Josephine Lam Email & Phone Number

Sydney, Nsw, Au

Sydney, New South Wales, Australia

Appointed to support the Chairman and the Board of Wellbeing Australia on brand revamp, positioning development as well as brand and marketing communications and management.

Hong Kong Sar

As the Strategic Advisor to the Deputy CEO at SmarTone Telecommunications, I was responsible for providing strategic advice for driving revenue and customer growth for SmarTone Mass Market Mobile, 5G Home Broadband, and Birdie, the leading digital telecommunications brand in Hong Kong. My roles included crafting long-term growth strategies, such as SmarTone Branding & Product Marketing, Retails Operations & Management, Digital Strategies, and developing acquisition & retention strategies for SmarTone and Birdie. I assisted Deputy CEO to lead and guide the Senior Business Owners, Head of Sales Channels, and Head of Branding, CRM & Digital to achieve business goals. I co-chaired the weekly Marketing & Sales and Business Review Update meetings across all business units with Deputy CEO, ensured that the actions and activities of the geographically dispersed team promote the principles of the organisation at all times, and contributed to enhancing the reputation of the telecommunications industry.I developed detailed appreciation and a depth of experience in leadership across different stakeholders, business units, competitive areas, and critical strategic insight in building business for long term success. I prepared Board Meeting presentation documents from business updates, additionally providing strong strategic directions for different businesses.I collaborated with business owners and Head of Marketing & Digital to develop new marketing plans and campaign launch details for each business, and conducted data analysis amongst all retails stores to drive stores & sales staff productivity.Through my strategic efforts, SmarTone Mobile, SmarTone Home Broadband, and Birdie have become the most preferred brands in their respective categories in Hong Kong. I had successfully managed these responsibilities remotely from Sydney, Australia, showcasing my adaptability and commitment to excellence.

Hong Kong Sar, China

As Head of Marketing & Sales at SmarTone (SMC) Telecommunications, I had been instrumental in achieving the annual sales revenue of USD540million, increasing market share & developing SMC to be a premium mobile operation in HK. I led a B2C Marketing & Sales team of 650 professionals including 32 retail stores, digital channel, and an outbound call centre in Guangzhou, China. I oversaw Branding, Integrated Marketing Communications, CRM, Digital & e-Commerce, Retails Operations, Product Marketing, Consumer Insights & Research, Data Analytics, Corporate Communications, and Sales Channels Optimisation & Management.I reported directly to the Vice-chairman on long and short term marketing & sales strategies, KPIs & P&L management, budgeting and sales channels performance, and presented in regular Board & monthly Board Supervisory Committee meetings. Additionally, I was responsible for monitoring sales revenue and P&L trends, managing budgets and forecasts, and overseeing marketing & sales strategies for all new product launches. I led the Branding team to transform SmarTone to be the most preferred mobile operator within 2 years thru understanding customer needs and developed a clear value proposition for the brand. Additionally, we gained customer base through launching segmentation strategy. I also led the Digital team to leverage online channels for acquisition & retention which proven to be a success.I also acted as the CEO of Birdie. In 2018, we successfully developed & launched the FIRST-IN-MARKET contract-free fully digital telecom brand. We gained 2% market share within 2 years under highly competitive market situation. In 2020, I led the mega launch of SmarTone's 5G network & build SmarTone as the most preferred 5G mobile operator in HK.As a trusted figure within the company, I was selected as a regular Key Presenter for SmarTone business updates and strategic planning in Board & monthly Board Supervisory Committee meetings.

Hong Kong

I was selected by the Chairman of SHKP to be the Managing Director of Sky100, a newly launched observation deck in HK. Sky100 has strategic values for SHKP: to demonstrate their support o the HK's tourism industry and to leverage sky100 to increase the brand awareness of SHKP in China and overseas markets.I was tasked to manage sky100 with the goals of building it as one of the most-visit tourist landmarks in HK, together with a business goal of turning it around after a significant revenue loss and an unsuccessful launch. I conducted extensive market research, identified brand gaps and opportunities, and redefined the positioning of sky100 as "THE Observation Deck of Hong Kong". I developed the long and short term business strategies for sky100 to achieve the business goals, built the business and reporting infrastructure including P&L and KPIs reports, restructured the organisation and led an office of 50 staff members. I also led the finance, consumer insights, PR, sales, branding, digital marketing, ticketing and operations divisions.My efforts led to the development of new revenue streams, such as MICE (meetings, incentives, conferencing, exhibitions) and weddings, and the opening of markets in China, Southeast Asia, Japan, South Korea, and India. I also built strong partnership with key tourism stakeholders, driving tourist attractions through digital technology and seasonal/festive pop-up events.Under my leadership, we achieved P&L profitability within 3 years of my appointment. I was also appointed as one of the Founding Members of the Hong Kong Attractions and Amusement Park Associations and the only member of the World Federation of Great Towers in Hong Kong, Under my direction, sky100 received recognition from CNN as one of the 17 beautiful places to see in HK and earned TripAdvisor's Certificate of Excellence Award for 7 consecutive years.

