Experience

Malvern College Hong Kong

• Hong Kong
• Education Administration Programs
• 1 - 100 Employee

• Regional Director of Admissions and Marketing

  • Sep 2018 - Present



Malvern College Hong Kong

• 1 - 100 Employee

• Admissions and Marketing Director

  • Aug 2016 - Sep 2018

  • Build effective admissions organization, processes and systems• Project and oversee the marketing activities • Build effective admissions organization, processes and systems• Project and oversee the marketing activities



TVB.COM Limited

• Online Media
• 1 - 100 Employee

• Contract Translator

  • Apr 2016 - Dec 2017

  - Translate TV programmes for TVB Pearl, J2, J5, and TVBsAccomplishments• Translated over 60 lifestyle programmes, the themes of the shows are ranging from environmental protection, animals, illness, luxury goods, travel, ancient heritage, ancient grains, cartoons, etc. - Translate TV programmes for TVB Pearl, J2, J5, and TVBsAccomplishments• Translated over 60 lifestyle programmes, the themes of the shows are ranging from environmental protection, animals, illness, luxury goods, travel, ancient heritage, ancient grains, cartoons, etc.



Job Sabbatical

• Traveller

  • Sep 2015 - Apr 2016

  - Travelling around South East Asia, e.g. Korea, Japan, Taiwan, Thai-land- Travelling to Europe including e.g. UK, Spain and Holland - Travelling around South East Asia, e.g. Korea, Japan, Taiwan, Thai-land- Travelling to Europe including e.g. UK, Spain and Holland



Yew Chung Education Foundation

• Hong Kong
• Education Administration Programs
• 200 - 300 Employee

• Head of Parent and Alumni Relations

  • Nov 2009 - Aug 2015

  Alumni Management - Formulated strategies for the development of the worldwide YC alumni relations- Established a coordinated platform (http://www.ycywalumni.com/en/) and adopted different social media channels to engage alumni- Organized local and overseas events and provide secretarial support to Alumni Association- Created networking opportunities and mentoring opportunities for younger alumni and students Parent Management- Conducted analysis, developed plans for parent consultation for new developments- Handled parent complaints, resolved conflicts - Supported Directors to tackle incidents or crises, responded or liaised with Education Bureau, Equal Opportunities Commission, other government departments and handle media - Developed parent related policies to ensure clarity of work, avoided litigation with parents or compensation, and protected school image- Organized parenting talks, workshops, home-school cooperation projects, local or overseas trips- Conducted parent surveys, analyzed results, developed new measures and followed through with schoolsAdmissions Management - Oversaw the overall admissions in collaboration with HK schools to maximize enrollments, avoided withdrawals- Built systems and streamlined the operations- Analyzed data for strategy formulation, campus allocation, resources management and make suggestions for management’s considerationDebenture Management - Developed systems to oversee the handling of transactions, ensured all were handled in a timely manner, kept good documentations- Conducted annual system review, supervised the preparation of management reports, the execution of internal audit and external audit Others- Managed special events or participated in projects such as 80th Anniversary projects, steering committee of the accreditation for the school, development of school campus, set up of School Management Committee, Home-School Cooperation Committee, etc



Hong Kong Design Centre

• Hong Kong
• Non-profit Organizations
• 1 - 100 Employee

• Marketing Manager

  • Aug 2008 - Nov 2009

  - Developed marketing plans and oversaw their execution for flagship events - Collected and analyzed market information, estimated potential sales and revenue, and assessed customer preference - Organized and monitored advertisement/ promotion/ events/ fundraising and sponsorship activities - Managed Public Relations and Advertising Agencies - Developed the CRM system to manage the membership data - Assisted the design of HKDC’s marketing policies and promotion strategies - Managed and supervised a team of 4 members Major Achievements: - Organized fundraising charity ball with a special theme to showcase the talents of HK local designer and successfully raised a total of 2.5 million for design education - Secured over 2.3 million sponsorship from different commercial companies for HKDC - Supported marketing initiatives of HKDC different flagship events including the most important conference on design, innovation and brands in Asia – Business of Design Week, attracted an attendance of over 50,000 participants, and more than 240 international journalists participated, generated a total of more than HK$36 million international media coverage - Developed a new database management and e-blast system, successfully built up 30% new contacts to 30,000 entries and established the CRM programme



