Sheila H.

About

Seasoned marketer with experience in growing DTC brands and building successful email marketing strategies. I’ve worked on everything from launching a business newsletter startup (later transitioned into Finimize) to leading growth initiatives across digital channels like Instagram and YouTube. With a passion for connecting brands to their audiences, I thrive in fast-paced environments and love delivering creative, data-driven results. When I’m not working, you can find me singing, dancing, or exploring new ideas.

Experience

• Growth Marketing Manager · DTC E-COMMERCE STARTUP BRAND06-01-2024

  • Led the launch of a U.S.-focused DTC brand offering innovative consumer products, targeting coffee enthusiasts; launched early-stage paid campaigns on Meta and Google, achieved a 2x CTR and grew ROAS from 0 to 2.5 within 3 weeks • Owned the affiliate marketing program, recruiting and managing influencers, UGC creators, and brand ambassadors, driving organic traffic and building brand trust by showcasing authentic user experiences • Led A/B testing of creatives and landing pages, refining messaging to highlight key product features and customer benefits. Focused on testing various creative formats, including short-form video ads and influencer collaborations, which led to a 50% increase in conversion rates • Developed an SEO strategy through keyword research and blogs, achieving a #1 ranking on Google for branded searches • Implemented Klaviyo to automate and scale email marketing campaigns, driving lead nurturing and improving retention • Leveraged Google Analytics to analyze cross-channel performance, optimizing user journeys to improve conversion rates

• Co-Founder, Product & Growth · Morning Wrap (Business Newsletter Startup, acquired by Finimize & Abrdn))09-01-2020 – 07-01-2022

  • Built and scaled an HTML-based newsletter for young business professionals, reaching 200,000 monthly readers, 20,000 daily subscribers and a total 3+ million email opens through organic channels (primarily through social media and strategic partnerships), becoming the largest business newsletter for MZ generation in Asia • Developed compelling content that resonated with a niche audience, using A/B testing to refine email subject lines, content layout, and calls-to-action, resulting in a 48% average open rate (2.5x industry average) and a 7-10% click-to-open rate (20x industry average) • Optimized the onboarding process for new subscribers by improving landing pages and email flows, boosting conversion rates by 20%; ensured seamless user journeys, resulting in higher email engagement and retention within the first 24 hours • Implemented a referral program that incentivized readers to share content with their networks, achieving a 99.4% retention rate and expanding the subscriber base significantly • Achieved a CPA that was just 10% of the industry average, demonstrating highly efficient customer acquisition strategies that prioritized organic growth and optimized spend • Leveraged analytics tools (Google Analytics, Klaviyo) to track engagement, measure campaign performance, and identify growth opportunities • Led content strategy and collaborated with a team of editors, designers, and digital marketers to ensure alignment across all marketing materials; worked closely with tech teams to integrate new email features and optimize automated workflows, improving user retention and engagement over time

• Senior Business Analyst (Project Manager), Strategy and Change · HSBC08-01-2022 – 12-01-2023

  • Led high-impact initiatives in APAC Global Markets Operations during the global LIBOR-to-RFR transition, managing the roadmap, milestones, and dependencies, coordinating efforts across traders, operations, IT, risk, and compliance teams • Directed the successful transition of derivatives trades, managing all stages from strategic planning to implementation • Collaborated with IT and operations to launch new SaaS features for trade booking software; led the UAT process by developing and documenting user cases for rate product bookings, ensuring IT resolved defects for system reliability • Collaborated cross-functionally and provided project status updates to senior management in London, ensuring prompt communication of key risks and pending decisions; escalated challenges and successfully acquired necessary resources • Trained 10+ staff on the new software features, closing knowledge gaps and streamlining the operational process by 50% • Leveraged SQL for in-depth analysis for IBOR transition strategies, refined legacy code, and made the process 20x faster

• Corporate Sales Analyst · Crédit Agricole CIB03-01-2020 – 09-01-2020

  • Co-managed relationships with over 10 corporate clients, understanding their financial needs and providing tailored FX and rates solutions to manage their interest rate and currency risks • Saved the desk from $100k+ loss by identifying operation risks in trade booking and proposing a solution to management • Worked cross-functionally with internal teams to ensure the smooth execution of trades, proactively addressing issues

Education

• The University of Hong KongBachelor of Economics, Economics | Politics | Finance
• Stanford UniversityHoover Institution Public Policy Boot Camp

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