Hong Kong

I was appointed by the Chairman of the SHKP Group to serve as SHKP's key representative and spokesperson; leveraged strong vision, charisma, and leadership while developing quality business plans and strategies for sales and marketing for the SHKP corporate and key corporate projects in Hong Kong and China. I worked closely with different business units to ensure of their alignment with short and long term objectives.I was then selected by the Chairman of SHKP to be the Managing Director (and subsequently promoted to be the Vice Chairman) of sky100 Observation Deck in Hong Kong, a strategic goodwill and brand building project for the SHKP Group. I continued my role of the General Manager of SHKP Corporare Marketing while I was the Managing Director of Sky100.

Hong Kong Sar

As Head of Corporate Branding at The Hong Kong Jockey Club, I was recruited to revitalise the brand and manage the Corporate Branding Department of this leader in horse racing and one of the world's top ten charity donors. My mission was to create and deliver more relevant and unified brand experiences that resonated with a broader group of Hong Kong consumers.I implemented brand guidelines, marketing and coordination processes to improve financial and operational efficiencies and created relevant advertising to support business and sales team initiatives. This involved media planning, creative development, metrics, market research, and vendor management. I oversaw all aspects of marketing related to company brand and ensured the brand decisions resulted in stronger sales.During my tenure, my role expanded to include the development of Racing Tourism and the business case for the potential launch of the Olympic Museum. I achieved significant milestones in corporate branding. In 2008, I led a clear and prominent shift to associate the brand with sporting entertainment through he Club's role in the 2008 Olympic Equestrian event. I creatively staged a Torch Relay event and integrated an advertising campaign, which helped promote and elevate the stature of The Club amongst Hong Kong people,

Hong Kong

I was recruited as one of the senior management team members to set up the Hong Kong Disneyland organisation from scratch in HK. I was responsible to interpret and localise the branding, marketing and product strategy for HKDL. This included planning and executing grand opening launch, assuming the role of spokesperson in key projects and subsequent brand management and development of advertising, tourism marketing, products, partnership marketing, broadcasting, creative services, key stakeholders relationship management including the senior officials of the HK SAR Government, HK Tourism Commissioner, HK Tourism Board, Mass Transport Railway and strategic alliance partners management. The role was subsequently expanded to include product strategy and strategic planning and marketing of its regional and international businesses, two Disneyland hotels and food & beverages business.Despite Disney's global success, it was still necessary to excite and educate consumers, the media and trade partners in selected Asia-Pacific markets like China about Disney brand and its products. In addition, retaining the appeal and driving repeat visitation was a key challenge given the smaller product offering of Hong Kong Disneyland as compared to the major local competitor and other established Disney theme parks.In terms of achievements, we achieved 100% attendance in the first 6 months of opening with a per capita spending 120% over target. I created and launched innovative products and special events exclusive to HKDL like the Fairy Tale Wedding, Disney Christmas and Disney Chinese New Year Celebrations. I also launched the Annual Passes in the first year and the ticketing outlet in the HK MTR Station. Additionally, I established promotional alliances with Standard Chartered Bank in HK and South East Asia, Coca Cola in HK, China and SE Asia, McDonald's China and HK, as well as Visa International.

Hong Kong

As the Marketing Director of Sun Hung Kai Properties (SHKP), one of the top property developers in Hong Kong, I was responsible for the development of brand and product (property projects) positioning, marketing strategy, property naming & design theme development, and marketing campaigns for all new SHKP residential properties in Hong Kong and China.I achieved the highest number of residential units sold amongst all Hong Kong property developers in 2002. i.e. a total of 8,700 flat were sold within a year.I created and launched the hugely successful YOHO (Young Home)Town residential project at the height of the SARS outbreak. The YOHO Town concept was targeted at younger potential homeowners. The property design theme and management services were innovated based on the lifestyle of the young adults. The YOHO development broke the daily sales record in 2004 and received numerous awards and appreciation from consumers, the media and investment institutions for outstanding strategic direction in branding and marketing. These awards included the Gold Award from the Hong Kong Management Association/TV Broadcasting Marketing Excellence Award (this was the highest regard marketing award in Hong Kong) and Interior Design Award. I also launched over 10 residential projects in 3 years with unprecedented sales results and obtained numerous marketing recognition awards.the development broke the daily sales reord in 2004 and received numerous awards and appreciationhe

Certificate, Mastering Digital Marketing

Driving Digital And Social Strategy

Strategy - Building And Sustaining Competitive Advantage

Education record

Education record