HI, I'M ALICIA.
Welcome to my professional portfolio
I'm a Marketing Manager with 10 years’ experience running integrated B2C campaigns for large international brands including Samsung, HTC, and YMCA across paid, earned, and owned channels, both offline and online, including: TV, cinema, OOH, retail, print, PR, social, display, email, OLV, search, and podcasts for all stages of the purchase funnel (awareness to loyalty) and planning process (strategy, brief, execution, and evaluation).
EXPERIENCE
This is a selection of my most rewarding and memorable work.
INFLUENCERS x EARNED x NATIVE
Branded Podcast Series
Launched Samsung's first ever branded podcast series, partnering with Acast for best-in-class execution.
AFW Influencer Content
Showcased the on-trend Galaxy Z Flip3 via 3 fashion influencers at Australian Fashion Week 2021 to build brand desire.
TikTok Influencer UGC
TikTok branded hashtag challenge to drive Samsung Galaxy brand love and active consideration of Galaxy Z Flip3 with Gen Z.
Lifestyle Influencer Content
Worked with fashion blogger and influencer, Nadia Fairfax, to develop and seed a series of assets in her own unique style.
2020 Tokyo Olympics
Partnered with 3 Olympians and a Paralympian to develop "Performance Enhancing Music" to support their efforts.
Chinese Influencer Pilot
Recruited Chinese influencers to increase Samsung Galaxy brand desire with young Chinese audiences.
Native Content Partnership
Partnered with Concrete Playground to develop 20+ native articles with 100+ photos taken #withGalaxy.
TikTok Influencer Unboxing
Collaborated with the Samsung PR team to develop unboxing films for the TikTok platform to drive hype for our foldable range.
TikTok Influencer UGC
Recruited TikTok influencers to develop content in order to encourage UGC for Galaxy A Series.
Branded Influencer Content
Recruited and paid a select set of fashion and lifestyle influencers to develop content for Galaxy Z Flip 5G.
Vogue Advertorial
Partnered with Vogue to develop a beautiful 4-page advertorial for Galaxy S6 edge+ and Tab S2,
Contra Influencer Content
Samsung Tribe members Nadia Fairfax and Mimi Elashiry developed and posted content in exchange for product.
INTEGRATED x TTL x 360 DEGREE MARKETING
Galaxy S8 Launch
Managed the execution of Galaxy S8 campaign from Teaser to Pre-order to Launch to Engage across online + offline channels.
Galaxy Z Flip3 | Z Fold3 Launch
Managed the strategy and execution of 2021 foldables campaign for Launch and Sustain across online and offline channels.
Gear S3 Launch
Managed the strategy and execution of Gear S3 campaign from Pre-order to Launch to Engage across online + offline channels.
Galaxy Z Fold2 Launch
Galaxy Fold Launch
Managed the strategy and execution of Galaxy Z Fold2 campaign across all campaign phases and online + offline channels.
Managed the strategy and execution of Galaxy Fold campaign across all campaign phases and online + offline channels.
Galaxy Z Flip Launch
Managed the strategy and execution of Galaxy Z Flip campaign across all campaign phases and online + offline channels.
DIGITAL x SOCIAL LED CAMPAIGNS
iPhone Switching
Social campaign specifically targeting iPhone owners to encourage switching / acquisition.
Facebook Live Competition
Organic social campaign via Facebook. We live streamed a unique and interactive competition to drive pre-order.
Award Winning Social
Galaxy A Series (2019) digital marketing campaign to drive brand love and engagement with Gen Z.
Online Music Festival
Delivered a world class music experience (both IRL and online) that demonstrates Galaxy S8 in a music context.
Water Resistance Campaign
"Australia's Wettest Town Showdown" tells the story of two real Australian towns with the help of Galaxy S8.
Personalised S Pen Creative
Developed a set of digital banners and social films for Galaxy Note8, each targeted to a specific group of people.
Spotify Partnership
We partnered with Spotify's flagship playlist, Front Left, on and off platform, through an integrated sponsorship.
Mass Personalisation Test
Managed and executed Samsung's first mass personalisation pilot where we developed 130+ pieces of tailored creative.
Fashion Partnership
Created a limited run of jeans specifically made to celebrate the unique folding form factor of Galaxy Z Flip3.
DEMAND GENERATION CAMPAIGNS
Galaxy Z Flip Sell-out
Social media campaign to drive sell-out of Galaxy Z Flip3 through JB HiFi and Harvey Norman.
Galaxy S9, Note9 Sell-out
Developed local TTL campaign inc films and key visuals to drive sell-out of Galaxy S9, Note9, and Tab S4 via a GWP promotion.
AR Shoppable Experience
To combat lockdown and the reduced foot traffic in retail, we developed an AR experience with Snapchat to drive demand.
POST-PURCHASE x LOYALTY x RETENTION
Galaxy S8 Loyalty Program
Post-purchase program for Galaxy S8
customers to drive retention and loyalty.
Galaxy Note10 Loyalty Program
Post-purchase program for Galaxy Note10
customers to drive retention and loyalty.
Galaxy S10 Loyalty Program
Post-purchase program for Galaxy S10
customers to drive retention and loyalty.
EXPERIENTIAL x EVENTS
Galaxy Studio Experiential
Managed and executed national pop-up experiential across key metro cities with the aim to drive positive product experiences.
Vogue Fashion Activation
We delivered a Galaxy experience that demonstrated Galaxy S7 and Samsung Pay in a premium fashion and retail context.
Fashion Festival Stand
Executed a product experiential stand, with a focus on photography, in partnership with Telstra Perth Fashion Festival
Thank you, Alicia.