Elgena Lim
Overview
10
10
years of professional experience
Work History
Assistant Marketing Manger
Novela International Pte Ltd
05.2023 - Current
- Lead 360° omnichannel marketing across retail, e-commerce, CRM, and social media, driving consistent brand experiences, and customer loyalty.
- Strengthen Novela’s market position as Singapore homegrown beauty retailer by aligning campaigns with consumer trends, seasonal demand, and festive peaks.
- Planned and executed multiple retail campaigns that delivered significant sales uplift and engagement — including Member’s Day activations, SG60 Campaign (+80% sales vs BAU), Atrium Sale, First Beauty Expo in Singapore. Achieved S$5M quarterly retail sales across 7 stores through strong campaign performance.
- Drive brand partnerships and launches (By Terry, Elizabeth Arden, Chloé, Hugo Boss, L’Oréal Professionnel & many more) through impactful retail animations campaign, beauty workshops, KOLs campaigns.
- Oversee digital strategy and performance marketing, including content, paid ads, and influencer collaborations across TikTok, Instagram, Facebook, WeChat, and XiaoHongShu.
- Optimize customer acquisition and retention through CRM insights, purchase behavior analysis, and targeted loyalty campaigns.
- Successfully opened 2 new retail outlets (Tampines 1 and Paya Lebar Quarter), overseeing launch marketing strategies that drove strong footfall and membership growth.
- Manage marketing budgets and vendor partnerships to deliver cost-efficient activations while maintaining premium brand standards.
Marketing Specialist
MoneyMax Jewellery Pte Ltd
07.2021 - 05.2023
- Developed and executed integrated marketing strategies across 48 retail outlets to drive sales, customer acquisition, and brand visibility.
- Planned and executed Lucky Draw campaigns, roadshows, and warehouse sales to increase sales and incentivize customer engagement.
- Partnered closely with store managers and mall stakeholders to ensure campaign alignment and consistent brand communication at retail touchpoints.
- Managed marketing budgets and expenses across campaigns, ensuring efficient allocation and measurable ROI.
- Coordinated product, model, and celebrity shoots for commercials and marketing collaterals, ensuring alignment with brand strategy and timely delivery.
- Developed social media strategies and content calendars, overseeing content creation for Facebook and Instagram to grow brand presence.
- Ensured consistent brand messaging across all digital and offline channels through close collaboration with external PR and media partners.
Senior Marketing Executive
Tai Wah Distributors Pte Ltd
12.2015 - 06.2021
Timeline
Assistant Marketing Manger
Novela International Pte Ltd
05.2023 - Current
Marketing Specialist
MoneyMax Jewellery Pte Ltd
07.2021 - 05.2023
Senior Marketing Executive
Tai Wah Distributors Pte Ltd
12.2015 - 06.2021