Laila Lu

Laila Lu
A performance-driven digital professional who has
experience with both agency and brand environments.

Clarins Joined the global beauty brand in January 2017 with the task to
Digital Communications manage digital communications, digital media strategy and social
Specialist media. I conceptualize web animation, manage its contents and
constantly find new ways to improve the online shopping experience.

• Within a year, email marketing became the No.1 source of revenue for
e-commerce at 31.22% (vs the year before: ranked No.4 at 16.67%).

• Helped the brand to transition media investments from traditional

to digital – 96% of the media investment in 2017 was spent on digital
(vs the year before: only 52% on digital), out of which 63% was spent
on Facebook and 20% on Instagram. This transition resulted in lowering
the cost-per-acquisition of prospects by 33.15%.

• Worked with media agency AdRoll to launch a 3-month retargeting

campaign for e-commerce during the Double 11 & Black Friday to
Christmas period which saw the ROI hitting 5.26X of the budget spent –
the highest amongst 4 other countries including Japan, Hong Kong and
Malaysia.

• Constantly working closely with media agencies to strategize and

optimize digital ad performances to achieve low CPA and meet the
conversion KPI

• Planned and produced multiple creative social media ad formats such

as Facebook Canvas (featuring local influencers – achieving a click-to-sign
up rate of 40% for the Double Serum campaign) and Instagram
Sponsored Stories, a new-to-brand format.

Edelman
Senior Digital Client Executive
Part of the digital team in a public relations agency, I have worked with
clients from brands such as Hewlett Packard, Symantec, Norton, PayPal,
Unilever (TRESemmé), Western Digital, Johnnie Walker, Changi Airport,
Singapore Power and Astella Transplant. Well-versed in both B2B and
B2C assignments, I tackled campaigns ranging from flash servers to
shampoo to pharmaceutical drugs. I have done work involving project
management, content production (social media posts, videos shoots
and photo shoots), community management, crisis management with
simulation, regional coordination of up to 10 markets in Asia-Pacific
and filing monthly reports.

• Successful in maintaining client relationships, many accounts of which I

worked on renewed contracts: Unilever (TRESemmé), Symantec and
Norton.

• I have experience dealing with many different tools for different clients'
needs like social listening, data analysis, brand advocates and monthly
reporting. Some of the tools I have used include Synthesio, Percolate,
Sprinklr, Dynamic Signal and Hootsuite.

• I was the creator of the “Phone Spa” idea that won Edelman Singapore’s
internal office competition - Road To Cannes 2020. The idea beat 7 other
groups in the 100-people office.
Mercury Marketing In this local boutique public relations agency, I was the pioneer
member of the digital team with client work focused mainly on
& Communications Facebook and Instagram management and also social media support
Digital Executive
for events. Brands that I have worked with include Jabra, Cointreau,
Belvedere Vodka, Cath Kidston, Fairmont Hotels Singapore, Bering
watches and NIP + FAB.

Education Diploma in Apparel Design and Merchandising

CHIJ St Nicholas Girls School

Hobbies and interest Besides www.rockthetrend.com, I also run a vegan food blog with regular
updates on new recipes and ideas: @LunaFolkBlog on Instagram

Volunteering On days that I am free, I help at the kitchen of Willing Hearts which sends
more than 5,000 meals daily to the needy.