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I’m a fashion marketing, digital, and e-commerce specialist with 10+ years of experience building and scaling brands across the full customer journey—from campaigns and content production to CRM, paid media, and on-site merchandising. I enjoy turning creative concepts into performance outcomes, whether that’s launching product campaigns, optimizing email flows, or improving UX and conversion on Shopify sites. I’ve led integrated marketing efforts spanning owned EDM, social and influencer marketing, and paid advertising on Meta, while also supporting PR, events, and in-store activations. From fashion direction and photo/video production to forecasting, merchandising, and copywriting, I bring a hands-on, data-informed approach that helps brands grow revenue and strengthen customer retention.…I’m a fashion marketing, digital, and e-commerce specialist with 10+ years of experience building and scaling brands across the full customer journey—from campaigns and content production to CRM, paid media, and on-site merchandising. I enjoy turning creative concepts into performance outcomes, whether that’s launching product campaigns, optimizing email flows, or improving UX and conversion on Shopify sites. I’ve led integrated marketing efforts spanning owned EDM, social and influencer marketing, and paid advertising on Meta, while also supporting PR, events, and in-store activations. From fashion direction and photo/video production to forecasting, merchandising, and copywriting, I bring a hands-on, data-informed approach that helps brands grow revenue and strengthen customer retention.

Kristel Halim

Digital Marketer, Content Producer, Social Media Manager, +1

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I’m a fashion marketing, digital, and e-commerce specialist with 10+ years of experience building and scaling brands across the full customer journey—from campaigns and content production to CRM, paid media, and on-site merchandising. I enjoy turning creative concepts into performance outcomes, whether that’s launching product campaigns, optimizing email flows, or improving UX and conversion on Shopify sites. I’ve led integrated marketing efforts spanning owned EDM, social and influencer marketing, and paid advertising on Meta, while also supporting PR, events, and in-store activations. From fashion direction and photo/video production to forecasting, merchandising, and copywriting, I bring a hands-on, data-informed approach that helps brands grow revenue and strengthen customer retention.…I’m a fashion marketing, digital, and e-commerce specialist with 10+ years of experience building and scaling brands across the full customer journey—from campaigns and content production to CRM, paid media, and on-site merchandising. I enjoy turning creative concepts into performance outcomes, whether that’s launching product campaigns, optimizing email flows, or improving UX and conversion on Shopify sites. I’ve led integrated marketing efforts spanning owned EDM, social and influencer marketing, and paid advertising on Meta, while also supporting PR, events, and in-store activations. From fashion direction and photo/video production to forecasting, merchandising, and copywriting, I bring a hands-on, data-informed approach that helps brands grow revenue and strengthen customer retention.

Available to hire

I’m a fashion marketing, digital, and e-commerce specialist with 10+ years of experience building and scaling brands across the full customer journey—from campaigns and content production to CRM, paid media, and on-site merchandising. I enjoy turning creative concepts into performance outcomes, whether that’s launching product campaigns, optimizing email flows, or improving UX and conversion on Shopify sites.

I’ve led integrated marketing efforts spanning owned EDM, social and influencer marketing, and paid advertising on Meta, while also supporting PR, events, and in-store activations. From fashion direction and photo/video production to forecasting, merchandising, and copywriting, I bring a hands-on, data-informed approach that helps brands grow revenue and strengthen customer retention.

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Work Experience

Senior Marketing Specialist at Lulu Zagame

September 1, 2024 - June 1, 2026

Led and executed integrated marketing campaigns across digital, social, paid ads, and e-commerce channels. Owned EDM strategy including campaign planning, automation, and performance optimization. Planned and created visual content and creative assets across all brand touchpoints (including AI-generated content). Managed a multi-currency Shopify website, including UX and on-site merchandising improvements, and drove e-commerce performance through ongoing site management, content updates, and conversion optimization. Designed and optimized paid advertising campaigns on Meta (creative, targeting, performance). Strengthened customer retention and engagement through CRM initiatives and responsive customer communication.

