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A CRM and omni-channel marketing leader with 15+ years of experience driving digital transformation, loyalty ecosystem design, and customer lifecycle management across FMCG, beauty, retail, and e-commerce. Experienced in cross-functional leadership, CRM infrastructure development, marketing automation, customer analytics, data monetization, and online-to-offline customer experience transformation.
Skills
Experience
CRM Manager — L'Oréal Taiwan – LUXE Division, YSL Beauty / PRADA Beauty
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Led CRM and loyalty strategy for 155K+ members across YSL Beauty and PRADA Beauty, leveraging customer insights and lifecycle management to drive engagement, retention, and business growth. Led YSL Beauty's 2026 loyalty ecosystem, integrating key retail campaigns and member engagement programs, delivering +35% YoY member participation and +12% YoY growth in purchasing customers and average transaction value. Built PRADA Beauty's loyalty framework from the ground up, redesigning the member lifecycle and points reward strategy through customer insight, financial modeling, and product launch integration.
CRM Manager — 10/10 Group | 10/10 Apothecary | 10/10 HOPE | 10X
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Managed CRM strategy across Taiwan, Hong Kong, and China markets, leading a team of 3 to drive customer growth, loyalty, marketing automation, and customer experience transformation. Increased inactive member reactivation from 8% to 18%, first-to-second purchase conversion from 12% to 25%, and cross-channel purchasing by 30% through lifecycle marketing and automated customer journeys. Led VIP engagement and OMO initiatives by integrating online-offline customer data and personalized product recommendations, improving customer experience and conversion performance. Established customer analytics frameworks, including member health scoring, engagement dashboards, and NPS tracking, while automating 90% of reporting processes and reducing annual budgets by 25% for two consecutive years. Drove customer service transformation through chatbot implementation, FAQ optimization, and frontline service governance, reducing customer service workload by 25%.
CRM Assistant Manager — Shin Kong Mitsukoshi Department Store Co Ltd
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Managed a team of 4 and reported directly to the Vice President, leading CRM strategy, budgeting, and data-driven business initiatives. Led data monetization programs generating NT$4M+ annual revenue and driving 3%+ new customer conversion for cosmetic brands. Developed customer segmentation and reactivation strategies to improve member engagement and store performance. Enhanced VIP member experience through data-driven targeting and service optimization initiatives.
CRM Data Assistant Manager — OB Design Co, Ltd
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Architected foundational CRM and customer retention strategies from scratch to optimize purchase frequency and marketing ROI. Led the blueprint design and implementation of Salesforce Marketing Cloud, building cost-efficient customer journeys and automated communication flows. Mentored a 2-person analytics team to deploy RFM predictive models, consumer behavior analysis, and interactive Tableau dashboards. Enhanced O2O synergy by upgrading offline store customer communications and maximizing omnichannel consumer experiences.
Business Intelligence Associate Manager/Project Manager — Creation Food Co, Ltd
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Led cross-functional initiatives to restructure internal IT data processes, evaluate ERP system proposals, and implement Tableau, streamlining workflow efficiency and cost analysis for stakeholders. Consolidated fragmented data sources into standardized Tableau dashboards by branch level, delivering actionable BI insights to optimize B2B client relationships and sales performance.
BI Business Analyst/Team Lead — Groupon Asia Pacific Co, Ltd
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Led the Taiwan BI team to align global reporting and product optimization frameworks across Thailand, Malaysia, Hong Kong, and Taiwan; identified niche markets and standardized product quality evaluation tools. Partnered with cross-functional teams to design high-ROI marketing campaigns and streamline online delivery experiences, creating robust analytical frameworks to drive local market profitability.
Analyst — Rakuten LinkShare Corp.
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Managed e-commerce strategies, sales/cost forecasting, and affiliate marketing performance for over 50 Fortune 500 merchant accounts, bridging global site launches and technical tracking setup. Utilized SQL, PowerPivot, and Tableau to engineer automated, interactive dashboards for massive datasets, reducing manual reporting workload by 30%.
Marketing Research Analyst — Shared Marketing Services Inc.
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Integrated complex relational databases to construct national and regional market intelligence reports for premium automotive brands, including Audi, Volkswagen, and Toyota. Executed target email marketing (EDM) strategies via SQL and Google Analytics to boost onsite traffic, enhancing customer retention and reducing inactive customer segments by 20%.
Market Analysis - Graduate Assistant — DePaul University, Marketing Department
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Employed strategic frameworks and regression analysis to construct predictive business models for the hospitality sector and academic programs. Investigated credit card debt structures and behavioral financial trends between the U.S. and Taiwan markets for academic journal publication.
Store Manager — Asia 1 Entertainment Co.
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Managed 2 retail stores and led a 10-person team; successfully exceeded annual sales targets by over 60%, contributing 8% of total revenue among 110 stores around the nation. Designed localized word-of-mouth marketing initiatives and technical staff training programs to optimize customer retention, inventory control, and in-store promotions.
Education
Northwestern University — Certificate, Customer Loyalty: A Strategic Approach
DePaul University — MBA, Marketing Strategy and Planning
Yuan Ze University — Bachelor of Science, Business Administration, Marketing and Information Design
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