Experience

Sands China

• China
• Hospitality
• 700 & Above Employee

• Executive Director of Digital Marketing & eCommerce

  • Dec 2017 - Present

  Responsible for Affiliate Marketing & Partnership with all Online Mega Platforms for Sands Macao Resorts, which including the Macao landmarks - Venetian Macao, Parisian Macao, Londoner Macao and Sheraton, St Regis, Conrad, Four Seasons and Sands Macao. • Drive overall cash distribution strategy on online platforms across global and regional platforms • Key person on negotiation of commercial terms with online partners • Lead online marketing campaigns with partners covering branding, conversion and loyalty marketing • Communicate with Revenue Management, Sales, Destination Marketing and Hotel Operations, etc to raise their awareness on Mega Platforms activities and trends Key projects & Achievement: • Established the 1st Flagship Store at Macau on China Mega platforms - Ctrip, Meituan, Fliggy and Qunar • Generated the #1 GMV Single Hotel at Ctrip Boss Live Stream – Venetian Macao • Developed the 1st Dual – Loyalty Membership program at Macau with Ctrip Show less



Wynn Macau

• Macao
• Hospitality
• 700 & Above Employee

• Director of Interactive Marketing

  • Feb 2015 - Nov 2017

  Lead the Interactive Marketing team, responsible for overall digital strategy and execution for Wynn Macau. As Wynn Macau only have very limited presence on digital, hence almost all activities need to build from scratch. The key objective of Wynn Macau is to maintain top luxurious resort positioning to existing customers and to drive awareness to new luxury travelers in Asia. The secondary objective is to get fair market share in terms of room bookings. • Develop digital strategy and road-map including sites development, SEO, SEM, Social media channels, Video strategies, booking engine implementation, emerging platforms, etc. • Revamp wynnmacau.com with new booking engine implemented; drive site traffic and room revenue through online channels. • Optimize SEM strategy with agency partner to reduce cost, at same time increased ROI • Developed Social Media presence for Wynn Macau and management of various campaigns • Data analysis and optimization on digital channels Show less



Wynn Palace

• Macao
• Hospitality
• 700 & Above Employee

• Director Of Interactive Marketing

  • Feb 2015 - Nov 2017

  Lead the Interactive Marketing team, responsible for overall digital strategy and execution for Wynn Palace. Invested USD $4.2 billion, with 1,706 supremely sumptuous rooms and suites, Wynn Palace is the newest entry in the family of Wynn Resorts – which have captured more Forbes Travel Guide Five Star Awards than any independent hotel company in the world. Wynn Palace is successfully opened on August 22 2016. • Develop digital strategy and road-map for Wynn Palace • Develop wynnpalace.com and introduce Wynn Insider program to Asia via wynninsidermacau.com • Lead overall paid media strategy to drive site traffic and grow web revenue • Build social media presence with agency partner to get awareness and to penetrate to Asia market, especially to mainland China via KOL partnership and co-operation campaigns with travel & lifestyle portals • Develop Wechat strategy including customized booking engine with payment gateways to China customer which is the first at Macau; drive non-room conversions through Wechat coupon functions • Develop CRM system for both properties and booking related mails according to segments and monthly newsletters • Create room offers and develop monthly offer calendar to drive FIT room revenue according to hotel business, seasonality, target markets search & conversion lead time (received The MARKies Awards 2017 “Best Use of Data” with media agency MEC HK) Show less



Starwood Hotels & Resorts Worldwide, Inc.

