Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

Hi, I’m Felicia Sun, a strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across international retail brands. My strengths lie in architecting 360 marketing strategies spanning PR, social media, digital marketing, CRM, influencer partnerships, paid media, events. I’m committed to marrying brand strategy with business metrics through community engagement and brand advocacy. In my leadership, I champion collaborative, autonomous teams and data-driven decision-making to deliver measurable growth. At The Body Shop, lululemon, and Estee Lauder, I’ve aligned global brand vision with market nuance—fueling breakthrough growth such as 85,000 social followers gained, 260% sales uplift, and a 50% lift in brand equity among younger audiences.…Hi, I’m Felicia Sun, a strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across international retail brands. My strengths lie in architecting 360 marketing strategies spanning PR, social media, digital marketing, CRM, influencer partnerships, paid media, events. I’m committed to marrying brand strategy with business metrics through community engagement and brand advocacy. In my leadership, I champion collaborative, autonomous teams and data-driven decision-making to deliver measurable growth. At The Body Shop, lululemon, and Estee Lauder, I’ve aligned global brand vision with market nuance—fueling breakthrough growth such as 85,000 social followers gained, 260% sales uplift, and a 50% lift in brand equity among younger audiences.

Felicia Sun

Marketing Consultant, Social Media Manager, Content Strategist, +7





Hi, I’m Felicia Sun, a strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across international retail brands. My strengths lie in architecting 360 marketing strategies spanning PR, social media, digital marketing, CRM, influencer partnerships, paid media, events. I’m committed to marrying brand strategy with business metrics through community engagement and brand advocacy. In my leadership, I champion collaborative, autonomous teams and data-driven decision-making to deliver measurable growth. At The Body Shop, lululemon, and Estee Lauder, I’ve aligned global brand vision with market nuance—fueling breakthrough growth such as 85,000 social followers gained, 260% sales uplift, and a 50% lift in brand equity among younger audiences.…Hi, I’m Felicia Sun, a strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across international retail brands. My strengths lie in architecting 360 marketing strategies spanning PR, social media, digital marketing, CRM, influencer partnerships, paid media, events. I’m committed to marrying brand strategy with business metrics through community engagement and brand advocacy. In my leadership, I champion collaborative, autonomous teams and data-driven decision-making to deliver measurable growth. At The Body Shop, lululemon, and Estee Lauder, I’ve aligned global brand vision with market nuance—fueling breakthrough growth such as 85,000 social followers gained, 260% sales uplift, and a 50% lift in brand equity among younger audiences.

Available to hire

Hi, I’m Felicia Sun, a strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across international retail brands. My strengths lie in architecting 360 marketing strategies spanning PR, social media, digital marketing, CRM, influencer partnerships, paid media, events. I’m committed to marrying brand strategy with business metrics through community engagement and brand advocacy.

In my leadership, I champion collaborative, autonomous teams and data-driven decision-making to deliver measurable growth. At The Body Shop, lululemon, and Estee Lauder, I’ve aligned global brand vision with market nuance—fueling breakthrough growth such as 85,000 social followers gained, 260% sales uplift, and a 50% lift in brand equity among younger audiences.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Chinese

Advanced

Work Experience

Brand Strategy / Freelance Brand Manager at Fractional Marketing

September 1, 2024 - October 28, 2025

Drive brand strategies for digital-first start-ups, adapting content for Gen Z and Millennials across X, Facebook, Instagram, and TikTok to drive traffic, leads and e-commerce conversions. Develop brand architecture and execute full-stack marketing including social, influencer relations, partnerships, and CRM. Create short-form video content and strategic storytelling that bridge cultural trends with platform optimization to drive virality and lead generation.

Head Of Brand And Activation at The Body Shop Singapore

April 1, 2024 - April 1, 2024

Repositioned brand for Gen Z consumers with a 50% lift in brand equity, leveraging CRM insights, ambassador programs, and cross-channel narrative development. Drove 300% increase in digital engagement through purpose-led beauty advocacy campaigns across Instagram, TikTok, and YouTube, in collaboration with beauty KOLs. Managed a $2M+ marketing budget across email, paid media, SEO, influencer partnerships, PR, and events—delivering 8% incremental revenue. Grew customer acquisition by 110% while maintaining 80% retention, through loyalty-led lifecycle marketing. Localized global brand platform and toolkits scalable for eComm, retail, and CRM. Managed 2 FTE and collaborated cross-functionally across departments.

Brand And Community Manager – South East Asia at lululemon athletica

September 1, 2021 - September 1, 2021

Pioneered SEA brand with full-cycle campaign execution; achieved 108% traffic growth and over 260% increase in launch weekend sales. Served as regional lead between global HQ and local markets, ensuring brand consistency and cultural relevance in campaign delivery across SEA. Launched and grew social media accounts in 2 markets to 30,000 on FB, 40,000 on IG and 15,000 on Strava, with locally relevant activations, influencer partnerships, and storytelling optimized by social metrics. 5X store traffic driven by integrated 360 campaigns with paid media, influencer marketing, PR, and community experiences. Mentored cross-functional remote teams and aligned market execution with global brand objectives.

