General Manager

Elitz Marketing Consultancy/Rimagine

How can I help grow your business in China?

I have 20+ years’ experience in the consumer-centric industry (FMCG, Retail, Luxury and Travel), I am a seasoned multi-channel marketer in China with a solid track record of taking a portfolio (brands/retail assets) to market across diverse segments.

My area of expertise are integrated Marketing strategy and planning, Go-To market strategy, Sales Management, Brand Management, Consumer Marketing, Social Media Marketing, E-commerce, and Social commerce.I am equipped with a balanced multi-disciplinary technical skills set in traditional, market research, market analysis, market penetration strategies, media planning, websites, PR, digital & social media marketing (KOLs/live streaming), creative ideation and execution.

Over the years I have developed strong skills in building partners to leverage appropriate marketing synergy opportunities in China and overseas.

Work experience

A “consulgency”, with a solution mindset to market brands in the digital era. We provide integrated social and digital marketing solutions for Fortune 500 companies in Greater China. We serves B2B and B2C industries. Industries served: Retail/Hypermarkets, Fashion, Beauty, Premium lifestyle and Aftermarket.

Our services are
1. Develop engaging social content and leveraging on exclusive KOL/KOC for seeding in Red/Bilibili/Douyin/selective groups and community.
2. Plan digital campaigns to drive brand awareness and sales
3. Live streaming to drive sales
4. Douyin store ecommerce and daily operation
5. Produce digital brand assets – product photography, corporate video, product demo, CGI, TVC, Vlog, Short videos

• Responsible for the China marketing division, managing a portfolio of shopping malls across 5 cities-Shanghai, Beijing, Xian, Qingdao, and Chongqing
• Ensured business strategy and integrated marketing communication strategy are brand elevating, customer-relevant and effective in driving consumer loyalty and profitable business growth within budget.
• Optimized and realigned the portfolio marketing budget to achieve business expansion, revenue, and profitability driving millennial group engagements.
• Led and managed the marketing team and the full cycle of an integrated annual marketing plan across brand strategy, creative, content, media (owned, earned, paid), analytics, campaign management to develop and execute sales, branding and positioning initiatives across all channels (PR, Social, KOL, onsite, offline marketing (TV, OOH, print, radio)
• Drove foot traffic by an extra 2% by end 2013 and an extra 5% end 2014
• Drove foot traffic through O2O digital & social media campaigns – KOL influencers, WeChat, 3rd party platforms – Dianping, Mobike, Didi, Unionpay, Alipay.
• Spearheaded the Omnichannel/smart retail strategy with the deployment of a centralized CRM system (integration with POS terminals, loyalty members, traffic analytics, social media) for data analytics to enhance customer experience/journey and loyalty.
• Curated innovative tenant promotional plans to drive tenants’ business growth, i.e drove extra 30% footfall to Starbucks store launch in the Mall.
• Increased sales revenue for media assets and venue rentals by another 30% by end 2013 and extra 40% end 2014
•. A solid track record in formulating pre-launch activities – packaging, positioning & promotion of malls, launch programs and shopping mall marketing management.
•. Experienced in negotiations and executing sponsorships, immersive, interactive events, i.e Disney 90th anniversary, Special Olympics, Celebrities meet and greet, Marvel movie launches, E-sports, AR/VR

• Developed and led Account management team to improve productivity to achieve 300 projects for 80+ advertising clients and drove advertising sales targets by another 30%.
• Exemplary client relationships through demonstration of knowledge and expertise.
• Planned and project managed seasonal, tactical, signatures events to drive advertising sales.
• Implemented VIP events partnering with lifestyle brand/Luxury/Golf clubs/Private banking/Hospitality/Property to drive magazine’s advertising sales by another 20%.
.• Designed and launched seamless VIP events, including database marketing, and co-branding events to drive community growth, readership and partners engagements. Clients include Kering Group, LVMH group, Richemont, luxury property, yacht, private jets and Pernod Ricard to name a few.
• End to End event management for the famous Tatler Charity Ball and raised charity contribution of 3 Million RMB for children with heart problems.

My key strengths




My Work Gallery