Joining a Fashion Brand to Launch Digital Innovative Marketing

Full Article in Chinese

• Assistant Manager – Omnichannel, Louis Vuitton Hong Kong
• Bachelor of Business Administration (Honours) in Marketing

A century-old luxury fashion brand must harness the power of social media to effectively engage with today's target customers. Polo, a marketing graduate from City University of Hong Kong (CityUHK), has dedicated the past decade to digital marketing. He joined Louis Vuitton Hong Kong, where he oversees e-commerce operations in Hong Kong, Taiwan, and Macau, utilising social media marketing to enhance the brand's visibility.

Polo's passion for advertising led him to CityUHK, renowned for its robust marketing program. There, he encountered influential lecturers like Mr Tham Koy Siong, who significantly enriched his educational journey. A particularly impactful experience was the "MKT Company Consultancy Projects," where students crafted bespoke marketing strategies for businesses. This hands-on project involved market research and consumer behavior analysis, equipping students with the skills to tackle real-world challenges.

Another notable experience was his role on a departmental committee, where he organized social media projects and events such as the “Business Leadership Forum.” This taught Polo how to connect with industry leaders and understand event management, skills that have proven invaluable in his career.

After graduation, Polo began his career in sales at an outdoor advertising firm before transitioning to marketing roles, thereby building a strong foundation. As he gained experience, he recognised the importance of identifying and honing his strengths to maintain a competitive edge. Digital marketing captivated him, aligning with industry trends, and he pursued it for professional advancement. He continuously enhanced his skills, learning from peers and leveraging various marketing tools. Through persistent efforts, he successfully landed a position at his dream company.

Polo aspired to join the luxury fashion industry and found an opportunity with Louis Vuitton Hong Kong through LinkedIn. His experiences and skills were a perfect match for the job, and he was fortunate to receive an offer from the prestigious company. Before joining Louis Vuitton, he expected the brand to be very restrained, but upon starting his role, he discovered a close-knit team and innovative social media strategies. He launched a Taiwan-specific account on LINE, expanding the brand's market and achieving notable success.

By a stroke of luck, Polo had the chance to visit the brand's Paris headquarters, where he attended seminars, met colleagues, and exchanged marketing insights. He felt fortunate to work in a field he loved, attributing his career foundation to a CityUHK alumna who hired him for his first job. The alumni network proved invaluable, with many University friends becoming peers or partners.

Polo was invited by CityUHK's Student Development Services to speak at the Alumni Get-Together and Fireside Chat, where he shared his experiences with students. He offered practical advice on career direction and job hunting, encouraging students to understand their interests and strengths. He emphasised that working in a job you enjoy leads to long-term satisfaction and that focusing on strengths makes work more manageable.

（Published at 20 March 2025）