Marketing · Analytics · Visual Storytelling
Marketing Executive · Campaigns, Content & Analytics
Choose a flower to explore selected work
01 · In-house retail case study
Premium retail marketing that connects brand content, shoot production and high-value customer experience.
The role
In a small Auckland boutique, Lauren works across organic social content and the customer journey: planning daily content, sourcing models, coordinating product shoots, filming and editing platform-native assets, handling bilingual enquiries and following up with high-value clients.
Commercial ownership
During two months of independent boutique coverage, Lauren managed opening and closing, appointments, enquiries and high-value consultations, supporting approximately NZ$40,000 in sales.
That proximity to customers shaped the marketing work: product preferences, objections and purchase priorities could feed directly into what the brand showed and explained next.
Behind the campaign
A repeatable workflow for producing at least two social posts and three short-form videos per shift across Instagram, Facebook and Xiaohongshu.
Define the campaign goal, concept and visual direction.
Source models, align availability and share the brief.
Select hero jewellery pieces with the founder.
Guide the model and capture still and short-form content.
Edit, publish and protect visual consistency.
02 · Production coordination
Coordinating people, schedules and production details so creative work can move smoothly from brief to set.
The role
Lauren supported commercial and short-form productions across client communication, talent coordination, studio logistics, schedules, role lists, invoice detail checks, daily follow-ups and behind-the-scenes content.
Featured campaign · Beauty Rush · February 2025
Beauty Rush ran a broader programme of marketing activity in New Zealand. Lauren supported two Auckland activations led by her manager: a hotel social-content shoot and a brand dinner at a private estate.
Her manager set the overall arrangements and selected the participating talent. Lauren was responsible for helping those decisions work on the ground through bilingual communication, talent coordination and real-time problem-solving.
01 · Hotel content production
Lauren acted as the bilingual link between visiting Chinese content creators, New Zealand models, brand representatives and the local team. She translated creative direction, supported talent collaboration and coordinated filming activity around each creator's established Douyin or Xiaohongshu style.
Execution workflow
Receive the campaign plan, confirmed talent and priorities from the event lead.
Translate creative requirements and connect visiting creators with local talent and partners.
Coordinate filming sequences, participant movement and live communication on site.
Address unexpected issues calmly and keep stakeholders focused on a workable next step.
02 · Private-estate brand dinner
During the dinner, Lauren provided live interpretation and supported communication between Chinese creators, local guests, brand ambassadors and the event team. This helped creators take part confidently, build local relationships and capture content without disrupting the event flow.
What the work demonstrates
Lauren's contribution reduced communication friction and helped the two activations run more smoothly, while allowing creators to produce platform-relevant material within the needs of the local event and venue teams.
Commercial product shoot · Casting & on-set coordination
Working under the Casting Director, Lauren supported the on-site delivery of commercial product shoots after the talent selections had been made. She coordinated with models during filming, stayed in close contact with the Casting Director and relayed live progress so practical issues could be addressed quickly.
The Casting Director led talent selection and overall casting; Lauren's responsibility was reliable on-set execution.
Help models stay informed and ready as camera setups and filming sequences changed.
Maintain live contact with the Casting Director, sharing progress and raising practical issues promptly.
Support communication between talent and the production team so the shoot could continue smoothly.
03 · Featured case study
A self-initiated fashion project connecting distinctive product sourcing, creator partnerships and customer demand.
The brief
Lauren independently sourced the collection, identified a creator whose audience and visual language matched the blue dress, managed outreach and fulfilment, then carried campaign attention into her own account and WeChat customer community.
The outcome
Two Douyin posts generated more than 2.2 million combined views, over 500,000 likes and 300+ prospective customers who joined the private WeChat channel.
The result showed both creative judgement and commercial awareness: recognising the right product, choosing the right creator and building a path from attention to customer intent.
Creator campaign performance
Douyin is China's short-form video platform. The original Chinese screenshots are preserved as campaign evidence, with results translated below for immediate context.
The collaboration sat naturally within the creator’s established fashion portfolio.
239K likes · 13K saves
274K likes · 15K saves
04 · Henkel Consumer Brands NZ × University of Auckland
A client-sponsored marketing analytics capstone using weekly retail scan data and real Woolworths New Zealand campaign mailers to identify what drove promotional uplift—and what Henkel should do next.
The business question
Henkel Consumer Brands New Zealand wanted to understand which products, mailer positions and campaign mechanics drove sales response—and whether gains reflected genuine portfolio growth, substitution or cannibalisation.
Working in a University of Auckland capstone team, Lauren contributed to analytical framing, baseline design, fixed-effects model interpretation, Power BI storytelling and the final recommendations presented to Henkel stakeholders.
Real campaign context
Public Woolworths New Zealand mailers established the campaign window, featured products and each item's position. Those observable details were then linked to the weekly analytical dataset supplied for the capstone.
Public-facing retail material · shown as project evidence
Anonymised results
Exact product tables, prices, unit sales and model coefficients remain private. The portfolio shows only aggregated ranges and conclusions that cannot be traced back to an individual SKU.
Position retained; product identities excluded.
Shared as a range so performance is visible without linking any value to a named product.
Comparing promoted and adjacent products revealed where the campaign created demand—and where it moved demand around.
Analytical approach
The method remained rigorous, but the stakeholder story stayed simple: connect the activity, measure the response, test the drivers and make the next decision clear.
Mapped public mailer timing and page position to weekly retailer scan and promotion data.
Built non-promotion baselines and compared campaign-week performance at product and portfolio level.
Used fixed-effects modelling to separate product differences from position, pack and campaign signals.
Turned the findings into Power BI views, ten key messages and a prioritised activation strategy.
The decision
Campaign successRight product + right place + right reward
Prioritise Position 7 for products that need stronger visibility and incremental response.
Use pack format and shopper-relevant attributes to select the most responsive promotion groups.
Let Mailer discounts drive short-term trial, then use Boost points to support longer-term engagement.
Selected work
Production · Coordination · BTS
About Lauren
I'm an Auckland-based marketer with a Master of Business Analytics and hands-on experience across fashion, jewellery, production and consumer brands.
I'm at my best where creative execution meets clear commercial thinking—building content, coordinating campaigns and using data to understand what should happen next.
Experience snapshot
Asterism Jewellery · Part-time · Auckland
Social content · Creator partnerships · Power BI · SQL
University of Auckland · Marketing specialisation