Corporate Strategy | Brand Management | Digital Transformation | Supply Chain | E-commerce I am currently overseeing the marketing in Greater China and Developing Markets Asia as EVP, and all the operations of Woolmark China.I am responsible for the development and implementation of Woolmark's business strategies to position Australian wool as the luxury fibre of choice in fashion. Since 2015, I constructed the strategic partnership and creative collaboration with Shanghai Fashion Week, Lane Crawford and Alibaba Tmall. I lead the operation of 150+ Woolmark licensees across supply chain and 60 retail brand partners.China is the No. 1 export market for Australian wool, 80% of wool is processed in China and half of it consumed here. From 2015 to 2018, the auction price indicator of Australian wool soared from AUD 13 to AUD 21 per kg, which is the highest price recorded in the history.In November 2017, my collaboration with Chinese fashion leader Lu Yan was chosen by Australia Government as one of the 45 stories to celebrate 45 Years of Australia China diplomatic relations (www.45stories.com).In April 2018, the Wool Education Center, a communal space dedicated to education, research and innovation, launched in Shanghai Donghua University. In June 2019, Woolmark signed a 2-year partnership with Alibaba Tmall to debut the digital Wool Week in China. Supported by leading Chinese brands, the social media and e-commerce driven campaign is to educate the millennials about the versatility and eco credentials of wool.With 25 years of branding and marketing experience, I previously worked for international ad agencies such as Ogilvy & Mather and TBWA in management roles. I also contributed to the brand revitalization of Tsingtao Beer, its award-winning campaigns and new packaging, in a senior position.I hold a MBA degree from Washington University in St. Louis.