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Work Background
KEF | Kent Engineering & FoundryVP of Growth Strategy and Head of Global Digital Strategy, Global Marketing
Mar. 2021 - May. 2025Hong Kong SARDevelop and execute growth marketing strategies for direct-to-consumer (D2C) e-commerce platforms while pioneering Web 3.0 marketing in the Web 2.0 world to foster community interaction across omnichannel brand experiences through curated programs, events and partnerships. Revamp KEF’s brand strategy (vision, mission, values) and implement new brand playbook with immersive ‘Listen and believe’ campaign. Design integrated engagement frameworks through strategic creator collaborations, cross-sector partnerships, and community ecosystems that enhance brand immersion via multichannel campaigns and experiential activations in KEF Music Galleries and partnership retail environments.
GP BatteriesVP, Growth and Customer Engagement, Head of Global Digital Strategy
Mar. 2021 - Jul. 2022Hong Kong SAR
KEF | Kent Engineering & FoundryVP of Growth Strategy and Head of Global Digital Strategy
Mar. 2021 - May. 2025Hong Kong SARDevelop and execute growth marketing strategies for direct-to-consumer (D2C) e-commerce platforms while pioneering Web 3.0 marketing in the Web 2.0 world to foster community interaction across omnichannel brand experiences through curated programs, events and partnerships. Design integrated engagement frameworks through strategic creator collaborations, cross-sector partnerships, and community ecosystems that enhance brand immersion via multichannel campaigns and experiential activations in KEF Music Galleries and partnership retail environments.
GP BatteriesHead of Global Digital Strategy, GP Global Marketing
Jun. 2018 - Jan. 2023Hong Kong
KEF | Kent Engineering & FoundryHead of Global Digital Strategy, GP Global Marketing
May. 2018 - Apr. 2023Hong KongDigital Transformation & Innovation Leadership
Spearheaded the development and execution of a 5-year digital strategy to drive organizational transformation across the GP Group’s brand portfolio, aligning global initiatives with localized market needs. Strategic Oversight
• Oversaw global digital budgets across multiple brands
• Re-engineered digital ecosystems to enable data-driven, consumer-centric growth strategies supporting new D2C e-commerce ventures Commercial Impact
• Achieved 300%+ YoY revenue growth for KEF.com across APAC and European markets
• Built D2C platform from 0 to 10% of total regional revenue (APAC/Europe) within 2 years
• Drove 7M+ annual web visits for new e-commerce business unit Operational Scaling & Organizational Design
• Scaled global digital teams from 3 to 30+ professionals across 3 continents
• Established regional hubs in Hong Kong (HQ), Asia, and Europe with localized expertise
• Implemented cross-functional collaboration frameworks and agile workflows
KEF | Kent Engineering & FoundryDigital Marketing Director
Sep. 2017 - Apr. 2018Hong KongRevamped Digital Marketing & E-Commerce Strategy
Spearheaded the establishment of a new Digital Marketing Team within GP Global Marketing (GPGM), driving organizational digital transformation through comprehensive ecosystem modernization. Key initiatives included rebuilding core infrastructure, deploying advanced marketing technologies, and implementing automation frameworks to accelerate global E-commerce and social commerce growth. Organizational & Talent Development
Led internal restructuring to upskill teams, aligning talent acquisition and training programs with a five-year strategic roadmap. Focused on cultivating expertise in Salesforce platforms, data analytics, and agile workflow optimization to support long-term business objectives. Global Digital Ecosystem Implementation
Designed and executed a five-year strategy to transition KEF to a direct-to-consumer model, integrating:
• Salesforce Suite: Marketing Cloud (campaign automation), Service Cloud (customer support), Commerce Cloud (B2B/B2C)
• E-Commerce Infrastructure: Shopify platform deployment, PIM/CMS systems, and analytics dashboards for KPI tracking
• Global Expansion: Launched 9 localized E-commerce sites and established online business across 11 markets with direct-to-consumer e-commerce capabilities
• Global social media strategy and centralization of platforms, performance marketing ad accounts Operational Excellence
Optimized end-to-end customer journeys through payment gateway integrations, logistics network enhancements, and process automation. Content-Driven Growth
Pioneered SoundofLife.com, a bilingual (English/Chinese) content platform serving as KEF’s primary customer acquisition channel. Achieved 100,000+ monthly active users through global content partnerships and SEO-driven strategy.
