May 2025 – Present · 1 yr · Hong Kong, Taipei and Hsinchu

• Co-founded family-oriented experience spaces in Taipei and Hsinchu, dedicated to creating memorable moments for families and children.
• Drove significant growth, achieving record-breaking 7-figure revenue through targeted marketing in 10 months.
• Developed and implemented marketing strategies, optimising digital ads, partnerships, and training to boost outcomes while controlling expenses.
• Fostered immersive environments encouraging family engagement via events and creative experiences.

Apr 2023 – Apr 2025 · 2 yrs · Hong Kong SAR

• Strategic Communications Leadership: Directed central communications functions including Brand Marketing, Strategic Communications, Public Affairs, PR & Media, Events, Editorial, Publications, and Content for a portfolio of university-wide initiatives.
• Global Ranking Achievement: Contributed to HKU's historic QS rankings: 1st in China, 2nd in Asia & 11th in the World (2025) and 2nd in China & 17th in the World (2024).
• High-Impact Partnership Development: Forged and managed strategic alliances to enhance HKU's reputation with leading entities such as the US Government, HKSAR Government, United Nations, UNESCO, Microsoft, Tencent, Future Science Prize, APRU, THE, and QS.
• Major Event Management & Profile Raising: Successfully led the APRU Annual Presidents' Meeting at HKU, engaging senior executives from top global universities and significantly elevating the event's and HKU's international profile.
• Stakeholder Engagement & Communications Output: Oversaw the development of bilingual annual reports, campaign websites, and trilingual press releases, enhancing stakeholder engagement.
• Substantial Media & Digital Reach: Achieved over 340 million UVPM media coverages and 170 million targeted social impressions, dramatically amplifying HKU's visibility and influence.
• International Research Collaboration: Co-hosted the inaugural "2023 Asian Young Scientist Fellowship Annual Conference" with the Tencent Foundation, featuring remarks from HKU's President and attracting over 200 global scientists and leaders from top universities across Asia.
• Sustainability Initiative Facilitation: Advanced regional collaboration on carbon neutrality by hosting the APRU Presidents' Meeting, resulting in a key MoU with Fudan University and the University of Sydney to establish a steering committee and joint efforts on university-wide carbon neutrality targets.

Aug 2020 – Apr 2023 · 2 yrs 8 mos · Pacific Rim

• Milestones:
• USD 3.9M+ PR value, 4.4B+ UVPM & 5K+ coverages generated on Bloomberg, Bloomberg Businessweek, Nikkei Asia, Nature, Straits Times, SCMP, Associated Press, AFP (Agence France-Presse), NBC's TV, CBS's TV, BusinessWire, China Daily, Google Blog, World Economic Forum, FOX, Morningstar®, MarketWatch, Asia Times, Yahoo! Finance, Sina Finance, Baidu, Newswire, GlobeNewswire, Business Times, Times Higher Education, Antaranews, Suhu, HKET, HKEJ, HK01, HKMB, Ming Pao, Sing Tao, the Standard & more.
• 8.4M targetted social impressions (ROI: 20+ times vs industry benchmarks).
• USD 200K+ sponsorship earned through strategic partnerships with PR, branding, website, Metaverse, and digital marketing partners e.g., Chronicle of HE, THE & SCMP.
• Managed events with presidents and CEOs of unis and semi-gov bodies.
• Partners: United Nations, UN ESCAP, UN-Habitat, UNU, UNESCO, The Rockefeller Foundation, Google, Microsoft, Facebook, APEC, Asian Development Bank, World Economic Forum, WHO, Telenor Group, Union Bank & more.
• Bilingual Annual Report
• Trilingual Website Revamp
• Trilingual Press Releases, Op-eds, Media Events & Interviews
• Rebranding (identity & collaterals)
• Role:
• Responsible for APRU's overall communications strategy including branding, PR, marketing, website development, digital media, publications, database, language diversity, and more.
• apru.org
• Org. background:
• The largest international network in the Pacific Rim serving the higher education sector and partnering with the United Nations, Google, New York Times, and more.
• Founded by: Berkeley, Caltech, UCLA, and USC
• Economies: 19
• Universities: 60
• Faculty Staff: 200K+
• Students: 2M+
• Locations: Mainland CN & HK, Japan, Korea, US
• Focus: Sustainability, DEI & Policy
• Team Awards:
• Gold, IADA 2022
• AE Award 2022
• Highly Commended International Strategy of the Year, THE Awards Asia 2021
• Finalist for The Falling Walls Science Breakthroughs of the Year, Falling Walls, Berlin 2020

Dec 2019 – Aug 2020 · 8 mos · Hong Kong and mainland China

• Milestones:
• Launch of the first-ever Christmas Kids Fest at K11 MUSEA in 2019 Dec.
• Launch of the first-ever Donut Golf Club at K11 MUSEA in 2020 Apr-Aug.
• Launch of the Donut Village, Donut Cafe and Donut Store revamp project at D·PARK in 2020 May-Aug.
• Co-launch of the first-ever Summer Kids Carnival at K11 MUSEA in 2020 June-July.
• 250k+ impressions generated without the use of any monetary budget, and 120+ partners added to the group's influencer & media list in 2020 June & July alone.
• 1 million+ impressions and multiple times in sales growth per campaign in 2020 Dec-Aug.
• Role:
• Responsible for 360 corporate marketing projects on children and family oriented businesses including K11 MUSEA, D·PARK, playhouses, restaurants, stores, education programs, online media platforms, e-commerce (alexa world ranking: ~#13k), family edutainment centers, IPs and other corporate branding initiatives.
• www.k11musea.com
• www.k11.com
• www.dpark.com.hk
• www.donutandahmeow.com
• www.baby-kingdom.com
• Team Awards:
• Best Mall Event - Gold 2020 / Marketing Magazine
• Best Engaging Event - Gold 2020 / Marketing Magazine
• Best Large Event - Silver 2020 / Marketing Magazine
• Permanent brick-and-mortar experience, Best Retail Experience Awards 2019 / French Chamber Hong Kong

