resume of stella jamie lui

Stella Jamie LuiStella Jamie Lui Email: [email protected] Mobile: +1860 1704 740 (China Mobile)

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Paul Arden Whatever You Think Think the Opposite

“WHAT IS A GOOD IDEA? One that happens is. If it doesn’t, it isn’t.”

Even a bad idea that happens is Even a bad idea that happens is better than a “good idea” that better than a “good idea” that doesn’tdoesn’t


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Personal DetailsPersonal Details Address: 500弄，常德路，静安枫景苑，8号楼，5C室，静安区，Shanghai, China Date of Birth: 17th April 1980 (32 Years Old) Nationality: Singaporean Race: Chinese (Cantonese/Hainanese)

Summary ofSummary of Qualif ications Qualif ications • 10 years of marketing & media experience with both client & agency experience; with

(Singapore Tourism Board) to top MNC agencies managing portfolios ranging from banks, FMCG, Travel, Luxury to Tech products

• Digital Partner at Mindshare Shanghai office, leading & driving digital innovations on Nike with a team of >20 covering digital, SEM, mobile and eCommerce for Greater China.

• Digital Director at Starcom Shanghai office with a team of 11 (Managers, Executives & Interns) driving both regional & local businesses in China.

• Brand Leader for Initiative Singapore office, heading a team of 5 planners (2 managers & 3 executives) & 2 buyers with key role of driving communications planning across the Initiative accounts, both regional & local.

• Business Director for Universal McCann; driving the MasterCard SEA business and Burberry by providing strategic communications support to the clients based in Singapore.

• Head of Dept for Brand Marcoms within Singapore Tourism Board, heading up a team of 5 (4 Managers & 1 Management Trainee) with key role of supporting and driving the marketing activities across the respective divisions within STB. She is also responsible for driving the global agencies management and support for the regional offices of STB across the world.

• Both a leader and a player whom can be of great help to the company in directing a team in the visioning of a marketing strategy, development of an economic business case and execution of an aggressive communication plan.

• A humble leader skilled in multi-‐markets portfolio management, marketing communications, business partnership development, team building and mentoring.


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Work ExperienceWork Experience Digital Partner, Mindshare Shanghai (Nov 11 – To Date) • Digital Lead

Nike China o Heads up the independent Nike digital team within Mindshare China with >20

members covering various digital specialization including digital solutions, mobile, SEM & eCommerce.

o Innovates a China media first of a new social digital advertising unit known as Social DNA where the dynamic ad unit binds with the user's public social profile information when our Nike ad is being served. A china first and a global first for Nike brand.

Video link: u.youku.com/798tonight PR Articles link: http://www.flickr.com/photos/stellalui/sets/72157628933864181/

Digital Director, Starcom Shanghai (Jan 11 – Nov 11) • Digital Lead

GE China o Drives the team to explore break-‐through innovations in China on relevant

platforms against GE’s very niche target audiences o Works closely with the creative agencies on GE to help maximize the creative

propositions while optimizing digital media efficiency o Drives strategy for social platforms for GE China

Etam o Drives the team to build a social campaign for Etam (Fashion brand) in China

and to embark on a thorough social listening project to enhance on the whole social strategy.

Jahwa Group o Drives the digital strategies for the multiple FMCG brands under the Jahwa

Group • Driving Digital Growth

New Businesses & Revenue o Drives & support various pitches (Full comms and digital only businesses) o Drives organic growth for digital spend with existing clients

Digital Knowledge o Drives digital training within Starcom China office and continuously share new

digital media updates with the office to keep knowledge growing o Interview by iTV Asia link: http://www.itv-‐asia.com/interview/stella-‐jamie-‐lui

• Yangtze China Study (Lower Tier Cities) o Participates in Starcom's Yangtze China Study on the lower tier cities of China o Drives the whole social platform for the Yangtze China Study project with

support from the full Starcom digital team -‐ social plan pans across all key local chinese social platforms (Sina, QQ, RenRen, Jiepang, etc) to global social platforms including Facebook & Twitter as well as internal communication platform Yammer.


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Business Director, Universal McCann (Dec 09 – Dec 10 – Assuming both titles) • MasterCard SEA Driver

Drives the team to embark on communications planning across 6 core markets (Singapore, Malaysia, Thailand, Indonesia, Philippines and Vietnam) to support both offline & online marketing needs

Launched media-‐first augmented reality engagement for GSS 2010 in Singapore and MMS 2010 in Malaysia

• Burberry

o Drives the team to embark on full digital for Singapore market o Works with clients to explore new initiatives via apple platforms (IPad,

IPhones)

Business Director, Brand Leader, Initiative Singapore (July08 to Dec10 – Assuming both titles) • Ideas Driver

o Drives the team to embark on communications planning and equip them with the necessary skill sets & resources to evolve & apply

o Drives relevant trainings & center of excellence for sharing of good case studies

o Drives key pitches for the company o Handled accounts: Maybank Singapore; Patek Philippe Regional; Starwood

Hotels; LEGO; Wyeth; Samsonite amongst others.

