Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
Stella	
  Jamie	
  LuiStella	
  Jamie	
  Lui	
  	
  
Email:	
  stellajamielui@gmail.com	
  	
  
Mobile:	
  +1860	
  1704	
...
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Resume of Stella Jamie Lui

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Resume of Stella Jamie Lui

  1. 1. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 1 - 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    
  2. 2. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 2 - 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  Qualifications  Qualifications     • 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.  
  3. 3. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 3 -   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.  
  4. 4. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 4 -   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  
  5. 5. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 5 -   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  
  6. 6. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 6 - 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)    
  7. 7. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 7 - 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  
  8. 8. Stella  Jamie  LuiStella  Jamie  Lui     Email:  stellajamielui@gmail.com     Mobile:  +1860  1704  740  (China  Mobile)   - 8 -     Computer  Skills  &  Other  FlairsComputer  Skills  &  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  

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