Experience

Sands China

• China
• Hospitality
• 700 & Above Employee

• EVP & Chief Customer Officer

  • Mar 2020 - Present



Sands China Limited

• EVP of Market Development

  • Mar 2010 - Present

  - Responsible for Premium Mass revenue target of SCL Cotai Properties, Achieved double digits growth in consecutive four years since 2010, leading over 250 Premium Mass Sales today in market and outside properties- Merged Sands Club and Cotai Rewards Club to integrated Sands Rewards Club to develop loyalty marketing for SCL in 2010- Established Player Development in market and outside property - Built Premium Services team to support Premium Mass Sales to provide VIP services - Create Share Services to provide backend booking services to both Sales and Services Team - Set up Marketing Training Department to meet the training required. - Directs the implementation and development of the Casinos’ marketing programs, group sales initiatives, player tracking and development programs. - Build APEX Club that dedicated to Super Premium Mass customers - Provide inputs for company future project developments including Hotels, F&B, and Retails. - Liaise with luxury brands to create exclusive, bespoke and lifestyle events - Develop and Manage the implementation of Event and Promotion Plan for Premium Mass segment - Develops and trains staff, interviews for new hires and performs performance evaluations of direct reports and ensures timely, accurate and effective evaluations are completed on all members of the marketing department. - Overlooked TeleSales and Loyalty Marketing in the beginning of my career in SCL. Also met double digit growth in revenue for both departments.- Involve in casino/marketing system development to automate process with an aim to increase operation efficiency and effectiveness - Continuously improve operating procedures to meet with most up to date requirements and change of process



StarWorld Hotel & Casino

• AVP of Casino Marketing

  • Jul 2008 - Feb 2010

  - Responsible for Casino Marketing, overseeing Business Analytics, Event and Promotion, and Loyalty Marketing- Provide offer development, list segmentation, merge-purge processing, targeting strategy, test and control methodologies, creative development and back-end analysis of all campaigns, including return on investment analysis. - Develop, test, refine, implementing and monitor marketing segmentation strategies. Conduct direct marketing analytics including response modeling, customer profiling and segmentation, needs analysis, predictive modeling and other type of quantitative and qualitative strategic business analysis. - Oversee database management to ensure integrity and accuracy of information and the development of comprehensive reports on database segmentation, customer profile analysis and all campaign performance. - Provide recommendations and implement marketing strategies and program development improvements.- In charge of Border bussing Welcome Services- Involve in brand marketing to create brand image to increase awareness- Manage market research studies to gain consumer insights



Crown Macau

• Marketing Manager

  • Jan 2008 - Jun 2008

  - part of the pre-opening team of Crown Macau, in charge of opening event and promotion, system development, club coordination, bussing, advertising & communication



Sands Macau

• Special Event Manager

  • Apr 2004 - Jan 2007

  - Plan and design casino event calendar to drive new customers and incremental visits - Review and improve economic value of each event and promotion- Collect customer and employee feedback to improve each concept - Build and develop a variety of concepts, practices and procedures for particular event sand promotion- Negotiate contracts and obtain competitive bids from vendors to ensure the lowest bid with the highest quality of service and products. - Supervise and evaluate special events staff.



Macau Cultural Center

• Senior Technician

  • Mar 1999 - Apr 2004

  - Planning and organizing entertainment and cultural Programme - Service key accounts on venue rental for cultural event, meeting and incentive activities



World Freight Removal

• Accountant

  • Apr 1994 - Mar 1999

  - Part time job during University study, changed to full time after graduation- Manage the whole set of account - Assist GM on Business Development- Business involved building management, car trading, import & export new cars from Japan