Marketing Manager: Clinique at Estee Lauder Cosmeceuticals Pte Ltd Singapore

December 31, 2013 - December 31, 2013

Drive double-digit business growth with 360 brand experiences to engage target audience online to offline. Responsibilities included sample forecasting, pricing, trade partnerships, promotions, visual merchandising, events, CRM, PR, online and offline communications. End-to-end campaign planning, budgeting, execution and ROI analysis to drive commercial success with 360 brand experiences. Strategic P&L management and vigilant budgeting. Launched new media initiatives with more than 200% increase in consumer engagement and acquisition on Facebook since Sept 2012. Progressed from Marketing Executive to Senior Marketing Executive to Marketing Manager by 2012.

Advertising and Promotions Executive at Jay Gee Enterprises Pte Ltd

October 1, 2009 - October 1, 2009

Led marketing strategies for 3 Luxury Brands: Aigner, Giuseppe Zanotti and The Metropolitan Museum of Art Store. Defined, executed and analyzed all marketing plans, branding strategies, visual merchandising, sales promotions, advertising, events and PR activities for 3 brands across 6 store locations. Built and maintained sponsor and promotional partner relationships. Won Best New Comer in 2008’s Singapore Retailer Association Awards with PR strategy for Giuseppe Zanotti.

Freelance Marketing Consultant at Freelance Marketing (Singapore)

September 1, 2024 - Present

Drive brand strategies for digital-first startups, adapting content for Gen Z and Millennials across Facebook, LinkedIn, Instagram, and TikTok to drive traffic, leads and conversions on e-commerce. Develop brand architecture and execute full-stack marketing strategies for startups, including social media, influencer relations, partnerships, and community management. Create short-form video content and storytelling bridging cultural trends with platform optimization to drive virality and lead generation.

Head Of Brand And Activism at The Body Shop Singapore

October 1, 2021 - April 1, 2024

Repositioned the brand for Gen Z with a 50% lift in brand equity; restructured social channel strategy and delivered purpose-led beauty advocacy campaigns across Instagram, TikTok, and YouTube with KOL partnerships. Managed a $2M+ marketing budget, executing full-funnel campaigns across email, paid media, SEO, influencer partnerships, PR, and events—driving 8% incremental revenue. Grew customer acquisition by 110% while maintaining 80% retention; localized brand platform in partnership with global HQ and developed scalable campaign toolkits; supervised 2 marketing FTE and cross-functional collaboration.

Brand And Community Manager – South East Asia at lululemon athleisure

July 1, 2014 - September 1, 2021

Pioneered the SEA brand with full-cycle campaign execution, achieving 108% traffic growth and 260%+ launch weekend sales. Led regional social media growth to 30k Facebook, 40k Instagram and 15k Strava followers across markets, with locally relevant activations, influencer partnerships and data-driven storytelling. Drove 5x store traffic through integrated 360 campaigns and mentored cross-functional remote teams.

Marketing Manager: Clinique at Estee Lauder Cosmeceuticals Pte Ltd Singapore

October 1, 2009 - December 1, 2013

Delivered double-digit business growth through 360 brand experiences online and offline. Responsibilities included sample forecasting, pricing, trade partnerships, promotions, visual merchandising, events, CRM, PR, and integrated communications. Led end-to-end campaign planning, budgeting and ROI analysis. Managed strategic P&L and launched new media initiatives resulting in over 200% increase in consumer engagement and acquisition on Facebook since Sept 2012. Progressed from Marketing Executive to Senior Marketing Executive to Marketing Manager by 2012.

Advertising and Promotions Executive at Jay Gee Enterprises Pte Ltd

October 1, 2008 - October 1, 2009

Led marketing strategies for 3 luxury brands (Aigner, Giuseppe Zanotti, The Metropolitan Museum of Art Store) across 6 stores. Defined and executed marketing plans, branding strategies, visual merchandising, sales promotions, advertising, events, and PR; built and maintained sponsor and promotional partnerships. Won Best New Comer in 2008 Singapore Retailer Association Awards for PR strategy for Giuseppe Zanotti.

Freelance Brand & Marketing Consultant at Independent / Freelance

September 1, 2024 - Present

Drive brand strategies for digital-first startups, adapting content for Gen Z and Millennials across social platforms to drive traffic, leads and e-commerce conversion. Develop brand architecture and execute full-stack marketing strategy including social media, influencer relations, partnerships and community management. Create short-form video content and strategic storytelling bridging cultural trends with platform optimization to drive virality and gather leads.

Brand And Community Manager – South East Asia at lululemon athletica

July 1, 2014 - September 30, 2021

Pioneered brand in SEA with full-cycle campaign execution - achieved 108% traffic growth and over 260% increase in launch weekend sales. Acted as key regional lead between global HQ and local markets, ensuring brand consistency and cultural relevance in campaign delivery across SEA. Launched and grew social media accounts in 2 markets to 30,000 on FB, 40,000 on IG and 15,000 on Strava, with locally relevant activations, influencer partnerships and storytelling optimized by social metrics. 5X store traffic driven by integrated 360 campaigns with paid media, influencer marketing, PR, and community experiences. Collaborated with global product and brand teams to adapt messaging and content across markets. Mentored cross-functional remote teams (1 FTE + 7 dotted-line reports).

Marketing Manager: Clinique at Estee Lauder Cosme & Co (Clinique)

October 1, 2009 - December 31, 2013

Drive double digit business growth with 360 brand experiences to engage target audience online to offline. End-to-end campaign planning, budgeting, execution and ROI analysis. Strategic P&L management. Launched new media initiatives with >200% increase in consumer engagement and acquisition on Facebook since Sept 2012. Career progression from Marketing Executive to Senior Marketing Executive to Marketing Manager.