KAREN LEE

Heading an expanded team of nine, the current role entails overseeing branding and communications of airline, ferry, 6 hotel brands and a diversified portfolio of properties. The role is heavily involved with governmental liaison and advocacy works for the advancement of strategic development objectives. Strong focus is placed upon elevating the group’s profile in the PRC and international scenes, paving strength for the next phase of business expansion beyond Macau and Hong Kong.

Notable Highlights:

• Devised brand positioning of the Group’s first series of self-managed luxury hotels with a uniquely oriental DNA and service offerings under the label of Artyzen Hospitality Group.

• Instrumented various regional launch campaigns including the unveiling of Canton Tower in association with the Guangzhou Asian Games 2010, low cost carrier Jetstar Hong Kong, and rebranding efforts of 3 hotel assets, various large scale property projects and the TurboJET ferry fleet.

• Led a series of advocacy initiatives lobbying for new business licenses, e.g. the promotion of urgency in expanding low-cost carrier market for Hong Kong and investment opportunities in Hengqin new economic zone.

• Devised and implemented social marketing strategy and policy for the Group, including the setting up of digital team, maximize engagement, design brand building and customer retention campaign, compile trends and statistics, and ensure crisis preparedness over the internet.

• Formulated and implemented crisis/emergency communication policies and governance system across all frontline units (including TurboJET, Macau Tower, Canton Tower and a portfolio of management properties)