Jennifer Cheng

• Lead the marketing team to launch marketing campaigns for leasing portfolio, including shopping malls, residential and commercial buildings and achieving business KPIs. • Devised strategic directions for mall promotions and asset positioning. • Strategic planning for CRM retails including app development and enhancement to meet changing market trends and to draw more members. • Budget planning, monitoring and control. • Lead teams to develop customer value management strategies and implement relevant marketing campaigns to strengthen customer loyalty, drive brand differentiators, and achieve the business KPIs. • Maintained the effectiveness of marketing and communication strategies and event planning through the use of data to support business development and tenant engagement. . • Lead the digital team to develop all-rounded digital marketing strategies including SEO and SEM, and social media management including FB, IG and WeChat. • Arranged CSR programs.

• Oversaw all shopping malls under Henderson Group and lead a team of 8 marketing staff and 1 designer • Lead the team to plan and implement marketing and promotional activities for the Group’s shopping malls, - including Metro City Plaza, Sunshine City Plaza, KOLOUR Tsuen Wan, KOLOUR Yuen Long, Shatin Plaza, Shatin Centre and Tuen Mun Trend Plaza etc. • Involved in planning the renovation and rebranding of Henderson Group’s properties including shopping malls and commercial buildings such as Metro Discovery, MOS Town, KOLOUR Tsuen Wan, KOLOUR Yuen Long, Shatin Centre, H Commerce. • Supervised a team to launch new projects including at Green Cove and Double Cove Place. • Explored new hi-tech that adopted to promotion programs such as VR and AR. • Identified and negotiated with any potential merchants for casual leasing. • Explored every opportunity for collaboration with tenants and maintained good tenant relationship including new tenants’ opening or ad hoc marketing campaigns for different leasing teams. • Budget planning and control. • Lead the team to drive social platforms to build brand awareness and achieve KPI, including monthly planning, direction and content revision of 5 FB, 5 IG and 2 WeChat posts. • Lead the team to develop marketing campaigns to drive mainland tourists. • CRM development.

• Oversaw and held responsibility in formulating and implementing marketing campaigns for a quarter of Link REIT’s shopping malls (151 in total) while leading a team of 4 marketing staff. • Undertook the major revamping and repositioning of the two flagship malls of Link REIT, namely Lok Fu Plaza and Stanley Plaza. • Lead several AEI (Asset Enhancement Initiative) projects, including Sheung Tak, Sun Chui, H.A.N.D and Tai Yuen Market and coordinated with stakeholders, including tenants, the local community and media to ensure a smooth AEI implementation process. • Collaborated with partners for joint promotion including Wai Yin Association, Dah Sing Bank, SPAC, TVB etc. • Project in charge in tourists marketing and joint promotions with strategic partners and mainland tours for Wong Tai Sin shopping centre.

• Supervised a team of 3 retail marketing staff for executing marketing and promotion events. • Implemented and evaluated acquisition and expansion strategies for ELEMENTS’ Club platform. • Oversaw club program operation and services to club members. • Formulated strategies on ongoing communications. • Events & PR Management. • Worked out promotion and advertising plans for festival programs and ad hoc projects such as countdown carnival, Driver’s Promotion and the Easter campaign. • Managed and monitored Advertising and PR agencies including 4As Advertising Agency. • Organized charity events for fundraising – Beneficiary organization (UNICEF).

• Lead a team of 4 promotional staff to plan, develop and implement yearly all-rounded marketing campaigns and ad hoc projects for shopping malls and street shops such as Merry Christmas Hello Kitty Fan Fair 2004, the first in-mall Firework show in 2005, and the first in-mall laser show in 2009, fashion show etc. • Coordinated with relevant government departments for the arrangement of super VIPs for site visit such as The former PRC Chairman Jiang Zha Man (in 1998), The former Chief Executive Mr. Donald Tsang, and the former Financial Secretary Mr. Henry Tang. • Lead the team to plan, develop and implement yearly all-rounded marketing campaigns and media planning for shopping malls and street shops. • Managed PR related activities and PR conferences. • Organized media group interviews and prepared media kits. • Lead the team to launch new shopping malls including soft launches, grand openings and sustainable campaigns to make some noise. • Assisted AGM to handle Mainland China shopping malls and Grand Opening projects • Lead the team to plan and organize activities to draw mainland tourists. • Negotiated and coordinated with movie companies and musical companies for the arrangement of celebrities