CV
Driven. Intuitive. Conscientious. Creative.
A marketing and communications director with 17+ years of branding & event management experience in fast-paced environments. Tenacious & resourceful with an excellent eye for design and proven track record for first-class marketing management. Especially adept at managing multiple complex projects while also developing key stakeholder relationships.
Always on task with an ability to understand different brand personalities and implement key Marcom strategies efficiently & effectively. Has a high level of literacy and is able to create engaging communications that incite action. An exemplary communicator and leader with an emphasis on utilising the strengths of colleagues and creating an environment of forward-thinking ideas driven by business needs, revenue targets & high voltage marketing solutions.
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Able to save costs and maximise profits whilst working within a tight marketing budget.
Experience
MARCH - JUNE 2021
PALA PIZZERIA
GAY GAMES HK 2022
THE KAMONCHAT
2015 - 2016
HUSHUP EVENTS LTD.
Consulting Project Director
Oversaw all aspects of Hushup Cinema [Superga ® Italian Sky Garden, Deliveroo Love Sky Garden] from budgeting, branding, public relations, securing a new location as well as securing HK$ 140,000 in sponsorship.
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Obtained a HK$ 600,000 contract with Genting’s Star Cruises to manage a NYE event & a HK$ 280,000 contract with Carlsberg to conceptualise & manage the launch of their craft beer launch event.
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Served as Hushup’s Food & Beverage Manager during its annual Secret Island Party, managing more than 20 staff, overseeing 4 bars & 12 F&B Vendors.
Director of Marketing & Communications
Restructured the marketing department to bring inhouse all public relations and marketing initiatives for all 19 restaurant & bar concepts [16 brands] in Hong Kong & Macau.
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Oversaw all Marcom initiatives of 3 sister cos; Culinart, The Porterhouse & Beerhound.
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Blueprinted PR strategies resulting in $4 million free media exposure in 2 ½ years.
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Planned and executed two high profile events; Wines of The World @Sky100 Observation Deck & The Great American BBQ at Cyberport [2000 pax].
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Served as the company’s key brand guardian, driving the conceptualisation & branding of 4 new EHG concepts, 1 rebranding and the conceptualisation & launch of its sister company; Fat Rooster Brewing Co.
Deputy Director, Festival Village - Volunteer
Planning & overseeing the development, preparation & implementation of a variety of event programs to ensure correct representation of the GGHK brand & achieve positive amplification & publicity for its #unityindiversity core concept message​..
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Steward relationships with event agencies, producers, staging & event supply companies towards partnering on/sponsoring of village set up.​
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Conceptualise & oversee the execution of the festival village F&B program.
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Manage all event logistics from participants experience, crowd control, security, 3rd party vendors to planning & allocation of village volunteers etc.
Project Manager - Branding & Marketing
Created the name & spearheaded the design of its logo, website & photography.
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Oversaw the THB 500,000 renovation of the villa.
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Established the rental rate by surveying local rental rates & calculating overhead costs, depreciation, foreign currency loss, taxes and profit marking goals & got the property listed on Airbnb, TripAdvisor & more.
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Negotiated a 2-year exclusive agency contract worth US$ 122,000 [gross profit]
PR & Marketing Consultant - Freelance
Development & implementation of a holistic Marcom plan to amplify the brand resulting in 3 media coverage pieces, 1 blog post, a complete website overhaul, Linkedin company profile & two 1-minute videos with 18,094 total views.
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Social Media Management: 54% increase in Instagram followers, 87% audience growth rate,5.9% Instagram & 8.2% Instagram Stories engagement rate.
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Business Development: 2 F&B promotions to attract new customers & signing of Ritual [takeaway] & HKTV Express [Delivery].
2019 - PRESENT
2020 - PRESENT
Marketing Consultant
Developed a ready-to-execute social media strategy for all 4 outlets.
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Conceptualization & execution of 2 profitable NYE event concepts.
