Hsin-Ya Huang

Full-Funnel Campaigns | Consumer Insight | eCommerce & eMedia | Cross-Functional Leadership

• Expert in campaign design and end-to-end production, led SK-II’s full-funnel CN Women’s Day campaign—amplifying talkability across social platforms and delivering $36.9MM sell-in, +151 NU uplift and -41% cost per UV.
• Strategic thinker with strong consumer insight, spearheaded SK-II’s global repositioning from PITERA-first to the consumer-led narrative “Crystal Clear Bare Skin is My Best Foundation”—grounded in detailed consumer immersions and qualitative learnings; distilled insights into brand strategy, product repositioning, and campaign narrative.
• Skilled in omnichannel storytelling and experience design, led FLTK 2.0 with MFTs—best-selling trial innovation in CN from innovation strategy, design to toolkit development—orchestrating premium unboxing experience and driving quality repeat; also crafted the Secret Key campaign for JP & CN, bridging online and offline resonance and landing best-ever Kantar testing scores.
• Strong cross-functional collaborator and leader, led the IBNU segmentation strategy with MFTs; built a 0→1 content model that lifted CTR by +2.99%, reduced CPS by 10pts and doubled Douyin GMV to 345M RMB/month vs. avg. 180M RMB/month; achieved BAO content breakthrough across both female & male LanV tribes.
• Deep understanding of China’s eCommerce ecosystems, launched 90+ product tile videos across all SKUs in 3 weeks to support D11’23 and led a breakthrough revamp of SK-II’s full eMedia execution—optimizing asset testing, workflow and creative quality to drive +6pts BI CTR uplift across key eMedia touchpoints.
• Respected senior lead and mentor, owned CN/JP/ROW budget governance, guided peers and MFTs on toolkit quality, campaign asset development and storytelling excellence; recognized as a cross-region role model for leadership and delivery consistency.

Business Analysis | Brand Portfolio | Growth Strategy | BOP Leadership

• Led monthly Power Hour strategy and end-to-end business analysis across assortment, supply, pricing, and promotion—unlocking $18.7MM NOS and 66% cost efficiency.
• Built FY2223 growth blueprint for FAB (4× growth) through cross-functional alignment on supply strategy, EFMOT fundamentals, and URC 2oz innovation for price clarity vs. CN domestic.
• Directed brand strategy for SK-II, OLAY, and FAB; independently owned and presented TR New Brands BPM section (score: 4.6/5), showcasing strong leadership across BOP and portfolio planning.

• Orchestrated go-to-market strategy and cross-functional alignment across 15+ new concept launches, from brand positioning to full-funnel execution.
• Launched less than 3-day rapid-response campaigns achieving +41% GMV, +23% traffic, and +24% order growth; lifted email open rate from 10% to 30% via targeted lifecycle marketing.
• Activated key growth levers through behavioral insights and agile experimentation—lifting AOV by 17% and order volume by 5% in two months.

Product Strategy | Consumer Research | UI/UX | Full-Funnel Execution

• Drove end-to-end product strategy across U.S., China, and Taiwan markets through deep consumer research, roadmap planning, UI/UX design, and cross-functional development.
• Led full-funnel marketing execution—product, content, and performance—balancing short-term growth and long-term brand value.

360° Marketing | O2O Activation | Retail Innovation | Data-Led Strategy

• Orchestrated high-impact 360° marketing campaigns and flagship events driving 35% of brand revenue, owning O2O strategy, cross-channel planning, and data analytics across 10+ product lines.
• Delivered breakthrough activations including Nike viral campaign (3,500+ UGC in 4 hrs) and immersive 3D retail experience—resulting in +14.4% sales uplift, +8.6% in AUS, and 700+ NCs recruited in 3 months.