The Hong Kong Jockey Club  Sep 2022 - Present

Position: Assistant business cooperation manager 

Location: Hong Kong

Responsibilities: 

• Collaborate with the Beijing government client as a business development consultant, utilizing the brand influence and customer strategy of the Hong Kong Jockey Club, to design a business and soft skills enhancement project aimed at enhancing the client’s brand and customer relationship management (CRM) strategy. • Support writing market analysis in Beijing and 9 cities in the Greater Bay Area (GBA) by producing lottery customer group consultation reports, contributing to government clients' market decisions and strategic planning. • Designed and organized personalized visit itineraries tailored to the needs of mainland and overseas partners or potential clients, demonstrating how The Jockey Club uses a customer segmentation journey map to attract different levels of customers, implement a customer-centric mindset and enhance customer loyalty. 

• Designed and executed a 3-year, 120+ hours sports betting business knowledge and soft skills competency training project, elevating the overall capabilities of the Beijing client team to convey brand value and enhance customer insights effectively. 
• Conducted 30 customer interviews, obtaining crucial customer insights and writing reports to enhance customer loyalty and market competitiveness. • Independently communicated and planned training programs with internal and external stakeholders, successfully designing immersive experiences of The Jockey Club’s brand of different customer segments. This included experiences at retail branches, racing &racecourse entertainment, membership restaurants, campaigns for High-Value customers and GenZ generation, and CRM learning projects. These efforts led to the successful signing of annual training agreements with lottery clients from 10 provinces and cities in China and 1 in Singapore, promoting brand and business development for clients. 
• Planned and organized the annual conference of the Asian Lottery Association, attracting 300+ Asian industry attendees, showcasing The Jockey Club's contribution to mainland China sports and the horse industry, as well as the direction of continuous optimization and innovation of the customer journey. Strengthened the brand influence and expanded cooperation with international partners. • Planned and executed 5 technical seminars and training meetings with the Vietnam lottery company, successfully facilitating the signing of a consultancy contract between The Jockey Club and the Vietnam lottery company for IT platform enhancement. 
• Took the lead in organizing the International AI Salon in collaboration with the Chinese Academy of Sciences, attracting 50+ China, USA, UK scientists and AWS, Bytedance to attend, sharing the collaborative achievements of the Jockey Club's customer service AI platform, explore technical solutions to improve customer service experience. 
  

Well link Securities Ltd.,  Feb 2022 - Sep 2022

Position: Marketing Director 

Location: Hong Kong

Responsibilities: 

• Developed a comprehensive brand promotion and creative storytelling plan for the company, encompassing both ATL and BTL activities. Implemented various media channels, including offline lectures, forums, WeChat, website, Little Red Book, Facebook, and Instagram. 
• Independently managed communication with relevant departments and subsidiaries to assist the IT department in conducting UAT for the company's new app features. Planned and executed outside promotional campaigns for each new feature launch, resulting in over 300+ new app users within 3 months 
• Established Facebook and Instagram accounts for the company and launched a follower engagement program with promotional giveaways. Strategized daily content copywriting distribution, resulting in a subscriber base of 1,000 within the first week. 
  

Shenzhen Autocruis Co.,  Aug 2020 - Oct 2021

Position: Senior Brand Manager 

Location: Shenzhen

Company Profile: A leading Chinese AI visual perception provider in the automotive industry, and global strategic partner of Toyota.

Responsibilities: 

• Standardized brand's design cluster and brand identity and managed exhibition planning. 
• Created visually appealing designs for articles managed content writing for the company's WeChat official account and maintained the website. 
• Planned resources and executed product promotion activities on WeChat group and live streaming platforms to enhance brand engagement and drive sales 
• Led a team of 2 subordinates, providing leadership and guidance in daily operations and project execution. 

• ndependently established the AI company brand's VI system, including the design of POSM, product brochures, and storyboarding for product introduction videos.
• Participated in 10 + different trade event exhibitions, taking full responsibility for booth design, product placement, and communication with exhibition organizers and suppliers, and expanded new customers to 60+. 
• Created visual designs and promotional copywriting for 20+ articles and managed the company's WeChat official account. Updated and maintained the layout design of the company website for 3 versions. 
• Planned and managed ATL product promotion campaign, including WeChat group and live streaming platforms. Achieved 500+ viewers during a live stream. • Developed communication strategies for product launches and exhibition periods, and monitored the company's external reputation. 
  

BGI Genomics Co.Ltd., Mar 2018 - July 2020

Position: Brand Design Manager 

Work Location: Shenzhen 

Company Profile: Founded in 1999, BGI Genomics is the world's largest genomics research and development organization. 

Responsibilities: 

• Defined brand positioning and designed visual concept direction for the product. 
• Planned UI design interface for the brand's WeChat mini program and official website. 
• Analyzed E-commerce sales data and created promotional designs to enhance sales performance. 
• Packaging designed for third-party collaboration products, exhibition materials, promotional presentations, product mascot IP images, key visuals, and promotional videos. 
  

• Developed a cohesive VI system, establishing a consistent brand identity to increase brand recognition. 
• Successfully defined brand positioning and created stylistic elements, resulting in a compelling brand image, while developing comprehensive ATL and BTL communication style guidelines for consistent brand messaging. Achieved a significant 30% increase in the E-commerce platform after updating the brand's style and product positioning. 
•  Established and led a 3-person design team, implementing visual communication guidelines and processes, resulting in efficient workflow and high-quality output. 
  

Guangzhou City Construction College, Jun 2013 - Feb 2018

Position: Full-time teacher

Location:Guangzhou

Achievements:

• Published the esteemed book "UI Design" as the chief editor and author, establishing expertise in the field and contributing to the knowledge and resources available to students and professionals. 
• Published 5 research papers and design works in reputable provincial-level publications within mainland China, further demonstrating expertise and contributing to the academic community. 
  

Kathrein Telecom Equipment (Shenzhen) Co., Apr 2011 - Apr 2013

Position: Brand Planning Specialist

Work Location: Shenzhen 

Achievements:

• Secured an exclusive bid for a 5 million RMB antenna order by successfully providing antenna communication equipment to clients like China Mobile, demonstrating strong sales capabilities and customer satisfaction. • Led the design of promotional brochures, product catalogs, and visual elements for the exhibition booth at the Singapore International Telecommunications Exhibition, contributing to a compelling and visually appealing presentation of the company's products and services.