This document contains a summary of Stella Jamie Lui's qualifications and work experience. It summarizes her 10 years of experience in marketing and media across both client and agency roles in Singapore and China. She currently works as a Digital Partner at Mindshare Shanghai, where she leads a team responsible for Nike's digital strategies in China, including innovations in social and mobile advertising. Previously she held roles like Digital Director at Starcom Shanghai and Brand Leader at Initiative Singapore.

1. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 1 -
Paul Arden
Whatever You Think Think the Opposite
“WHAT
IS
A
GOOD
IDEA?
One
that
happens
is.
If
it
doesn’t,
it
isn’t.”
Even
a
bad
idea
that
happens
is
Even
a
bad
idea
that
happens
is
better
than
a
“good
idea”
that
better
than
a
“good
idea”
that
doesn’tdoesn’t

2. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 2 -
Personal
DetailsPersonal
Details
Address:
500弄，常德路，静安枫景苑，8号楼，5C室，静安区，Shanghai,
China
Date
of
Birth:
17th
April
1980
(32
Years
Old)
Nationality:
Singaporean
Race:
Chinese
(Cantonese/Hainanese)
Summary
ofSummary
of
Qualifications
Qualifications
• 10
years
of
marketing
&
media
experience
with
both
client
&
agency
experience;
with
(Singapore
Tourism
Board)
to
top
MNC
agencies
managing
portfolios
ranging
from
banks,
FMCG,
Travel,
Luxury
to
Tech
products
• Digital
Partner
at
Mindshare
Shanghai
office,
leading
&
driving
digital
innovations
on
Nike
with
a
team
of
>20
covering
digital,
SEM,
mobile
and
eCommerce
for
Greater
China.
• Digital
Director
at
Starcom
Shanghai
office
with
a
team
of
11
(Managers,
Executives
&
Interns)
driving
both
regional
&
local
businesses
in
China.
• Brand
Leader
for
Initiative
Singapore
office,
heading
a
team
of
5
planners
(2
managers
&
3
executives)
&
2
buyers
with
key
role
of
driving
communications
planning
across
the
Initiative
accounts,
both
regional
&
local.
• Business
Director
for
Universal
McCann;
driving
the
MasterCard
SEA
business
and
Burberry
by
providing
strategic
communications
support
to
the
clients
based
in
Singapore.
• Head
of
Dept
for
Brand
Marcoms
within
Singapore
Tourism
Board,
heading
up
a
team
of
5
(4
Managers
&
1
Management
Trainee)
with
key
role
of
supporting
and
driving
the
marketing
activities
across
the
respective
divisions
within
STB.
She
is
also
responsible
for
driving
the
global
agencies
management
and
support
for
the
regional
offices
of
STB
across
the
world.
• Both
a
leader
and
a
player
whom
can
be
of
great
help
to
the
company
in
directing
a
team
in
the
visioning
of
a
marketing
strategy,
development
of
an
economic
business
case
and
execution
of
an
aggressive
communication
plan.
• A
humble
leader
skilled
in
multi-­‐markets
portfolio
management,
marketing
communications,
business
partnership
development,
team
building
and
mentoring.

3. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 3 -
Work
ExperienceWork
Experience
Digital
Partner,
Mindshare
Shanghai
(Nov
11
–
To
Date)
• Digital
Lead
 Nike
China
o Heads
up
the
independent
Nike
digital
team
within
Mindshare
China
with
>20
members
covering
various
digital
specialization
including
digital
solutions,
mobile,
SEM
&
eCommerce.
o Innovates
a
China
media
first
of
a
new
social
digital
advertising
unit
known
as
Social
DNA
where
the
dynamic
ad
unit
binds
with
the
user's
public
social
profile
information
when
our
Nike
ad
is
being
served.
A
china
first
and
a
global
first
for
Nike
brand.
 Video
link:
u.youku.com/798tonight
 PR
Articles
link:
http://www.flickr.com/photos/stellalui/sets/72157628933864181/
Digital
Director,
Starcom
Shanghai
(Jan
11
–
Nov
11)
• Digital
Lead
 GE
China
o Drives
the
team
to
explore
break-­‐through
innovations
in
China
on
relevant
platforms
against
GE’s
very
niche
target
audiences
o Works
closely
with
the
creative
agencies
on
GE
to
help
maximize
the
creative
propositions
while
optimizing
digital
media
efficiency
o Drives
strategy
for
social
platforms
for
GE
China
 Etam
o Drives
the
team
to
build
a
social
campaign
for
Etam
(Fashion
brand)
in
China
and
to
embark
on
a
thorough
social
listening
project
to
enhance
on
the
whole
social
strategy.
 Jahwa
Group
o Drives
the
digital
strategies
for
the
multiple
FMCG
brands
under
the
Jahwa
Group
• Driving
Digital
Growth
 New
Businesses
&
Revenue
o Drives
&
support
various
pitches
(Full
comms
and
digital
only
businesses)
o Drives
organic
growth
for
digital
spend
with
existing
clients
 Digital
Knowledge
o Drives
digital
training
within
Starcom
China
office
and
continuously
share
new
digital
media
updates
with
the
office
to
keep
knowledge
growing
o Interview
by
iTV
Asia
link:
http://www.itv-­‐asia.com/interview/stella-­‐jamie-­‐lui
• Yangtze
China
Study
(Lower
Tier
Cities)
o Participates
in
Starcom's
Yangtze
China
Study
on
the
lower
tier
cities
of
China
o Drives
the
whole
social
platform
for
the
Yangtze
China
Study
project
with
support
from
the
full
Starcom
digital
team
-­‐
social
plan
pans
across
all
key
local
chinese
social
platforms
(Sina,
QQ,
RenRen,
Jiepang,
etc)
to
global
social
platforms
including
Facebook
&
Twitter
as
well
as
internal
communication
platform
Yammer.

4. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 4 -
Business
Director,
Universal
McCann
(Dec
09
–
Dec
10
–
Assuming
both
titles)
• MasterCard
SEA
Driver
 Drives
the
team
to
embark
on
communications
planning
across
6
core
markets
(Singapore,
Malaysia,
Thailand,
Indonesia,
Philippines
and
Vietnam)
to
support
both
offline
&
online
marketing
needs
 Launched
media-­‐first
augmented
reality
engagement
for
GSS
2010
in
Singapore
and
MMS
2010
in
Malaysia
• Burberry
o Drives
the
team
to
embark
on
full
digital
for
Singapore
market
o Works
with
clients
to
explore
new
initiatives
via
apple
platforms
(IPad,
IPhones)
Business
Director,
Brand
Leader,
Initiative
Singapore
(July08
to
Dec10
–
Assuming
both
titles)
• Ideas
Driver
o Drives
the
team
to
embark
on
communications
planning
and
equip
them
with
the
necessary
skill
sets
&
resources
to
evolve
&
apply
o Drives
relevant
trainings
&
center
of
excellence
for
sharing
of
good
case
studies
o Drives
key
pitches
for
the
company
o Handled
accounts:
Maybank
Singapore;
Patek
Philippe
Regional;
Starwood
Hotels;
LEGO;
Wyeth;
Samsonite
amongst
others.
Achievements
/
Hallmarks:
• Singapore
Media
Awards
2009
–
Winner
of
Best
Value
Media
Campaign
–
Lego
Power
Miners
• Case
Study
available
via
link:
• http://www.flickr.com/photos/stellalui/sets/72157622367063213/
• New
business
wins
&
accounts
retention
for
Initiative
Head
of
Dept
(AD
Role),
Singapore
Tourism
Board
(Jan
08
to
July
08)
• A
Robust
Leader
o Set
up
clear
roles
&
responsibilities
of
each
member
of
the
department
that
was
newly
set
up
to
support
the
various
divisions
within
the
board
of
600
staff.
o Roll
out
a
structure
to
manage
the
work
processes
between
department,
divisions,
internal
&
external
stakeholders.
o Managing
S$100m
A&P
budget
for
STB
across
28
cities
&
various
POVs
o Built
strong
rapport
between
Brand
Marcoms
&
internal
stakeholders
to
allow
for
influence
over
strategic
campaigns
o Drives
both
the
media
&
creative
agencies
to
deliver
stronger
work
o Improves
the
support
level
from
HQ
to
regional
offices
(28
cities)
o Set
stronger
guidelines
&
control
points
to
improve
Brand
alignment
amongst
various
division’s
work

5. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 5 -
Snr
Manager,
Universal
McCann
(Nov
07
to
Dec
07)
• A
Strategic
Partner
o Manages
SEA
markets
for
MasterCard
(100%
on
this
account)
 Provides
strategic
inputs
to
APAC
Managing
Partner
to
enhance
on
Brand
alignment
Snr
Manager,
Starcom
Media
(Aug
06
to
Nov
07)
• A
Strategic
&
Innovative
Thinker
o Developed
marketing
strategies
for
the
key
accounts
&
portfolios
to
tighten
the
brand’s
presence
&
uniformity
across
the
markets
 Developed
formal
annual
marketing
plans
based
on
past
learnings
of
the
businesses
&
campaigns,
insights
on
the
competition
faced,
the
consumers,
the
industry
&
challenges
that
the
core
business
is
facing
 Spear-­‐head
new
media
initiatives
for
clients
to
maximize
benefits
• Proposed
to
O2
to
develop
own
territory
within
Second
Life
&
experiential
marketing
platforms
for
the
consumers
via
e-­‐Concept
Stores,
etc
in
view
of
budget
constraints
to
construct
these
in
the
real
world
• Case
Studies
available
via
link:
• http://www.flickr.com/photos/stellalui/sets/72157600957852054/
 Optimize
media
efficiency
by
convincing
the
clients
via
simple
modeling
based
on
available
statistical
data
to
move
away
from
traditional
media
to
other
medium
• Proposed
to
Tiger
Airways
to
move
away
from
press
&
intensify
activities
in
growing
portal
traffic
&
engagement
(Starting
with
the
SG
market)
 Highly
involved
in
the
clients’
budget
allocations
across
markets
&
campaigns
to
influence
their
decision-­‐making
process
 Spear-­‐head
new
target
segments
for
clients
to
grow
• To
grow
Tiger
Airways
market,
proposed
a
new
target
segment.
Developed
a
specific
media
campaign
for
this
group.
 Has
experience
dealing
with
senior
clients
&
involved
in
Agency
Contract
Discussions,
new
business
pitches,
Budget
Setting
exercises,
Consumer
Segmentation
exercises,
Launches
in
New
Markets
exercises,
etc
• Possess
Account
Management
skills
 O2,
Genting
and
General
Motors
–
key
account
person.
 On
O2
–
Key
Regional
person.
Managed
the
go-­‐to
market
media
strategies
for
O2’s
various
campaigns.
Worked
with
each
market’s
team
to
develop
and
implement
the
media
plan.
Motivated
teams
across
the

6. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 6 -
region
and
ensured
that
all
deadlines
were
met
and
within
given
budgets
and
on
strategy.
 A
key
partner
identified
by
the
clients
and
our
peers
 Identified
as
the
key
person
by
my
regional
heads
to
sphere-­‐head
the
SEA
Hub
for
management
of
the
Richemont
Group
• A
Team
Leader
&
Player
 Armed
with
great
communication
&
people
management
skills,
lead
a
team
of
2
planners
&
4
buyers
based
in
Singapore
&
managed
regional
portfolios
&
multiple
teams
from
the
various
APAC
markets
 O2
–
12
Markets
 Tiger
Airways
–
8
Markets
 Richemont
–
6
Markets
X
11
Brands
• Responsible
for
the
training
of
the
new
Media
planners
in
the
team.
Developed
and
supervised
their
training
calendar
and
their
orientation
in
the
company.
Accounts
under
my
portfolio
include:
• Richemont
Group
(6
markets
–
11
Brands)
• O2
Regional
(12
Markets)
• Tiger
Airways
Regional
(8
Markets)
• Genting
Highlands
Resort
–
Singapore
• General
Motors
(Chevrolet)
–
Singapore
Associate
Manager,
MAXUS
Communications
Singapore
(Feb
04
to
Aug
06)
• A
Strategic
&
Innovative
Thinker
o Similar
role
as
above
but
more
weights
on
local
accounts
o Developed
annual
marketing
strategies
for
the
key
accounts
&
in
charge
of
portfolio
management
for
the
L’Oreal
LPD
Group
of
brands
o Sphere-­‐head
new
media
initiatives
for
clients
• Possess
Account
Management
skills
 Led
a
team
of
3
planners
&
2
buyers
and
trained
intern
&
new
planners
on
media
foundations
Accounts
under
my
portfolio
include:
• Bvlgari
Regional
&
Singapore
• L’Oreal
LPD
(Lancôme,
Ralph
Lauren,
Armani,
Helena
Rubinstein,
Shu
Uemura)
• PSB
Academy
• GSK
Singapore
(Panadol,
Ribena,
Scotts,
Sensodyne)
• Franklin
Templeton
• Hyundai
Singapore
(Less
than
1
year
before
team
re-­‐structuring)
• Standard
Chartered
Bank
Corporate
Branding
Campaign
(Less
than
1
year
before
team
re-­‐structuring)

7. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 7 -
Achievements
/
Hallmarks:
• Bronze
Award
–
SOAA
2007
–
Best
Mobile
Campaign
O2
• Year-­‐on-­‐year
promotion
• IAS
Award
2004
-­‐
Finalist
for
Best
Magazine
Execution
o Lancôme
Beauty
Guru
–
Her
World
• Retention
of
PSB
Academy
account
o Won
back
the
PSB
academy
account
when
it
was
open
for
pitch
earlier
in
2006
and
part
of
the
reason
was
that
they
wanted
me
to
continue
to
work
on
this
account
Executive,
Initiative
Media
Singapore
(May
03
to
Feb
04)
 Trained
on
the
media
foundations
as
a
buyer
&
a
planner
Accounts
under
my
portfolio
include:
• Elizabeth
Arden
• Patek
Philippe
• Vertu
• IKEA
• Government
Board
–
Senior
Citizens
Campaign
Accounts
Manager,
A.S.
Louken
(Aug
02
/
Apr
03)
 First
job
after
graduation
as
a
sales
consultant
in
which
I
was
promoted
to
Accounts
Manager
within
half
a
year
after
achieving
the
top
Sales
Person
award
in
the
company
 Job
scope
included
pitching
for
new
clients,
managing
the
pool
of
clients
together
with
the
planning
and
implementation
of
marketing
strategies
and
hitting
sales
quotas.
EducationEducation
National
University
of
Singapore
(July
99
/
Apr
02)
Obtained
Bachelor
of
Business
Administration
(BBA).
Majored
in
Marketing
with
excellent
performances.
National
Junior
College
(Jan
97
/
Dec
98)
Completed
‘A’
levels
(Science
Stream)
with
Distinctions
in
Math
C,
Chinese
and
Oral.
Saint
Nicholas
Girls’
School
(Jan
93
/
Dec
96)
Completed
‘O’
levels
(Special
Stream)
with
excellent
results
of
6
distinctions.
Took
10
subjects
with
double
first
languages
in
English
and
Higher
Chinese.
Academic
AwardsAcademic
Awards
M1
Marketing
Competition
2001
(One
of
top
telecommunication
clients
in
Singapore)
Won
2nd
prize
and
our
ideas
were
adopted
into
the
actual
marketing
plan
by
M1
known
as
the
Flex
Plan
to
local
market

8. Stella
Jamie
LuiStella
Jamie
Lui
Email:
stellajamielui@gmail.com
Mobile:
+1860
1704
740
(China
Mobile)
- 8 -
Computer
Skills
&
Other
FlairsComputer
Skills
&
Other
Flairs
PC
Literary:
Expert
level
in
MS
Word,
Excel,
PowerPoint,
Internet
&
emails.
Advanced
level
in
Photoshop
Languages
Written:
English
&
Chinese
Languages
Spoken:
English,
Mandarin,
Cantonese,
Hainanese
&
Hokkien