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Work Background
Eight PartnershipAssociate Creative Director, Content
Sep. 2020Hong Kong· Act as Head of Content, overseeing all bilingual subject matters in the office (English, Traditional Chinese and Simplified Chinese) that goes out - from pitches, strategy, brand/ campaign development, to a broad sphere of copywriting and translation projects including brand guidelines, print & digital brochures, websites, etc
· Work in line with design-based directors, managing and monitoring a close-knit team of writers and creatives to optimise the brand experience through carefully crafted and on-brand content output
· Manage content team resources, including in-house allocation and tender-related engagements
· Align on business objectives with the Account Servicing team, generating messaging in a bilingual context with
close attention to accuracy, and to avoid loss in translation under any circumstance
· Pioneer client presentations, driving naming, campaign taglines, art direction, and conceptual storytelling (manifestos, film supers, TVC, etc.)
· Serve as the intermediary between international/ Mainland corporate clients and the key stakeholders of the House, facilitating effective communication in Mandarin, Cantonese, and English
· Gatekeep content by proofreading third party materials and ensure consistency of style and language to safeguard content standards
· Lead rebrands and revamp advisory supported by strategic competitor analysis, defining and maintaining a consistent brand voice for luxury clients
· Take charge of the House’s internal (weekly e-newsletter) and external communication needs (social media, press releases, showcase booklets and client invites)
· Key clients include developers and international corporates such as Shanghai Xintiandi, Chinachem Group, Wynn Palace Macau, Henderson Land, Raffles Family Office, Hysan, HKR International, Hyatt Hotels , Bank of East Asia, Japan JR Tokai and more
Langham Hospitality GroupLead Copywriter (Bilingual)
Jul. 2018 - Jun. 2020Hong Kong· Report to Creative Director in the coordination, execution and control of all content production
· As the sole copywriter in the team, act as an expert resource on languages and the Company’s editorial style
·Identify and develop brand positioning for a family of luxury hospitality brands which includes hotels, resorts, residential serviced apartments and restaurants & wellness spas, located on four continents
· Undertake professional copywriting, translation, collateral typeset, re-auditing and high quality content development of LHG DirectMarketing materials, social media and brand websites
· Generate creative strategies and develop new themes and taglines for global brand campaigns
· Proofread and edit copy from regional hotel properties to ensure consistency of tone, style and language
AdBeyond (Group) LimitedContent Strategist (Bilingual)
Dec. 2015 - Jul. 2018Hong Kong, Hong Kong· Write, proofread and strategise creative digital content for global consumer product brands, airlines and official
Mainland tourism commissions in adoption of social media’s protocol
·Overlook and maintain SNS (ie. Facebook, Twitter, Instagram, Youtube, LinkedIn, Pinterest, etc)
· Communicate creative concepts across diverse disciplines of publication, including web content creation, online product launch ideation, offline marketing event planning, press release copywriting & translation, social media photography shooting and video copy editing
· Conduct monthly and post-campaign reports based on engagement results (data analysis, content analysis & competitor analysis) and present strategic recommendations for future improvements
· Work in line with design team and business development groups to develop pitching proposals with compelling content
· Supervise junior copywriters and monitor content calendar
· Key clients include Beijing Tourism Commission, Nanjing Municipal Department, VIVO Mobile, Spring
Airlines, AirAsia, Visit Shaanxi and more
Hogarth Worldwide LimitedCopywriter
Apr. 2015 - Nov. 2015United States, New York·Work closely with transcreation team for the launch of Apple Music (a major music streaming service provider)
·Copywrite immense volume of music introductory blurbs which date with popular culture and music trends of the target regions
·Amend, revise and redevelop communication materials in response to feedbacks from the internal department
Le French MayTranslator
Apr. 2015 - Jun. 2015Hong Kong, Hong KongTranslate clientage company’s press release and social media publications from English to Chinese
RTHKTranslator
Feb. 2015 - Mar. 2015Hong Kong, Hong KongTranslate RTHK radio programme speeches from Chinese to English
French Touch by GL eventsShow Assistant at the Art Basel
May. 2014 - Mar. 2015Hong Kong, Hong Kong· Usher V.I.P guests at an art exhibition held in the Hong Kong Convention and Exhibition Centre
·Direct audiences in the exhibition venue in a professional manner and responded to enquiries onsite
·Assist marketing team closely in allocating collaterals and periodicals to exhibition booths
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