Hong Kong, Hong Kong SAR
Strategic Marketing Leader with 12+ years of experience driving omni-channel growth across Travel, Telecom, Retail and Event industries. Proven track record in orchestrating large-scale digital transformations and GBA market expansions through data-driven precision. Expert at leveraging Generative AI to scale communication efficiency and content velocity, ensuring high-impact engagement across diverse platforms.
- Ecosystem "Festivalization": Negotiated high-level strategic partnerships with airport authorities and global organizers to drive "festivalization" initiatives, significantly expanding brand equity and commercial exposure
- Provide strategic brand direction to drive impactful marketing initiatives and CRM programs, resulting in optimal brand visibility and reach - Lead comprehensive digital and social media management across diverse platforms such as Facebook, Instagram, LinkedIn, WeChat, Weibo, and XiaoHongShu, effectively engaging target audiences at various touchpoints - Spearhead innovative collaborations with business partners, organizers, and exhibitors, curating exceptional expotainment experiences that pushed boundaries and captivated visitors
- In charge of Netvigator, Now TV, Smart Living and eye - Planned digital strategies and directed all digital marketing channels including SEM, programmatic display and network buy, paid social media as well as affiliates - Controlled digital spending; tracked, analysed and optimised digital campaign performance with various KPIs (ROI, conversion rate, acquisition, engagement)
- Formulated marketing plans to drive awareness and conversions for Cathay shopping platform - Orchestrated own and paid channels to implement personalised campaigns through email marketing, mobile app, social media, digital paid media and KOLs - Performed personalisation and generated business insights on continuous optimisation of website, mobile app, performance marketing (programmatic display, SEM and SEO) to enhance seamless consumer journey
- Implemented pillar marketing campaigns blended with strategic member segment insights to drive awareness and sales for Asia Miles redemption platform - Built brand loyalty by organising member exclusive events (chartered fights, music concert sponsorships and entertainment experiences etc.)
- In charge of Samsonite, American Tourister and Kamiliant at regional level - Collaborated with Cristiano Ronaldo for American Tourister global brand ambassador campaign, including production of TVC and key visuals, social media assets, digital activations and POS ideas - Liaised partnerships and collaborations to enhance brand propositions with Keith Haring, Mr. Men & Little Miss, Central Saint Martins, Affordable Art Fair etc.
- In charge of Timberland in Hong Kong and Macau - Implemented seasonal marketing campaigns with ATL advertising in OOH, TVC, print, social media, digital media buy, PR events, CRM and retail promotions