Bachelor of Art, English Language and Literature @
I start marketing and communications career in public relations agency and then move into hospitality industry to specialise in business development section. Have over ten years of working experience in different markets including Hong Kong, Mainland China, Thailand and Malaysia. Experienced in cross-cultural team working, was appointed overseas for over three years and worked with colleagues from
I start marketing and communications career in public relations agency and then move into hospitality industry to specialise in business development section. Have over ten years of working experience in different markets including Hong Kong, Mainland China, Thailand and Malaysia. Experienced in cross-cultural team working, was appointed overseas for over three years and worked with colleagues from various culture and religion backgrounds.
Currently I work as marketing manager of Greater China at Subway. Based in the Shanghai office, I am in charge of the marketing work in China, Hong Kong, Taiwan and Macau. Partner with the franchisee community, advertising agencies, and development agents to grow profitable store sales while delivering excellent service to franchisees.
Marketing Manager Greater China @ My role is to lead the marketing efforts and build the Subway Brand equity in country by translating consumer insights into tangible programs that drive results. I am responsible to partner with Key Stakeholders to develop short and long term marketing and media plans, lead consumer insight studies, provide strategic leadership and direction to agencies , boards and marketing coordinators, provide strategic brand direction and lead efforts with creative, media, and PR agencies, manage region’s budget forecast and spending. From September 2012 to Present (3 years 3 months) Marketing Communications Manager @ Plan marketing strategies to optimize hotel revenue. Set up, monitor and maintain various online marketing channels and relevant social media to drive public awareness of hotel’s promotion and products.Manage and organize hotel sponsorship, co-branding marketing and charity activities. Maximize the media exposure of the hotel’s events, promotions and brand image in local and regional publications and online media. From December 2010 to August 2012 (1 year 9 months) Senior Sales Manager @ Worked as Senior Sales Manager in charge of corporate account in Hilton Petaling Jaya and Senior Sales Manager in charge of travel agencies, MICE, corporate banquet events in Doubletree by Hilton, Kuala Lumpur. From January 2010 to November 2010 (11 months) MalaysiaVarious Departments - Business Development Focus @ I joined Hilton Worldwide as assistant Marketing Communications Manager based in Shanghai, then had the opportunity to pass the Asia Pacific assessment and be recruited as Hilton Elevator International Management Trainee, receiving intensive hotel management training program in two Hilton properties in Asia Pacific region during a 18 months period when I worked in various hotel departments from operation to business development . As soon as I graduated from the training, I got offer from my second training place Hilton Petaling Jaya as Senior Sales Manager and continued my career in Malaysia.6 months later, in the restructure of nationwide sales team in Malaysia I was transferred to Doubletree by Hilton, Kuala Lumpur and worked in pre-opening team as Senior Sales Manager until in November 2010 I received an offer from China and went back to explore further in marketing direction. From December 2006 to November 2010 (4 years) International Management Trainee-Elevator Program @ Training in international hotel management program in Hilton Phuket Arcardia Resort and Spa( Thailand) and Hilton Petaling Jaya ( Malaysia). Accomplished two business driven projects: "Increase the Productivity of All Day Dining Restaurant and In-room Dining" and "Increase the Paying Occupancy of Executive Floor". From April 2008 to January 2010 (1 year 10 months) Assistant Marketing Communications Manager @ Work as assistant Marketing and Communications Manager in Hilton Shanghai. Assist to develop hotel marketing and public relations communications plan and budget proposal. Manage marketing program, co-branding activities and hotel sponsorships.Coordinate with promotions and campaigns of hotel Food/Beverage/Spa outlets. Oversee the production and copywriting of all printed/audio/visual material and advertising and ensure their compliance with Brand Identity Guidelines. From December 2006 to April 2008 (1 year 5 months) Account Executive , Financial Communication @ Work with Financial Communication section and take part in various projects including IPO event, crisis communications training, media training, press conference. Maintain daily finance media/investor relation and provide finance research and analysing service. Bridge the communication between mainland IPO company clients and Hong Kong finance investment and service professionals. From October 2004 to November 2006 (2 years 2 months)
Master of Social Science, Corporate Communications @ The Chinese University of Hong Kong From 2003 to 2004 Bachelor of Art, English Language and Literature @ Shandong University From 1996 to 2000 Jessica Liao is skilled in: Online Marketing, Sales Presentations, Contract Negotiation, Market Analysis, Event Management, Intercultural Relations, Strategic Planning, Advertising and Advertorial Management, Proposal Writing, Public Relations, Digital Marketing