KEFDigital Marketing Director
Sep. 2017 - Apr. 2018Hong KongRevamped Digital Marketing & E-Commerce Strategy
Spearheaded the establishment of a new Digital Marketing Team within GP Global Marketing (GPGM), driving organizational digital transformation through comprehensive ecosystem modernization. Key initiatives included rebuilding core infrastructure, deploying advanced marketing technologies, and implementing automation frameworks to accelerate global E-commerce and social commerce growth. Organizational & Talent Development
Led internal restructuring to upskill teams, aligning talent acquisition and training programs with a five-year strategic roadmap. Focused on cultivating expertise in Salesforce platforms, data analytics, and agile workflow optimization to support long-term business objectives. Global Digital Ecosystem Implementation
Designed and executed a five-year strategy to transition KEF to a direct-to-consumer model, integrating:
• Salesforce Suite: Marketing Cloud (campaign automation), Service Cloud (customer support), Commerce Cloud (B2B/B2C)
• E-Commerce Infrastructure: Shopify platform deployment, PIM/CMS systems, and analytics dashboards for KPI tracking
• Global Expansion: Launched 9 localized E-commerce sites and established online business across 11 markets with direct-to-consumer e-commerce capabilities
• Global social media strategy and centralization of platforms, performance marketing ad accounts Operational Excellence
Optimized end-to-end customer journeys through payment gateway integrations, logistics network enhancements, and process automation. Content-Driven Growth
Pioneered SoundofLife.com, a bilingual (English/Chinese) content platform serving as KEF’s primary customer acquisition channel. Achieved 100,000+ monthly active users through global content partnerships and SEO-driven strategy.
STAKK Factory LimitedChief Design Officer
Feb. 2016 - Jul. 2017Hong KongBrand Strategy & Business Development
Spearheaded STAKK’s evolution as a content publisher by defining market opportunities, architecting new business models, and driving growth strategies. Established STAKK Factory’s brand identity and content framework, unifying multiple verticals under a cohesive umbrella brand. Cross-Functional Leadership
• Built and managed teams of 60+ professionals, including Design & Production (20+ creatives), Innovation (10+ developers/UX designers/researchers), and Content Creation (30+ creators). Coached and marketed our content creators to become independent Key Opinion Leaders (KOLs) with their own independent follower base.
• Pioneered and developed an algorithmic model for analyzing content consumption patterns of our follower base to optimize content strategies and audience engagement. Award-Winning Innovations
Won 3 Silver WAN-IFRA Asian Digital Media Awards within 12 months for:
• Best Use of Online Video
• Best Innovation to Engage Youth Audiences
• Best New Product (MaskOFF APP) Content monetization and business model
Pioneered a one-stop content marketing platform serving global brands (Google, Gillette, McCann) with data-backed strategies from concept to distribution. Leveraged direct access to STAKK’s 700K+ millennial audience across 3 continents for targeted campaigns. Developed the first digital product launch
Led MaskOFF APP development, achieving Apple App Store top “Featured App” status within one week of release. Oversaw full lifecycle from UX design to market strategy.
Asia MilesDesign Strategist (Consultant)
Aug. 2015 - Jan. 2016Hong KongJoined the Customer Experience and Design Team: Cross-functional Collaboration: Partnered with internal stakeholders and external customers to conduct fieldwork, observational studies, and insight-gathering sessions, followed by structured debriefings to align teams Data-Driven Insights: Analyzed qualitative/quantitative data to synthesize findings, translating complex insights into visual frameworks and strategic recommendations for business units Research Excellence: Conducted comprehensive desk research to supplement primary data and validate hypotheses Experience Mapping: Developed detailed customer journey maps to visualize pain points across service touchpoints, enabling teams to prioritize improvements Workshop Leadership: Spearheaded the preparation and facilitation of design thinking workshops, including custom workshop toolkits, tailored presentation decks, and interactive materials Impact: Drove customer-centric decision-making by transforming raw data into actionable strategies, directly informing service enhancements and operational upgrades.
