Profile
Global e-commerce and digital leader with 18+ years across hospitality, travel and FMCG, including global headquarters roles at Plaza Premium Group, Lee Kum Kee and Shangri-La Group. Currently owns the full direct-channel commercial levers — bookings, revenue, conversion rate and direct-channel share — across a six-brand consumer website portfolio serving a global airport network.
Track record in large-scale replatforming (CMS, payments, booking engine), performance marketing at US$8M+ annual budget across 100+ hotels (including Meta paid social), enterprise analytics (GA4, Adobe Analytics), CRO and experimentation programmes, CDP and identity strategy, privacy and consent governance, and AI-era search (GEO / LLM optimisation). Comfortable setting the operating model for regional teams, not only running the central function.
An AI-augmented operator, applying LLMs and agentic tooling daily across analytics, experimentation, localisation and executive reporting. Engineering foundation combined with commercial ownership of revenue outcomes.
Leadership scope
- Portfolio
- Six consumer brands (Plaza Premium Lounge, Plaza Premium First, Allways, Aerotel, Airport Dining, Smart Traveller) across the global airport network.
- Commercial ownership
- Bookings, revenue, conversion rate and direct-channel share, with an explicit mandate to reduce dependency on third-party channels (Priority Pass, DragonPass, card benefit programmes).
- Leadership
- Four direct reports — one in UX and three in e-commerce operations, two on the core brands and one on the remaining portfolio. Matrix leadership of IT, CRM, legal and regional marketing on the PPL 2.0 replatform, CRO and localisation programmes. Author of the website operating playbook and SOP that regional teams follow.
- Largest budget owned
- US$8M+ annual always-on performance media programme covering 100+ hotels, around 15% (US$1.2M+) on Meta paid social.
- Stakeholder level
- Group VP and executive committee exposure across three global headquarters.
Experience
Senior Manager, E-Commerce (Global)
Feb 2026 – present
Plaza Premium Group · World's largest independent airport hospitality group, Global HQ, Hong Kong
- Delivered PPL 2.0, the flagship Plaza Premium Lounge website, to production within five months of joining (live June 2026): full replatform to Kentico SaaS, new booking engine, payment migration from Stripe to Adyen, and AI-powered customer service. Booking conversion up c.10% in the first month post-launch.
- Built and run the group CRO and experimentation programme through GTM. Winning variants delivered c.20% conversion uplift and double-digit revenue growth on key lounge listing pages, with the proven pattern rolled out site-wide and now extending to partner and airport properties.
- Established the global operating model for website operations — a regional playbook plus the internal SOP behind it — setting out what HQ commits to and what regions own across content, pricing, SEO and release management.
- Embedded AI across the operating model: AI-assisted analytics and reporting, AI customer service, AI translation workflows now driving Spanish, Portuguese and Canadian French rollout, and automated production of executive decks and analysis.
- Pioneered Generative Engine Optimisation for AI search visibility (llms.txt, structured content for LLM crawlers), positioning PPG brands for discovery in ChatGPT, Claude and Gemini era search.
Career Break (Parental Duties)
Nov 2024 – Jan 2026
- Planned break for family reasons. Stayed current on AI, analytics and e-commerce, including hands-on work with LLM tooling and agentic AI frameworks (Claude, ChatGPT, AWS Strands Agents).
Senior Manager, Global Digital Marketing & User Experience
Dec 2022 – Oct 2024
Lee Kum Kee · Global Marketing HQ, Omnichannel & Digital Marketing
- Led the group-wide digital marketing transformation: launched a new AI-empowered Digital Asset Management platform and the global website revamp programme.
- Acted as Centre of Excellence for regional teams, governing digital marketing performance and brand consistency across markets.
Senior Manager, Performance Marketing (Global)
Sep 2016 – Nov 2022
Shangri-La Group · Strategy & Business Transformation, Global HQ. Scope expanded over a six-year tenure.
- Headed global performance marketing and Adobe Analytics, leading in-house specialists and the global media agency across always-on and tactical paid social (Meta: Facebook & Instagram), SEM, Display and Metasearch for 100+ hotels.
- Owned Meta paid social at around 15% of the annual programme (US$1.2M+): full-funnel prospecting and retargeting with dynamic ads for travel, lookalike and custom audiences. Lifted Meta ROAS by 10%.
- Ran always-on A/B testing of ad creative (video and static) on Meta, feeding winning assets and messages back into always-on campaigns.
- Revamped the campaign and measurement framework for the US$8M+ annual always-on programme, shifting budget decisions from platform-reported ROAS to true incremental return.
- Set annual performance marketing strategy from 2017 to 2023 and joint business plans with Google, Meta (paid social), TripAdvisor and Baidu. Supported the Group VP on corporate strategy and transformation initiatives.
- Scaled analytics capability across HQ, regional and hotel teams through playbooks and regular enablement webinars.
Data & Insights Manager (Digital)
Jun 2015 – Aug 2016
Mirum Agency · a WPP / JWT company
- Led digital analytics, SEO and marketing automation for 20+ mid-to-large accounts including Toyota, AXA, Ocean Park, Hong Kong Tourism Board and IFC Mall.
Senior Manager, Global UX & Conversion
Feb 2011 – Jun 2014
Lightspeed GMI · a WPP / Kantar company
- Promoted from APAC UX Manager to Global Head of UX, Analytics and SEO. Managed a team of three driving member acquisition, engagement and loyalty KPIs.
Earlier roles: SEM Marketing Executive, Priceline Hong Kong (Sep 2010 – Feb 2011) · Digital Marketing Executive, SmarTone-Vodafone (Jul 2009 – May 2010) · Online Marketing Officer, Greenpeace (Mar 2008 – Jul 2009) · Internet Marketing Executive, Funmobile (Oct 2006 – Jan 2008).