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Employment History

1999 MARCH TO PRESENT

SENIOR MANAGER – TEAM CHINA

BEIJING REPRESENTATIVE OFFICE

Responsibilities include:

Develop Team China project, which covers all national representative soccer teams from China, such as the China Men's Olympics Team, China National Women's Team etc.

China Men's Olympic Team 1999

Key person for China Football Association, local football associations and China Media Houses.
Represented China Football Association in key meetings such as the Asian Football Confederation, FIFA etc.
Develop "Team China's" brand essence and marketing platform.

Develop a Marketing and licensing programme which includes the Team China website, Team China collectible cards etc.

Develop a Media Centre for Team China, beginning with an interactive secured web site dedicated to the Media.

New Project development, outside of soccer.

Highlight:

with China National Women's Goalkeepers

Developed a new marketing image for China National Women’s Soccer Team prior to their World Cup 1999 matches.

Project gained national coverage throughout CCTV and other print media.

Developing a series of TV promos to develop launch the Team China brand.

Secured Ericsson as the main sponsor for the Team China programme.

more

1998 JUNE TO 1999 MARCH

DIRECTOR OF OPERATIONS

ASSISTANT GENERAL MANAGER

TOP RESULT BEIJING

Responsibilities include:

Developing core Operations Team nationally.

Asset management

Bus Advertising Production

Relationship building with local Transportation companies.

New Project development.

more

1997 FEBRUARY TO 1998 JUNE

OFFICE MANAGER,

ACCOUNT DIRECTOR

LEO BURNETT BEIJING

Responsibilities include:

Office Operations as per 1996

Client Service----Marlboro, Carlsberg, Disney, P&G, Cadbury, McDonald’s, Taitai.

1st quarter of 1997 was spent moving our office from a 78 sq m premise to a 300 sq m premise. Headcount grew from 4 in 1995 to 23. Whilst turnover rate for our Greater China office is high, Leo Burnett Beijing maintained it’s staff with departures only for further education.

With 4 years into the China business, I maintained a growing network within the SAIC and other government departments. Philip Morris initiated a goodwill tour to Europe in late 1997 with various government bodies, and I was invited to facilitate the exercise.

Focus for 1998 will be to develop our existing Clients’ business in the Region, take on quality new businesses and to strengthen the skills of local staff through training initiatives.

Marlboro Adventure Team promotion in Beijing was a overwhelming success. This earned Leo Burnett the highest Agency rating by Philip Morris Asia Inc ever in PRC.

Developed some ongoing grassroots projects for Carlsberg that will position the Brand within the Sports and Entertainment arena in China. Initiated Carlsberg’s involvement with University Soccer in Beijing by sponsoring the University Soccer League for 1998 and the China National Athletics Team for the World Athletics Championship in 1997.

Developed a strong working relationship with Media Organizations, such as STAR, MTV, EASY FM and many local producers to develop new Integrated Campaigns for our clients.

Outside of Leo Burnett, consulted and brokered some Entertainment projects for Brands such as Ericsson, Hard Rock Cafe and local music labels.

Key member of McDonald’s National Team for Leo Burnett PRC. To align McDonald’s Brand strategically to China’s sensitivities and to guide the Brand Campaign for 1998. Worked with renowned Academy Award Winner (1998) Cinematographer Russell Carpenter for two McDonald’s projects for the PRC market.

1996, FEBRUARY to 1997, FEBRUARY.

OFFICE MANAGER,

ASSOCIATE ACCOUNT DIRECTOR

LEO BURNETT BEIJING

Responsibilities include:

Office Operations - Administration, Finance, Personnel, Training Facilitator etc.

Client Service - Marlboro, Carlsberg, Disney, P&G

Major A & P Projects:

Marlboro Chinese New Year Drum Competition.

This national project was initiated from Leo Burnett Beijing, from concept development, production to execution.

Budget approximately, USD 3.5 million.

Marlboro League

3rd year into Marlboro’s sponsorship of the Chinese National Football League, onsite attendance has surpassed 3 million. Remained the key negotiator/strategic planner for the event, including onsite promotions, Marlboro League Awards, Government lobbying, Public Relations etc.

Budget approximately, USD 5 million

Others:

Carlsberg Jazz Nights for Beijing International Jazz Festival.

Poster, Flyer, Radio Ads.

Carlsberg Chinese New Year 1997 Campaign.

Packaging and Newspaper Ads.

Disney’s "Toy Story" Film Launch

Below the line Promotions, letter drop.

McDonald’s Hong Kong "Flew the Coop" Film Shoot.