Hong Kong Design CentreSenior Project Manager
Apr. 2014 - Aug. 2015Hong KongOn corporate level, shared responsibility to help spearhead knowledge management initiatives and set up a resource-rich innovation and design knowledge insights platform. In addition, provided advisory and leadership in content-driven programming, digital and communications strategies. On Business Unit level, programme based (Business of Design Week BODW, Knowledge of Design Week KODW, Institute of Design Knowledge IDK) responsibilities include planning and development of advanced knowledge-driven innovative learning programmes for executives and professionals, and bespoke trainings for interested corporate and public parties (Design research and analysis). Build and extend professional networks with the various stakeholders, to boost HKDC’s service and seeking opportunities for third-party projects. Project management duties from planning to implementation include: BODW: perform design management duties by leading collaboration of external design firm with internal design team for the delivery of programme brand identity, conference collaterals & communication strategies (bodw.com) KODW: Lead and manage creative team (offline & online) by providing creative direction, communication strategy from content to programme, including co-curation of KODW programme, marketing materials, programme branding to conference collaterals. In addition, build a online educational video platform as the first step to developing content for the insights bank and business development. (kodw.org) IDK: Extend existing duties to identify potential partnerships and explore potential partnerships for a new round of executive training programmes (idk-hkdc.org). Co-design & facilitate bespoke workshops:
- Department of Health: Unleashing Leadership Qualities with RCA
- Lego Serious Play
- Other workshops in design thinking, innovation leadership, design management, innovation culture
Hong Kong Design CentreProject Manager
Oct. 2013 - Apr. 2014Hong KongPerform design management duties for a division in HKDC called Institute of Design Knowledge, including the facilitation of ongoing ‘InnoDesign Leadership Programme’, an executive training programme that acts as a knowledge exchange platform for innovation leadership and design management. Core duties include: Drive promotional efforts of IDK modules with minimal marketing budget through redesigning IDK’s digital portal to allow integrated online presence with IDK’s offline branding as well as strong back-end system for data collection and analysis of social demographics. Data collected has allowed IDK team to strategise its marketing campaign and helped expand our offerings to targeted groups, turning potential leads to successful sales. Co-design IDK modules with invited Faculty member (strategic partners include: Royal College of Art, Parson The New School for Design, TU Delft, Illinois Institute of Technology) Implemented new procedures to improve workflow efficiency and productivity in running IDK's InnoDesign Leadership Programme. Provided digital solutions & support to other HKDC’s programmes:
Drive the adoption of IDK process and digital strategy to other existing programmes as efforts to support content-driven programming. The new IDK model was adopted to KODW 2014, in addition to leading creative direction with a small team of designers to deliver in-house creative services for the programmes Institute of Design Knowledge, Knowledge of Design Week and Business of Design Week. Digital products extended to developing KODW event app. As a member of the content & programming team, I also co-developed KODW 2014’s programme, analysing trends and conducting research to conceptualise 2014 programme content and direction with the overarching theme of Service Design for Retail & Hospitality, Furthermore, aligning the creative direction to strategise a holistic marketing campaign (online & offline).
Taste Interiors International LimitedStrategy & Innovation Manager, New Business Development
Sep. 2012 - Sep. 2013Hong KongNew Business development: Explore new business opportunities, open new markets, develop innovative ideas and new strategic partnerships around the world (with a focus in airline offices and lounges, automobile showrooms and service centres and corporate offices). Marketing: Develop and execute marketing and social media strategies aligned with the company's new direction and rebranding efforts. Organizational development: Design programs for building innovative strategies. Identify opportunities for innovation and new strategies in organization, operation and processes and exploring new business models. Talent management: Apply integrated coaching techniques, Mentor and coach employees in innovative strategies. Recruiting and retaining talent. Building the right team for projects for radical collaboration, creativity and performance.
Hubble Design (Innovation & Design Consultancy)Digital Storyteller, Innovation Strategist, Brand Management, Design Researcher
Apr. 2011 - Apr. 2018Hong KongDesign research, innovation strategy (culture change and organisational development) and Service Design for various clients. Utilising my background and experience as a new media designer and research in creating collaborative synergies, combining methods of Design Thinking and Play in co-creation processes for workshops, internal training and strategy building. On the client side, I specialise in developing digital products (UI/UX).
The Thinking HotelInnovation Strategist & Researcher
Nov. 2010 - Apr. 2013London, United KingdomCo-design of an experiential & transformational game: Change Play Business & Change Play Drinks. Design research on process innovation through gameplay. Brand development, website design and development, graphic design of game materials used in Change Play games.
Central Saint Martins College Of Art and Design, University of The Arts LondonMA Innovation Management Graduate Student
Oct. 2010 - Jun. 2012London, United KingdomResearch focus: Adapting gameplay as an innovation strategy in various aspects within an organization (e.g. business processes, organizational learning, human resource development) to help organisations foster creative environments and innovative potential by employing new methods rooted in the act of play to enhance motivation and collective engagement, ultimately to nurture innovation culture. Dissertation awarded Distinction. MA Innovation Management Website Team: Involved in developing official course website, design management. mainnovationmanagement.co.uk
CNN InternationalSenior Multimedia Designer
Aug. 2008 - Jul. 2010Hong KongEffectively translate marketing objectives into creative strategies, designs and plans. This includes managing all areas of design, art working, ensuring quality of creative content and working closely with Integrated Marketing and other internal departments (Inflight & Hotel Marketing, Broadcast Sales, Syndication) to develop a comprehensive and aligned creative marketing plan. Manage integrated online/offline marketing campaigns across multi-platforms to generate brand awareness and potential sales leads for both CNN and other Turner properties.
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