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My time at the ºÚÁÏÍø provided a robust academic foundation, honing my critical thinking and adaptability, essential skills for today’s dynamic professional landscape.

Following my undergraduate studies at Essex, I pursued further specialisation, earning a Master’s in International Management from Imperial College Business School. This advanced degree equipped me with a deeper understanding of global business strategies, complex market dynamics, and advanced management principles, preparing me for leadership roles in an international organisation.

Armed with this enhanced academic background, I began my career at L'Oréal Malaysia and Singapore as a Management Trainee. This initial role offered a broad, immersive understanding of the beauty industry, its diverse brand portfolio, and global operations. This foundational experience then propelled me into my primary role as Assistant B2B E-commerce & Customer Activation Manager, where I directly contribute to L'Oréal’s digital transformation within the professional beauty sector.

In this pivotal role, I’ve been instrumental in optimising our B2B e-commerce platforms and driving effective customer activation strategies. My work centres on ensuring a seamless and engaging digital experience for our professional clientele, such as salons and spas. To achieve this, I undertook several key actions:

B2B Platform Optimisation: I meticulously managed and optimised digital content, collaborating with brand and product teams to ensure accuracy and relevance. I also actively participated in UX/UI enhancements, analysing user feedback and implementing A/B tests to improve site navigation, purchasing flows, and overall usability for our professional partners.

Data-Driven B2B Performance: I was responsible for tracking and analysing key e-commerce metrics (e.g., conversion rates, AOV, traffic) using advanced analytics tools. My role involved translating complex data into actionable insights and strategic recommendations, directly influencing promotional planning and platform development for our B2B channels.

Beyond my core B2B responsibilities, I also contributed significantly to B2C CRM initiatives, particularly for the Kérastase brand. This involved:

Enhancing Direct Consumer Relationships: I was actively involved in developing and implementing CRM strategies aimed at building and nurturing direct relationships with end consumers. This included optimising customer segmentation, personalising communication across various touchpoints (e.g., email, SMS), and contributing to loyalty programme development to drive consumer engagement and repeat purchases for Kérastase.

Through these diverse initiatives, I’ve significantly honed my skills in e-commerce strategy, digital marketing automation, advanced data analysis, and cross-functional project management. Both my undergraduate and postgraduate education truly complemented these practical experiences, allowing me to effectively bridge communication between diverse teams and proactively respond to evolving digital trends with a global perspective. My experience across both B2B platforms and B2C CRM initiatives has provided a truly holistic view of digital customer engagement.

Working at L'Oréal, a global leader, has been an immense learning opportunity, deepening my understanding of the B2B market’s unique demands and the power of digital innovation in fostering strong customer relationships.

For current Essex students, my advice is to embrace continuous learning and cultivate adaptability. Focus on developing skills in critical thinking, data analysis, and communication, and always remain curious about emerging digital trends. Pursuing advanced education or practical experience will undoubtedly broaden your horizons. Networking proactively and exploring diverse opportunities will set you on a successful path.

Thank you again for the opportunity to share my story. I’m truly proud to be an alumna of the ºÚÁÏÍø.