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Festive Holiday Merchandising for all 5 outlets
ECLIPSE HOSPITALITY GROUP
2013 - 2015
2012 - 2013
DIVINO GROUP LTD.
2011 - 2012
THE PRESS ROOM GROUP
Marketing Consultant - Full Time
Oversaw all design aspects of the event set up, ads & collateral for 12 concepts including the redevelopment of 4 websites.
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Spearheaded the group-wide annual Christmas Merchandising saving HK$100,000 [compared to the previous year.
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Led the participation in Hong Kong’s Restaurant Week 2012, at a HK$15,000 discount achieving a HK$ 130,000 net revenue.
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Development & implementation of annual event & promotion calendars for 5 brands.
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Generated a HK$250,000 increase in year-to-year turnover by tweaking & managing The Pawn’s NYE themed event from beginning to end.
PREVIOUS WORK EXPERIENCE CAN BE SHARED UPON REQUEST
2009 - 2011
CASTELO CONCEPTS
PR & Marketing Director
Led the complete overhaul of Castelo Concept’s corporate website; cancellation of current third-party contract & sourcing of new design agency [saving HK$100,000], writing and editing of all content for its Hong Kong, Vietnam, Australia & Japan outlets & overseeing the photography
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Implemented a CRM program and launching its first-ever company newsletter.
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Served as the company’s spokesperson; arranging stakeholder interviews & sponsorship opportunities, executing advertising calendars, implementing promotion campaigns & communication initiatives
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Successfully executed an aggressive PR launch campaign for Oolaa with no budget resulting in write-ups in more than 10 publications.
Skills & Expertise
"Knowlege is power but
enthusiasm pulls the switch"
Having worked across 3 continents in the past 20 years, I am a seasoned professional who had the pleasure to have worked for renowned media publications like 'Die Zeit', 'The New York Post' and 'CNBC Europe' in Guatemala, Germany, Slovenia, the United Kingdom, Bosnia-Herzegovina, Russia & Croatia. For the last 17+ years, I have lived in Hong Kong & Shanghai and worked for lifestyle brands such as 'Vincent Van Gogh Vodka' & 'Volkswagen China' and well-respected F&B companies such as the Lan Kwai Fong Group, Eclipse Hospitality Group, Presroomgroup & the boutique event agency Hushup Events.
Marketing & Public Relations
95%
Leadership & Team Building
80%
Event Conceptualisation
95%
Sponsorship
85%
Website Development
85%
Social Media
60%
Branding
90%
Copywriting
90%
Visual Merchandising
70%
Event Management
95%
Education
Interests
When I am not working you can either find me at Clearwater Bay beach or Tsueng Kwan O swimming pool doing laps, on a trail somewhere in Hong Kong for a hike, in the kitchen cooking up a storm or on the slopes skiing down a mountain.
And because every picture tells a story, iPhone photography fills my cup. As a curator, it's my instrument of choice. If I am not shooting, I occasionally pick up a book but being more of a movie buff, I often escape reality through the wonderful world of movies.
Some of my Favourite Flicks
[in no particular order, and keeping in mind I'm a Gen X :-) ]
Some of my favourite Reads
Once again in no particular order. The type of book depends on my mood
The Breakfast Club
Avatar
Memento
Requiem for a Dream
The Goonies
Star Wars
Shawshank Redemption
A Quiet Place
The Matrix
Aliens
John Wick
Billy Elliot
Brokeback Mountain
Kung Fu Hustle
Lord of The Rings
Legends of The Fall
The Color Purple
Inception
Monster: The Autobiography of an LA Gang Member
by Sanyika Shakur
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Scare Me
by Richard Parker
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The Millenium Trilogy [The Girl with the Dragon Tattoo etc.]
by Stieg Larsson
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The Beach
by Alex Garland
1996-2000
Institute for Business Economics & Management
The Netherlands | Bachelor Degree in Economics [International Management]