key strengths & skills
storytelling, copywriting, social media management, content creation, branding, creative direction, event organisation, project management, retail selling, influencer marketing
working knowledge of Facebook, Instagram, WeChat, Pinterest, Adobe Lightroom, Wordpress, Squarespace, Shopify, Klaviyo, FourSixty, Onlypult, Hootsuite, Google MyBusiness, Google Analytics, iMovie
basic skills in Adobe InDesign, Illustrator, Photoshop, Magento, Twitter
BARKERS MENS CLOTHING
Jan 2018 - mAY 2019
AUCKLAND, NEW ZEALAND
Barkers is an iconic New Zealand menswear brand established in 1972. My role is involved in driving in-store and online sales, social media following and engagement, and brand awareness through promotional activities, brand and seasonal campaigns and partnerships.
Copywriting for website, social media, SEO and SEM, and brand materials: weekly EDMs (up to four per week for Barkers, Barkers Outlet and Barkers Groom Room), in-store POS, online blog posts
Managing in-house showroom and PR relationships with New Zealand media: news, radio, television as well as stylists, influencers, sportspeople and celebrities (All Blacks, The Project, 7Days, Clarke Gayford, Jay Reeve).
Building the ‘#barkersweddings’ brand through social media and PR initiatives (collaborating with influencers such as Ardie and Saskia Savea, wedding photographers and leveraging ‘real weddings’ content).
Involved in the creation of the ‘Barkers Archive Collection’ by creating a weekly ‘#Barchives’ feature on social media, sharing archival content and fostering engagement which resulted in genuine demand and hype for a clothing range.
Assisting in campaign and e-commerce photography shoots: styling, coordinating.
Involved in the brand redevelopment, “Made For Life” campaign which rolled out across store, social media, billboards and cinemas through campaign imagery, video, emails and paid online advertising.
Involved in the repositioning and communication of Barkers as a sustainable and responsible company: launching the ‘Transparency’ section of the website, creating new POS/packaging/labelling. Communicating initiatives such as community partnerships (LegaSea, Sir John Kirwan Foundation, Movember Foundation) and product developments (World’s Cleanest Denim, organic cotton, responsible down, ISA TanTec leather) through in-store events, POS, email and social media.
aotea new zealanD GROUP
april 2015 - dec 2018
MARKETING MANAGER, DESIGNER, MARKETING AND PRODUCT CO-ORDINATOR
AUCKLAND, NEW ZEALAND
Aotea New Zealand is a group of companies, with a nationwide travel retailer (Aotea Gifts) and New Zealand made fashion brand (Avoca, now Kapeka). In January 2016 I was promoted within the company to Marketing Manager, where I held a dual-role in the company, growing both brands by developing and executing strategies to increase sales and brand awareness, domestically and overseas. Having trained in Clothing and Textile Sciences and with a keen eye for fashion, I also began designing clothing for Avoca. I spent three years with Aotea New Zealand, which gave me a great introduction and growth path in retail and marketing, with a tangible understanding of local and international customers, store and user experience, digital and traditional marketing.
JAN 2016 - DEC 2017
Marketing Manager: Aotea New Zealand Group
Creating original and brand-specific content through copywriting, photography and video
Driving in-store and online sales, social media following and brand awareness through promotional activities, campaigns and partnerships with travel and retail partners, vendors: Jucy, ANZ, Watson & Sons, Cookie Time, China Union Pay, Tourism Holdings Ltd, Zealong Tea
Designing displays, product merchandising and assisting in design for new stores
Maintaining and growing social media channels & websites in different languages: Facebook, Instagram, WeChat, Shopify, Squarespace
Developing tenders for new business opportunities (Auckland International Airport)
Managing graphic designers, photographers, content creators and liaising with influencers, industry peers, print suppliers and sign-writers
Marketing Manager and Designer: Avoca
Designing and developing fashion collections within a team of four
Led the rebranding strategy of Avoca from a souvenir to fashion brand (brand story, packaging, in-store merchandising, website, social media)
Developing print and online marketing material, PR opportunities, influencer campaigns
Directing and styling photoshoots and video (campaign, online and print content)
Training sales staff on product knowledge, styling and selling
April 2015 – December 2015:
Marketing and Product Coordinator: Aotea New Zealand Group
Content creation and copywriting for print, online and social media
Managing social media platforms (Facebook, Instagram, Twitter)
Writing press releases, internal training manuals, policies and procedure
Visual merchandising of stores, training staff on new product knowledge, stocktake
SHOWCASING TWO CAMPAIGN SHOOTs for avoca where I CREATIVE DIRECTED, StYLED AND COORDINATED. both campaigns were set in queenstown, promoting luxury nz-made natural fibre knitwear, with a target customer of high-value new zealand tourists. Photographed by Erin Isaacs, Acorn Creative.
NOVEMBER 2014 - FEBRUARY 2015
CONTENT MARKETING INTERN
Digital Jungle is a marketing-tech firm that works with Western brands to connect them with a Chinese speaking audience, a leading provider of Chinese language brand development, to full service ecommerce, digital marketing and website developments.
Writing blog posts for company blog on Chinese consumer and digital habits
Copywriting and assisting in development of new company website
Research and proofing client proposals and reports: Covermore Travel Insurance, Hawai’i Tourism, Holland At Home, De Vry University, Durex, Emma’s Diary
roles held between 2011-2014
Marketing and Communications Intern - Queenstown Winter Festival
Childcare Supervisor, Holiday Programme Coordinator - The Smash Club
Dress and Furnishings Consultant - Spotlight
Stylist and Sales Assistant - Diva & Lovisa
UNIVERSITY OF OTAGO, 2012 - 2014: Bachelor of Applied Sciences, double major in Clothing & Textile Science and Marketing
Carrington College Scholarship, 2012
Consumer & Applied Sciences Prize for Highest Class Achievement, 2013 & 2014
John and Margaret Kinder Memorial Prize for Best Student completing a BAppSci, 2014
Asia New Zealand Foundation Internship Grant, 2014
ASIA NEW ZEALAND FOUNDATION - LEADERSHIP NETWORK, 2016 - current
The Leadership Network is a global professional network dedicated to the future of New Zealand-Asia relations. I am passionate about sharing my Asian heritage and culture within my community, and believe that awareness and understanding of Asia within New Zealand still has the potential to grow. With the Network, I have spoken on professional panels, conferences as well as schools, about my experiences working in China, as well as knowledge of Chinese social media and marketing.