Michael Lu Email & Phone Number

Sydney, NSW, AU

Sydney, New South Wales, AU

Alphacrucis is a university college with 6 campuses throughout Australia, one in New Zealand and multiple partnerships worldwide. My role involves repositioning the college and growing student numbers through digital transformation, new channels and partnerships, international expansion, staff development, improved commercial orientation and student focus.

Shanghai, Shanghai, CN

Study abroad consulting, tuition and short term programs to students wishing to enter top 50 UK and US boarding schools and universities. Exclusive China partner of Eton College and Stanford University for short term programs, and owner of Wycombe Abbey International Schools across Greater China. Led marketing, sales and operations across 5 China offices..

Led a China start up teaching STEM/coding for high school kids. Also ran operations for summer camps with over 1000 kids aged 6-15 at Wellington Shanghai.

Zurich, Zurich, CH

Grew revenues over 30% YoY, and contributed to the highest country profitability growth amongst 60 countries EF operates in during my tenure. Led sales and marketing teams to localise products, develop new marketing channels and reinvent CRM systems and sales processes. EF has over 100 locations and itineraries in 16 countries (US, UK, Australia and NZ.

Cambridge, MA, US

Hult has campuses in Boston, San Francisco, London, Dubai, and Shanghai. Responsible for all global brand marketing and corporate communications, social media, digital acquisition and marketing automation. Led central and regional marketing teams across 15 offices and campuses around the world. Key member of the team who worked on the rebranding of Hult.

Zurich, Zurich, CH

Led global communications and special projects for EF at group level, including the world's largest global ranking of English skills (www.ef.com/epi) and the Hult Prize, the world's largest student competition with a $1M prize to solve global social issues, in partnership with Bill Clinton (www.hultprize.org).

Lucerne, CH

An Edtech / services start up. Grew EF from 2 to 50 blended online / offline learning centres throughout China, and took EF from an unknown to a household brand name in China. Led creative and channel innovation to improve marketing and sales effectiveness and achieve profitability within 2 years of launch. Responsible for return on investment of US$15M+.

Gütersloh, DE

Led all marketing functions for Bertelsmann’s multi-channel (web, catalogues, stores) retail business in China.

Shanghai, Shanghai, CN

Grew a small loyalty program / database marketing start-up from a few thousand to a few hundred thousand members, and growing key partners like McDonald’s and Allianz. Responsible for brand/marketing, business development, and creating member services including online community and online games.

Digital strategy, online advertising and major site design/development projects for Hong Kong Tourism Board, HSBC, Cathay Pacific, PCCW, HK CSL, General Motors and Manulife

New York, New York, US

Marketing for News Ltd’s first entries into Internet-enabled businesses in Australia, with B2C/C2C auctions (goFish) and careers (CareerOne).

GB

Research / new product development / cross-sector strategic alliance / market expansion projects for clients such as St.George Bank, Aussie Home Loans, Unilever, P&G, Coca Cola, Coles Myer, Cathay Pacific, Optus, AGL, Energy Australia, Sydney Water

Bachelor Of Commerce (B.Com.), Business, Management, Marketing, And Related Support Services

Guest Lecturer, Agsm Emba Program (Hk), Digital Marketing / Digital Impact On Businesses

Master Of Leadership (Candidate)