- Formulate and execute strategic marketing communications plan, Brand Strategy and development of brand content, social media campaign and partnership campaign, advertising, website development. Manage stakeholder relationship and sponsorship campaign, corporate events management and outreach programmes. Budget management and student recruitment programmes.

- Develop and execute a strategic Marketing Communications Plan in achieving key performance objectives on tourists’ arrival from Hong Kong, Taiwan and Southern China. Develop cooperative marketing campaigns with airlines, hotels and consumer brands to promote Australia; Manage public relations and marketing agencies in coordinating marketing activities in Hong Kong, Taiwan and Southern China. Develop Tourism Australia Brand campaign with Brand Advertisement Adaptation and TV travelogue. Develop and implement media relations program including International Media Hosting Program to enhance awareness of destinations through media coverage. Copywriting and production of marketing collaterals, press materials, corporate presentations and speeches. Develop Social Media programs on various platforms, such as facebook, YouTube and Weibo and launch the Smartphone Applications. Organize media events and Ministerial visits with government officials from Australia. Establish and maintain close relationship with high profile influencers, celebrities and columnists with Advocacy Program in Hong Kong and Southern China.

- Develop marketing and PR campaigns in promoting Sydney and NSW as a tourist destination for Hong Kong, China, Taiwan and Korea. Manage cooperative marketing campaigns with tourism operators, including Airlines, travel agents and hotel chains. Formulate media familiarization programs with local printed and TV media to increase the awareness of the destination. Organize trainings for travel trade industry to enrich destination knowledge for travel package promotion. Copywriting of press releases, feature stories and media materials to generate positive coverage.

- Handling Public Relations campaigns, story pitching, newsletter editing and events.