Marketing & operations delivery
Connecting marketing plans with store-level delivery.
May–November 2024
- My role
- Project Management Consultant
- Company / team
- Shopee
Operations team - Scope
- In-store advertising & campaign coordination
Nationwide rollout · Taiwan
As a Project Management Consultant in Shopee’s Operations team, I was responsible for all in-store advertising displays across Taiwan’s store-to-store pickup network, including physical posters and digital advertising placements on self-service kiosks.
My responsibilities
- In-store advertising displays: Managed placement formats including in-store TV, POS screens, physical posters, storefront banners, locker wraps, floor decals and pickup receipt advertising.
- Advertising placement development: Developed placements in Shopee’s pickup-store network and explored display formats beyond existing television rotations.
- Campaign rollout: Coordinated monthly material launches and the nationwide distribution of physical campaign materials.
- Cross-functional coordination: Connected marketing requirements with store operations and communicated practical responses when campaign requirements changed late.
Campaign materials
Store campaign materials
In-store advertising displays
Physical posters and POS advertising screens were part of my responsibility for all in-store advertising displays.
Storefront banner placement
Storefront banners were also part of the physical advertising displays I coordinated.
Digital advertising placements
Placement examples: in-store TV, POS idle screens and phone-entry banners.
Physical advertising placements
Placement examples: pillar posters, locker wraps and floor decals.
Challenges & solutions
Respond when an approval changes late.
For one campaign, locally approved materials had already been printed and dispatched across the network when head-office marketing flagged the wording. In the game title, the Simplified Chinese character “极” needed to be changed to the Traditional Chinese “極” for the Taiwan audience. The copy needed correcting, but a full reprint would create significant timing and cost pressures.
The decision
Correct the wording on the existing materials rather than restart the entire print and distribution process.
Give store teams a workable response.
I contacted store managers urgently and asked them to have staff cover the incorrect wording with the corrected version on similarly coloured paper. This was a practical alternative to recalling and reprinting the materials, designed around the launch deadline and the distribution work already completed.
Bring an operational perspective to marketing.
My manager responded positively to how I handled the issue. The experience strengthened my understanding of logistics and store operations, and how marketing decisions affect teams further along the delivery process. I became better able to assess options from both sides and turn an urgent change into clear instructions for the people implementing it.
Campaign results
Team result