Sophiya Rozaili

After graduating from Monash University Australia with a degree in Economics with Marketing, I began my career in the luxury beauty space at The Estée Lauder Companies, managing e-commerce for the skincare + makeup cluster, including Clinique, La Mer, and Estée Lauder. I led Lazada, Shopee, and Brand.com strategy in Malaysia, overseeing high-traffic mega campaigns such as 11.11, 12.12, Super Brand Days, Black Friday & Cyber Monday across 3PP platforms and the e-boutique site. My role covered end-to-end campaign planning, promotional calendars, paid and organic media, CRM, SEO, performance analysis, forecasting, and omni-channel integration to ensure a seamless online-to-offline experience. I also drove strategic brand collaborations with partners like Boost Juice, Grab, Maybank, and Maxis to increase recruitment and awareness. On Brand.com, I led omni-channel media planning, SEO and content optimization, performance analysis, budgeting, and monthly target setting — working closely with regional teams and agencies to maximize GMV and overall digital growth. Most recently, I transitioned into leading offline retail marketing within the fragrance cluster within the company — Jo Malone London, Tom Ford Beauty, and Le Labo. I oversaw the annual marketing calendar, A&P budgeting, and end-to-end planning + execution of in-store campaigns, external outposts, and high-touch VIP & PR events, working very closely with regional & global teams - alignment with global brand guidelines while tailoring strategies to the local market. This included planning major product launches, managing retailer partnerships, coordinating agencies and vendors, and driving commercial performance during key campaign periods. I also have a strong entrepreneurial spirit where I run my own artisanal homeware brand, where I manage social media, paid media, content, partnerships, and brand storytelling..