Marketing, Social Media, PR and E-commerce (EOS Footwear & Los Cabos Shoes) at Urban Shoemakers

December 1, 2023 - May 1, 2024

Strategically managed social media platforms for multiple brands to drive customer engagement, brand awareness, website traffic, and revenue. Created brand-specific creative content for social media and website channels. Developed marketing, PR, and social media strategies including brand partnerships, media relations, influencer marketing, and community management. Redeveloped and built new Shopify websites for brands; managed and optimized website content (homepage, content, products, blog) on an ongoing basis for on-site promotions, new arrivals, and new campaigns. Planned and delivered EDM campaigns aligned with brand and promotional calendars. Wrote and optimized copy for website content, product descriptions, EDM campaigns, and social media. Planned and executed campaign product productions (e-commerce and campaign photoshoots). Produced weekly and monthly reporting on marketing, social media, and EDM performance.

E-commerce Coordinator at Blue Illusion

January 1, 2023 - November 1, 2023

Managed all product-related content on the website to ensure product and content optimization for the customer journey. Oversaw Google Business Profile management and optimization. Improved product filtering, categorisation, and search functionality to enhance usability and improve search results. Curated product recommendations and merchandising placements to support upselling. Monitored customer reviews and fed back insights on products and site performance; optimized site merchandising based on sell-through. Supported the full product lifecycle from new arrivals through promotions and sales. Managed the brand’s digital showroom and PR content through Flaunter.

Founder | Creative Director at BRIER LABEL

September 1, 2018 - November 1, 2022

Founded and scaled a DTC fashion brand, leading marketing, brand strategy, e-commerce, and commercial operations. Developed and executed integrated campaigns across social media, influencer marketing, PR, and digital channels. Managed end-to-end campaign execution including product launches, seasonal promotions, and business-aligned activities. Mentored and coordinated a team across social media operations and production while liaising with external agencies, suppliers, media, and partners. Built and managed influencer and PR partnerships; developed brand identity and creative direction; and conceptualized, shot, edited, and produced content for campaign, e-commerce, and social channels. Designed, built, and managed the e-commerce website on Wix, covering UX, merchandising, product listings, and website updates; supported product development, pricing strategy, inventory planning, and promotional activities.

Marketing and PR Coordinator at Pomelo Fashion

November 1, 2016 - September 1, 2017

Planned and executed marketing campaigns, press events, fashion shows, and influencer activations. Coordinated and planned overseas influencer trips in collaboration with Pomelo Thailand HQ. Managed media outreach and maintained relationships with press and brand partners. Monitored marketing budgets and evaluated campaign performance. Analyzed slow-moving stock and implemented marketing strategies to improve sell-through. Developed partner concepts and supported negotiations with external partners.

Buyer and Merchandising Planner for Armani Jeans at Armani Exchange (Armani Jeans)

May 1, 2015 - November 1, 2016

Managed stock allocation and replenishment across stores nationwide. Planned monthly sales targets by store, including OTAs and sell-through analysis. Developed pricing and markdown strategies, and promotional planning. Coordinated seasonal buying with Armani Group principal in Hong Kong for menswear and womenswear. Planned annual inventory movement together with the Brand VP. Coordinated with shopping malls on new store openings and expansion plans, and supported retail teams across multiple nationwide locations.

Merchandising Executive at Hermès / Petit Bateau / Glow Living Beauty

April 1, 2014 - April 1, 2015

Analyzed market trends, sell-through, and competitor activity to support merchandising decisions. Managed merchandise assortment and allocation across stores nationwide. Maintained stock levels and replenishment across seasons, categories, and locations. Monitored sales performance and prepared reports to inform buying and planning. Built and maintained relationships with beauty brand partners and suppliers (including YSL, Dior, and Lancôme under L’Oréal). Coordinated in-store events and brand activations.