Eliza Wan

Responsible for managing online activities across APAC region, covering but not limited to below Convert key offline process online • Digitized the key asset consolidation workflow for Hong Kong MPF business, generated over HKD 10 millions AUM in 6 months • Lead the digitization of member on-boarding workflow for Hong Kong MPF business AI / Machine Learning project for the group • Launched AI powered virtual assistance for HK MPF business; with an aim to off load customer service call • Continue to drive the AI powered online conversational tool for the region Campaign and marketing • Drive online campaign to support key Fund Initial Public Offering (IPO) • Manage regional online product campaign for evergreen fund product Website development and management • Country site revamp project • Drive key development for the brand site • Define regional standard and share best practice to local markets

Responsible for managing and leading digital marketing activities for all hotels in the group; • Design and lead performance marketing for all 10 hotels around the world • Search engine optimization / search engine marketing (SEO/SEM) strategy • Lead and drive all online platform development and enhancement • Mobile strategy and development • Business data & web analytic • Electronic direct mail marketing • CRM and database marketing Experience and achievements highlights: • Direct website booking revenue increased by 36% and website traffic increased by 15% • Achieved ROI of 1,500% for SEM campaign • Launched the mobile site of The Peninsula Hotels group in May 2015 • Developed and managed the launch of The Peninsula Hotels group website in March 2014 • Launched the “Peninsula Snowpage” campaign and mini-site (www.peninsula.com/snowpage)

Manage the Council’s SEM budget to achieve optimized and targeted results in terms of buyer usage and trade leads generation for listing of HK SME or manufacturers on hktdc.com, download and usage of the HKTDC Product Magazine Mobile Apps (iOS & Android) and marketing coverage and pre-registration for trade fairs and events. Covering: • Provide advice and manage SEM campaigns for different departments • Manage product promotion via SEM (ie, HKTDC app promotion and eMagazine) • SEM budget control and management • Agencies and portal management • Report and analysis Take the lead to employ latest pay per click advertising model to achieve promotion objectives • Trial, develop and optimize advertising model with new Pay Per Click platform To evaluate and provide insight on hktdc.com’s online promotion by: • Plan and implement tracking strategically • Conduct web analysis from time to time • Base on web analysis to re-adjust online promotion effort • Accountable for buyer segmentation anaylsis Plan and execute buyer segmentation strategy to acquire new registered buyers, build buyer loyalty, and convert trade fair buyers to online buyers and enhance the online sourcing usage. • Develop Buyer Rewards Program to engage core buyers and to drive up sourcing activities on hktdc.com

- Responsible to plan and execute online marketing campaigns, database acquisition activities and direct marketing in USA, Canada, UK, German, France and Italy to promote Hong Kong - Management of SEM and SEO; - Campaign initiation, planning and management. Was responsible for HKTB key promotion campaigns including 2009 Summer, 2009 Halloween, 2010 Halloween and 2010 Winter promotions. - Accountable for Revamp Project of Hong Kong Tourism Board Official Website, www.discoverhongkong.com (DHK). Involved in website revamp planning, production, functions development and full launch planning and execution. Successfully launched both beta and full version of revamped DHK site in 19 languages Three of the managed projects, the Revamped HKTB Official Website DiscoverHongKong.com, 2009 Hong Kong Summer Spectacular Online Campaign and 2010 Hong Kong Halloween Treats Online Campaign have been awarded Astrid Gold award. Amongst the three, Hong Kong Halloween Treats Online Campaign has also won Mercury Excellence Award