Coffey K.

Roles & Responsibilities: Marketing Head of the luxury and uplift life style portfolio, managing a team of 16 direct staff and 8 indirect operation staff, reporting to the General Manager - Investment Property.

Roles & Responsibilities: Marketing Head of the Neighborhood Malls Portfolio (including Paradise Mall, Luk Yeung Galleria, Citylink, Ocean Walk, Plaza Ascot, Sun Tuen Mun Shopping Centre and Hanford Plaza), managing 8 direct staff and 5 indirect operation staff, reporting to the Chief Investment Property Manager Formulate holistic brand strategy to rejuvenate the neighbourhood mall portfolio for better business return Engage and collaborate with different social enterprise to expand the ESG strategies for malls and build better tie with the community Achievements: Launched the first ever Facebook Live Bidding in MTR Malls to boost sales, patronage and brand awareness under the pandemic period ^Hosted by Chris Leung, Well known travel KOL ^Hosted by James, Well known sports fashion KOL ^Over the campaign period, we reached 39,000% more audiences, and increased 118% social media fans. The sports sales in mall gained 9% YOY increment. ^Attained the Metro Radio Digital Ex Award - Best Use of KOL in 2020 Launched the first ever eStore in MTR Malls for the selling of tenants coupon and products to expand the reach ^Paradise Mall ePop Up | https://www.epopup-paradisemall.com | 700K+ Reach | All items sold out in first week | In-store traffic +13% | ^Look of the Day Citylink ePop Up | https://fb.watch/esE3dX7cWe/ | 500K+ Reach | 700 sets tenants vouchers sold in 4 days | ^「食得夠Deal」at Luk Yeung Galleria ePop & KOL Promotion | Hosted by Famous TV Programme Host 梁祖堯 & baby John | https://fb.watch/esFPm8MdxP/ | 100K+ Reach | 20% Engagement Rate ^Attained the Metro Radio Digital Ex Award - Best Response to Pandemic Strategy in 2021 Launched the “Get Set, Go Shopping” brand activation campaign to defend its competitiveness with positive business result ^+29% increment in patronage (vs campaign period in 2020) ^+20% increment in patronage (vs non-campaign period in 2021) ^+132% sales volume over the past year

Roles & Responsibilities: Team Head of ELEMENTS, managed 12 direct staff and 10 frontline operation staff, reported to the Marketing Head of the West Region Portfolio (including ELEMENTS, Maritime Square, Luk Yeung Galleria, Ocean Walk, Sun Tuen Mun Shopping Centre and Hanford Plaza) Led the development and implementation of marketing campaigns and strategies that sustain the mall's luxury positioning, create differentiation and seize business opportunities Designed exclusive and engaging luxury customer experiences for members of the well known ELEMENTS Club Achievements: 2016 Christmas | ELEMENTS x "Fantastic Mr Fox" by Roald Dahl festive decoration | $8.9M PR value | +100% YOY increment | 2016 ELEMENTS Club | Active Members Rate | +20% YOY increment | 2017 ELEMENTS 10th Anniversary Celebration | tri-parties collaboration with Asia Miles and American Express | Porsche Line Up for a barter collaboration for a brand new Porsche Maccan (valued approx. at HK$800,000) as the grand prize of the ELEMENTS 10th Anniversary Lucky Draw | 14 tenants participated in the giftbox exhibition | 10th Anniversary Celebration Party | $5M PR value | 2017 Christmas | ELEMENTS x "The Snowman & The Snowdog" festive decoration | $11M PR value | 2017 ELEMENTS Club | Sales Generated | +22% YOY increment | 2018 CNY | Wishes Come True festive decoration with local artist Zoe | $8.4M PR value | 2018 Summer | Glamorous 40: Garfield's Art Asia Tour in ELEMENTS | $18M PR Value | 2018 Christmas | ELEMENTS x Saint Louis, Hermes Crystal Tale | $20M Crystal chandelier sponsorship | $20M PR Value | 2018 ELEMENTS Club | Sales Generated | +13% YOY increment | 2019 CNY | Elements x Kebeyo “萌生奇境 ”The Seeds of Wonderland” Chinese Contemporary Art Exhibition | $15M PR Value |

Roles & Responsibilities: Team Head of Telford Plaza & PopCorn, managed 5 direct staff and 5 indirect operation staff, reported to the Assistant Chief Retail Marketing Manager Planned and implemented integrated marketing initiatives, including tactical promotion, festive decoration, ATL and BTL communications, online communications, public relations activities, events, engagement activities and cross-malls campaigns to build the brand presence for the malls and to attract patronage and drive business conversion Took a leading role on the transformation and digitization of the customer journey Achievements: 2012 | Telford Plaza | Chocolate Rain Christmas Decoration | 2014 | Telford Plaza, Maritime Square, PopCorn | Transformers Summer Decoration | 2014 | Telford Plaza | Jimmy Spa (幾米) Christmas Decoration | 2016 | PopCorn x MOOV | PopMusic Mini Concert | 2016 | PopCorn | AR Summer Adventure 80步遊世界 | 2018 | Launched the content driven “telfordbeauty.com” web portal for the promotion of “No. 1 Beauty Mall in Kowloon East” | 2019 | Launched the Smart Telford, an ICT award winning, and mall industry pioneered mobile based loyalty program with indoor positioning technology incorporated |

Roles & Responsibilities: Marketing support of extensive disciplines for 11 MTR Malls including Telford Plaza, Maritime Square, Luk Yeung Galleria, Paradise Mall, Citylink, The Edge, The Lane, Ocean Walk, Plaza Ascot, Sun Tuen Mun Shopping Centre and Hanford Plaza, reported to the Senior Retail Marketing Manager Planned and executed year-round happenings and season tactical promotions Coordinated and managed internal teams, external agencies, suppliers to ensure the delivery of quality and impactful above-the-line, below-the-line marketing campaigns. Achievements: Implemented over 100 tactical promotions in 3 years, including the “Metro Daily Creative Award” winning tactical promotion campaign, “Must-have Weekly Gift Campaign” (呢個星期禮) 2007 | Telford Plaza | King of Kowloon (九龍皇帝) Exhibition 2010 | MTR Malls iPhone App – iCatch with AR technology – The ICT Award Winning iPhone Application | 2011 | Maritime Square, Paradise Mall, Citylink | MTR Malls x Smurf Summer Decoration (藍精靈全城出沒@MTR Malls) |