Nov 2018 – Nov 2019 · 1 yr · Hong Kong and mainland China

• Milestones:
• Launch of K11 MUSEA in HK
• Launch of MoMA in HK (worked directly with MoMA New York team)
• Launch of K11 Beauty in HK & China
• Launch of K11 Design Store in HK & China and its eCommerce project
• 5 million+ impressions, 20+ events and multiple times in sales growth per campaign
• Role:
• Responsible for building and managing 360 marketing projects for K11 owned/curated brands, K11 malls, corporate business development and eCommerce management for K11 Retail (China and Hong Kong).
• K11 brands - Formulate marketing, pr, customer engagement and branding strategies from scratch based on data analysis and insights to enhance store visit frequency, member active rate, brand partnerships, pr coverage etc. and to strengthen revenue of K11 Design Store, K11 Beauty, K11 Art Store, and other initiatives in both HK and China.
• K11 malls - Manage/co-manage marketing events and campaigns of K11 Kulture Academy, K11 Art Mall, K11 MUSEA and New World Group by collaborating with internal and external partners, to engage customers by providing personalised customer experiences and large-scale events, offering the right offers, content and excitement at the right time to ensure a continual development of the K11 brand.
• K11 eCommerce - Manage the eCommerce platforms and digital marketing strategies of K11 Design Store and K11 Art Store; use data effectively to analyse, segmentize and create strategic ads for online CRM retention and retargeting programs via omni-channels and social media, driving reactivation with targeted messages to each customer.
• K11 corporate sales and partnership - Work closely with external and internal business units to drive revenue for corporate business events.
• Team Awards:
• Most Innovative Companies / Fast Company
• Finalist for Top Ten Malls of Digital EX Awards 2018 / Metro Finance
• My Favorite Shopping Mall Event, My Favorite Shopping Mall Awards 2018/19 / Hong Kong Economic Times
• & 50+ awards

Mar 2017 – Nov 2018 · 1 yr 8 mos · Hong Kong and mainland China

• Milestones:
• Initiated and/or organized corporate collaboration including launch projects with:
• Tencent TV, Billboard, Magmode, Mclaren, Hypebeast, Marie Claire, ELLE, Cosmopolitan, Bazaar, Glamour, InStyle, men’s uno, Honeycombers, Mclaren Owner’s Club, Road to Le Mans, Ce La Vi, Xintiandi, Shanghai Fashion Week (Official Catwalk), Mercedes-Benz China Fashion Week, Le Mans Asia, PMQ, Milk, JumpStart, Ming Pao Weekly, Metropop and more.
• PR initiatives with:
• Gianni Nunnari (Producer of Silence, Se7en, The Departed), David Goldhill (Former President, Universal TV), Andy Lau, Sammi Cheng, Eddie Peng, Shu Qi, Li Rui, Liu Keng-Hung, Chuan Li, Christine Kuo, William Lok (Asian Le Mans Champion), Yumiko Cheng, Ella Koon, Jill Vidal, Sean Dinsmore (Director, Billboard Electric Asia), G-Dragon & BIGBANG band, pianist Kao Chih Hao.
• Managed the launch of the brand, all collections and campaigns worldwide.
• Secured 7 POS to prime locations in China.
• Sales raised 10+ times.
• Website users raised 100+ times.
• 1 million+ impressions generated.
• Role:
• To lead, develop and manage the brand on all aspects, including: product development and launch, brand development & management, buying, POS & distribution, payment setup, e-commerce & web development (Magento, Shopify, Wechat shop; Eng, Trad. & Simp. Chi content), direct sales, digital & traditional marketing (IG, FB, weibo, wechat, print), newsletter, SEO, SEM, PR, event, shop & pop-up, VM, corporate collaboration, funding projects, content generation, creative direction, visual production, branding material, team recruitment & management, & more.
• Team background:
• With over 40 years of experience in shoe-crafting and providing creative services for global luxury brands, our team has created its own brand - Andrew Kayla.
• www.andrewkayla.com
• www.instagram.com/andrewkayla
• Referees:
• Stephanie Lo (Assis. Brand Manager, MaxMara Group), Julien Beaupré (Co-Founder, MMBP), Angie Ng (Model), Alice Chung (Manager, AK)

Jan 2007 – Feb 2017 · 10 yrs 1 mo

• Proven track record of developing brands through 360 communications strategy, covering the fields of: brand identity, digital and event marketing, PR, MarCom campaigns, CRM lifecycle management, corporate partnership, multi-media production, publication, inter-org. network, product development, pos distribution, e-commerce and web development, creative design, store and VM, team development and more; consulting with brands across a range of industries; designing and authoring communications policies; and producing thought leadership to drive discussion and build profile. Editor and author of two best-selling books with multiple editions sold out and a series of columns for various magazines.