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Picture by Ora Chang
Strategic Marketing Planning at AREA 02
I worked as brand comms & digital marketing specialist at AREA 02, a sneaker trading platform in Taiwan, aiming to increase company’s gross merchandise volume (GMV).
Role
Market Researcher, Marketing Planner, Marketing Project Management Specialist, Graphic Designer
Duration
November 2021 - July 2022
My Main Responsibility:
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Project Management:
I am primarily responsible for organising various information from different teams (operations, finance, customer service, etc.) to build and execute marketing monthly campaigns. Execution includes visual design and copywriting
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Market Research:
Conducted HK e-commerce market research and planned digital marketing strategy to facilitate the company to enter the Hong Kong sneaker market.
Learnings:
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Teamwork & Communication:
As a marketing management specialist, it is crucial to coordinate and cooperate closely with each department to ensure that everyone is on the same page so that I can develop a better marketing strategy.
It was my first time collaborating with such vast teams! That was such an amazing opportunity that I've learned how important the communication is!
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Operation team- Always confirm product release information with the operation team to ensure my campaign strategy is aligned with product release dates.
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Marketing team- Work closely with each function in the marketing team (Social Media Lead, UI and PR) to ensure everyone is delivering the same message to our clients.
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Customer service team- Closely collaborate with customer service to keep abreast of current customer needs and improve marketing plans.
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Advertising agency- The agency keeps me informed of the current ad status so I can respond to any emergencies. For example, during peak shopping seasons, ads often run into bidding problems. I need to change the ad budget with the ad agency at any time to maximize ad performance.
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Martech agency (Appier)- I work closely with Appier's Customer Success Manager as AREA 02 primarily uses their product to execute marketing campaigns. I consult with them frequently to adjust my execution and optimization strategies.
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Customer comes first: Working in this rapidly changing industry, it is very important to have a deep understanding of my customers. Thinking in customer shoes and understanding their needs, so I can create activities that customers are willing to pay for.
Achievements
During my time at AREA 02, my colleagues and I successfully reached 43% of the total GMV for 2021 in the first quarter of 2022.
Also, by applying AIQUA (Appier's martech tool), I succeeded to increase conversion by coupon delivery and solidify customer loyalty via a personalized experience.
Here are some of my accomplishments in Q1 2022:
1. Increase conversion:
- Coupon redemptions +400% year-on-year (YoY)
- Growth of first-time customers +170% YoY
- Transaction amount +28.2% YoY, while -38% customer acquisition costs
2. Solidify customer loyalty:
- Return visit rate +30%YoY
- Number of repeat customers +2.5xYoY
I am very proud of this result and am very grateful to my managers for this valuable opportunity. It was an unforgettable experience while working at AREA 02.
Press
Below are press releases on the success story of AREA 02's partnership with Appier.
