Brisbane, Queensland, Australia
An experienced professional, multi-lingual, combined with a PhD in Tourism Marketing. A proven track record of evidence-based decision making, driving global and cultural awareness in international tourism, events and marketing. Spanning over two decades across the Asia Pacific region, strengthening and building business relationships and networks. My results and achievements to date are exceptional as I put my heart and soul into my career… Born and brought up in Shanghai, China, I came to Australia as an international student. This extraordinary journey has helped me develop a core set of values, gratitude and empathy in particular. Being a people person, my proven track record in setting up successful teams, based on business needs, is exemplary.
• Leader of the Strategy and Research Pillar within TEQ. Our team specialises in research and analysis of global economic impacts, market and aviation trends and consumer behaviour. We then identify opportunities that feed into strategy development using a suite of indicators. • Day to day activities include maintaining data integrity of TEQ, which is then the source of truth; taking a basket of indicators approach to track industry performance by integrating multiple data sources; maintaining pulse on consumers and stakeholders, and tracking marketing and events performance, including brand performance.
Key responsibilities • Developing international marketing strategies, overseeing all operational and marketing activities for the Asia Pacific Region (China, Hong Kong and Taiwan) • An integral part was also growing the overall objective of international visitation and expenditure to Queensland from these markets, in partnership with industry with a focus on sustainable yield. Achievements • Record high in visitation and overnight visitor expenditure (OVE) to Queensland. - i.e. reaching over $1billion in OVE in 2016, up by 250% compared with 2011. • Based on consumer trends in Taiwan, successfully redeveloped the marketing strategies for the Taiwanese market, and increased the previous decline in visitation to Queensland (down by 10%) in 2011-2012 to a new record of 15% in visitation in 2016.
• Driving innovative and sector expertise with consultation to the Sales and Marketing team. • Delivering key insights on how to enhance and maximize research studies to make the best use of investment. • Integrating a cross-functional work environment across the Global teams within IHG. • Budgeting and strategic planning for research development.
• Strategic planning and development. • Executive management of the Shanghai office, including leading the Shanghai Team. We provided integrated performance marketing services (Search Management, Social Media Marketing, Affiliate Marketing, Email Marketing and Digital Consulting). • Business development of the Shanghai clientele base. • Development and delivering the company’s Profit & Loss statements.
Teaching and convening the undergraduate courses and the postgraduate course; Managing a teaching team; Initiating and conducting research projects in travel and hospitality industry, including the Chinese outbound travel market to Australia.