Yvonne Chann

Yvonne Chan Brand Growth & Equity Building | Omnichannel Paid Media Strategy Influencer Partnerships & Community Management | CRM Lifecycle & Campaign Management | Leadership & Talent Development Residency Status: Permanent Resident, Singapore With 19 years of leadership experience in consumer-centric industries, I have a proven track record of elevating luxury beauty, fashion, and FMCG brands through strategic brand building and dynamic community engagement. Recognized as a pragmatic, results-driven leader, I excel in driving brand growth and fostering loyal consumer communities by integrating omnichannel marketing, digital innovation, and deep consumer insights. My expertise lies in transforming brand presence and activating engaged communities that deliver measurable business impact. || CAREER HIGHLIGHTS & ACHIEVEMENTS YSL Beaute • Launched YSL Beauty in 2017, and achieved #1 rank in APAC Nespresso Malaysia • market • Achieved Top 5 luxury makeup brand within 2 years of brand change and efficiency excellence • launch in the market • acquisition • within 2 years • Designed and launched ‘YSL Beauty Dare & Love’ members Digital Transformation in performance media and social media, achieved +65% in traffic and +50% new customers Omnichannel excellence – led the expansion of 10 brick and mortar boutiques and achieved Top 10 ecommerce rank ‘Marketing Organizational’ Transformation include structural New Vertuo campaign launch achieved +51% in search demand, and >200% social engagements • Overall, +50% in brand awareness and desirability loyalty program • Revolutionize ‘eventing’ with ‘YSL Beauty Records’, ‘YSL Beauty Hotel’ and ‘YSL Beauty High On Stars’ - charted #1 in social ranking during eventing months Shu Uemura • Charted double-digit growth for key category pillars – cleansing oil and lip makeup, which led to brand turnaround to positive profitability • Revamp of customer loyalty program led to +15% in new customers recruitment and retention Decleor • Launched Decleor Flagship Beauty Salons and voted as best DHL • business model in Asia and Europe • Achieved +150% PR value Won ‘Silver’ for ‘Best Marketing Effectiveness’ by EMEA in 2006 • Internal Comms – DHL Retail NewsMag and ‘Fast Forward Campaign’ selected as ‘best practise’ for APAC, and became a pilot campaign for APAC market || KEY SKILLS Retail/Marketing Operations Brand Growth & Equity Social, Digital & Media CRM Strategic partnership with 360 brand experiences ‘fewer Develop full funnel paid media New customers recruitment retailers (trade and mall but bigger’ from end to end - strategies and loyalty – consumer journey partners) – omnichannel Campaign Management, Own campaign performance mapping, designing CRM consumers activations Product Management, Trade KPIs from brand awareness, program (program effectiveness Pricing/Product Strategy Marketing, PR Advocacy remarketing and conversion vs cost), integration between Promotions Mix (Influencer Marketing, Reviews Live Streams and Virtual Events customers data with digital and Visual Merchandising Generation), Eventing. Social & Community data analysis. P&L Management Management || WORK EXPERIENCE Senior Manager, Client Marketing Chanel Malaysia, 2025 - Present Senior Marketing Lead (ManCom) Nespresso Malaysia (Nestle), 2022 – 2023 Head of Digital & Communications Tupperware Malaysia & Singapore, 2021 Head of Marketing Loreal Malaysia, 2015 – 2021 Corp. Marketing Manager Asst. Marketing Manager Sothys Malaysia, 2013 – 2015 Ferragamo Malaysia, 2012 – 2013 Asst. Trade Marketing Manager Client Service Executive Luxasia Malaysia, 2009 – 2012 Ogilvy Malaysia, 2004 – 2007 Strategic Leadership ‘Led business transformation initiatives to drive growth, competitiveness, and organizational effectiveness: • Marketing Organization Restructuring Redesigned team structure and reallocated resources; streamlined processes and ways of working to improve operational efficiency and productivity. • Cross-Functional Collaboration Fostered strong collaboration across sales, e-commerce, finance, and operations to align on shared business goals and ensure seamless execution. • Strategic Marketing Transformation "Fewer but Bigger" Campaigns – Prioritized high-impact activations focused on brand awareness, engagement, and sales. Recalibrated campaign KPIs to reflect market dynamics. Integrated Paid Media Strategy – Developed and led a unified