I established the strategy department and I currently oversee a mixed team of strategists with a range of expertise. We have been Hong Kong's most effectiveness agency for three consecutive years according to Effie and Warc rankings. Demand & Investment Mapping - business projection, revenue modelling, budget planningDesigning, engineering and moderating Disruption Day® Workshops to co-create solutions towards C-Suite level challenges - business interrogation, visioneering, Disruption® exercisesDesigning full-funnel marketing systems with TBWA’s Acquisition Engine approach - signal- triggered targeting, micro segment messaging, content tiering, programmatic conversionAnnual marketing planning - strategies that encompass business, trends, segmentation, tech, product, customer experience, ecosystem, acquisition / retention and propositionsCampaign planning - Disruption® platform & activation, channels & journeys, KPI settingInsight mining using integrated research - primary quant & qual, analytics, culture-spottingContent & distribution strategy - pillars, paid-owned-earned ecosystem, partnerships eCommerce strategy - UI/UX user insights, behavioural segmentation, architectureCRM strategy - programme design, RFVA cultivation, member recruitment

Grew the KFC business (customer visitation) by 54% within 17 months of brand management, reversing a long-term decline. More than doubled the KFC delivery business within one year of brand management. Repositioning of MTR helped the train operator beat the global recession in 2009 and achieve US$16 million in incremental fare revenue. This success story helped MTR to win the first ever IPA award for Hong Kong. Pitch-winning work for Mercedes-Benz Great China resulted in being deployed at all international markets.

I founded a popular crêpe shop that operated in the form of seasonal pop-ups at the food court within City’super. During the most competitive Christmas season, we beat other merchants in generating the highest revenue and broke City’super’s monthly revenue record.

Grew the consumer broadband business (customer base) by 86% within the three years of our marketing leadership. Awarded Top Service Award by NEXT Magazine for four consecutive years and Top Service Gold Award in 2002 and 2005. Pioneered Asia’s first Wi-Fi business model with Netvigator Wireless in 2003, awarded Best Practice Award by ComputerWorld.