CV

Professional Summary

With more than ten years of working experience, I have worked in many companies in different industries. I have built my core expertise in client relationship management, marketing and communication, and strategic thinking. Working with many international partners and clients with diversified backgrounds allowed me to quickly identify clients’ needs despite cultural differences.

As a master of storytelling, transforming information from bland to exciting stories would be vital. Creating good stories to tell has been a crucial part of my experience, and how to utilize stories to bridge audiences together and create a community has been my strength.

I have made my career in the companies I served by planning, developing, and implementing problem-solving strategies for my companies and clients. My recent jobs at EFX24, AQUA PRO+TECH, and SCAD allowed me to develop my management skills further to lead the teams to solve problems for the clients and the company.

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Skills

People Management Business Development Content Strategy

Social Media Marketing and Communications Events Management

Copywriting Creative Initiatives Infographics

Work Experience

Nov 2022 - Present

Grand Alliance Limited – EFX24

Marketing Director

Achievements:

Successfully launched 11 branches in 2 years.
Curated over 6 digital marketing campaigns for the new branches to acquire over 2,000 new customers.
Curated over 6 below-the-line campaigns with the shopping malls where the branches are located.
Built up close relationships with media, shopping malls, landlords, and different business partners. Enhancing the brand image by win-win collaborations.

Responsibilities include:

Developing and implementing the company's overall marketing strategy.
Managing the marketing department and leading the team to cooperate with various departments and advertising agencies.
Defining the digital marketing goals and leading the team to achieve the KPIs.
Monitoring and analyzing market trends, customer behavior, and competitor activities to stay ahead of the competition.
Ensuring compliance with legal and regulatory requirements.
Communicating the company's vision, mission, and values to employees and stakeholders.
Building a positive company culture and promoting employee engagement and development.

Nov 2021 - Present

Aqua Plus Company Limited - AQUA PRO+TECH

Business Director

Achievements:

Launched over ten SKUs in a year and contributed to over 200% of revenue growth.
Curated a $200k marketing campaign and successfully acquired over 10k new customers, generated over 3 million of revenue in 2 months.
Built up close relationships with event organizers, concert management, NGOs, media, and different business partners. Enhancing the brand image by win-win collaborations.

Responsibilities include:

Developing and implementing the company's overall business strategy.
Identifying new business opportunities and partnerships to expand the company's reach and revenue.
Leading and managing teams across various departments, such as sales, marketing, product development, and operations.
Monitoring and analyzing market trends, consumer behavior, and competitor activities to stay ahead of the competition.
Establishing and maintaining relationships with key stakeholders, such as investors, customers, and vendors.
Making strategic decisions about product development, pricing, and distribution.
Ensuring compliance with legal and regulatory requirements.
Communicating the company's vision, mission, and values to employees and stakeholders.
Building a positive company culture and promoting employee engagement and development.

Nov 2021 - Present

Supernova Asia Limited - eliment FitLax

Business Director

Achievements:

Launched out-of-gym personal training schemes for customers under lockdown during COVID-19, contributed half of million dollars of revenue to sustain the business.
Built up close relationships with event organizers, NGOs, media, and different business partner. Enhancing the brand image by win-win collaborations.

Responsibilities include:

Developing and implementing the company's overall business strategy.
Identifying new business opportunities and partnerships to expand the company's reach and revenue.
Leading and managing teams across various departments, such as sales, marketing, and operations.
Monitoring and analyzing market trends, consumer behavior, and competitor activities to stay ahead of the competition.
Establishing and maintaining relationships with key stakeholders, such as investors, customers, and vendors.
Making strategic decisions about service offerings, pricing, and customer service.
Ensuring compliance with legal and regulatory requirements.
Communicating the company's vision, mission, and values to employees and stakeholders.
Building a positive company culture and promoting employee engagement and development.

May 2020 - Present

Hong Kong Federation of Design Associations (FHKDA)

Special Project Coordinator and Social Media Strategist

Achievements:

Fostered and managed over 50 designers in Hong Kong and manufacturers in Mainland China for collaborations and the development of an estimated 100 SKUs
Built up a stronger relationship with business partners, increased the company revenue by 200% to sustain the general operation
Launched a retail store in Nantou, Shenzhen, and an online store on HKTVmall, with over 150 SKUs available for sale in both stores
Increased brand awareness by over 800% through the use of social media and helped maintain a presence on the web
Generated over 350,000 social media impression in one campaign

Responsibilities include:

Managing different stakeholders for collaborations to excel excellent results, including but not limited to business partners, agencies, internal staff, and association members
Redefining the brand image of FHKDA’s retail brand “NEXXT”
Developing business opportunities for Hong Kong designers in China, and creating a creative community for FHKDA
Designing marketing and social media strategies to reactivate FHKDA’s online presence in China and Hong Kong
Training Hong Kong designers to utilize WeChat Official Platform to achieve their marketing goals
Leading, managing and creating original and highly engaging story-telling content on social media platforms in multiple languages, included Simplified Chinese, Traditional Chinese, and English
Supervising the setup of the exhibitions in Nantou City, Zetta Bridge, and three design weeks in China for “NEXXT”
Organizing webinars via Zoom and Voov and business-matching sessions in Hong Kong and Shenzhen
Creating new promotion and distribution channels for “NEXXT”
Tracking, analyzing and evaluating traffic results in order to provide effective solutions for content optimization, brand awareness and audience engagement

Dec 2018 – Mar 2020

Savannah College of Art and Design (SCAD)

