Kay Tsoi - Sinclair

Kay Tsoi
蔡冬韻

Digital Marketing Manager
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Kay leads the social media team at Sinclair, devising impressive strategy that creates brand impact for clients. A fashionista, global citizen, and digital marketer with expertise in social media and brand communications, Kay is a respected leader who always brings valuable insights to discussion.

With in-house retail experience overseeing an international fashion brand’s Greater China market, Kay delivered creative fashion projects from social media and branding campaigns to store marketing and events, while building a deep understanding of China’s digital landscape. At Sinclair, Kay leads the social media team with initiative, bringing the latest creativity and ideas to ensure value-driven campaigns for clients.

Kay obtained her Bachelor’s degree in Fashion Marketing at the Hong Kong Polytechnic University and has experience working in New York and Shanghai. She is fluent in Cantonese, Mandarin and English.


The best campaign I have worked on is… “
Forever21’s market entry into Taiwan. We managed to garner buzz for the opening of the first bricks-and-mortar store and regional e-com store in the Taiwan market for the brand, with remarkable results. Over 600 customers were waiting in line for the first store to open on the grand opening day!”

The thing I love about my job is… “The diversity – we work on such different projects all with customised strategies. It keeps us on our toes”

The top trends I see in the next year are… “I think AI will continue to drive attention and awareness in the international market. Big data will also be affecting us more and more. And WeChat Pay’s user figures might possibly surpass those of Alipay in 2018.”

Insights

Building blocks: What are content pillars, and why do they matter?

In a content marketing campaign, quality always trumps quantity. Kay Tsoi outlines the key things you need to keep in mind when building content pillars for your brand

Kay Tsoi - Sinclair Kay Tsoi · 21 Apr 2017
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