Iris Li
Auckland,New Zealand
Summary
Building brands, launching products, and delivering connected consumer experiences through data-led strategy and cross-functional leadership. Accomplished professional with over six years of experience driving brand growth, engagement, and sales through strategic ATL, BTL, and digital campaigns. Proven track record of developing data-driven brand plans, agency briefing frameworks, and marketing campaigns aligned with commercial priorities, consumer insights, and market trends. Skilled in end-to-end campaign management, including planning, execution, reporting, and ROI analysis, with strong collaboration across internal teams and external agencies. Expert in leveraging shopper and consumer insights to design activation strategies that increase awareness, loyalty, and market share. Expertise in analysing market trends, competitor activity, and consumer behaviour to inform actionable marketing and product strategies. Proficient in Microsoft PowerPoint, Excel, Photoshop, and Lightroom.
Overview
7
7
years of professional experience
Work History
Marketing Communication Specialist - HA
Samsung Electronics New Zealand
Auckland, New Zealand
08.2023 - Current
- Achieved annual strategic and business objectives by leading end-to-end marketing for digital appliance products, directing campaigns and projects across the full marketing mix, and partnering with internal stakeholders and external agencies as the brand champion from strategy and planning through to execution.
- Improved quarterly and retailer promotions by designing digital and POS assets and delivering performance-driven reports.
- Developed and implemented go-to-market plans for new product launches, generating strong pre-orders and engagement for the Samsung AI Laundry Combo while achieving 35%+ eDM open rates and positive retailer and channel partner feedback within three weeks.
- Identified growth opportunities by translating consumer, retail, and market insights into actionable marketing strategies aligned with brand positioning and commercial objectives.
- Led team meetings to brainstorm innovative marketing solutions and initiatives, reaching 1.5M+ New Zealand customers through the Bespoke Appliances x Resene collaboration across multiple channels with locally created assets.
- Strengthened brand desirability and product value perception in the New Zealand market by creating locally relevant, premium marketing assets aligned with global brand guidelines.
- Managed marketing budget allocation and spend tracking to maintain financial control and ensure effective utilisation.
Social Media Specialist
Syrene Skincare NZ Limited
Auckland, New Zealand
06.2019 - 07.2023
- Supported creative, business-aligned marketing activities by developing content and executing campaigns in collaboration with senior management and external partners.
- Planned and executed social media campaigns across owned platforms, managing regular posts and engagement initiatives, which contributed to a 48% increase in social media impact and improved brand visibility with minimal marketing spend.
- Wrote, edited, and proofed marketing content in line with brand guidelines to ensure consistent presentation across digital touchpoints.
- Assisted with market and customer research to understand behaviour and repurchase journeys in overseas markets, informing campaign decisions.
- Supported weekly eDM planning and execution to strengthen customer loyalty and campaign performance.
- Contributed to the rollout of an organic KOC initiative, helping achieve 1M+ reach and 25% budget savings within six months.
- Assisted in organising brand events and trade shows, including collaborations with Mecca, to promote products and support retail and training initiatives.
Education
Master of Marketing -
University of Auckland
Auckland, New Zealand01.2017
Bachelor of Hospitality and Event Management -
Swiss Hotel Management School
Switzerland01.2015
Skills
- Brand strategy and management
- Go-to-market strategy
- Campaign planning and execution
- Agency management
- ROI measurement and optimization
- Social media and CRM management
- Marketing analytics
- Product launches and promotions
- Trade marketing alignment
- Digital and POS activation
- Stakeholder communication (bilingual)
- Content creation
- Event management
Languages
- Mandarin
- English
- Mandarin
Timeline
Marketing Communication Specialist - HA
Samsung Electronics New Zealand
08.2023 - Current
Social Media Specialist
Syrene Skincare NZ Limited
06.2019 - 07.2023
Master of Marketing -
University of Auckland
Bachelor of Hospitality and Event Management -
Swiss Hotel Management School