Strategic development for Australia's leading integrated resort, The Star Entertainment Group, to grow and capitalise on the tourism business across Sydney, Gold Coast and Brisbane.Devised a customer-centric strategy to inform the integrated resort's readiness for outstanding customer experience, from customer journey mapping to touchpoint analysis and intelligence application.Elevated The Star's profile through creation of The Star's Chinese brand strategy and activation through digital ecosystems such as WeChat, Alibaba, Ctrip.Driver of major partnerships such as The Star/Tencent, The Star/Sydney Airport, just to name a few.

Contracted by the Sydney Opera House to develop a 3-year tourism strategy, covering Australia & international markets.Achievements included:Identified and evaluated opportunities and priorities for future growth.Collaborated with stakeholders to gain buy-in for product development, marketing and sales integrations.Devised recommendations for the Sydney Opera House to champion as one of the world’s leading tourist destinations.

Acquired major accounts for the marketing agency with retainer revenue over CNY 13 million (USD 2 million) per annum. Devised integrated marketing strategies which saw number of Chinese visitors doubling over four years and revenue per visitor increasing by 32% year-on-year (client is a tourist attraction).Developed PR and social media plans which drove 40% increase in number of social media followers and 25% increase in engagement rate. Created cost-saving synergies for different clients on integrated campaigns, with 25% savings for each client involved.Managed marketing agency of 20 staff, across business development, strategic planning, marketing and PR implementations and client satisfaction management. Achieved 100% in customer satisfaction for business consultation in the following areas 1. Strategic planning and B2B marketing2. Public relations and copywriting 3. Chinese social media management & marketing – Weibo and WeChat 4. Event organisation and management 5. Collateral design and production Clients included Airlines: * Qantas Tourism boards:* Tourism Western Australia * Destination New South Wales Attractions/activities: * Broadway Inbound – Broadway Shows New York City * Sydney Opera House * Taronga Zoo, Sydney * Phillip Island Nature Parks, Melbourne

Devised incentive programs to stimulate sales performance by key travel wholesalers and achieved a 15% increase YOY in overall country sales. Identified product development opportunities for specific market segments which contributed to achieving the annual sales budget.Identified three potential or underperforming routes and developed market-level strategy which helped achieving the country sales budget. Initiated market-level performance tracking mechanisms during the merge period of Continental Airlines and United Airlines and reduced time spent on reports by half. Increased efficiency (shortened time required) in reporting processes through initiation of market monitoring and identified factors influencing the business.

Represented Tourism Australia and nurtured relationships with over 50 key Australian industry operators. Managed industry advisory panel meetings, which resulted in positive industry input for forward planning of Tourism Australia’s market strategies. Enhanced business decision processes for board meetings through generation of performance reports and identification of growth drivers and concerning factors.Led the working team of the Aviation Development project and presented to the board demand and supply opportunities, long term growth requirements and gaps for business development in the aviation environment. Project managed global cooperative marketing activities worth AUD 3 million, with partners such as Qantas, China Southern Airlines, Cathay Pacific.As a member of the China Strategic Plan team, undertook research and analysis on market trends which contributed to reaching Tourism Australia’s 2020 goal. Supported the Asian regional teams and accomplished Annual Operating Plans, in which digital marketing, partnership marketing and distribution strategies were integral components to enhance Australia’s positioning in each market.

Project managed and developed the organisation’s Corporate Plan 2008-2011, which addressed priorities and achieved goals for the three-year period. Drove strategy development and accomplished the following,* China Market Strategy 2007-2010 * Japan Market Strategy 2007-2010 * India Market Strategy 2007-2010 * Draft International Study Tourism Plan 2007-2010 * Draft Queensland Adventure Tourism Strategy 2007-2010 Project managed the development of Destination Management Plans.