Celine H.

Managed 8 countries across Asia and Europe. Built multi-channel marketing campaigns for each country by using local insights about the readers and creating assets to be relevant to our target, including exploring, testing and tracking new channels and creating content to increase engagement and acquisition in each country.

Launched the first global marketing campaign Golden Bookmark, using a mix of channels including social media, email, Google ads and Affiliates. The campaign resulted in great engagement including 14K impressions on a new channel tested as part of the campaign, Instagram filters.

Led the global Customer Relationship Management (CRM) strategy and implementation:

Managed the Email strategy targeting 5 millions of readers globally and developed automation and reporting, driving an +8% YoY revenue growth during peak despite a -22% reduction in circulation to protect our reputation with email inbox providers.

Managed one part-time employee.

Tested and built customer segmentation and targeting based on customer lifecycle through Salesforce, resulting in improving the revenue per mail by +36% YoY.

Developed Sustainability goals for Book Depository supply chain for the first time. Worked with internal teams to develop a 3 years strategy to understand and reduce Book Depository’s supply chain impact and emissions.

Volunteered as part of the Sustainability team at Amazon. Organized bi-monthly event with external speakers to raise awareness amongst Amazon employees.

Managed marketing and co-marketing for strategic partners

- Built analysis and data-driven presentation for key stakeholders and quarterly business reviews. This resulted in unlocking partner channels and investment into Uber Eats. Strategic communication led to LEON commitment of monthly newsletters, social media posts and investment in performance marketing

- Led multi-channel campaigns with key partners. Built co-marketing campaign with Unilever using in-app and off-app marketing channels to drive customer acquisition and grow their orders per store on the platform driving +80% trial (new eaters to the restaurant)

- Optimised tracking and measurement by setting up brand awareness surveys and UTM links to track customer acquisition

Scaled marketing projects for small and medium businesses (SMB)

- Launched a new product used by 1,300+ SMB partners. Worked closely with the Product Team to test and launch a product allowing partners to create promotions and discounts in the Uber Eats app. This new feature created on average +70% uplift in orders, helping partners grow their business on the platform

- Created a newsletter in order to drive engagement and reduce SMB churn. Built a toolkit to test new acquisition channels including in-store flyers, evergreen social media posts with new user promotions

Developed the B2B marketing strategy

- Partnered with the global team to develop and localize the B2B brand and guidelines. Managed the creation of B2B assets including Paid Social and Radio ads.

- Launched the first B2B marketing campaign testing various channels, including Direct Mail, performance marketing, events and our owned channels, resulting in driving more than 2,000 leads to sign up to the platform.

Led the sustainability strategy

- Built the strategy for sustainability initiatives for the next two years. Worked with a cross-functional team to understand the priorities and impact on each initiative. Built a 2 year strategy for the business

- Partnered with City Harvest, a food waste charity in London. Organised donations to the charity in order to fund a new van. Worked with City Harvest to get in touch and organise the logistics of collecting food waste from restaurants on the Uber Eats platform and distribute it to homeless londoners.

Developed strong relationships with sales function as well as Trade Marketing team, Consumer Insights and Category Management at strategic level

Controlled A&CP and making expenditure and procurement decisions appropriate to maximize business results/ ROI