Alec Lau
Calgary,Canada
Summary
Working permit holder with over 15 years of working experience including 5 years supporting marketing communications role in a global infrastructure organization of over 90,000 employees.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Property Officer
China Overseas Property Services Ltd
05.2023 - 08.2024
- Received three letters of appreciation from estate occupants for exceptional service. Recognized for outstanding commitment to resident satisfaction.
- Managed a prestigious residential estate comprising 17 blocks and 1,620 apartments within a team of four and three supervisors, overseeing the daily operations of security, facilities, landscaping, hygiene, the clubhouse, and shuttle bus services.
- Spearheaded the development of a passenger count reporting and analysis mechanism for the estate shuttle bus, managing over 6,500 trips daily, and conducted the annual estate facilities survey for 1,620 households.
Independent Marketing and Branding Consultant
Self-employed
01.2016 - 04.2023
- Conducted in-depth brand assessment on the current and prospective awareness of client brands
- Identified latent customer groups and developed personas for their needs for purchase
- Helped identify client brand positioning with brand association map and concluded key attributes that enhance brand preference and likeability
- Developed copywriting in support of the client's social media distribution to promote its brand and products
- Conducted market and industry research on competitor brands and price analysis
Senior Marketing & Communications Specialist, Greater China
AECOM
07.2015 - 01.2016
- Helped drive the regional take up of the global organizational change program Delivery Excellence on its launching and improve engagement with over 13,000 staff in the region
Marketing Executive, Asia Pacific
URS Hong Kong Ltd
12.2010 - 07.2015
- Company Overview: Consumer Electrical Retail 10 outlets Hong Kong
- Strengthened role in strategic preparation of government proposals, guided by technical directors
- Provided branding advice on marketing collateral updates and served as a bridging agent for legacy URS staff to the integrated new AECOM brand
- Stationed in Shenzhen Office
- Managed a team of 6 staff in Shenzhen office coordinating translation and copywriting of Asia-wide marketing collateral as well as internal communications
- Champion for all internal and external presentations in Greater China for regional management
- Consumer Electrical Retail 10 outlets Hong Kong
Marketing Manager
CMK Electrical Store
07.2009 - 12.2009
- Company Overview: Consumer Electrical Retail 10 outlets Hong Kong
- Piloted a strategic branding and marketing communications campaign, after a positioning analysis
- Enabled brand repositioning with strategic media plan targeting the redefined segment, taking the geographical advantage of the outlet network
- Consumer Electrical Retail 10 outlets Hong Kong
Marketing Specialist
SpaceiNet Sunlink Limited
05.2008 - 11.2008
- Company Overview: Mobile Media 2 offices HQ Shenzhen
- Developed pre-matured marketing materials to test market
- Mobile Media 2 offices HQ Shenzhen
Senior Account Executive
Daiko Communications Asia Co Ltd
11.2006 - 04.2008
- Company Overview: Advertising Agency 15 offices HQ Japan
- Accumulated total client turnover of over HK$10 mil
- And nurtured new clients to expand by over 50%
- Liaised with clients on ATL and BTL thematic and promotional campaigns
- Advertising Agency 15 offices HQ Japan
Account Executive
Kingsmen International
06.2005 - 07.2006
- Company Overview: Exhibition Contractor 18 offices HQ Singapore
- Exhibition Contractor 18 offices HQ Singapore
Project Executive
ProjectHead & Associates
08.2004 - 05.2005
- Company Overview: Events Management Agency 10 staff Hong Kong
- Responsible for account servicing for events management campaigns
- Events organized include the Cathay Pacific Hong Kong International Race 2004, Giorgio Armani cosmetics product launch party, etc
- Events Management Agency 10 staff Hong Kong
Marketing Executive
D.S. Paper Products Ltd
02.2003 - 07.2004
- Company Overview: Printing Manufacturing 1,500 staff China & Hong Kong
- Responsible to deal with overseas, mainly the UK, and the local buying office clients on their product enquiries, prepare quotations, coordinate with China factory on production and delivery on exports
- Printing Manufacturing 1,500 staff China & Hong Kong
Account Executive
Destinations Network
08.2000 - 01.2003
- Company Overview: Tourism Marketing & Events Promotion 20 staff Macau
- Renowned public relations agency in Hong Kong, cum Hong Kong Marketing Representative for Macau Government Tourism Office (MGTO)
- Responsible for daily media enquiries, copywriting for upcoming mega events in Macau, such as the Grant Prix 2001 and the Macau Music Festival, etc
- Tourism Marketing & Events Promotion 20 staff Macau
Education
College certificate - Digital Marketing
University of Alberta
Edmonton, AB11.2024
Postgraduate Diploma - Business Administration
Alliance Manchester Business School, University of Manchester
10.2019
Professional Diploma - Branding for Chief Brand Officer
Hong Kong Productivity Council
05.2013
Bachelor's Degree - Business (Marketing)
University of South Australia
Adelaide Region, SA10.2010
Certificate - Luxury Branding
The Institute of Professional Education and Knowledge
11.2009
Certificate - Franchise Operations and Management
Hong Kong Management Association
11.2005
Skills
- Public Relations
- Digital Marketing
- Marketing
- Branding
- Account Management
- Event Planning
- Project Management
- Presentation Skills
- Microsoft Office
- Content Development
Certification
Chartered Marketer, 07/2014, 06/2017, Chartered Institute of Marketing
Languages
Cantonese
Bilingual or Proficient (C2)
English
Upper intermediate (B2)
Chinese
Advanced (C1)
Awards
- Competent Leadership, 07/2020, Toastmasters International
- Competent Communicator, 07/2020, Toastmasters International
Publications
- Mastering Big Data in the Digital Transformation, https://www.linkedin.com/pulse/mastering-big-data-digital-transformation-chartered-marketer, 06/2016
- Excel in China Market - Honeywell as an Example, https://www.linkedin.com/pulse/excel-china-market-honeywell-example-chartered-marketer, 01/2016
Groups
- Toastmasters International, 04/2016, Present, Chief Coordinator, Youth Leadership Development (YLD) Program, 06/2018 - 06/2020, Founding Vice President, Public Relations, 04/2016 - 03/2017
- Hong Kong Air Cadet Corps, 12/2003, 10/2014, Training and Operations Officer
Timeline
Property Officer
China Overseas Property Services Ltd
05.2023 - 08.2024
Independent Marketing and Branding Consultant
Self-employed
01.2016 - 04.2023
Senior Marketing & Communications Specialist, Greater China
AECOM
07.2015 - 01.2016
Marketing Executive, Asia Pacific
URS Hong Kong Ltd
12.2010 - 07.2015
Marketing Manager
CMK Electrical Store
07.2009 - 12.2009
Marketing Specialist
SpaceiNet Sunlink Limited
05.2008 - 11.2008
Senior Account Executive
Daiko Communications Asia Co Ltd
11.2006 - 04.2008
Account Executive
Kingsmen International
06.2005 - 07.2006
Project Executive
ProjectHead & Associates
08.2004 - 05.2005
Marketing Executive
D.S. Paper Products Ltd
02.2003 - 07.2004
Account Executive
Destinations Network
08.2000 - 01.2003
College certificate - Digital Marketing
University of Alberta
Postgraduate Diploma - Business Administration
Alliance Manchester Business School, University of Manchester
Professional Diploma - Branding for Chief Brand Officer
Hong Kong Productivity Council
Bachelor's Degree - Business (Marketing)
University of South Australia
Certificate - Luxury Branding
The Institute of Professional Education and Knowledge
Certificate - Franchise Operations and Management
Hong Kong Management Association
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