approach across traditional and digital channels to meet both marketing (awareness, engagement) and commercial (offline and online sales) objectives. Agency Management & Alignment – Reassessed agency partnerships across social, media, and events; redefined scopes, KPIs, and led regional alignment for agency pitches and performance reviews. • People & Talent Development Identified future-fit roles and talent; implemented talent mapping aligned with career aspirations and long-term business needs to build a high-performing team. • Pricing & Product Mix Strategy Crafted competitive pricing and product mix strategies based on local market dynamics and regional benchmarks to maximize profitability and market relevance. • 5-Year Business Planning Developed a strategic 5-year business plan informed by CRM data, sales performance, and consumer. Brand Growth & Equity • 360 Campaigns Orchestration - Orchestrated full-funnel, omnichannel marketing campaigns, aligning brand, digital, and retail strategies for cohesive execution. • Retail Activation – Spearhead opening of boutiques, includes visual merchandising and in-store activations for Nespresso, YSL Beauty, Armani Beauty and Shu Uemura. • Podiums & Pop-Ups – Reimagined pop-up experiences beyond traditional mall settings, bringing the brand into consumer-centric spaces to enhance market leadership and deliver immersive brand engagement. • Experiential Marketing - Brought to life YSL Beauty Records and YSL Beauty Hotel, pioneering experiential events that seamlessly fused digital interaction with product storytelling, redefining engagement within the beauty community. Digital Marketing and Media • E-Commerce & Social Commerce - Spearheaded the launch of e-commerce and social commerce channels within two years of brand entry into the Malaysian market for YSL Beauty and Armani Beauty. • Digital Performance Media Strategy – Defined target audiences and optimized interest targeting; enhanced media buying strategies based on real-time performance data to drive effective ROIs across the full consumer funnel—awareness, remarketing, and conversion. • Consumer Journey & Digital Ecosystem - Built a cohesive digital ecosystem, including product review seeding and demonstration content, to drive consumer recruitment, engagement, and retention across e-commerce platforms, social media, and Google. • Social Media – Crafted and led content strategies to maintain a cohesive brand presence while tapping into evolving consumer trends and behaviors. • SEO & Organic Growth - Improved Google relevance scores and boosted organic traffic to the e-commerce site through strategic SEO initiatives. • ‘Social Selling’ & Live Engagement - Executed social selling initiatives for key brand moments via live streaming and virtual events, including L’Oréal Beauty Festival during the pandemic.Community management (tribe segmentation). Trade Marketing/Operational Management Driving distributor excellence and enhancing retail execution to boost brand presence and sales: • Distributorship Program Implemented targeted marketing mix strategies to elevate store visibility and performance within designated territories. • Trade Partner Enablement Empowered trade partners with marketing expertise to drive revenue growth and customer acquisition through subscription-based selling, visual merchandising, pop-ups, and customer service training. • Promotions & Margin Management Designed and monitored tactical promotions aligned with trade margins and cost controls to protect profitability. • In-Store Activation Excellence Delivered impactful tactical activations tailored for departmental stores to maximize consumer engagement and sales uplift. • Innovative Gifting Strategy Pioneered the ‘YSL Beauté Gifting’ initiative, transforming traditional gifting into a customizable experience that fostered deeper emotional connections between consumers and the brand. • Demand Planning & Forecasting Oversaw accurate product ordering and stock forecasting based on consumer trends to ensure optimal inventory levels and meet market demand. || EDUCATION & CERTIFICATIONS Bachelor's Degree with Honours in Business Studies, University of Sunderland, United Kingdom Advanced Diploma in Business Administration, United Kingdom Association of Business Executives, United Kingdom Certified Google Practitioner, Google Malaysia L’oreal Transition To Management (TTM), Malaysia