Worked closely with film director, Zhang Yimou, for the shoot

Marlboro Zhuhai International Motor Racing Championship

Onsite support and promotions

1995 February to 1996 February

Account Manager, Leo Burnett Beijing

Was posted to Beijing to start the local Leo Burnett office.

Responsibilities include:

Office Operations - Administration, Finance, Personnel, Training, Facilitator etc.

Client Service - Marlboro, Carlsberg, P&G

Major A&P Projects:

Formula One Forum Marlboro

This Marlboro sponsored Forum, held at the State Guest House involved the World’s F1 Racing Federation, Ferrari Team, McLaren Team, Chinese Automobile Association. The intention, being to educate the Chinese Press so as to increase the quality of news coverage of Formula One Racing in China.

Budget USD 1.5 million.

Marlboro League

2nd year into Marlboro’s sponsorship of the Chinese National Football League, onsite attendance has surpassed 2 million.

With the advent of the Tobacco Law in China Federation of Sports and Physical Culture which resulted in the relaxation of the Tobacco Law.

Remained the key negotiator / strategic planner for the event, including onsite promotions, Marlboro League Awards, Government lobbying, Public Relations etc.

Budget approximately, USD 5 million.

Others:

Initiated the pitch and eventual win of the Carlsberg China account.

Was solely responsible for initiating contact with Carlsberg China.

Initiated the Out-Of-Home (Outdoor Advertising) programme for Northern China.

Starting from scratch, the OOH programme began in Leo Burnett Beijing covering Dalian, Shenyang, Tianjin, Beijing.

1994 April to 1995 February

Account Executive

Leo Burnett Hong Kong

Was hired by Leo Burnett to kick start the Marlboro League in China.

Marlboro League remains the largest commercially sponsored sports event in China. Chinese soccer was at it’s all time low with attendance averaging less than 2,000 per match.

Solely developed all contacts with the Chinese Football Clubs and Advertising companies, Stadium Management and Sports Press. Also developed an extensive on-site promotion campaign for the Marlboro League, resulting in an overall attendance of just under 2 million for the 1994 season.

1988 to 1994

Part Time Producer/Presenter 6EBA FM and 6RTR

Produced and Presented Current Affairs and Cultural magazine radio programmes in Perth, Western Australia. One of the pioneering members of the Multicultural Radio Station, 6EBA FM.
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1999 MARCH TO PRESENT	SENIOR MANAGER – TEAM CHINA

	BEIJING REPRESENTATIVE OFFICE

Responsibilities include:	Develop Team China project, which covers all national representative soccer teams from China, such as the China Men's Olympics Team, China National Women's Team etc.
China Men's Olympic Team 1999	Key person for China Football Association, local football associations and China Media Houses. Represented China Football Association in key meetings such as the Asian Football Confederation, FIFA etc. Develop "Team China's" brand essence and marketing platform.
	Develop a Marketing and licensing programme which includes the Team China website, Team China collectible cards etc.
	Develop a Media Centre for Team China, beginning with an interactive secured web site dedicated to the Media.
	New Project development, outside of soccer.
Highlight: with China National Women's Goalkeepers	Developed a new marketing image for China National Women’s Soccer Team prior to their World Cup 1999 matches. Project gained national coverage throughout CCTV and other print media. Developing a series of TV promos to develop launch the Team China brand. Secured Ericsson as the main sponsor for the Team China programme. more

1998 JUNE TO 1999 MARCH	DIRECTOR OF OPERATIONS
	ASSISTANT GENERAL MANAGER
	TOP RESULT BEIJING

Responsibilities include:	Developing core Operations Team nationally.
	Asset management
	Bus Advertising Production
	Relationship building with local Transportation companies.
	New Project development.
	more