• Hospitality
• 100 - 200 Employee

• Regional Senior Manager, Digital Distribution & Marketing Greater China

  • Oct 2013 - Oct 2014

  • Managing regional digital marketing strategy and execution for a portfolio of 134 hotels including 8 brands (St. Regis, W Hotels, Sheraton, Le Méridien, Westin, The Luxury Collection, Four Points By Sheraton and Aloft) in Greater China• Supporting 25 new opening hotels through digital marketing channels• Driving traffic and revenue through online channels including Starwood sites, destination portals, campaign sites, email marketing, display ads and keywords search• Managing appointed agencies on development and optimization of digital marketing campaigns leveraging display, search to deliver maximum ROI• Managing and developing video strategy for hotels across region• Managing and supporting West & Central area, South area and Hong Kong, Macau & Taiwan hotels in a daily basis to maximize market share through digital channels, including all Starwood sites, display ads, Social Media platforms, mobile devices platforms and OTAs. • Oversee online activation and served as the expert on digital marketing across the hotels in the region• Lead regional digital marketing communication, reporting, training, and education across all hotels in Greater China• Cultivate relationships and communicate with GMs, DOSMs etc., to raise their awareness, understanding, and motivation to active their hotels in a digital way• Temporarily in charge of Social Media strategy and planning since March, 2014 Show less

• Senior Manager, Online Distribution & Marketing

  • Sep 2011 - Oct 2013

  Lead the online distribution & marketing team, responsible for overall digital strategy and execution for Sheraton Macao Hotel. Sheraton Macao is the largest hotel of Starwood and Sheraton flagship hotel with 3896 rooms, which is successfully opened on September 2012. • Developed and executed digital strategy and road-map for opening of Sheraton Macao• Developed hotel official site and destination site• Developed the interaction meeting planning tool – Meeting Matrix for Sheraton Macao, which is the first Starwood hotel in AP • Lead all online media campaigns and respective budget management for brand awareness and “drive to web” in order to maximize ROI • Responsible for overall web traffic growth and web revenue increasing• Responsible for email marketing strategy and activities• Management of SEM and SEO activities with agencies• Lead partnership with OTAs and management of merchandising programs with partners • Management Starwood digital programs in property level, including SPG, SPG Restaurants & Bars, Stargroups, Starwoodmeeting • Developed Social Media platforms for hotel and management of Social Media campaigns • Management of hotel profiles on major review sites • Working with internal team to create hotel offers (rooms, F&B, Spa, entertainment) and promoting offers through hotel sites, partner sites, mobile and media campaigns, social media, etc. to target feed markets. • Working with Starwood global team for hotel awareness and promotions across Starwood channels• Be pilot hotel and best practise hotel for multiple Starwood digital projects• Cooperating with Sands China team, owner of Sheraton Macao to leverage on Sands channels• Cooperating with other integrate resorts at Cotai Strip to cross promoting entertainment activities in order to build Cotai Strip as world-class destination • Data analysis and optimization on digital channels, including site design optimization, distribution channel optimization etc. Show less



Travelocity

• United States
• Travel Arrangements
• 200 - 300 Employee

• Senior Market Manager - Malaysia, Cambodia, Laos, Myanmar & Brunei

  • Feb 2011 - Sep 2011

  Responsible for targeting and contracting appropriate Hotel content and maximizing profits through effective management of partners’ inventory, rate, pricing and merchandising for the hotels within assigned region. Ownership and accountability for overall region’s transaction performance and contribution to Partner marketing P & L including total bookings, sales and revenue targets. Develop and maintain regular and consistent partner contact at the property level and, when appropriate, with chain level regional managers. Show less



The St. Regis Singapore

• Singapore
• Hospitality
• 1 - 100 Employee

• Manager, Online Distribution & Marketing

  • Jan 2009 - Feb 2011

  Plan and execute online marketing campaigns at a property level, enabling more customized and need based online marketing for hotel. Optimizing the website marketing, manage the use of CRM tool, online content management tools for third parties and property websites, manage and execute online advertising plan. Creating and maintaining Dining site and Spa site, clients’ database. To search and develop new third party accounts and work with marketing team, revenue management team to drive more revenue. Data analysis and optimization in digital channels. Show less



Ctrip

• United States
• Truck Transportation
• 1 - 100 Employee

• Overseas Hotel Business Manager

  • Nov 2006 - Oct 2008

  Researching of Asian hotel resources, negotiating with individual hotels, international hotel chains or local wholesalers for contracts, conditions of cooperation and maintaining partnership. Researching of Asian hotel resources, negotiating with individual hotels, international hotel chains or local wholesalers for contracts, conditions of cooperation and maintaining partnership.