Geraldine Lai 7A4 Fortune Terrace 4-16 Tak Shing Street Jordan, KLN, Hong Kong [email protected]; Geraldine Lai New York Beauty Examiner Beauty, Wellness, Cosmetics Industry • Social Media Marketing ♦ Capturing Market Share ♦ Increasing Revenue ♦ Improving Profitability ♦ Consumer Experiences A dynamic and results driven Skincare and Cosmetics industry professional with a proven track record of revenue success for over 10 years. I have the ability to multi-task and develop innovative concepts that deliver a high level of motivation among colleagues to engage customers in rewarding retail experiences. A retail/beauty sales and marketing career across store brands such as Harrods, Harvey Nichols, Bergdorf Goodman, Saks, Lane Crawford, Watsons and in Hotels and Spas with Hyatt International, Starwood, and Mandarin. Among leading skincare and cosmetic brands, I have solid work experience with CHANEL, Elizabeth Arden, Erno Lazslo, Estee Lauder, Sothys, Pevonia, Dermalogica and Orlane. Areas of Expertise ♦ Prestige Skincare Experience ♦ Beauty Education ♦ Communication ♦ Luxury Retail Management ♦ Social Media Specialist ♦ Distribution strategy ♦ Identifying Target Markets ♦ Client Satisfaction ♦ Sales & Marketing ♦ Travel Retail ♦ Corporate Networking ♦ Relationship Building ♦ Competitive Intelligence ♦ Brand Development ♦ Planning ♦ Business Plan ♦ Collaboration ♦ Marketing Strategy ♦ Int’l Management ♦ Client Loyalty ♦ Finance ♦ Skincare Strategies ♦ Profit & Loss ♦ Internet Solutions ♦ Leadership ♦ Training ♦ Promotion ♦ Research ♦ Internet ♦ Marketing ♦ Social Media Major Achievements Challenged with a high end ($600) Skin product for Spas on a limited marketing/advertising budget and weak name recognition, I used extensive networking skills to get this product featured and demonstrated on a popular Australian TV show called ‘Current Affair’ at no cost to the brand. This marketing strategy resulted in 800 new client inquiries and USD $1.2M in revenue within two months from airing. Previously the spa's average monthly profit margins were 150%; during the 2-month sales blitz from the media-marketing channel they increased to 600%. Challenged by a spa/educational institution being lost in the Google search engine results, I focused on improving the SEO researched ideal industry keywords and improved results so that the business earned a ‘page one’ ranking for Google's organic search results without any cost. In addition, the business remained on ‘page one’ search results right next to the giants in the spa industry. Conservatively this saved the company $2,500 per month or $30,000 USD per year in Internet Marketing fees. Handpicked by CHANEL USA to be the fully trained retail skin care manager for the development of CHANEL Retail Spas, engaged to maximize customer retention and employee sales performance during the GFC (Global Financial Crisis) in 2009. CHANEL’s goal was to bring a high profit line of Sublimage to the forefront on their existing color cosmetic clients through master classes, across the New York State area. Challenged with need for an entirely new marketing channel for a new Pure Skin Training Program to generate new business, I targeted elite branded clients for marketing partnerships. Geraldine Lai Page 1 of 2 Curriculum Vitae By networking through Park Hyatt Headquarters in Hong Kong, I established a relationship with a General Manager in Melbourne, Australia which resulted in two years of steady work training, educating and supplying Pure Skin training and products to the Park Hyatt Spa. Even more importantly, by signing on the prestigious Park Hyatt as a client, other potential clients simply followed their example and signed right up. In New York at the Erno Lazslo retail spa at Bergdorf Goodman. Launching a new product line in the beauty room, to build back revenue loss in the recent down turn, improve protocols for clients that offer a truly professional experience. Focus on the client experience for their interaction with the team to exceed the standards of the Retail Beauty Department. Challenged with 34% occupancy rate while working for Hyatt Hotels in Hong Kong as Director of Marketing, I identified new profitable target markets for the property in Macau those who were not the traditional Hyatt client. After targeting young upscale travelers and corporate groups instead, I began a successful marketing partnership with a direct communications & Public Relations Company, a fine jeweler, and a major airline training program then in nine months we were at 78% occupancy. By using these marketing partnerships in lieu of traditional advertising we easily saved the Hotel $250,000 in USD. Professional Experience Social Media Marketing Beauty New York, Australia, Hong Kong 2008 – Present Conceptualized and launched ‘A Beauty Feature’, comprising of key Social Media activities across diverse social network platforms. Launched ‘A Beauty Feature’ Blog site, currently attracting in access of 56,000 page view per month. A beauty industry journalist, contributing original material to The Examiner.org - an online US publication with 165 million page views per month and 18.5 million subscribers. Weekly assignments cover skincare ingredients, Beauty Brand Events & Trade Shows, Indie Beauty Brands across the US, NYC, HKG and AUS Beauty, Wellness Educator & Director Australia, Chicago, New York 2003-2008 Victoria University (Melbourne, Australia) lecturer in Skin Care for beauty therapist students. Director of Pure Skin Institute, a privately owned spa school training business owners responsible for the opening and development of Hotel/Spa/Salon totaling 178 spas, salons and retail locations. Based in NYC, joined extensive business teams in supporting their trade shows, spa and retail locations. Additional Experience Management Roles in Skincare and Cosmetics - held several managerial positions in London, Hong Kong, New York. Business Manager and area representative in London, cosmetic buyer Hong Kong, independent spa therapist for retail and professional trade show events in New York, brands Estee Lauder, Revlon Int’l, Elizabeth Arden. Hospitality Management – held various Sales & Marketing management positions in Hong Kong, China, Malaysia, USA, and Australia. An accomplished ‘Director of Sales & Marketing’ for several leading hotel brands, with extensive pre-opening experiences writing SOP’s for spas, salons retail outlets. Education, Training and Licenses State of California, USA –Licensed in Esthetics 2010 State of New York, USA -- Licensed in Esthetics 2009 State of Illinois, USA -- Licensed Esthetics Teacher 2007 Sothys Paris Institute, Paris, France – Marketing Brands & Institute Skin Treatments 2006 Victoria University, Melbourne, Australia – Diploma for Assessment and Workplace Teaching 2005 Victoria University, Melbourne, Australia – Diploma for Beauty Therapy 2003 Cornell University's School of Hotel Administration, Ithaca, NY 1987 – 1989 Geraldine Lai Page 2 of 2