Joyce Chua

With nearly two decades of experience in executing digital and traditional marketing campaigns, I have a track record in using creative advertising media to drive top-line revenues across sectors. My marketing niche is in jewelry pieces especially artisan pieces that require sophistication, deep product knowledge and an intimate understanding of customer’s desires.

Responsible in assist MoneyMax Jewellery with rebranding with 1st brand celebrity ambassador and new concept store to attract new younger customers. My long-standing managerial experience has given me unique insights into crisis management and stakeholder coordination. During the COVID-19 pandemic, I led rapid response strategy of launching a $500,000 Spend & Redeem Campaign, under the People’s Association, which increased our sales revenue by 31% during a very difficult time. I have experience coordinating across government agencies, publishers, editors, influencers, and media vendors – allowing me to tap on a vast network of affiliates to launch any campaign successfully. Besides, I have helped businesses penetrate regional markets after developing rigorous market and trends research across multiple geographies. For instance, as the Southeast Asia Regional Marketing Manager of Vertu, I implemented omnichannel marketing strategies to penetrate regional markets in alignment with global directives.

My expertise is blending brick-and-mortar and digital experiences to drive positive business outcomes. I am searching for a marketing-centered role where I can be part of a high-performance team to scale marketing outcomes and revenues.

I have nearly two decades of experience in marketing and operations roles, where I have launched large-scale marketing campaigns to drive top-line revenue growth for companies. I am currently the Marketing Manager for MoneyMax Jewellery, previously I’m the Assistant General Manager for eClarity, Marketing Manager for Larry Jewelry International and Regional Marketing Manger in Vertu. In these roles, I led marketing campaigns that directly resulted in significant revenue generation and directed special projects, including regional expansion plans. Besides, in my most recent role at MoneyMax Jewellery, I am responsible to rebrand with 1st celebrity Ambassador YaHui with increase of younger customers and revenue gain. At Eclarity, I was involved with strategic marketing and in-store operations management, provide leadership support and guidance to the team. Strengthen brand values and set strategic goals plus drive operations and performance resulting in market share and profitability.

My deep understanding of Southeast Asian customer preferences across demographics and cultural backgrounds has allowed me to conceptualise branding campaigns that elevate the company’s mindshare among customers. At Larry Jewelry, I was responsible for successfully rebranding the company as Asia’s premium purveyor of fine jewlery. Through rigorous data-driven customer segmentation into consumer habits and market analysis, I hyper-localized our marketing activities. This included a standalone jewelry exhibition that achieved $4M revenue and $800,000 PR value. Similarly, when I was the Regional Marketing Manager at Vertu, I implemented an omnichannel marketing strategy across the region, in alignment with global marketing directives.

I am also very familiar with digital marketing tools and platforms. This includes launching Larry Jewelry’s brand website and implementing their first-ever SEO-driven organic strategy which boosted organic web traffic, maintaining a strong online digital presence. This directly increased our sales revenue by 36%. Most recently at eClarity, I developed an omni-channel performance marketing strategy which boosted our digital presence through webinars and social media ad spends. 

As an experienced manager, I have unique insights into crisis management and stakeholder coordination. As the Assistant Director at People’s Association during the COVID-19 pandemic, I initiated a $500,000 Spend & Redeem Campaign that increased sales revenue by 31%. Our launch team was recognised for our agility in execution under high pressure.

Curtin University of Technology (Marketing & Advertising)