”
doreenlauliyan@gmail.com
+65 81237020
www.dlly-s.com
EXPERIENCES
Art Director | Seedly January 2024 - Present
Beyond my core responsibilities as a Marketing Designer:
• Led a team of two creatives, providing strategic guidance and overseeing the development of visual content across Seedly’s diverse marketing channels
• Collaborated with creative agency to scale and enhance effectiveness of our marketing visuals
• Served as the design lead for Seedly PFF2024, coordinated with event production’s creative arm and managed the supporting team members to deliver high-quality visuals for the event of 5k attendees
• Proposed & led the creative content & visual deck direction for clients’ paid initiatives
• Spearheaded branding and design initiatives for Seedly’s sub-brands, including SeedlyTravel Insurance and ShopHero, ensuring cohesive and impactful brand representation
Marketing Designer | Seedly October 2021 - December 2023
Campaigns management/Events:
• Involved in the overall planning for various event meetup, campaigns launch and marketing pushes, from ideation to execution, with a strategic approach to implementing visuals
• Served as the design lead for Seedly PFF2022 & 2023, managing and overseeing all creative initiatives, including ideation, generating assets and visuals (using Illustrator, Figma and Photoshop), quotation and budget planning, and execution of event assets and paid marketing for both physical and digital platforms (OOH)
Social media & content management:
• Managed Facebook, Instagram and YouTube accounts, including the creation and strategic planning of visuals assets and formats, content writing, post scheduling, and research analysis insights
• Execute paid marketing campaigns on social media platforms (using Meta Business Suite)
• Lead and collaborate on the Seedly Comics, including storyline development, visual ideation and illustration
• Achieved 6k followers on Instagram for comics content within one year
• Initiate & lead the development of video content ideas, direction and planning
• Gatekeeping the accurate usage of brand graphics and templates
• Establish a Design Ticket System for seamless communication and visibility with multiple stakeholders
LANGUAGE
Design SuperHi English Native/Bilingual
Chinese (Simplified) Native/Bilingual
• Curate and compile assets, design files and systems on Figma, Notion and Lingo that streamline the workflow for all team members
Product management:
• Collaborated with product designers to generate key visuals, assets and marketing visuals for various product landing pages
Chinese (Traditional - Taiwan)
Professional working proficiency
April 2017 - April 2021
A multi-displinary commercial design studio which was a 3 man-team, including myself. This led to a vast variety of experiences:
• Understood & catered design solutions to clients’ briefs, such as the requirements, pain points, preferences and budgeting
• Developed and executed directional and communication graphics for shopping malls
• User planning and journey experience with 2D & 3D visuals
• Managed and liased 2-3 projects at one time
• Prepared design guidelines documentation and slides designs for shopping malls to tenants
• Reviewed tenant’s submission to adhere to the guidelines
• Led and guide 2 of the junior members
• Kept up to date on trends and latest resources
