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Hi I'm Felicia. A strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across APAC. Proven success driving customer acquisition, brand equity and brand loyalty through 360 marketing strategies such as PR, social media strategy, digital marketing, CRM, influencer partnerships/ sponsorships, paid advertising, event management and 360 brand architecture. Reflecting my deep commitment to marry brand strategy with business metrics through community engagement, and brand advocacy. At The Body Shop, lululemon, and Estee Lauder, I’ve driven breakthrough growth by aligning global brand vision with market nuances — delivering up to 85,000 social media follower growth, 260% sales uplift, and a 50% lift in brand equity among younger audiences. Led integrated brand strategy, governance frameworks, and cross-functional execution across marketing, product and customer experience I believe in collaborative leadership that fosters autonomous performance culture with matrixed teams - developed through mentorship, strategic alignment, and data-driven decision-making.…Hi I'm Felicia. A strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across APAC. Proven success driving customer acquisition, brand equity and brand loyalty through 360 marketing strategies such as PR, social media strategy, digital marketing, CRM, influencer partnerships/ sponsorships, paid advertising, event management and 360 brand architecture. Reflecting my deep commitment to marry brand strategy with business metrics through community engagement, and brand advocacy. At The Body Shop, lululemon, and Estee Lauder, I’ve driven breakthrough growth by aligning global brand vision with market nuances — delivering up to 85,000 social media follower growth, 260% sales uplift, and a 50% lift in brand equity among younger audiences. Led integrated brand strategy, governance frameworks, and cross-functional execution across marketing, product and customer experience I believe in collaborative leadership that fosters autonomous performance culture with matrixed teams - developed through mentorship, strategic alignment, and data-driven decision-making.

Felicia Sun

Marketing Consultant, Social Media Manager, Content Strategist, +3

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Hi I'm Felicia. A strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across APAC. Proven success driving customer acquisition, brand equity and brand loyalty through 360 marketing strategies such as PR, social media strategy, digital marketing, CRM, influencer partnerships/ sponsorships, paid advertising, event management and 360 brand architecture. Reflecting my deep commitment to marry brand strategy with business metrics through community engagement, and brand advocacy. At The Body Shop, lululemon, and Estee Lauder, I’ve driven breakthrough growth by aligning global brand vision with market nuances — delivering up to 85,000 social media follower growth, 260% sales uplift, and a 50% lift in brand equity among younger audiences. Led integrated brand strategy, governance frameworks, and cross-functional execution across marketing, product and customer experience I believe in collaborative leadership that fosters autonomous performance culture with matrixed teams - developed through mentorship, strategic alignment, and data-driven decision-making.…Hi I'm Felicia. A strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across APAC. Proven success driving customer acquisition, brand equity and brand loyalty through 360 marketing strategies such as PR, social media strategy, digital marketing, CRM, influencer partnerships/ sponsorships, paid advertising, event management and 360 brand architecture. Reflecting my deep commitment to marry brand strategy with business metrics through community engagement, and brand advocacy. At The Body Shop, lululemon, and Estee Lauder, I’ve driven breakthrough growth by aligning global brand vision with market nuances — delivering up to 85,000 social media follower growth, 260% sales uplift, and a 50% lift in brand equity among younger audiences. Led integrated brand strategy, governance frameworks, and cross-functional execution across marketing, product and customer experience I believe in collaborative leadership that fosters autonomous performance culture with matrixed teams - developed through mentorship, strategic alignment, and data-driven decision-making.

Available to hire

Hi I’m Felicia. A strategic brand and communications expert with 18 years’ experience building lifestyle and beauty brands across APAC. Proven success driving customer acquisition, brand equity and brand loyalty through 360 marketing strategies such as PR, social media strategy, digital marketing, CRM, influencer partnerships/ sponsorships, paid advertising, event management and 360 brand architecture. Reflecting my deep commitment to marry brand strategy with business metrics through community engagement, and brand advocacy.

At The Body Shop, lululemon, and Estee Lauder, I’ve driven breakthrough growth by aligning global brand vision with market nuances — delivering up to 85,000 social media follower growth, 260% sales uplift, and a 50% lift in brand equity among younger audiences. Led integrated brand strategy, governance frameworks, and cross-functional execution across marketing, product and customer experience

I believe in collaborative leadership that fosters autonomous performance culture with matrixed teams - developed through mentorship, strategic alignment, and data-driven decision-making.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

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.