Experience

Districom Group

• Hong Kong
• Business Consulting and Services
• 1 - 100 Employee

• Partner

  • Apr 2012 - Present

  Partner of Districom Group, a boutique advisory firm in Asia supporting clients on distribution set-up, business development & growth and Business Performance Management topics. Specializes in the automotive industry on both Wholesale (OEM) and Retail levels.Typical projects:- Market entry and positioning strategy development- Brand, Marketing and Communications development and implementation- Development of retail steering concepts & franchise attractiveness- Business Model of sales channels for new market / product segments- Implementation Business Process landscape for CBU / CKD & market management- Operational implementation of Retail Network function / team- Development of CRM and Customer Experience approaches- Implementation of corporate reporting framework based on QlikView products- Regional market forecasts on competitive segment level



Lei Shing Hong Auto Group China

• Interim Head of Marketing

  • Feb 2011 - Jun 2013

  Leading luxury auto retail group representing Mercedes-Benz.New Senior Management role to fortify 18-year brand, consolidate group & retail marketing strategies and processes alignment with dealers & OEM.Responsibilities:• Set up of brand, group marketing and retail approaches and processes for future success• Design and set up of benchmark Marketing infrastructure and team• Establishment of budget and campaign planning process and and cost control system• Dealer Group pre-audit of all marketing staff before OEM’s Marketing certification



eCommunique Group

• Partner

  • Jul 2007 - Mar 2012

  Brand, Marketing & Communications ConsultingPartner of eCommunique Group, a strategic Brand, Marketing, and Communications consultancy. Specialized in connecting brands and ideas to customers, discovering and sharing ways to build on and sustain the relationship. With direct hands-on market experience, guided brands to develop and plan creative and extraordinary concepts with meticulous and pragmatic execution measures.Typical projects / topics:- Brand & Marketing function establishment and definition- Function & department build up- Brand & Marketing blueprint & budget planning- Campaign implementation planning- Marketing Spend Efficiency- Customer Experience & Journey enhancement- Marketing Co-branding & partnership platform design, set up and implementation- Agency & vendor assessment, review, selection- Business DevelopmentTypical clients:- Lei Shing Hong Auto Group- LG Electronics- MCM- PAE Media- Various start-ups



Mercedes-Benz China Ltd

• Head of Marketing

  • Jan 2003 - Jun 2007

  Responsible for Brand and Marketing for Mercedes-Benz China Ltd including Mercedes-Benz, Mercedes-AMG, smart and Maybach.Areas of responsibility:- Brand and Marketing Strategies Development - Brand & Product Marketing Campaign Development and Implementation- Wholesale & Retail Functional & Partner Management- KPI and Retail Marketing Results Management- Market & Department Establishment - Interface and coordination with headquarters - Global to Regional Brand and Marketing Management / Northeast Asia



Bulletin International

• Client Services Director

  • Jan 1998 - Dec 2002

  Experience Corporate and Media Communications advising and executing campaigns for multi-national corporations developing key messages for target audiences and maximizing coverage on international, national and local media. This also included media training corporate spokespersons such as Presidents, General Managers or line managers. She specialized in electronic-based media and uses the momentum to hone print-based media reinforcements. Companies included:• FedEx Express• 3Com• The World Gold Council• BMW Group• Rolls-Royce Aero-engines



Elaine Au & Associates

• Director

  • Dec 1994 - Dec 1997

  Planned and executed media campaigns and event execution for entertainment promoters such as :• The Really Useful Group; The Phantom of the Opera, Cats• The Walt Disney Company; DisneyFest• Michael Edgley; AIDA, Verdi’s Grand Opera Spectacular• Discovery Channel Asia; Asia launch• SunVic Group of Companies; Kookai and The Coffee Bean & Tea Leaf.• Apparel World; Kenzo Planned and executed media campaigns and event execution for entertainment promoters such as :• The Really Useful Group; The Phantom of the Opera, Cats• The Walt Disney Company; DisneyFest• Michael Edgley; AIDA, Verdi’s Grand Opera Spectacular• Discovery Channel Asia; Asia launch• SunVic Group of Companies; Kookai and The Coffee Bean & Tea Leaf.• Apparel World; Kenzo



Directions Marketing & Communications

• Account Director

  • Nov 1992 - May 1994

  • Developed, executed and coordinated marketing and communications (promotions, advertising and PR) programs;• Developed and monitored program budgets;• Planned and conducted training programs for clients - skills transfer;• Executed and coordinated all logistics of on-site events.Clients and projects include:* Hard Rock Café AsiaBali, Jakarta, Taiwan, Beijing and Hong Kong openings * Lushington Entertainment Pte Ltd: Luciano Pavarotti, Jose Carreras, Chage and Aska, Michael Jackson “Dangerous” Asian Tour, John Mayall & the Bluesbreakers, BB King and Ray Charles concerts.* The Really Useful Company Pty Ltd - CATS* Inchcape Marketing: Church's shoes, Keds sneakers, Stride Rite children's shoes and Timberland.* Hotel Properties Ltd: The Shopping Gallery at Hilton International Singapore, Change Alley Shopping Arcade, Alkaff Mansion restaurant.



Hyatt Regency Hotels, Singapore

• Public Relations Manager

  • Feb 1990 - Oct 1992

  Extensive experience in Communications planning and execution for hospitality and food and beverage industries through her years in Hyatt and Concorde Hotels as well as pre-opening preparation and openings of Hard Rock Cafes around Asia for Hotel Properties Ltd. Extensive experience in Communications planning and execution for hospitality and food and beverage industries through her years in Hyatt and Concorde Hotels as well as pre-opening preparation and openings of Hard Rock Cafes around Asia for Hotel Properties Ltd.