呂欣穎 Charlotte Lu

  Taipei, Taiwan

  [email protected] 

  +886 983 630 688

Media Strategist / Martech / CRM / Digital Marketing

喜歡科技與設計的廣告人。曾在數位行銷領域中以媒體企劃的角色打滾近三年。專長在數位媒體策略、企劃、投放優化,也有一些 CRM 、 Martech 運用的經驗。服務過許多不同類型的客戶如美妝保養品、醫藥廠、保健食品、酒商、通路商、電信、金融、運動品牌。 

相信創意是為了解決問題而生,喜歡以跨出舒適圈來擴張舒適圈。 

 

    


工作經歷 Professional Experience

Media Planner  •  Isobar

一月 2019 - 十二月 2019

Isobar 是一個在全球以數位為核心的全方位傳播行銷代理商。其宗旨是為品牌創造並整合以結合創意、技術、行動與社群的數位行銷方案。 

  • Key Client: 嬌生, 克蘭詩, 飛利浦, 輝瑞, 中華電信, 新光人壽
  • Achievement:
    • 一次提案就提過 200萬以上預算的新媒體技術產品提案並為部門達成其中一項年度 KPI
    • 協助品牌與知名 Youtuber 合作在 10天內達 190萬影片觀看優於預期觀看數,且客戶回覆業績有所提升
    • 規劃線上登記領取試用品活動在疫情期間達到 54% 線下靠櫃領取率,遠優於預期
      (無疫情期間平均線下靠櫃領取率為 40%) 
    • 規劃 AR 結合進 Chatbot 的線上登記領取試用活動,領取兌換率較去年同期活動提升 54% 
    • 負責公司實習生招募計畫規劃數位體驗面試,並擔任實習生們的導師負責指導實習生將要提報給公司集團 CEO 的提案 

  • 在 Isobar 我負責: 
    • 媒體專案企劃與執行 
    • 活動媒體策略發展 
    • 媒體數據蒐集與分析 
    • 提出媒體優化建議 
    • 提供 CRM 專案中與媒體數據、媒體 API 串接有關的協助與諮詢 
    • 活動媒體預算分配 
    • 比稿協助 
    • 維護與客戶及廠商間的關係 
    • 內部訓練課程講師 (Topic: 媒體工具應用與實際使用情境)

Planner  •  AAA Taiwan

三月 2017 - 十二月 2018

AAA 是電通安吉斯集團旗下的 Data 與 CRM 顧問品牌。在 2019 年加入同集團的數位領導品牌 Isobar Taiwan 為客戶提供更完整的數位服務。 

  • Key Client: Diageo, 食益補(白蘭氏), 全聯, 愛齊科技(隱適美), Under Armour, Tomod’s
  • Achievement: 
    • 拿下年度數位媒體預算超過 420 萬的比稿 
    • 為其中一個客戶執行超過 1,500 萬的年度媒體預算 
    • 在 CRM 系統建置案子中協助安排並執行客戶及客戶夥伴的系統需求訪談,並順利上線提升客戶及客戶夥伴的工作流程效率。 

  • 在 AAA 我負責:
    • 媒體專案企劃與執行 
    • 活動媒體策略發展 
    • 媒體數據蒐集與分析 
    • 提出媒體優化建議 
    • 提供 CRM 專案中與媒體數據、媒體API串接有關的協助與諮詢 
    • 活動媒體預算分配 
    • 比稿協助 
    • 維護與客戶及廠商間的關係 
    • 管理企劃助理 

Planning Assistant  •  Vizeum

八月 2015 - 十二月 2015

Vizeum 為策略導向的媒體代理商,以數據、媒體及科技了解消費者行為並提供客戶商業問題解決方案

  • Key Client: 富邦, 台灣之星, 碧歐斯  
    • 媒體資料處理及分析 
    • 媒體週報、月報、季報製作 
    • 競品分析 
    • 協助處理主管及正職人員交辦事項  

Intern  •  Dentsu Aegis Network

七月 2015 - 八月 2015

電通安吉斯集團為全球媒體及數位行銷傳播集團以品牌創新之道為客戶提供頂級的創意溝通、媒體企劃購買及數位行銷等服務,在全球 145 個國家有超過 11,000+ 的客戶數。旗下有媒體代理商 Carat 、 dentsu X 、 Vizeum ,創意及行銷科技代理商 Isobar ,數據及 CRM 代理商 AAA ,績效行銷代理商 iProspect 。 

