Shopbop (2016-2018)

As the Head of International Business Development, I led expansion, marketing and country marketing initiatives across a variety of regions including APAC ( Singapore, Japan, Hong Kong, Taiwan, South Korea) and the Middle East. Key focuses include customer acquisition, go to market strategy, growth, localization, agency selection, strategic partnerships and country specific branding. I oversaw and led a group of country specific agencies and local contractors to work on our various country initiatives (9 in total) which included all marketing channels and partnerships. In addition to this work, I also worked with our Head of Affiliate Marketing to launch the Rakuten APAC affiliate program to support our marketing goals in the region, including China, Taiwan, HK, Singapore and South Korea.

UBER EATS X SINGAPORE CAMPAIGN:
I worked on an Uber Eats campaign for Shopbop. Came up with the creative concept (influencers, styling, restaurant selection, etc) and worked with the Uber Eats team to deploy it as a week long promotion. Gained over 200,000 impressions and 100 redemptions with an AOS of $300 USD for Shopbop. I selected the influencers, packaging (Chinese takeout boxes) and worked with merchandisers to figure out the right mix of product for this activation, and this campaign was run across social, uber’s app, the Shopbop app and our global instagram of 600k followers.
https://www.uber.com/info/6-ideas-for-a-fabulous-girls-night-in/

SHOPBOP X UOB CAMPAIGN: SINGAPORE
Did a month long campaign with UOB to promote Shopbop and UOB. Produced a campaign video, pushed an influencer led campaign, in addition to more traditional SMS, affiliate and email campaigns to push this bank collaboration. This paved the way for UOB to create more campaigns with other fashion partners. In addition, this was also pushed in conjunction with influencer Melissa Koh. This was run across Shopbop, UOB social channels and on all our influencer’s handles as well.

This video was done by UOB and styled and shot to promote the UOB X SHOPBOP Campaign.

SHOPBOP X MIDDLE EAST: RAMADAN AND SHOPBOP
In addition to working with influencers, paid and re-targeting channels for the Middle East, I flew out to the Middle East every 6 weeks for 8 months to work with brands, media, influencers and our agencies on the ground. With a portfolio of up to 60 influencers at any given time, we focused alot on media + influencer relationships to grow the Shopbop brand in the Middle East, moving the needle 10% MOM for sales, growing the business to approximately 13 million dollars across 3 key markets - Dubai, Kuwait and Saudi Arabia. With our main focus being Ramandan, I learnt alot about building a brand, activating marketing channels and overall how to market to a Middle Eastern audience and their spending habits. This was run on influencer blogs and social handles, participating media partner sites, our social handles, the Shopbop site where each influencer had their own landing page, and on paid social.