Michelle Chua

• Strategic Marketing: led the strategic planning and execution for top-of-funnel campaigns, including digital and traditional media for branding and tactical campaigns.
• Project Management: executed marketing plans in collaboration with diverse departments, driving foot and web traffic by 20%, as well as topline sales by 10%. Projects included new website development, promotions, events, and brand campaigns.
• Managed Multi-Brand Portfolio: unified operations, optimized marketing strategies, and budgets for Skyview brands, including Benjamin Moore, Mattress & More, Blinds & Shades, and Ammolite, enhancing market presence and customer engagement.
• Digital Content Planning and Creation: created digital content such as social media posts, web blogs, and email blasts using applications such as Canva and Mailchimp, driving a steady 12 to 20% increase in web traffic.
• Paid Media Management: maximizes ROI through effective negotiation, implementation, and optimization of paid media across digital and traditional channels.
• Budget Management: judiciously managed marketing expenditures and ROI, ensuring optimal use of financial and marketing resources.

• Sales-Driven Campaigns: conceptualizes, coordinates, and executes lead-generation events and campaigns. Family Day and Flash Sale resulted to a minimum of 100% increase in daily sales for the same period
• Marketing Calendar & Budget Ownership: developed a systematized and synchronized marketing calendar aligned with brand and business goals, ROI, and financial reports
• Synchronized Project Implementation: managed multiple projects with meticulous attention to details and KPIs
• CRM & Loyalty Campaigns: Organized CRM and loyalty programs, including email blast improvements, a revamp of referral campaigns, and the launch of a brand catalog.
• Partnerships: launched partnership campaigns such Realtor Programs and Influencer Collaboration enhancing the brand's channel visibility and expanding networks
• Ownership of Digital Strategies: maps out the digital strategies for the brand, including SEO, Google, and Meta platforms.

• Piloted digital marketing campaigns making SM Store Accessories as a top fashion brand
• Pivoted the company during the pandemic with the launch of live selling, chatbots, social commerce, digital catalogues, and website improvements, efforts contributing to 50% of the total business
• Collaborated with e-commerce team to meet growth and leads acquisition targets
• Champions integrated brand-building campaigns from conceptualization to implementation
• Drove the growth of the fashion accessories business from $4B to double-digit prior to pandemic
• Pioneered influencer and digital campaigns resulting to increased brand awareness
• Lead the historical rebranding campaign of The SM Store, one of the Philippine's legacy brand
• Developed and launched cutting-edge events including fundraisers, trade shows, fashion shows, concerts and press launches which yields 3x media values
• Envisioned and led strategic initiatives to position the SM Accessories brand a market-leader in the category
• Key partner of the Store Operations Team in developing customer service strategies which lead to increased transaction counts
• Changed the visual merchandising look of 80 stores countrywide which increased impulse buys by 100%

GPA: 3.98

Harvey Williams Scholarship Recipient

Capstone Project: Business Plan for Blue Warden Cybersecurity