The AISL Mall is a new initiative which will become the go-to-place for our educators, parents, students, or anyone interested in the latest developments in K-12 education. The AISL Mall is expected to be launched in 2024, and will feature news and expert opinions sourced from both AISL and external experts, as well as a directory listing the latest high quality educational offerings. From state-of-the art technological innovations to general tips and resources, the AISL Mall exemplifies our belief that education is never stagnant, but is an ongoing exploration of acquiring knowledge in new and exciting ways.

Support EF Hong Kong with post pandemic staffing, training, marketing, contracting summer outbound tour leaders, tour capacity projections, and offering advice on post trip retention events and strategically reopening Macau as the Macau market,

Led cross-functional teams including direct sales, marketing, and operations of the overseas learning and international travel division of South China. Headed up channel / indirect sales in 12 major cities including Shenzhen, Guangzhou, Fusan, Dongguan, Shanghai, Hangzhou, Beijing, Wuhan, Chongqing, and Chengdu. • Developed and maintained excellent relationships with 200+ new and existing agencies and franchisees nationwide to optimize sales results and client satisfaction. • Negotiated and managed strategic partnerships with local and international schools, K-12 and higher education institutes, corporates, and government bodies to drive business growth for the Greater Bay Area region. • Developed new products (including e-learning, travel packages, higher education products) and localized product launching and marketing strategy to create new revenue streams. • Designed, led and refined pricing, lead generation and sales conversion strategy / campaigns on e-commerce and social platforms including WeChat, Weibo, Douyin, Red Book, Taobao, T-mall as well as Facebook and Instagram.

Led key Asia markets to achieve various KPIs and commercial targets including revenue, profitability, staff efficiency / productivity, NPS, customer acquisition, referral rate, sales conversion rate, and customer retention rate. • Full responsibility of EF's Language Travel business unit in Asia. Managed multi-cultural and multi-functional teams with a total of 70+ employees including 4 Country Products Managers across 12 offices Hong Kong, Macau, mainland China, Taiwan, Indonesia, and South Korea. • Responsible for budgeting, revenue forecast, business planning, cost control, resource optimization, and oversaw the sales and marketing strategy for the above Asia markets. • Identified opportunities, needs and challenges faced by the business. Analyzed and translated KPI data into action points for sales, marketing, product development, IT and Salesforce teams to provide timely and needed supports each of the markets. • Coached, trained and developed Country Product Managers and their sales teams through onsite and online trainings, staff incentive schemes, inter-offices / inter-countries competitions, and team building events. • Drove 41% revenue growth for South Korea in 2 years. Turned around revenue from -17% to +5% for Taiwan. Drove 18% year on year revenue growth for Hong Kong in a challenging year of protests and social unrest.

A market leader for the Macau market. Identified business expansion opportunity and founded EF-Macau from the ground-up. Oversaw P&L, office sourcing, licensing, business lobbying, hiring and building the teams from start to end. • Championed Asia #1 in highest absolute sales volume per staff and highest referral rate and retention rate in the Language Travel product line for 2 consecutive years. • Secured a strategic partnership with MOTIC (Macau Travel Industry Council) and negotiated a long-term deal that contributed 42% of overall revenue through affiliated marketing / indirect sales and saved HK$3M start-up cost.• Penetrated the market by localized go-to-market strategy, press relations building, and partnerships with government bodies, schools and universities, SME / corporates including tour agencies, banks, insurance companies, immigration consultancies, airlines, hotels, casinos, café, restaurants and more. • Surpassed investment break-even point in less than 2.5 years. Expanded Macau’s existing and prospective client database by 8 times in 3 years from 5k to 42k.

Led all ATL and BTL Marketing and Business Development initiatives for 7 product lines. Owned HKD$30M marketing budget. • Instructed and worked in partnership with Central Marketing Teams to maximize leads and conversion rates from SEO and SEM initiatives including copywriting, spending, and bidding strategy. • Reviewed and finalized marketing budget plans with line managers down to the level of the purpose, contents, and expected ROI of each promotional campaign. • Partnered 5 HK and Macau travel agents first time ever and commenced channel sales for both regions.• Pioneered 3 regional competitions for students and working adults which generated 20000+ leads and gained 109 trackable bookings (new students) out of these campaigns for all travel and academic product lines.• Won "Best social media ads" Awards 5 times with lowest CPA (e.g., cost per enquiry registration form filled). Revamped the European originated “University Brand Ambassador” incentive scheme to fit in Hong Kong market. Such revamped program has generated the highest-ever # of newly joined ambassadors in Hong Kong.• Tracked EDM analytics and improved overall CTR by 5% in 6 months through AB testing word choices, call-to-actions, and image choices and positioning.

Full P&L responsibility for the Language Travel business unit of Hong Kong. Managed a team of sales, customer service, visa service, interns and 90+ contracted study-tour escort leaders. • Led sales team to hit or exceed revenue targets and drive expansion to the business, oversaw marketing and branding of the business unit, coached and developed the team, ensure business complies with government regulations, handled media relations and press releases, handled and high-level complaints. • Oversaw the recruitment and training process of Escort Leaders each year and ensured safety and quality of overseas study tours.• Championed EF Global No.1 in year-on-year revenue growth and Asia #1 in absolute student volume. I am still the record holder of the best sales year (2010, 2011) as of today.

- Oversaw all aspects of (online + offline) retention marketing for 13 APAC markets.- Analyzed web traffic and big data (users’ login frequency, page-view duration, payment pattern/habits)- Compiled subscribers’ behavior report and make recommendations to retention strategies.- Managed contents and call-to-actions of all communication touch-points.- Managed 6 outsourced call centers to ensure customer service quality.

- Oversaw all aspects of marketing for 3 magazines (APAC market).- Drove online magazine subscriptions via SEO, SEM, joint promotions and loyalty programs.- Oversaw subscriptions and corporate relations of 50+ Banks and Financial Institutions' accounts.- Run polls and awards for the finance industry to maintain presence and business relationships- Prepare web stat reports; make recommendations to editorial team and sales team.- Worked closely with researching team to generate leads within tight deadlines.

- Implemented various offline marketing and PR campaigns to support ad sales and newspaper subscription.- Run marketing surveys, competitors’ analysis, and customer retention campaigns.- Analyzed demographics of customers and propose campaigns to meet objectives.- Worked closely with Marketing and Reservations of 150+ Hong Kong Hotels and Airlines. - Wrote bi-weekly press releases for corporate accounts in one of the columns of the newspaper.- Coordinated with ad agencies to organize events including conferences and roundtables to boost publicity.

- Provided customer services at retail stores and call centers.