Helen Hao

The owner of the international markets turnover which represents 24% of annual turnover of center. Drive incremental turnover by developing strategic partnerships with a wide array of travel trade partners and working closely cross different functions to achieve Tax Free Sales KPIs. The key responsibilities includes managing the budget, business plan development and online/offline new initiatives implementation.

Demonstrate key analytical skills to anticipate productive channels, highlight premium brands cooperation and increase brand awareness amongst business travellers and quality frequent leisure segment. Improve the quality customers’ data pool and drive quality sales through consistent marketing approach. Establish partnership with trade, tourism boards and other airlines to penetrate China T2 markets for organisational effectiveness. Achieved bottom-line commercial results with global campaign–Gold membership tier match. Selected Contributions: • Led and carried out year around Greater China marketing strategy and plan with commercial team to ensure the allocation and delivery of ATL/BTL/JMF budget and free tickets with high ROI activities. • Successfully accomplished marketing campaigns strategy and execution for new Hong Kong daily service launch and Shanghai 787 service launch with other functions supports. • Employed broad scope of industry knowledge and exposure to accelerate to open Etihad first online flagship store in the world largest Alibaba website. • Engaged the strategic partnership with one of the world largest payment methods – Unipay (China’s Visa ) to achieve branding uplifting and commercial results with the premium guests.

Executed and spearheaded effective marketing plans and improved ACCA external communication strategy from a perceived qualified accounting association to a leading international wide service financial body with reputable finance media partner. Increased the market share by strategically driving appropriate domestic market communications methodologies. Administered marketing budget and designed marketing business plan in accordance with the China marketing objectives. Established effective working relationships with key finance area media to ensure consistent corporate media coverage and ACCA presences in local market. Selected Contributions: • Leveraged extensive marketing and management expertise to establish ACCA as the leading global professional accountancy body in China with a repute for strong domestic influence in local market. • Successfully extended the ACCA market share by strategically targeting on top 5 markets in T2 cities in addition to T1 cities achieving first market presence.

Capably managed 1.2 million IKEA- loyalty programme IKEA FAMILY database, all media relationships, and media agency Expertly provided expedient directions to create, manage and run commercial marketing business plan and attained financial goals, managed IKEA loyalty program, branded uniqueness in local market. Interfaced with the commercial group to supervise year around functions. Enhanced productivity by developing marketing strategy and managing year round budget. Held the responsibility for maintaining the brand exposure and ensuring its leading position in the local market. Selected Contributions: • Instigated adequate systems and internal controls in order to broke three consecutive China IKEA store visitor traffic records within seven months through successful media campaign. • Successfully launched a new China specific marketing strategy to convert previous high volume customer traffic from visitor volume to paying customer traffic. • Significantly minimised the negative effects of crisis situations through skilled media techniques and by applying ardent business development techniques.

Proficiently dealt with all functions and activities associated with marketing operations in China, including the development of activity calendar for China marketing strategy as well as campaign initiatives, a 5 million CNY budget was allocated to manage daily PR activity, local media relationship, corporate events, management and organizing sponsorship. Adroitly handled the marketing activities and sales blitz for Shanghai inaugural flights. Project completed with top compliments from senior BA management as well as external partners. Developed and nurtured relationships with reputable Chinese golf club partners. Selected Contributions: • Headed premium product package promotion, achieving over CNY 0.5 million media coverage at no cost; PR activities during and after the PR crisis situations (Airline strikes/shut down in London). • Received Exceptional Performance Awards in Asia Pacific for the year 2005/6. 2004/5, 2003/4. • Obtained personal complimentary letter from global sales director of British Airways in appreciation of the initiative, unwavering attention to detail and a true commitment the Sales Blitz and Shanghai / London route launch in 2005. • Comprehended complimentary letter from the British Ambassador China in appreciation of the presentation made for the innovation and entrepreneurship award 2005.

The main responsibilities includes marketing solution and marketing activities implementation, supporting field sales in achieving its sale targets by supporting sales activities with promotional campaigns where appropriate. Assist to build up company China Homepage in Internet & collecting the competitors marketing information, PR & media relations supports.