COEY CHENG

DIGITAL MARKETER

WWW.COEYCHENG.COM

www.linkedin.com/in/coeycheng

647-***-****

ad08fb@r.postjobfree.com

Summary

Experienced digital marketer specializing in eCommerce and eRetail with a track record of driving sales growth and optimizing online strategies. Passionate about the beauty industry and skilled in developing successful marketing campaigns. Strong analytical skills, collaborative mindset, and ability to deliver results in fast-paced environments.

Experience

August 2021 - Present

Estee Lauder Companies, eCommerce Manager

Brand.com Responsibilities:

●Brief in Canada-specific programming with cross-functional teams to effectively support sales goals and lead bi-weekly meetings to provide insights to further increase revenue.

Result: Execute first-ever Family Day promotion on Canadian brand sites, driving a +7.1% increase in AOV.

●Analyze weekly site trends using Google Analytics and generate ad-hoc transactional insights to develop learnings and identify trends for total online performance. Present monthly reports to senior leadership and recommend strategies.

Result: Receive buy-in to optimize upcoming campaigns based on past performance analyses.

●Collaborate during regular touch bases with internal stakeholders to find solutions for unforeseen issues.

Result: Increase conversion rate by +16.3% despite launch cancellations and delays.

●Leverage PowerBI and other data analytical resources to develop key learnings and provide strategic recommendations for growing the brands on an OMNI-channel level.

Result: Introduce new vendor partners for digital promotion opportunities, while also driving traffic to brick & mortar stores across Canada.

●Conduct competitive research to identify and stay current on market trends and advocate to maximize growth potential for the online business.

Result: Introduce new vendor partners for digital promotion opportunities, driving traffic to brick & mortar stores across Canada.

Retailer.com Responsibilities:

●Drive retailer.com and pure plays businesses to achieve Fiscal sales goals by leveraging existing positive retailer relationships.

Result: Increase free online exposure for portfolio by +30% since onboarding.

●Identify monthly sales targets for individual accounts and evaluate planning and initiatives to meet targets.

Result: Launch portfolio at new retailers and exceed sales goals by +25% for the fiscal year.

●Manage assortment, merchandising, promotion, and digital shelf to foster growth in existing online retailer partnerships and seek new opportunities with authorized retail partners.

Result: Spearhead auditing process and transform portfolio into best-in-class for top Canadian beauty retailers.

●Conduct quality assurance processes on all new retailer pages, applications, emails, offers, and new products to ensure accuracy, browser compatibility, and a high-quality user experience.

Result: Streamline process to automate auditing, saving 40+ hours on manual web scraping.

April 2019 - July 2021

Shiseido Group, eCommerce & eRetail Specialist

●Monitored online business against target KPIs, tracked monthly sales targets for individual accounts, and implemented high ROI initiatives.

Result: Achieved the $2mm online target at a key Canadian retailer and a +10% increase in annual sales target across the overall online business.

●Collaborated with brand marketing teams to develop E-commerce sales, promotional, and inventory plans across relevant channels.

Result: Achieved a +87% YoY increase in Q1 2021.

●Collaborated with cross-functional teams to design, create, and implement web-based campaigns, tools, content, and applications, and executed website enhancement initiatives to elevate customer experience across web properties.

Result: Modernized workflow across all Shiseido group brands globally by spearheading the Digital Acceleration Project. And reduced inventory liability by 18% and reduced lead time by 3 weeks per seasonal launch.

●Led Affiliate Marketing channel and assisted with media execution across SEM/SEO.

Result: Achieved a +2% increase in the business blend.

●Launched brands at new Canadian retailers, overseeing product page setup, content production, and coordination with retailer and creative global teams.

Result: Successfully expanded brands across 4 new online retailers in 2021.

2018 - 2019 (Contract)

McDonald’s Canada, Marketing Specialist (National Marketing)

●Spearheaded the end-to-end development and execution of national marketing campaigns across Mass, Digital, Social, Merchandise, and Packaging channels.

Result: Achieved a +10% increase in sales for the Big Mac Bacon campaign YoY and exceeded sales targets for the Spicy McChicken campaign nationwide.

●Demonstrated exceptional organizational skills by effectively managing multiple tasks across diverse McDonald's categories, including Core, Premium, Desserts, and McDelivery, while prioritizing tasks in a fast-paced environment.

Result: Won a team award for the successful launch of McDelivery on SkipTheDishes and for achieving positive sales results from the Uber Eats partnership.

●Led cross-functional teams, ensuring stakeholders were informed and aligned on marketing campaigns while obtaining necessary approvals for product and marketing claims. Assisted in coordinating research initiatives and developing stimuli.

●Crafted insightful and compelling briefs to inspire agency partners to deliver impactful and engaging creative solutions, aligning them with the marketing strategy and business objectives.

2017 - 2018

The Mars Agency, Account Executive (Shopper Marketing)

●Led day-to-day project management in collaboration with Account Manager, ensuring efficient project execution

●Fostered strong inter-departmental relationships, promoting effective communication and collaboration

●Effectively managed budgets and billing information, ensuring programs were completed within estimated hours and costs

●Proactively provided the team with crucial information and assets to deliver assignments, adhering to strict timelines and multitasking under pressure

●Maintained and updated team reports, including weekly status updates and marketplace assessments

2015 - 2017 (Contract)

Pearson North America, Marketing Manager (Digital Marketing)

●Utilized market research to identify growth opportunities and led strategy, planning, and execution of marketing programs, driving increased customer acquisition.

●Planned and executed paid social media campaigns, optimizing performance to maximize conversion rates and reduce customer acquisition costs.

●Leveraged data analytics tools to track and report on key performance metrics, using insights to inform decision-making and improve marketing strategies

●Managed the WordPress content management system, including conducting regular website audits and implementing website design changes and enhancements in collaboration with designers and developers as needed.

Education

University of Toronto, Bachelor of Commerce, with Distinction - Specialization in Commerce & Finance for Marketing & Major in Economics

Brainstation, Certificate Program - Web Development (2017) & UX Design (2023)

George Brown College, Certificate Program - SEO, Paid Search and Web Analytics (2015) & Infographics and Data Visualization (2016)

Internships

Marketing Intern, Beauty - Coty Inc., 2015, 7 months

Sales and Marketing Intern, Construction - Scafom North America, 2014, 9 months

Marketing, PR and Social Media Intern, Design - U2R1 Media Inc., 2013, 7 months

Software Expertise

Analytic + Web Merchandising - Google Analytics, Salesforce, PowerBI

Task Management - Airtable, Asana, Basecamp, JIRA

CRM/Social Media Automation - Exact Target, MailChimp, Hootsuite

Web Development - HTML5, CSS, Basic Bootstrap

Design - Figma, Adobe Photoshop

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