孫書恩 Leo Sun

Marketing Lead(Analysis, Strategy, CRM) | Taipei Market Team | IKEA                                  12/2023-Present
• Market analysis and customer insights: Analyze market trends and competitor activity, define local customer profiles and shopping behaviors within the Primary Market Area (PMA), identify new growth areas and potential risks, develop key marketing initiatives and propose actionable recommendations.
• Commercial strategy and execution: Collaborate with commercial leaders to define business goals, marketing strategy and budgeting process. Strengthen the commercial calendar, devise integrated marketing campaigns based on financial simulations, and utilize different media mixes and in-store commercial activities to maximize brand awareness, traffic/visitation and sales for IKEA's greater Taipei market(5M+ population). Evaluate campaign performance and highlight findings. 
• CRM and member loyalty: Work on CRM projects to drive member activation, engagement and loyalty based on customer status and behavior data, optimizing marketing effectiveness and ROI.

Commercial & Experience Architect and Marketing Lead | Innovation Team | IKEA          11/2022-11/2023

Commercial launch and go-to-market strategy of IKEA's new B2B Rental business: 
• Market research and Competitive analysis: Identify the needs and challenges of companies for furniture solutions. Analyzed the competitive landscape and developed differentiation strategies.
• Product positioning and Pricing strategies: Defined core value propositions, translated features into tangible benefits and developed pricing schemes based on service offerings. 
• Customer Experience and Customer Success: Held experience workshops, mapped customer journeys, improved process efficiencies, and developed service capabilities to meet customer expectations.
• Marketing strategies and UI/UX improvements: Multichannel marketing and messaging, set campaign budgets and timelines, achieved average monthly 1.3 million imp. and 1.1 million reach through social media. Improved website layout and SEO, keywords ranked top 3, created new 2,500-3,500 monthly organic traffic. 
• MQL and Account Management: Built lead-gen mechanisms and generated avg. monthly 10+ organic biz inquiries, 50+ effective leads within 4 months. Nurtured relationships with potential customers and handed off qualified leads to the Key Accounts team. 
• Stakeholder management: Managed media agency, fostered relationships with cross-functional teams and store contacts, and provided training to relevant parties. 
• Data Analysis and Reporting: Implement digital dashboards and performance reports with Data team and media agency. Presented key findings to management and stakeholders. 

Innovation and Transformation Projects: 
• Adopt innovation framework to discover issues, define problems and test initiatives to achieve business goals and transformation agenda, improved 25-30% operation efficiency and monthly cost savings.
• Explore vendors and technologies in the market and work on stakeholders' alignment and buy-in to adopt new ways of working and innovative solutions for organization-wide change.

Founder | MACA & MORA Boutique Ltd.                                                                                             08/2021-08/2022

• Brand creation and marketing strategy: Created brand guidelines and communication assets (e.g. logos, packaging, collaterals) with an external agency. Created company website and optimized UI/UX. Grew brand awareness through micro-influencers, word-of-mouth and social media.
• Product development and Customer experience: Developed prototype and arranged interviews with pet owners, generated product specs and requirements based on feedback, and went through multiple iterations to adopt customer needs into product features.
• Procurement and SCM: Sourced manufacturers and built supplier relationships, managed entire procurement and supply chain process.
• Business development: Business pitch to pet stores, pet salons and pet e-commerce platforms.

Marketing and Digital Project Manager|CRM Division| E.SUN Commercial Bank                 01/2021-04/2021

• Customer profitability campaigns: Led 4 product marketing teams with a total of 12 members, initiated customer profitability projects based on customer profile and transaction data analysis. Devised marketing communication strategies and unique product/service offerings, resulting in 10-20% growth in product sales and transaction volume.
• Customer loyalty project: Collaborated on the e.Fingo digital membership project, developed member incentives to increase product cross-selling and customer engagement, which led to 15-25% growth in no. of products/services adopted per customer and bank app usage frequency.
• Adopted marketing data automation mechanisms to alleviate operational bottlenecks, increased efficiency by 50%.

Assistant Marketing and Experience Manager|CRM Division | E.SUN Commercial Bank   03/2019-12/2020
• Customer experience: Led CX projects to drive customer lifetime value(CLV), e.g. integrated digital application process for bank accounts and credit cards, simpler procedure to drive customer digital adoption rate, instant virtual card issuance and setup in payment apps, etc., contributed to cost savings of over USD$500K/year.
• Stakeholder management and Integrated marketing: Managed relationships with media agency and social media platform contacts, optimized USD$250K+ ad campaign budget by leveraging best practices with Google and DentsuMB. Delivered integrated marketing campaigns for key product launches, resulted in over 500K applications within 6 months for 2 new card products and grew Pi card accumulated issuance volume to over 1M.
• Collaborated with the credit-card division on the "Working towards a better life together" branding campaign, fostered brand awareness and campaign video generated over 1.5M views on Youtube.
• Worked with MarTech and Analytics teams, utilizing GA and Tableau to produce data dashboards.

Senior Marketing Specialist|Digital Banking Division|E.SUN Commercial Bank                  07/2016-02/2019
• Customer engagement and conversion: Increased online application for credit card and bank accounts through utilizing GA and GTM to analyze & optimize owned media, social media, paid ads; produce webpage wireframes and modify layout/content using HTML/CSS/Javascript. Resulted in 150~200% YoY increase in online card applications for 2 consecutive years and 20-30% growth in card spending in partnership channels for major events.
• Partnered with Analytics team on Data Visualization project, utilizing Data Studios for report dashboards, reduced data reporting process timeline by 40~50%.
• Utilized AI Chatbot to promote credit card products through conversational social campaigns.

Digital Marketing Intern | 17FIT                                                                                                           09/2015-03/2016

17FIT initially provided a subscription-based online fitness membership service, but later pivoted to become a digital backend management software provider(SaaS).

• Drove traffic to 200+ fitness studios and increased class bookings by 15-20% through collaborating with studios on the 17FIT platform curating a "Fitness Knowledge" campaign sharing short-form videos and posts on fitness teachings and demos through the company's FB fanpage and membership EDMs, fanpage size grew 70%.

• Sponsorships, exchange of marketing resources and promotional campaigns with sports goods and beauty appliances, increasing website traffic by 20~25%.