Work With High Performing Talents On Demand

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Lydia Yang

Lydia Yang

Digital Marketer

eCommerce marketing expert from HP, Sony & 7-Eleven.

Lydia Yang is an independent digital marketing consultant and practitioner with extensive digital marketing experience working for top international travel brands. Some of her previous clients include leading hotel chain group Marriott International, where she provides expertise on online customer purchase journeys, SEO, content and social media marketing. On the side, she manages her own adventure travel site Lydiascapes.com and contributes to international travel and blogger conferences all around Asia and Europe. In her free time, she loves rock climbing and discovering the outdoors.

Digital Marketing
Brand Consulting
Campaign Management
Public Relations
Facebook Marketing
Google AdWords
Google Analytics
Instagram Marketing
SEO Audit
SEO Keyword Research
Search Engine Marketing (SEM)
Social Media Marketing
Marketing Communications
Travel Content
Blog Writing
SEO Strategy
Facebook Ads
Social & Digital Campaign Management
Social Media Content Creation
Instagram Ads
WeChat
eCommerce Marketing
Lydia Yang

Lydia Yang

eCommerce marketing expert from HP, Sony & 7-Eleven.

Digital Marketer

Lydia is Available for Projects

Work with Lydia

Employment Highlights

Digital Marketing Consultant

Independent

January 2014 - Present (7 years 10 months)

Digital Marketing & eCommerce Lead

Marriott International

December 2015 - December 2017 (2 years)

Regional Brand & Marketing Executive

Sony Electronics

March 2013 - November 2015 (3 years 8 months)

Brand & Marketing Communications Manager

7-Eleven

December 2010 - December 2012 (2 years)

1 More Entries

Education Highlights

Bachelor of Business Administration

National University of Singapore

August 2008 - May 2010 (2 years 9 months)

ACJC A' Levels, Arts and Social Sciences

Anglo-Chinese School (Independent)

August 2004 - May 2006 (2 years 9 months)

Resume

Digital Marketing Consultant

Independent

January 2014 - Present (7 years 10 months)

Lydiascapes is an adventure travel page dedicated to sharing useful travel tips and outdoor experiences to people who love to travel.

  • Provided digital marketing consultancy and support to top international travel, hospitality and hotel brands.
  • Assisted top management in improving their online brand presence and marketing strategy by improving their brand's online customer path to online purchase/user journey.
  • Provided services and expertise ranging from content marketing creation/advertising through social media, influencer marketing, online PR, internal and external SEO, paid digital ad campaigns, and e-commerce strategies.

Digital Marketing & eCommerce Lead

Marriott International

December 2015 - December 2017 (2 years)

  • Oversaw Digital Marketing for Maldives Resorts under the Marriott International Group of Hotels.
  • Managed owned media such as branded platforms (drive online bookings through channels like websites, social media platforms, e-mailers/loyalty program).
  • Developed paid media such as Google Analytics, Google Adwords, Banners, SEM, campaigns, online travel agents such as Expedia/Booking.com.
  • Handled all touch points in an online consumer purchase journey.
  • Maintained the online brand equity of the brands.
  • Utilized smart data to improve conversions to grow not just hotel revenue, but profit margins.

Regional Brand & Marketing Executive

Sony Electronics

March 2013 - November 2015 (3 years 8 months)

  • Oversaw the Sony FIFA World Cup Partnership Project 2014 by spearheading regional campaigns/match ticket orders/promotions on both online and offline platforms across 14 countries.
  • Coordinated with local marketing communications counterparts on marketing communication activities updates, initiatives and on-ground local execution.
  • Handled product marketing for Sony's personal audio and sound categories (speakers, car audio, hi-fi system, digital voice recorder) across 14 countries.
  • Spearheaded Sony United collaboration with sister companies (Sony Music, Sony Entertainment, Sony Pictures) for inter-company regional brand promotions and activities (e.g. global movie launches, concerts, earth hour 2014).

Brand & Marketing Communications Manager

7-Eleven

December 2010 - December 2012 (2 years)

  • Managed integrated marketing communications (IMC) campaigns that comprised of ATL and BTL materials.
  • Independently handled social media marketing activations that led to increase fan-base and awareness of social media platforms (Facebook, iPhone app, website).
  • Handled the product and brand development for the 7-Eleven Housebrands.
  • Oversaw from the packaging development stage until storefront activities to increase awareness, sampling, and purchase of the products.
  • Managed festive/seasonal campaigns/promotions to encourage top of mind in consumers and repeat visits for exclusive deals.
  • Tracked and monitored the effectiveness and ROI of marketing campaigns ran by 7-Eleven. Analyzed the overall company’s customer traffic in 570 stores island-wide, average basket size and also monitored A&P budget to track marketing campaign objectives and rate of investment.
  • Was in charge of the 7-Eleven underperforming store program by supporting new and under-performing stores in 7-Eleven to generate sales and ignite customer loyalty.
  • Held customized targeted campaigns and tactical location base promotions to reach out to consumers.

Regional Marketing Executive

HP

May 2009 - August 2009 (3 months)

  • Worked with the Personal Systems Group (Laptops) on exploring a new market segment to adopt.
  • Liaised with creative agencies and video production houses to come up with next quarter campaigns that can best target this new segment.
  • Managed a project to boost brand presence/loyalty in HP Retail Stores in Asia Pacific through improved store layout, lighting, product display, and high-quality customer service.
  • Constructed an HP online store listing page by coordinating with HP country managers and interactive digital agency; the page aims to offer clearer and detailed information to potential and current consumers about HP stores and help drive traffic to them.
  • Coordinated with agency and suppliers to develop Regional Retail Demonstration content materials that serve as the template for all future retail reference in Asia Pacific under the regional office jurisdiction. The assets contain informative advertisements that are to be played in all 142 Asia Pacific HP stores.

Education

Bachelor of Business Administration, Marketing

National University of Singapore

August 2008 - May 2010 (2 years 9 months)

ACJC A' Levels, Arts and Social Sciences, Literature, Arts, Economics

Anglo-Chinese School (Independent)

August 2004 - May 2006 (2 years 9 months)