Xi Wang

Marketing Manager at Holt Renfrew

• Lead major brand campaigns targeting Asian customers, which is the largest customer segment at Holts
Key Projects: 
1. With 2022 being the year of the rise of anti-Asian racism, proposed a children's book concept for the 2022 Lunar New Year campaign and project-managed the campaign with all internal teams; achieved over $24,000 in total sales in 3 weeks and donated all proceeds to Project 1907, a charity organization aiming to elevate Asian voices; This campaign has won Silver in Best Branded Content in 2022 Media Innovation Awards. 
2. Proposed and project-managed the Lunar New Year Digital Red Envelope program that generated over 30 Million dollars in total sales from 2018 to 2020; achieved YOY sales increase of 100% in 2019 and 30% in 2020 with decreasing media spend by conducting effective post mortem analysis with data driven learnings on marketing strategy and UX; communicated and aligned program strategy with all departments including finance, legal, IT, store operations, creative, and marketing; this program was Holt Renfrew’s largest sale event in 2019 and 2020
• Build and lead a team of external vendors including graphic designer, media freelancer, developers, and translators to execute WeChat content and key programs
• Build and lead paid media strategy targeting luxury customers in Canada on multiple platforms including Social, GDN, SEM, YouTube, and TikTok
• Oversee the overall digital marketing for beauty category via all organic digital platforms; leverage the merchant priorities and customer insights to develop comprehensive beauty content in collaboration with key stakeholders, including trade marketing, creative, content, and visual merchandising teams
• Manage and own beauty content marketing briefs, workback, and approvals, gathering key information and feedback and delivering it in a succinct and meaningful way

BA, University of Toronto