Marketing · Analytics · Visual Storytelling

I turn insight into stories people can feel—and results teams can measure.

Marketing Executive · Campaigns, Content & Analytics

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Featured case

01 · In-house retail case study

Asterism Jewellery

Premium retail marketing that connects brand content, shoot production and high-value customer experience.

~NZ$40Ksales supported during two months of solo boutique coverage
NZ$6Kaverage transaction value
3 channelsInstagram · Facebook · Xiaohongshu
Asterism campaign collage featuring a model with branded packaging and diamond jewellery product photography
Creative direction in practicePhotography · Model direction · Product styling
Campaign photography, model sourcing, styling and post-production by Lauren.

The role

Make a premium brand feel consistent at every touchpoint.

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.

Content planningPhoto & short-form videoShoot coordinationBilingual client serviceCRM-style follow-upBoutique operations

Commercial ownership

Content execution backed by real customer contact.

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

From brief to brand-ready content.

A repeatable workflow for producing at least two social posts and three short-form videos per shift across Instagram, Facebook and Xiaohongshu.

  1. 01Plan

    Define the campaign goal, concept and visual direction.

  2. 02Coordinate

    Source models, align availability and share the brief.

  3. 03Curate

    Select hero jewellery pieces with the founder.

  4. 04Direct

    Guide the model and capture still and short-form content.

  5. 05Refine

    Edit, publish and protect visual consistency.

02 · Production coordination

Aristo Production

Coordinating people, schedules and production details so creative work can move smoothly from brief to set.

End-to-endproduction coordination
Multi-partyclient · talent · studio
On-setBTS content support

The role

Keep a fast-moving production aligned.

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.

Client coordinationTalent & studio logisticsSchedules & role listsInvoice detail checksBTS capture

Featured campaign · Beauty Rush · February 2025

Turning a cross-cultural campaign plan into smooth on-site execution.

Personal Assistant & On-site Campaign Coordinator

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.

Behind the scenes of a Beauty Rush social content shoot with lighting equipment, a visiting creator and local models on an Auckland hotel terrace
Hotel social-content production · Auckland

01 · Hotel content production

Keep creators, local talent and the venue aligned.

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

From the event lead's plan to a coordinated day on site.

  1. 01Brief handover

    Receive the campaign plan, confirmed talent and priorities from the event lead.

  2. 02Align

    Translate creative requirements and connect visiting creators with local talent and partners.

  3. 03Execute

    Coordinate filming sequences, participant movement and live communication on site.

  4. 04Resolve

    Address unexpected issues calmly and keep stakeholders focused on a workable next step.

02 · Private-estate brand dinner

Make stakeholder communication feel natural.

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

Reliable execution where language, culture and production meet.

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.

Influencer coordinationBilingual stakeholder managementOn-site productionCross-cultural communicationIssue resolution

Commercial product shoot · Casting & on-set coordination

The casting was confirmed. Lauren helped it work on set.

Casting Assistant · Head-shaver campaign

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.

01Coordinate talent on set

Help models stay informed and ready as camera setups and filming sequences changed.

02Synchronise progress

Maintain live contact with the Casting Director, sharing progress and raising practical issues promptly.

03Protect campaign flow

Support communication between talent and the production team so the shoot could continue smoothly.

Behind the scenes of a commercial head-shaver shoot with a model, camera crew and lighting setup
On-set coordination · Commercial product shoot
Wide behind-the-scenes view of the head-shaver production set and crew
BTS capture · Production crew

03 · Featured case study

Vintage Self Project

A self-initiated fashion project connecting distinctive product sourcing, creator partnerships and customer demand.

2.2M+combined views
500K+likes
300+prospective customers
Model wearing a green vintage evening dress in warm outdoor backlight
Green dress editorialCreative direction · Photography · Styling
Original editorial photography showing Lauren's visual direction, model guidance and post-production eye.

The brief

Turn a one-off vintage find into measurable demand.

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.

Product sourcingCreator outreachCampaign coordinationLead conversion

The outcome

A creator partnership that proved real market interest.

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

2.2M+ views across two Douyin posts.

Douyin is China's short-form video platform. The original Chinese screenshots are preserved as campaign evidence, with results translated below for immediate context.

Combined result: 2.21M views · 513K likes · 28K saves · 300+ prospective customers acquired through WeChat.

04 · Henkel Consumer Brands NZ × University of Auckland

Promotion effectiveness, made actionable.

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.

52 weeksweekly retail and campaign data
3 windowssummer and spring activations
10 findingspresented to Henkel stakeholders

The business question

What makes a shopper activation work beyond the discount?

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.

Retail scan dataPower BIFixed-effects modellingPromotion attribution

Real campaign context

The analysis began with what shoppers actually saw.

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

Concrete findings, without exposing SKU-level data.

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.

01 · Placement

Position 7 was the strongest mailer location.

+102.5%Summer
+150%Spring

Position retained; product identities excluded.

02 · Sales response

Selected featured SKUs showed approximately 80–160% uplift.

~80%~160%

Shared as a range so performance is visible without linking any value to a named product.

03 · Portfolio effects

A sales lift did not always mean new portfolio growth.

HaloSubstitutionCannibalisation

Comparing promoted and adjacent products revealed where the campaign created demand—and where it moved demand around.

Analytical approach

Four moves from mailer to recommendation.

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.

  1. 01Link the activity

    Mapped public mailer timing and page position to weekly retailer scan and promotion data.

  2. 02Measure response

    Built non-promotion baselines and compared campaign-week performance at product and portfolio level.

  3. 03Test the drivers

    Used fixed-effects modelling to separate product differences from position, pack and campaign signals.

  4. 04Make it useful

    Turned the findings into Power BI views, ten key messages and a prioritised activation strategy.

The decision

Continue—but make every activation more deliberate.

Campaign successRight product + right place + right reward

  1. 01
    Secure the placement that performs

    Prioritise Position 7 for products that need stronger visibility and incremental response.

  2. 02
    Match the product to the campaign

    Use pack format and shopper-relevant attributes to select the most responsive promotion groups.

  3. 03
    Use a dual reward strategy

    Let Mailer discounts drive short-term trial, then use Boost points to support longer-term engagement.

Selected work

Creative instinct, analytical discipline.

02

Production · Coordination · BTS

Aristo Production

End-to-endproduction coordination
Case study in progress

About Lauren

Analytics is my discipline; design is my instinct.

Lauren Li in Auckland city centre
Auckland, New Zealand

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

Marketing, campaigns and commercial insight.

Current

Marketing & Sales Executive

Asterism Jewellery · Part-time · Auckland

Capability

Campaigns, content & reporting

Social content · Creator partnerships · Power BI · SQL

Education

Master of Business Analytics

University of Auckland · Marketing specialisation