Bath & Body Works pocketbac & notebook

Bath & Body Works Asia Pacific

Australia | Malaysia | Singapore | Thailand Indonesia | Hong Kong | Philippines | Vietnam

2018-2024

Coming into Bath & Body Works which was purely driven by social media, I introduced a 360 digital approach and utilized different digital channels that are relevant in driving higher brand visibility, customer engagement, and optimizing the sales funnel.

Elevated the brand’s presence to be the one-stop shop for anything fragrance-related – home, body, sink, or as a gift. Making fragrance fun became fun!

Key tasks:

  • Created Campaign, floorset, promo and channel strategy for the region and each country

  • Budget management

  • Collaborated with cross-functional teams (merchandising, in-store marketing, visual merchandising, operations teams, e-commerce, designers)

  • Digital lead across all partners & agencies including communication with the USA HQ

  • Performance marketing looking at campaign structures, optimizations, and analysis that were highly driven by ROAS, lead gen, customer retention, GMV to spend ratio

  • CRM & direct marketing

  • Content creation for website and social platforms

  • Ecommerce marketing including UI & UX, SEO, CRO

Social Media

  • Restrategized content pillars and creative direction

  • Increased brand awareness and community, and within 3 years we achieved185% growth across our social channels from 262k to 751.1k followers and counting, and improved engagements by 1k%. Total fans were over 1million after 6 years

  • Verified pages for all accounts

  • Utilized and directed video content for Youtube, IGTV, stories and reels which have an average view-follower rate of 10% and decreased drop-off rate to 30%.

  • Trendjacked and launched on new social platforms ie TikTok, live selling, and first brand to use reels within the group

  • Launched engaging features for WhatsApp GIFs, story stickers & filters with stickers’ impressions of more than 1M

  • Localised the brand from being the brand that America loves to a local-loved brand through content & video marketing

  • Reporting & analytics using SproutSocial, Business managers, Hootsuite

Social selling

Live selling on Malaysia online site which was also done on Youtube

GIFs

Performance Marketing

  • Planned the media budget and channels to achieve sales targets and marketing objectives

  • Managed to reduce cost per result by 60% per market, with Australia by 70%

  • Increased database collection with lead generation ads and utilized custom audiences and lookalikes, especially coming from store data to online purchase.

  • Tested out different ad formats tailored to campaign objectives

  • Partnered with Meta, Google, and TikTok in testing out their different ad formats and new projects

  • Briefed designers on the tactical and always-on ad assets including copywriting

  • Worked with the agency on campaign set up, daily optimizations, and reporting (daily, weekly, per promotion, monthly & yearly)

  • Google certified

  • Launched 5 countries with 2 dual-language sites in 7 months during COVID with an average of 2-4% CVR per month, and up to 8% during big bet days. Additional ecommerce site launches from 2023 with Hong Kong through marketplace as a test, and its own .com & Philippines

  • Merchandising & cross-functional management: Sets traffic & conversion KPIs with merchandising team based on historical data and sell-through rate (stocks, demand, purchase & promo history)

  • In charge of overall website design and briefs creative team and development team for changes and directions (new collections, promo changes, seasonal launches, big bet days) & UX optimization

  • Website analysis and recommendations for better conversions and stock proposal including new ideas like mystery gift offering

  • Average of 2-4% conversion rate per month

  • Localized Campaigns that drove interest, traffic, and local connections during Hary Raya, Chinese New Year, Christmas & New Launches such as Gingham

E-Commerce

SEO

  • built site authority and ranked keywords making BBW number 1 on SERP across all regions on core categories for both branded & generic searches

  • Organic search contributed 30-35% of overall GMV with an average CVR of 3%

CRO

  • analyzed customer behaviour to introduce a better shopping process with changes on product listings, navigation, creating site plans & driving overall UI/UX direction, suggested promo mechanics to merchandising team

  • increased sales in repeat customers to shop 3x a year, and reduced drop off from new customers

  • Briefed CRM team on promo & branded EDMs to be blasted regularly linked to our online sites, and special campaigns for in-store events & activities

  • Copywriting on the subject line and intro offer to ensure our database opened our emails and engaged with it

  • Increased open rate by 20% and CTR by 15% with emails improving sales contribution on e-commerce to 15%, and average email conversion rate at 3.5-5% monthly

  • Email segmentation strategy for stores & Ecommerce to avoid cannibalisation

  • Email strategy for promos for launch & final hours with email exclusions from shoppers vs non-shoppers

  • Launched WhatsApp marketing, with WhatsApp only promo to custom audiences that contributed 3% GMV online

Direct Marketing

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