Experience

Tourism Australia

• Australia
• Marketing Services
• 300 - 400 Employee

• Marketing Communications Manager

  • Aug 2013 - Present

  Tourism Australia (TA) is the Australian Government agency responsible for attracting international visitors to Australia and encouraging Australians to travel domestically, both for leisure and business events. The organisation is active in around 30 key markets and activities include advertising, PR and media programs, trade shows and industry programs, consumer promotions, online communications and consumer research. Responsible for the development and implementation of Tourism Australia’s Hong Kong consumer marketing strategies:- • Develop and execute quality online/offline brand campaign and partnership activities • Develop programs to maximise the usage and impact of TA digital assets, optimise and localise digital assets that suits with market’s needs • To build high quality online content and users friendly digital platforms to reach target high value travellers • Manage TA social media platform including Facebook, Youtube channel. Perform forum seeding, developing localize content to enhance user engagement. • Developing and implementing local measurable Public Relations strategies incorporating traditional and non-traditional channels and word-of-mouth advocacy aimed at proactively engaging with Tourism Australia’s media targets and key external stakeholders. • Developing quality content to deepen consumer’s knowledge about holiday in Australia, including scripting of press releases, fact sheets, feature stories, magazine copy, trend reports, destination guides, online materials and presentations • Developing and implementing activities that can drive positive user generated content about Australia holiday experience on the platform of owned, earned, or bought media • Managing Tourism Australia’s media profile in-market including managing media relationships, managing the media database, responding to media inquiries, generating and distributing media materials, responding to media issues, monitoring and clipping media Show less



Webjet.com.au

• Australia
• Travel Arrangements
• 1 - 100 Employee

• Marketing & Communications Manager

  • Jul 2011 - Jul 2013

  Webjet is Australia No.1 online travel agency leading the way in online travel tools and technologies. Leveraging on advanced proprietary search technology, Webjet is fully dedicated to providing travel products including choices on airfares, hotel accommodation, car hire as well as travel insurance at great rates for travelers. Webjet currently operates in Australia, New Zealand, North America, Canada, United Kingdom, Hong Kong and Singapore. Responsible for the all marketing especially online aspects for Webjet Brand HK & SG. Mainly focusing on SEM/SEO; Planning & Execution of Digital marketing campaign • Develop and execute whole marketing plan to build Webjet brand in HK & SG • Manage full campaign cycle, from SEO/SEM, ad copywriting creative, landing page development, campaign optimization • Defining Search Engine Optimization strategies, including META tag development, content & headline creative • Mobile Marketing: Developed mobile strategy and implemented with iPhone App (1st air tickets instant reservation in HK) • Associate ATL & BTL with online marketing campaign • Partnership Development: Create win-win collaboration with AMEX, Agnes b, Yahoo, She.com and various leading airlines. • Managing the production of bilingual digital content, SEM/SEO ad copy & TnD, e-newsletter publishing • Managing Digital agency for re-targeting banner, SEM bidding and forum seeding • Defining, tracking and analyzing main KPI with Google Analytics • Analyzing traffic reports for improving website conversion, usability & customer experience • Performing competitive analyses to quantify potential traffic & maintain competitive advantages in SEO Show less



Whole Person Development Institute

• Senior Marketing & Sales Manager

  • May 2009 - Jul 2011

  A professional psychological organization devoted to the betterment of people quality through enhancing mind-body health and strengthening. I developed marketing plan and sales strategy for HK, Macau and China with respect in corporate, education and individual market. • Supervise all media planning, advertising (print, multi-media and online) & other marketing initiatives (CRM & joint promotion) as well as managing business partners • Maximize online traffic and email lists by utilizing SEO/SEM campaigns, registration process optimization, affiliate marketing partnerships, social media and list segmentation management • Establishing & maintaining media relations with PR agency to maximize Brand’s coverage strategically through press, magazine and events Show less



Creative Connexions

• Business Development Manager

  • 2007 - 2009

  Creative Connexions is a platform to help UK creative companies to grow and expand business opportunities in China and India. Promote UK creative sector and enhance UK’s global reputation for creativity and innovation. • Creativity so as to come up with promotional solutions, BTL activities for brands under my care and corporate website development. Execute joint promotions with channel partners in support of business objectives. • Work with UK creative industry networks to maximize international knowledge transfer. Through market research, deliver high quality relevant intelligence on target markets and creative trend in UK, China & India. Show less



China Resources (Holdings) Co

• Hong Kong
• Business Supplies & Equipment
• 300 - 400 Employee

• PR & Marketing Manager

  • 2005 - 2007

  CRCare 華潤堂 - a leading health care retail chain in HK, with over 100 shops around in HK and China. Being the PR & Marketing Manager, I responsible for all Brand Building, Marketing and PR function including the following: • To initiate and implement above-the-line (ATL) marketing communication activities covering media, digital, tradeshow, partnering events, advertising and PR events • In charge the in-house design team for creative design including store improvement, advertising, packaging for own brand products and magazine. • Oversee Visual Merchandising team to develop VM, display, store planning & renovation projects. • Running membership system and launching loyalty program for customer retention. Show less



DBTEL

• Telecommunications
• 1 - 100 Employee

• Sales & Marketing Manager

  • Mar 2004 - Sep 2005

  Leading mobile brand from Taiwan, 1st mobile phone with mp3, mp4 and SD card function. As the controller of HK branch, I look after HK market for distribution of two product lines and responsible for overall branding, marketing and distribution strategy. • To liaise with all retail chains, mobile service operators and other external parties in preparing and delivering market communication materials, marketing event, product launch and sales generation. Leading mobile brand from Taiwan, 1st mobile phone with mp3, mp4 and SD card function. As the controller of HK branch, I look after HK market for distribution of two product lines and responsible for overall branding, marketing and distribution strategy. • To liaise with all retail chains, mobile service operators and other external parties in preparing and delivering market communication materials, marketing event, product launch and sales generation.



Siemens

• Germany
• Automation Machinery Manufacturing
• 700 & Above Employee

• Territory Manager

  • May 2000 - Jan 2004

  XELIBRI, Siemens Mobile's Fashion Accessory Mobile Phone. In charge of marketing & channel distribution of Siemen’s fashion mobile – Xelibri. I developed a paradigm shifting fashion mobile phone brand in HK. • Launch Xelibri brand through $15 million advertising campaign, from TVC to print media, outdoor billboard to transit advertising. • Build and maintain beneficial relationships with media in maximizing opportunities for product awareness. • Lead Ad & Media agencies from concept development to execution to ensure integration of marketing plans. • Develop below-the-line marketing program, exploring co-operation marketing program with partners. Show less