  • 發表全媒體提案 
  • 參與 brainstorming 會議協助發展企劃 
  • 協助媒體策略擬定分析
  • 協助日常報告製作 

專案 Project

克蘭詩神 V 量角器

克蘭詩神 V 量角器是個可以讓使用者測量臉部角度的AR濾鏡,讓他們輕鬆地看出使用產品後的效果,除此之外,我們也把這個AR結合進 Facebook Chatbot 同步蒐集了使用者在 AR 上的互動數據幫助我們在後續訊息提醒推播、數位內容媒體投放上進行優化。而神V量角器也讓這次的領取試用活動的登記兌換率較去年同期活動提升 54%。 

(點擊圖片參考 Case Video)

2019 Isobar 知更鳥實習計畫

為了讓這個實習計畫充滿數位體驗,我們把制式的面試環節轉化成一系列數位體驗任務!而這個面試就是給未來的實習生數位體驗的開始。

(點擊圖片參考 Case Video)

木曜4超玩 X 落建

協助洽談與執行落建與時下最受歡迎的 YouTube 節目木曜4超玩合作趣味工商短片以提升落建的頭皮洗髮露產品達到曝光提升品牌認知。合作影片在 10 天內達 190萬次曝光優於預期,同時客戶也回報產品銷量有所提升。

(點擊圖片參考執行成果)

克蘭詩蘭花純萃賦活乳 新品上市 

協助克蘭詩執行及洽談與最具影響力的美妝口碑論壇 UrCosme (@cosme Taiwan)合作試用體驗活動,讓我們的新品克蘭詩蘭花純錯賦活乳在兩個月內獲得乳液品類的排行第一以及產品關注聲量。除此之外,這次的新品上市試用體驗活動還在疫情期間達到 54% 的線下靠櫃領取率遠高於預期。(尚無疫情期間,平均活動靠櫃領取率為 40%)

(點擊圖片參考最新 UrCosme 產品資訊頁)

技能 Skill

Soft Skills


  • Team Player
  • Adaptability
  • Communication
  • Dynamic Learning
  • Well-organized

Digital Marketing


  • CRM
  • Martech
  • Digital strategy
  • Digital planning
  • Media optimization
  • Google Analysis
  • Google Trends

Data Analysis


  • Power BI
  • Tableau
  • Data Studio
  • Python (entry level)
  • SQL (entry level)

語言


  • English
  • French (entry level)
  • Japanese (entry level)

教育背景 Education

2012 - 2016

輔仁大學

廣告傳播學系

整體 GPA: 3.5/4  大三大四 GPA: 3.7/4 

  • TAA 校園創意提案競賽 佳作 (2015)
  • 時報金犢創意獎 平面設計大專組 入圍 (2014)
  • 擔任廣告傳播學系系學會 總務長 (2013-2014)

Charlotte Lu

  Taipei, Taiwan

  [email protected]

  +886 983 630 688

Media Strategist / Martech / CRM / Digital Marketing
An adwoman with passion to tech and design who used to work as media strategist for Martech and CRM in digital marketing industry.
Proficient in media strategy, planning and executive. I have honed my skill set by providing innovative and efficient digital media solutions for clients from different industries.
I believe creativity can build the intersection of different fields and wield its influence to make the world-changing happen.
I enjoy expanding my comfort zone by stepping out of it.

    


Professional Experience

Media Planner  •  Isobar

Jan 2019 - Dec 2019

Isobar is a global digital agency that delivers experience-led transformation, businesses challenge solution with digital creative using.

  • Key Client: Johnson and Johnson, Clarins, Philips, Pfizer, Chunghua Telecom, Shin Kong Life
  • Achievement: 
    • Proposed a plan with over 2 million NTD media budget successfully in only one meeting by suggesting innovative media technology product using and my department therefore achieved one of the KPI of the year.
    • Collaborated with famous Youtuber and got over 1.9 million views in 10 days on the video, the performance was above average, and the product sales increased as well according to client's feedback.
    • Launched an online product sample campaign and got a 54% offline visit rate during the time of COVID-19. (without COVID-19, the average offline visit rate is 40%)
    • Launched a product sample campaign combining AR in Chatbot, increasing 54% product sample registration redeem rate than the campaign last year.
    • Hosted internship program of our company and supervised intern’s project which was going to present to CEO of Dentsu International (formerly, Dentsu Aegis Network ) in Taiwan.

