Since 2017, I have consulted with fashion, beauty, and wellness brands on improving their website UX/UI and digital marketing strategies to improve the digital client journey. Prior to consulting, I spent 12+ years in- house within the luxury industry spearheading these areas at Louis Vuitton, Gucci, Tiffany & Co., and MAC Cosmetics. Past & present clients include Cle de Peau Beauté, Optavia, Medifast, and BCG.
Throughout my career, I have optimized existing websites to increase e-commerce sales conversions, conducted digital audits across channels to provide best practices and recommendations, as well as create innovative digital strategy campaigns for both large and small brands. I have spearheaded a variety of digital projects including 360 strategy projects for major collaborations including Louis Vuitton x Supreme, website redesigns, created website photography style guides from scratch, oversaw editorial content, managed backend system re-platforming, 3rd party vendor integrations, see now buy now runway collections, and mobile app launches. On the digital marketing front, I am well versed in creating digital 360 communication plans, developing impactful content, creating innovative global social media strategies, email, advertising, SEO, and SEM.
I'm multilingual (Mandarin, French, Taiwanese) and specialize in guiding brands to better understand the APAC market with a particular focus on the Chinese traveling consumer utilizing all APAC social channels (WeChat, LINE, @cosme, etc.).
Visit my LinkedIn for more details on my past experiences.
Improving existing websites is my specialty from enhancing the current digital experiences, developing new interaction models, to ensuring unified branding across each digital touchpoint. I provide best-in-class UX/UI solutions that are intuitive, informative, and aligned with business goals. I create user workflows, wireframes and interactive prototypes turning concepts into visuals to drive and enhance the consumer’s experience across all channels with a mobile focus.
Having managed digital at the leading brands within the luxury industry, I often advise brands on e-commerce and digital marketing best practices on a myriad of topics from team structures to digital strategies. Perhaps they are a smaller brand who hasn’t invested in a digital department yet or a large brand looking to restructure and want to learn industry staffing best practices. Past examples: digital team structures, staffing best practices, inter-departmental partnerships (i.e. marketing vs. creative responsibilities), digital channel strategies, how to customize digital content for global vs. regional initiatives, 360 digital launch strategies.
DIGITAL MARKETING & WEBSITE STRATEGY
I create personalized 360 digital marketing & website strategy action plan for brands who would like a cohesive plan to grow their business. For these projects, I first learn firsthand the client’s mission, vision, business goals, and current digital strategy. I then perform a digital audit across all platforms (website, social, email, etc.) and find opportunities to improve the business with a defined strategy for each channel and sharing relevant industry best practices. Focuses include: SEO, website enhancement recommendations, AB testing, website taxonomy, email campaigns, social media, editorial content creation & management.
Portfolio samples by request.
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