Social Media Strategist

Achievements:

Contributed to over 70% of perspective students’ inquiries by increasing brand awareness through the use of social media
Increased Instagram online fellowship by 100% and 250% traffic with key performance strategies
Successfully introduced a new brand voice and content strategy that increased social engagement by over 200%
Established WeChat public account and grew 5,000 followers
Author of more than 100 original articles on WeChat, and created engaging content on Facebook and Instagram
Generated over 300,000 social media impressions in a WeChat campaign

Responsibilities include:

Fostering collaborations between marketing, student affairs, and admission teams
Leading and designing social media strategies to shape SCAD’s overall marketing strategy and achieve marketing targets
Leading, managing and creating original and high-quality story-telling content on social media platforms in multiple languages, included Simplified Chinese, Traditional Chinese, and English
Creating social “buzz” for SCAD’s brand engagement
Building a deep and practical relationship with colleagues, prospective and current students, parents, and business partners
Training internal teams to integrate and maintain a cohesive social media strategy, goals, tactics, and success metrics
Defining and achieving the social media KPIs
Designing social media content and campaign strategies across multiple media including photo, video, social, editorial and event-based content
Registering the first WeChat official account and creating a strategy to build the account from zero
Interacting with students, alumni, industry leaders, and influencers for creating audience-favorable social media content
Managing the Hong Kong official website and mini sites to ensure the SEO effectiveness
Tracking and analyzing traffic results in order to provide effective solutions for content optimization, brand awareness and audience engagement

Jul 2018 – Nov 2018

Burson Cohn & Wolfe (BCW)

Account Manager

Leading a team with 10 staff to accomplish mid-level projects
Communicating with clients to understand their needs and achieving sales goals
Planning and executing PR campaigns, events and tactics
Collaborating with internal departments to facilitate client need fulfillment
Staying on top of clients’ industry development

Key client: Honor (Huawei’s sub-brand)

Mar 2015 – Jul 2018

Techworks Asia Limited

Account Manager

Achievements:

Secured 60% of the company’s revenue
Initiated, developed and managed the WeChat management for 2 clients, generated over US$200k for the company
Responsible for 70% of successful pitches for interviews in the company, average 6-10 interviews per event
Responsible for over 60% of the media placement in the company, prepared and placed over 20 technical articles for different clients
Achieved a 30% increase in media coverage for one client, number of clips total over 12,000 and 80% of them were from Top-tier media
Supported the organization of over 90% of overseas events
Grew WeChat likes and shares by more than 30x and boosted followers from 0 to over 6,000 for one client
Managed 6 key accounts and 7 social media accounts independently

Responsibilities include:

Planning and managing PR and marcomms program day-to-day for clients, including traditional offline and new interactive online activities
Creating story-telling content for clients with professional technical products, communicating efficiently with the general public via interactive online platforms strategically
Communicating with clients, including formulation of local and global client PR/marcomms strategies
Building deep and effective relationship with clients and editors proactively
Creating social media content and developing brand awareness & audience engagement campaign strategies, via different media and online channels
Managing WeChat official accounts for clients, including setup, verification, and management
Enhancing and developing media databases

Key clients: Nordic Semiconductor, Zytronic Displays Ltd., Navitas Semiconductor, Molex LLC, Rutronik, etc.

Mar 2014 – Nov 2014

Concept Communications (HK) Limited

Account Manager

Achievements:

Attained an average of 35% profit for most projects
Built a trustable and deep customer relationship
Coordinated over 10 car shows in 6 months
Successfully pitched 3 new projects

Key clients: Volkswagen, City of Dreams, Disneyland, Land Rover, etc.

Oct 2013 – Feb 2014

Hong Kong Federation of Design Associations (FHKDA)

[Project base] Project Manager / Project Assistant

Projects:

Project Manager: ciidf -中国深圳国际工业设计大展
Project Assistant: Global Design Network Symposium 2013
Project Assistant: The 1st HK-SZ Design Biennale

Achievements:

The exhibition booth attracted over 20,000 audiences in one weekend
Established connections with 5 different professional associations
Activities have attracted over 30,000 audiences in two weekends

Jun 2012 – Oct 2013

SUMI Production (HK) Limited

Project Manager

Nov 2009 – May 2012

Top Line International Management Limited

Manager

Aug 2008 – Nov 2009

Lee Keung Leather Company Limited

Account Executive / Sample Designer

Nov 2006 – Aug 2008

Global Beauty International Management Limited

Designer

Education

2019 - Present

Savannah College of Art and Design

Master of Arts – Creative Business Leadership

2019

London Business School

Mastering Digital Marketing Certificate – Digital Communication

2019

MIT Management Sloan School

Executive Program – Digital Marketing Analytics

2005-2006

Swinburne University of Technology

Bachelor of Design – Communication Design

Interests

I love traveling and I try to take a trip every season. During the COVID-19 pandemic, it is not possible for me to travel to other countries easily. But it did not stop me from exploring my beautiful home - Hong Kong. I like driving around the city as I believe that exploring new areas would always surprise me.

Traveling allows me to adapt to new situations and use my detail-oriented skills to ensure I have the best enjoyment, even with so many restrictions during the pandemic. But there are always solutions to go with a problem, nothing is impossible for me. Enjoying coffee in a cafe hides in an alley, appreciating every detail in an art piece, watching the sunset by the beach, and make new friends in some local communities. These are not the ordinary traveling itinerary but this is the quality of life. And this is how I embrace change to adapt the life in the new-normal era.