Antony Yiu

Carolina helps clients work on media strategy consulting, performance marketing strategies, digital transformation process, MarTech and Ad Tech consulting, as well as pricing negotiations. I have strong experience in Banking, Finance, and Insurance, FMCG, luxury, Travel and Hospitality as well as eCommece. I have solid experience working with major brands in various categories: Luxury Fashion, Watches, & Jewelry: Audemars Piguet, Burberry, Chanel, Lane Crawford Spirits: Diageo Automotive: Audi Luxury Hotels: The Peninsula Hotels, Rosewood Hotels, Mandarin Oriental, Marriott Hotels International, Shangri-La Hotels International, The Murray, Lanson Place Causeway Bay, W Hong Kong, W Macau Hotels: Sino Hotels, Regal Hotels International, Pan Pacific Hotels, Eaton Club, The Hari, Wharf Hotels, Hotel Icon, Hotel Vic (Now rebranded as Hyatt Centric Hong Kong), Dorsett Hospitality, Nina Hotels, Sheraton Macao, The Excelsior, Signature Homes, The Mira and Mira Moon, Harbour Plaza Hotels & Resorts, Wynn Travel Aggregators: Zuji, Trip.com, Rakuten Travel Airlines: Cathay Pacific, Singapore Airlines, United Airlines Banking, Finance, & Insurance: DBS, HSBC, Hang Seng Bank, CITIC, Dah Sing Bank, CITIC, CCB (Asia), Fubon Bank, MOX, BEA, AIA, Manulife, Prudential, MSIG, Blue Insurance, One Degree, FWD, Blottech, WeLab Bank. CTF Insurance FMCG: Vinda Group (Vinda, Tempo and more), Reckitt (Dettol, Durex and More), Vitasoy (Tea & Milk), Telford, Tiger Balm Malls: Lee Gardens, Hysan, Pacific Place, K11, Landmark CRM: yuu Rewards, The Point, CCG Hearts Cosmetics & Skin Care: Estee Lauder, L'Oreal, Clairns, Shiseido, Mentholatum, Sasa Quick Services Restaurants: Cafe de Coral Group, Ting Hing Group, Tam Jai International, Jollibee Convenient Stores: 7/11 and Circle K (International) Property Developer: ChinaChem Telecommunications: Huawei, China Mobile, Hong Kong Telecom, Hong Kong Broadband Theme Park: Hong Kong Disneyland Others: Hong Kong Jockey Club

- IAB Awards AdTech & Programmatic Judge 2024. - Speaker at HKTDC Marketing Pulse 2024

- Young Kam Fan Award Judge 2024

#IamRemarkable is an initiative empowering women and underrepresented groups to speak openly about their accomplishments in the workplace and beyond, thereby breaking modesty norms and glass ceilings. As a facilitator my role involves hosting workshops and being an ambassador for #IamRemarkable within my personal and professional networks. To learn more and join the initiative visit: g.co/IamRemarkable

• Drive the transformation of PHD to diversify its client portfolio as well as the services offering. • Drive innovations together with various publishers for new and innovative formats for our clients as well as for Hong Kong markets. • 100% client retention in 2023. • Manage PHD Hong Kong P&L as well as a team of over 140 employees. • Lead the pitches and strategies for major Banking, Finance, Insurance, FMCG, as well as Travel and Hospitality clients for both branding and performance media • Won major agency award for PHD Hong Kong and our clients including Marketing Magazine’s Agency of the Year Kam Fan Media Agency of the Year, Campaign Asia's Agency of the Year, HKMA Agency of the Year, Markies, YouTube Works, Hashtag Asia Awards and more. • Frequent contributors to Campaign Asia, Marketing Interactive, MarTech Asia, and HK01 on latest media trends and innovations.

• Manage a team of four (five including myself) to develop strategies as well as manage agency across all retail banking products, including loans, credit cards, wealth management, mortgage and insurance. Handle all the Advertising and Promotional budgets for the aforementioned products with set KPIs. • Exceeded KPIs for NTB acquisitions by 40% for credit cards, 20% for loans, and 140% for Wealth Management in 2011. • Participate in the T-Circle Program for fast tracked senior staff • Tier 1 members in the Horizontal Organization Structure for Cards and Loans, with a deep understanding of the entire consumer lifecycle journey from on boarding, activation, customer satisfaction, product branding, and retention. Responsible for integrating branding and product awareness campaigns with acquisitions to maximize 1st party data and leverage the full funnel technology • Spearhead the development of marketing technology, including, Adobe Audience Manager, Adobe Target, Appsflyer, and more for DBS Hong Kong. Run numerous experiments with Adobe Audience Manager and Adobe Target to improve the online conversation rate. Involve in the RFP for MarTech 2.0 for DBS regionally. • Grant evaluator for DBS Foundation Grant competition • Participate in DBS Be My Guest with work shadowing with Business Analytics, Digital Ecosystem, and Technology and Operations, and Digital Teams. • Joined IT Champion Program at DBS and am certified to handled IT related issues for staff.

* Global media lead for Cathay Pacific media account across 37 key markets. Responsible for developing both always on SEM/SEO/Performance Media strategies as well as branding media strategies for all Hong Kong tactical campaigns and the global “Move Beyond” campaign. * Developed Digitas Hong Kong to become a full-service digital agency with offering spanning across data, analytics, creative, UX/UI, web development, social and integrated media. * Managed a team of 50 people covering functions across both integrated media and non-media digital projects. * Achieved 95% pitch success rate within 8 months, bringing in new business worth over 20M in annual revenue. New clients span across travel, hospitality, banking, and finance clients. * Grew the media team from 3 to 23 people within 6 months.