Planner  •  AAA Taiwan

Mar 2017 - Dec 2018

AAA is Dentsu International's data consulting and CRM agency, has joined Isobar Taiwan to strengthen the global digital agency's marketing offerings in 2019.

  • Key Client : Diageo, Cerebos, PXmart, Align Technology Invisalign, Under Armour, Tomod's
  • Achievement: 
    • Won the pitch with over 4.2 million NTD digital media budget a year.
    • Interviewed client's related departments and their partner agencies then successfully launched a CRM system which made the working process of our client and their partners more efficient.
    • Executed over 15 million NTD annual budget for one of my client's.

Planning Assistant  •  Vizeum

Aug 2015 - Dec 2015

Vizeum is a strategic media agency, designing solutions to accelerate clients’ business growth by leveraging data, media and technology to anticipate, understand and respond to people’s behavior.

  • Key Client: Fubon Group, Taiwan Star Telecom, Bio-essence
    • Provided support to executives and managers.
    • Assisted day to day duties and development of campaigns.
    • Monthly and weekly report data collecting and analyzing.

Intern  •  Dentsu Aegis Network

Jul 2015 - Aug 2015

Dentsu International (formerly, Dentsu Aegis Network) is a global media and digital marketing communications groups that works in 145 countries for over 11,000+ clients. Dentsu International is No.1 in attracting global new business and retaining current clients in COMvergence's study.
It comprises media agencies Carat, dentsu X, and Vizeum, creative and martech agency Isobar, data consulting and CRM agency AAA, and performance marketing agency iProspect.

  • Provided support to executives and managers.
  • Participated in brainstorming and supported develop plan idea.
  • Assisted day to day duties.

Project

Clarins V Protractor

Clarins V Protractor is an AR filter allowed users check their facial shape angle and see the result of using the product easily. Besides, we combined the AR into Facebook Chatbot so that we could collect all the interaction data helping us optimize re-push message and digital content delivery. As a result, Clarins V Protractor created 54% increasing of product sample redeem rate than the campaign last year. 

(click image for case video)

2019 Isobar Internship Program Interview

To host an internship program with digital experience, we turned the formal interview into a series digital experience tasks. The interview was the start of the digital experience to the intern candidates.

(click image for case video)

Muyao 4 Super Playing X Regaine

Collaborated with one of the most popular Youtube show to improve Regaine's shampoo product Pregaine's product awareness. The video got over 1.9 million views in 10 days, the performance was above average, and the product sales increased as well according to client's feedback.

(click image for watching the video)

Clarins Plant Gold Launch 

Collaborated with one of the most influential beauty WOM forum UrCoseme (as know as @cosme Taiwan) with product sample campaign, making our new product Clarins Plant Gold got the 1st place of lotion category ranking and certain product awareness in 2 months. Besides, this campaign achieved 54% offline visit rate during the time of COVID-19. 

(without COVID-19, the average offline visit rate is 40%)

(click image for the latest UrCosme product info page)

Skill

Soft Skills


  • Team Player
  • Adaptability
  • Communication
  • Dynamic Learning
  • Well-organized

Digital Marketing


  • CRM
  • Martech
  • Digital strategy
  • Digital planning
  • Media optimization
  • Google Analysis
  • Google Trends

Data Analysis


  • Power BI
  • Tableau
  • Data Studio
  • Python (entry level)
  • SQL (entry level)

Language


  • English
  • French (entry level)
  • Japanese (entry level)

Education

2012 - 2016

Fu Jen Catholic University

Advertising and Public Relations

Overall GPA: 3.5/4  Junior & Senior GPA: 3.7/4 

  • Honorable Mention of TAA National Creative Strategy Proposal Competition (2015)
  • Award of Nomination of Times Young Creative Award (Print Advertisement College group) (2014)
  • Director of General Affairs of Student Association of Advertising and Public Relations Department (2013-2014)

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