1997 FEBRUARY TO 1998 JUNE	OFFICE MANAGER, ACCOUNT DIRECTOR LEO BURNETT BEIJING
Responsibilities include:	Office Operations as per 1996
	Client Service----Marlboro, Carlsberg, Disney, P&G, Cadbury, McDonald’s, Taitai.
	1st quarter of 1997 was spent moving our office from a 78 sq m premise to a 300 sq m premise. Headcount grew from 4 in 1995 to 23. Whilst turnover rate for our Greater China office is high, Leo Burnett Beijing maintained it’s staff with departures only for further education.
	With 4 years into the China business, I maintained a growing network within the SAIC and other government departments. Philip Morris initiated a goodwill tour to Europe in late 1997 with various government bodies, and I was invited to facilitate the exercise.
	Focus for 1998 will be to develop our existing Clients’ business in the Region, take on quality new businesses and to strengthen the skills of local staff through training initiatives.
	Marlboro Adventure Team promotion in Beijing was a overwhelming success. This earned Leo Burnett the highest Agency rating by Philip Morris Asia Inc ever in PRC. Developed some ongoing grassroots projects for Carlsberg that will position the Brand within the Sports and Entertainment arena in China. Initiated Carlsberg’s involvement with University Soccer in Beijing by sponsoring the University Soccer League for 1998 and the China National Athletics Team for the World Athletics Championship in 1997. Developed a strong working relationship with Media Organizations, such as STAR, MTV, EASY FM and many local producers to develop new Integrated Campaigns for our clients. Outside of Leo Burnett, consulted and brokered some Entertainment projects for Brands such as Ericsson, Hard Rock Cafe and local music labels. Key member of McDonald’s National Team for Leo Burnett PRC. To align McDonald’s Brand strategically to China’s sensitivities and to guide the Brand Campaign for 1998. Worked with renowned Academy Award Winner (1998) Cinematographer Russell Carpenter for two McDonald’s projects for the PRC market.


1996, FEBRUARY to 1997, FEBRUARY.	OFFICE MANAGER, ASSOCIATE ACCOUNT DIRECTOR LEO BURNETT BEIJING
Responsibilities include:	Office Operations - Administration, Finance, Personnel, Training Facilitator etc. Client Service - Marlboro, Carlsberg, Disney, P&G
Major A & P Projects:	Marlboro Chinese New Year Drum Competition. This national project was initiated from Leo Burnett Beijing, from concept development, production to execution. Budget approximately, USD 3.5 million. Marlboro League 3rd year into Marlboro’s sponsorship of the Chinese National Football League, onsite attendance has surpassed 3 million. Remained the key negotiator/strategic planner for the event, including onsite promotions, Marlboro League Awards, Government lobbying, Public Relations etc. Budget approximately, USD 5 million
Others:	Carlsberg Jazz Nights for Beijing International Jazz Festival. Poster, Flyer, Radio Ads.
	Carlsberg Chinese New Year 1997 Campaign. Packaging and Newspaper Ads.
	Disney’s "Toy Story" Film Launch Below the line Promotions, letter drop.
	McDonald’s Hong Kong "Flew the Coop" Film Shoot. Worked closely with film director, Zhang Yimou, for the shoot
	Marlboro Zhuhai International Motor Racing Championship Onsite support and promotions
1995 February to 1996 February	Account Manager, Leo Burnett Beijing Was posted to Beijing to start the local Leo Burnett office.
Responsibilities include:	Office Operations - Administration, Finance, Personnel, Training, Facilitator etc. Client Service - Marlboro, Carlsberg, P&G
Major A&P Projects:	Formula One Forum Marlboro This Marlboro sponsored Forum, held at the State Guest House involved the World’s F1 Racing Federation, Ferrari Team, McLaren Team, Chinese Automobile Association. The intention, being to educate the Chinese Press so as to increase the quality of news coverage of Formula One Racing in China. Budget USD 1.5 million. Marlboro League 2nd year into Marlboro’s sponsorship of the Chinese National Football League, onsite attendance has surpassed 2 million. With the advent of the Tobacco Law in China Federation of Sports and Physical Culture which resulted in the relaxation of the Tobacco Law. Remained the key negotiator / strategic planner for the event, including onsite promotions, Marlboro League Awards, Government lobbying, Public Relations etc. Budget approximately, USD 5 million.
Others:	Initiated the pitch and eventual win of the Carlsberg China account. Was solely responsible for initiating contact with Carlsberg China. Initiated the Out-Of-Home (Outdoor Advertising) programme for Northern China. Starting from scratch, the OOH programme began in Leo Burnett Beijing covering Dalian, Shenyang, Tianjin, Beijing.
1994 April to 1995 February	Account Executive Leo Burnett Hong Kong Was hired by Leo Burnett to kick start the Marlboro League in China. Marlboro League remains the largest commercially sponsored sports event in China. Chinese soccer was at it’s all time low with attendance averaging less than 2,000 per match. Solely developed all contacts with the Chinese Football Clubs and Advertising companies, Stadium Management and Sports Press. Also developed an extensive on-site promotion campaign for the Marlboro League, resulting in an overall attendance of just under 2 million for the 1994 season.
1988 to 1994	Part Time Producer/Presenter 6EBA FM and 6RTR Produced and Presented Current Affairs and Cultural magazine radio programmes in Perth, Western Australia. One of the pioneering members of the Multicultural Radio Station, 6EBA FM. back