Yew Chung Education Foundation

• Hong Kong
• Education Administration Programs
• 200 - 300 Employee

• Deputy Head of Planning and Marketing Division

  • Oct 2004 - Aug 2008

  -Conducted image research, analyzed market trends and opportunities, reviewed internal strengths and weaknesses of the organization, brainstormed new approaches with related departments/ sections to develop specific programmes and activities to meet needs - Forecasted, proposed and tracked budgets, developed and executed the strategic marketing plan which includes above-the-line and below-the-line activities, on-line advertising, public relations and special events, in order to achieve identified marketing communications targets - Monitored and reviewed admissions of ECE, PRI and SEC - Handled media/ parent enquiries and complaints, identified media opportunities and approach media to generate positive coverage Events planning and management, to build up an event from scratch, including budget estimation, manpower planning, venue sourcing and set up, logistic arrangements, production of printed materials and media relations - Formulated fundraising strategies and plans (e.g., launching of debentures) - Produced corporate literature and publications from scratch to support different marketing initiatives, e.g. brochures, newsletters, video, press releases, and by-line columns - Compiled management reports to keep monitoring enrollments and review the performance of marketing programmes



Grayling

• United Kingdom
• Public Relations and Communications Services
• 400 - 500 Employee

• Senior Account Executive

  • Mar 2003 - Oct 2004

  - Formulated strategic direction for brand building, event management and media relations - Planned, coordinated and executed corporate and marketing PR programmes, promotional activities, and special events from content management, knowledge management to event management - Maintained solid and sound relationship with local and regional media - Liaised with all external organizations including government bodies, non-profit organizations, and design and production houses - Assisted director to develop new business, thought dynamically to drive the business forward and met the company profit targets - Maintained and further developed opportunities with existing clients - Responsible for daily operations of HK representative office, managed and monitored the performance of China PR affiliates - Accounts handled included Veuve Clicquot Business Woman of the Year Award, CIFIT (China International Fair for Investment & Trade - Welsh Assembly), TNT, Law Week 2004 by Law Society of Hong Kong, Cambridge Display Technology, Morrison and Forester, Priceline.com, British Telecom



Beyond Communications

• Advertising Services
• 1 - 100 Employee

• Senior Account Executive

  • May 2001 - Mar 2003

  Consumer Marketing - Assisted in overall planning, budget estimation and implementation of various publicity programmes - Organized press conferences and media related activities - Assisted in events management, special promotions and sponsorships - Planned and coordinated the production of event-related collateral / promotional items - Responsible for writing and editing of press release and feature articles - Liaised with local and overseas media and handled media enquires - Projects included Ocean Park Halloween Bash 2001 & 2002, Adidas Streetball challenge 2002, Lipton RTD Brand Activation Financial Public Relations - Formulated and implemented effective corporate communication strategies to enhance corporate business profile to investors, share-holders and business community - Wrote corporate editorial materials from press releases, feature articles and corporate backgrounder, and prepared relevant materials for the Group and the above mentioned target groups - Wrote and translated Chairman’s statements, Management Discussion and Analysis and outlook for annual reports - Developed and maintained strong media relations strategies for the group to build maximum awareness and exposure Implemented media relations activities encompassing press conferences, briefing, interviews, luncheons, ceremonies and company events , and coordinated the publications of financial newsletter - Accounts handled included JETCO 20th Anniversary, FreeMarkets Asia Pte. Ltd., Korean Air, Bossini International Holdings Limited, Prosperity International Holdings Limited, Mobicon Holdings Limited