PR and communication, CRM, Business Process Improvement, project and ROI management. In addition, comprehensive end-to-end business experiences throughout the value chain (manufacturer/principal, distributor and retailer) and multiple business segments (retail, channel / counter sales, small medium business, enterprise & online). Last but not least, 6 years of experience in digital marketing for 360 degree marketing communication enablement and strategy integration.

Snapshot of 6 years digital marketing experience inclusive of four years with Dell Asia Pacific as Senior Marketing Manager for 7 countries to drive direct marketing thru email, live chat, SEM, mobile marketing as well as Ecommerce; awarded with Asean Marketing Award twice by Apac Regional General Manager for Outstanding Performance and Lasting Contribution. One year with Microsoft as lead of nationwide retailer to facilitate the platinum retailers to implement Ecommerce and digital marketing, awarded with All Star Award twice. One year with Hong Kong Sa Sa to drive digital marketing integration and social media marketing.

Key success attributesinclusive of as a strategic thinker and a doer, highly committed and motivated, always benchmarking and raise the bar, great interpersonal skills and ability to communicate with all levels, entrepreneur minded and result-oriented, fast learner, a team player who drives best practice sharing and led numerous regional projects (US, Europe, India, Apac, Anz). A survivor in the fast-paced and competitive environment. In addition, active networking with the marketing & digital leads for best practices sharing and continuous learning.  Read and write language proficiency inclusive of English, Mandarin, Malay, Indonesia & numerous Chinese dialects.

My Links

LinkedIn profile

Career History

Marketing Director at Hong Kong Sa Sa
From January 3, 2012 and still in this role.

--responsible for sales revenue and retail marketing strategy for the Asia top beauty retail chain that selling 400 brands & more than 10,000 active sku; --marketing 7Ps, full spectrum of online & offline integrated marketing strategy; --managing of media & advertising agency, above and below the line advertising, creative concept supervision; --digital and social media marketing strategy; --marketing communication, media relation & PR strategy; --CRM and VIP loyalty program; --customer service strategy & policy, crisis management; --marketing SOP and sharing of best practices with Hong Kong, Taiwan, Singapore and China Sa Sa marketing leads; --go-to-market i.e. event, trade show, new product launch campaign; --business development & strategic partnership; --dealing with key principals to derive product marketing plan; --visual merchandising; --people manager.

Lead of Nationwide Managed Retailer at Microsoft
From September 1, 2010 until January 3, 2012.

-- Strategic retailer engagement model and responsible for nationwide sales revenue; --strategize retail marketing plan for sell in and sell thru, retention and expansion campaign; --sales team management; --retail merchandising; --social media marketing for retailers; --retailer satisfaction survey.

Senior Marketing Manager at Dell Asia Pacific
From January 1, 2007 until September 1, 2010.

--Responsible for sales revenue and P&L; --Direct marketing and business development for consumer, SMB, online & enterprise; --Drive & manage inside sales campaign to drive sales leads and conversion, product training and strategy to drive cross & up sell; --Drive online and live chat sales conversion; --Category management, Product Life cycle management, affiliate marketing with Intel, Microsoft & Trend Micro; --Branding, PR campaign & messaging; -- cross functional & cultural leadership; --Speaker for Executive Briefing Centre.

Marketing Manager at Huawei Technologies
From October 1, 2005 until January 1, 2007.

--Regional marketing activities supporting the business development and regional sales revenue target attainment; --B2B brand building & PR strategy for telco operators; --C-Level engagement model; --regional big scale event and PR campaign, trade show e.g. CommunicAsia, India Expo, World CTO Conference @ Sydney; trade show in Bangladesh, Laos, Vietnam, Malaysia, Indonesia etc; --brand survey; --support 19 countries marketing activities to promo 3G telco infrastructure, managed services, fixed network etc.

Head of Brand (Samsung mobile phone) at First Mobile Group
From May 1, 1998 until October 1, 2005.

--Responsible for sales revenue and P&L; --B2C & B2B marketing; --Marketing communication strategy for new product launch, customer service, to educate and promote new technology; --retailer marketing, out of box retailer loyalty strategy, channel conflict management; --product life cycle management & marketing; --consumer event & trade show, corporate affiliate program, consumer survey; --CRM & customer service policy; --flagship brand store; --corporate sales & mktg; --business development strategy and multi party corporate tie up program with most of the financial institution and telecommunication operators.

Education and Qualifications

Education and Qualification

  • MBA in Business Administration from University of Western Sydney (year 2002 to 2004), GPA is 5.7/6.0, awarded as the Best Student for the Strategic Marketing subject by university and Clemenger Communication (one of the biggest marketing services company in Australia). Also awarded by Kemayan ATC as the Best MBA Student for year 2004 and Winner of 2004 Chancellor Challenge Trophy.
  • Certificate of Honors Program in Network-Centered Computing (HNC) from NIIT (Malaysia) (MSC status), May to Dec 1998.      
  • Honors Degree of Business Administration (2nd Upper) from University Utara Malaysia (1992 to 1995), also awarded with Kuok Foundation Scholarship, the champion team in the 3rd Inter-Varsity Debate.
  • On the job training inclusive ofExecutive Presentation Skills, Negotiation, Project Management, EQ, Creativity, Influencing Skill, Problem Solving, Responsive to Conflict, Business Process Improvement, Managing and Flexing Communication Style, Trust at the Speed of Work and Customer Value-Based Pricing, E-commerce Seminar for Retailer by CapitaLand (speakers from Facebook, Googles etc), Digital Cream Singapore 2012 forum by Econsultancy, Fast Track Digital Marketing by Econsultancy on 5-6th Dec 2012.