Isaac Lai.
I drive marketing success.
Hi, my name is
My job as a marketing professional is to figure out what people really want and need by looking at data. I love working with brands to help them solve problems related to their customers. This could mean improving customer acquisition and retention, making shopping experience smoother or elevating brand experiences.
My skills in planning and executing marketing campaigns, understanding the whole customer journey and analyzing data help me come up with ideas that connect with people and make their lives better.
01.
About Me
Hello! My name is Isaac and I have a passion for marketing. I have been working in this field and over the past decade, I have honed my skills and gained valuable experience working in various in-house and agency environments. During this time, I have collaborated with a diverse range of brands in fields such as finance, sports, consumer tech, and FMCG.
As for my expertise, here are a few areas where I excel:
Marketing Strategy
Campaign Planning
Social Media
Marketing Analytics
Consumer Lifecycle
Email Marketing
02.
Experience
03.
Works
Digital Branding
NIKE Hong Kong Marathon 2020
I led this campaign by working closely with diverse teams to meticulously gather data from prior years, extract key insights and craft an end-to-end plan for deploying communication through appropriate channels.
Accomplishment: NIKE Hong Kong has successfully established itself as the preeminent brand, with unparalleled brand association. The reach and engagement on official social channels soared by an impressive 100%, surpassing the figures of the previous year.
Branding / Digital Marketing / Social Media / Marketing Analytics
Email Marketing
NIKE E-Commerce Consumer Lifecycle
By effectively utilizing first-party data gathered from the e-commerce site, I spearheaded the development of email automation program based on consumer purchase behaviors, churn rates and lifecycle stage. This automation programs encompass personalized and relevant messaging tailored to NIKE Hong Kong members.
Accomplishment: NIKE Hong Kong has effectively scaled personalized customer engagement, enhancing customer experiences and achieving double digital in revenue and margins in a key commercial campaign in 2020.
Email Marketing / Consumer Lifecycle / Automation / Marketing Analytics
Marketing Analytics
NIKE Running Consumer Lifecycle
As project leader, I drove the development and execution of a comprehensive data strategy, including data collection protocols, test-and-learn methodologies, performance optimization, and streamlined reporting to stakeholders.
Accomplishment: The enriched data on NIKE's running consumers' behaviour has facilitated highly targeted communications, resulting in a significant increase of 30% in engagement with email communications.