Julie Lai
Marketing
Taipei
Summary
Marketing professional with 15+ years of experience in advertising, marketing, branding, and business strategy across FMCG, media and retail industries. Skilled in developing, implementing and executing strategic marketing plans to attract customers through a diverse media and communication vehicles.
Overview
11
11
years of professional experience
7
7
years of post-secondary education
3
3
Languages
Work History
Commercial Activity Leader
DF IKEA North Asia
10.2022 - 08.2023
- Work closely with Commercial Team to plan and implement activity calendar that meets DF IKEA North Asia (Taiwan, Hong kong and Macau) markets' businesses objectives.
- Secure cross-function consistency and alignment of plans in Commercial Team with aim to maximize activity impact and improve ways of working.
- Support Local Marketing Managers by ensuring structured and transparent communication.
- Analyze and identify successful activities, solutions and ideas, which improvement for future activities planning.
Marketing Leader
DF IKEA North Asia
4 2017 - 10.2022
- Work with campaign team to develop comprehensive and attractive communication/ media plan to meet campaign goals.
- Lead and support external agencies to explore, develop and implement contents on competitive media platforms to attract visitors to IKEA's omnichannel.
- Key achievements: Marketing campaign owner of over 10 launch campaigns since joining IKEA in 2017
- 2019 and 2020 global content and catalogue production and communication owner.
- 2020 TaoYuan Store relocation/ opening campaign marketing communication owner.
- 2019 IKEA Hotel communication and media implementation support.
Account Director
Ogilvy&Mather Group – David Advertising
03.2013 - 03.2017
- Brand & product communication planning/ creative execution and supervision/ budget management/ resource coordination
- Client: Google/ Cerebos/ Japan Tourism Bureau/ Coca-Cola
Regional Strategy Planner
Yahoo Inc.
03.2012 - 03.2013
- APAC regional key account media strategy and content planning
- Client: P&G/ Unilever/ L'Oreal/ Samsung
Education
Bachelor of Arts - Communications
University of Wisconsin - Madison
Madison, WI 09.2000 - 05.2004
Bachelor of Arts - Japanese
University of Wisconsin - Madison
Madison, WI 09.2000 - 05.2004
Skills
- Holistic communication strategy and activity planning
Project management skill
Creative development and execution
Media planning and analysis
Holistic communication strategy and activity planning
Additional Information
Please find production showcase as below
[CY17 Storage Across the Home makeover video]
- https://youtu.be/PhvBRk524Uk?si=EtO2EkaUkPQWRx7i
[CY18 Back to School student dormitory small space makeover video]
- https://youtu.be/78NnpdV-Dag?si=MQlAiaJ2oMU7Hf1c
[CY19 E-Commerce launch video]
- https://youtube.com/shorts/m6PvrJ66Isg?si=gwUxnDs3iZZx2TaH
- https://youtube.com/shorts/sJBoh4aibLA?si=yd0rElE8zRFUmgGJ
[CY20 Catalogue launch mini film reel]
- https://youtu.be/ZgyfAorINEw?si=7d6ctHawb6qgjkiz
[CY21 IKEA Animal Crossing catalogue]
- https://www.theverge.com/tldr/2020/8/21/21395096/ikea-tawain-animal-crossing-catalog
[CY22 IKEA dollar catalogue]
- https://www2.spikes.asia/winners/2022/creative_ecommerce/
[CY22 everyday low price 3D animation
- https://youtu.be/SG_b4LtJD3w?si=OxLp_2sj91v8D-te
[CY22 IMC balcony global content collaboration]
- https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FIKEA.Taiwan%2Fposts%2F5222333841155809
Timeline
Commercial Activity Leader
DF IKEA North Asia
10.2022 - 08.2023
Account Director
Ogilvy&Mather Group – David Advertising
03.2013 - 03.2017
Regional Strategy Planner
Yahoo Inc.
03.2012 - 03.2013
Bachelor of Arts - Communications
University of Wisconsin - Madison
09.2000 - 05.2004
Bachelor of Arts - Japanese
University of Wisconsin - Madison
09.2000 - 05.2004
Marketing Leader
DF IKEA North Asia
4 2017 - 10.2022
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