Achievements / Hallmarks: • Singapore Media Awards 2009 – Winner of Best Value Media Campaign – Lego Power

Miners • Case Study available via link: • http://www.flickr.com/photos/stellalui/sets/72157622367063213/ • New business wins & accounts retention for Initiative Head of Dept (AD Role), Singapore Tourism Board (Jan 08 to July 08) • A Robust Leader

o Set up clear roles & responsibilities of each member of the department that was newly set up to support the various divisions within the board of 600 staff.

o Roll out a structure to manage the work processes between department, divisions, internal & external stakeholders.

o Managing S$100m A&P budget for STB across 28 cities & various POVs o Built strong rapport between Brand Marcoms & internal stakeholders to allow

for influence over strategic campaigns o Drives both the media & creative agencies to deliver stronger work o Improves the support level from HQ to regional offices (28 cities) o Set stronger guidelines & control points to improve Brand alignment amongst

various division’s work


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Snr Manager, Universal McCann (Nov 07 to Dec 07) • A Strategic Partner

o Manages SEA markets for MasterCard (100% on this account) Provides strategic inputs to APAC Managing Partner to enhance on Brand

alignment Snr Manager, Starcom Media (Aug 06 to Nov 07) • A Strategic & Innovative Thinker

o Developed marketing strategies for the key accounts & portfolios to tighten the brand’s presence & uniformity across the markets Developed formal annual marketing plans based on past learnings of

the businesses & campaigns, insights on the competition faced, the consumers, the industry & challenges that the core business is facing

Spear-‐head new media initiatives for clients to maximize benefits

• Proposed to O2 to develop own territory within Second Life & experiential marketing platforms for the consumers via e-‐Concept Stores, etc in view of budget constraints to construct these in the real world

• Case Studies available via link: • http://www.flickr.com/photos/stellalui/sets/72157600957852054/

Optimize media efficiency by convincing the clients via simple modeling based on

available statistical data to move away from traditional media to other medium • Proposed to Tiger Airways to move away from press & intensify

activities in growing portal traffic & engagement (Starting with the SG market)

Highly involved in the clients’ budget allocations across markets & campaigns to

influence their decision-‐making process Spear-‐head new target segments for clients to grow

• To grow Tiger Airways market, proposed a new target segment. Developed a specific media campaign for this group.

Has experience dealing with senior clients & involved in Agency Contract

Discussions, new business pitches, Budget Setting exercises, Consumer Segmentation exercises, Launches in New Markets exercises, etc

• Possess Account Management skills

O2, Genting and General Motors – key account person. On O2 – Key Regional person. Managed the go-‐to market media

strategies for O2’s various campaigns. Worked with each market’s team to develop and implement the media plan. Motivated teams across the


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region and ensured that all deadlines were met and within given budgets and on strategy.

A key partner identified by the clients and our peers

Identified as the key person by my regional heads to sphere-‐head the SEA Hub for management of the Richemont Group

• A Team Leader & Player Armed with great communication & people management skills, lead a team of 2

planners & 4 buyers based in Singapore & managed regional portfolios & multiple teams from the various APAC markets

O2 – 12 Markets Tiger Airways – 8 Markets Richemont – 6 Markets X 11 Brands

• Responsible for the training of the new Media planners in the team. Developed and supervised their training calendar and their orientation in the company.

Accounts under my portfolio include: • Richemont Group (6 markets – 11 Brands) • O2 Regional (12 Markets) • Tiger Airways Regional (8 Markets) • Genting Highlands Resort – Singapore • General Motors (Chevrolet) – Singapore Associate Manager, MAXUS Communications Singapore (Feb 04 to Aug 06) • A Strategic & Innovative Thinker

o Similar role as above but more weights on local accounts o Developed annual marketing strategies for the key accounts & in charge of

portfolio management for the L’Oreal LPD Group of brands o Sphere-‐head new media initiatives for clients

• Possess Account Management skills

Led a team of 3 planners & 2 buyers and trained intern & new planners on media foundations

Accounts under my portfolio include: • Bvlgari Regional & Singapore • L’Oreal LPD (Lancôme, Ralph Lauren, Armani, Helena Rubinstein, Shu Uemura) • PSB Academy • GSK Singapore (Panadol, Ribena, Scotts, Sensodyne) • Franklin Templeton • Hyundai Singapore (Less than 1 year before team re-‐structuring) • Standard Chartered Bank Corporate Branding Campaign (Less than 1 year before team

re-‐structuring)


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Achievements / Hallmarks: • Bronze Award – SOAA 2007 – Best Mobile Campaign O2 • Year-‐on-‐year promotion • IAS Award 2004 -‐ Finalist for Best Magazine Execution

o Lancôme Beauty Guru – Her World • Retention of PSB Academy account

o Won back the PSB academy account when it was open for pitch earlier in 2006 and part of the reason was that they wanted me to continue to work on this account

Executive, Initiative Media Singapore (May 03 to Feb 04) Trained on the media foundations as a buyer & a planner Accounts under my portfolio include: • Elizabeth Arden • Patek Philippe • Vertu • IKEA • Government Board – Senior Citizens Campaign Accounts Manager, A.S. Louken (Aug 02 / Apr 03) First job after graduation as a sales consultant in which I was promoted to Accounts

Manager within half a year after achieving the top Sales Person award in the company Job scope included pitching for new clients, managing the pool of clients together with

the planning and implementation of marketing strategies and hitting sales quotas.

EducationEducation National University of Singapore (July 99 / Apr 02) Obtained Bachelor of Business Administration (BBA). Majored in Marketing with excellent performances. National Junior College (Jan 97 / Dec 98) Completed ‘A’ levels (Science Stream) with Distinctions in Math C, Chinese and Oral. Saint Nicholas Girls’ School (Jan 93 / Dec 96) Completed ‘O’ levels (Special Stream) with excellent results of 6 distinctions. Took 10 subjects with double first languages in English and Higher Chinese.

Academic AwardsAcademic Awards M1 Marketing Competition 2001 (One of top telecommunication clients in Singapore) Won 2nd prize and our ideas were adopted into the actual marketing plan by M1 known as the Flex Plan to local market


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Computer Skil ls & Other FlairsComputer Skil ls & Other Flairs PC Literary: Expert level in MS Word, Excel, PowerPoint, Internet & emails. Advanced level in Photoshop Languages Written: English & Chinese Languages Spoken: English, Mandarin, Cantonese, Hainanese & Hokkien