* Handled new business pitches across all 13 Publicis Groupe agencies, with a focus on cross selling Publicis One offering to new clients across various industries including banking and finance, insurance, travel and hospitality, telecommunications, FMCG and more. * Performance Marketing Lead for Publicis Groupe Hong Kong

* Spearheaded Digital Media Development across all Asia Pacific offices, with a focus on growing regional Hong Kong as a major regional hub. Stationed in Singapore for two years before relocating to Hong Kong in Jan 2016. * Led New Business Development in Hong Kong and Greater China for Digital Media and Asia Pacific for Performance Media. Single-handedly Recruited 30+ New Global and Regional Clients since the beginning of my tenure at MEC. * Led Vendor and Provider Negotiations and On Boarding of New Solution Providers in Search, Programmatic Buying, and Analytics. * Led Digital Media Development of Major Clients with Multiple Award Winning Projects in Yahoo! Big Idea Chair Awards, Mobile Excellence Awards, Markies, Marketing Excellence Awards, Mumbrella Asia Awards and Campaign Asia Awards. Over 35 awards since joining MEC for clients across all industry. * Started from Ground Zero and Led MEC Digital Performance Hong Kong to Become Mumbrella Greater China Specialist Agency of the Year (2016) and Campaign Asia's Greater China Specialist Agency of the Year (2016).

* Set up the iProspect Hong Kong office (previously known as the Isobar Search Team) and develop a top-notch Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, and Digital Media Buying & Planning units serving global, regional, and local clients. * Led iProspect Hong Kong to become the most awarded Digital Performance Agency in Hong Kong. 1) Marketing Magazine's Search Marketing/Best Search Campaign/Best Idea - Search at the Agency of the Year Award in 2010, 2011, 2012; 2) Marketing Magazine's Markies: Best Use of Search, Best Idea - Viral, 2013; 3) Campaign Asia Pacific Specialist Agency of the Year (Runner-Up for Greater China, 2010; Shortlisted for Greater China, 2011; Silver for Greater China, 2012); 4) Google Agency of the Year (Hong Kong) 2012, Google Best Digital Performance Agency of the Year (Hong Kong) 2013; 5) Yahoo! Big Idea Chair Awards (2010, 2011, 2012, 2013); 6) Excellence in Search - Gold, Marketing Excellence Award 2013 * Achieved more than 40 fold increase in net revenue since 2008 and maintain more than 100% growth in both revenue and profit in each year. * Recruited more than 100 clients and achieve over 95% client retention rate. * Planned, developed, and executed a number of global, regional and local search and digital performance projects in B2B, Banking & Finance, Beauty & Skin Care, Cosmetics, Consumer Electronics, FMCG, Retail, Fashion, and Travel & Hospitality industries. * Grew and maintained the leadership of iProspect among competitors in Hong Kong and Asia Pacific * Provided search training workshops for iProspect staff members and clients across Asia Pacific * Frequently quoted in publications including Adweek, Marketing Interactive, Campaign Asia Pacific, and China Daily on topics related to search engine marketing. * Appeared in Bloomberg TV interviews regarding search industry development in Asia Pacific * Frequently spoke at major conferences in Asia Pacific * Columnist for Click Z

* Worked with a team of five research executives across a range of Consumer Sector accounts * Managed key global consumer accounts in the airline and the fast food industries in Greater China. * Managed research programs acrosss Asia Pacific, including China, and liaise with teams acoss the globe, transferring learnings and ensuring a seamless approach to global management of key clients. * Managed projects from proposals to report writing and presentations.

* Developed, positioned, and managed AdBrite’s channels and verticals for a 25-person sales team and organic buyers * Led the full product development cycle including planning, design, deployment, testing, and public launch for various new product features including internal site review tool and channels * Developed marketing plans for existing and new products to fuel the growth of AdBrite's network

* Formulated and managed strategic initiatives and operational processes for recruiting global technical service providers * Increased enrollment of technical freelancers by 300% in Q2 2006 *Streamlined recruitment protocol and launched new product features *Managed a team of 5 international account managers based in Russia, India, and Seattle *Developed surveys, collected, and analyzed data to identify the competitive landscape of the online outsourcing marketplace. Proposed new marketing strategies to encourage repeat usage and retain both buyers and freelancers

* Created custom channels and site-targeted campaigns, utilizing image and contextual ads, for high profile brands such as Lucky Brand Jeans and Taco Bell * Recruited and identified publishers for PR campaigns promoting the AdSense publisher’s network * Analyzed quantitative data on the usability of AdSense publishers’ forum in order to better drive participation and build a community network * Trafficked and administered publisher queries about their accounts and various AdSense programs

* Generated the highest sales revenue (US$90,300) and the largest number of clients (165) within a 12-week sales period in the history of Stanford Directory

* Teaching Fellow for Two Undergraduate and Master-Level Courses in Economic Sociology and Medical Sociology: Soc 116 Economy and Society Soc 150 The Family * Teaching Assistant for 6 Undergraduate and Master-Level Courses in Social Psychology and Medical Sociology: Soc 169 Health Care in the United States Soc 120/220 Interpersonal Relations Soc 121/221 Social Psychology and Social Structure Soc 150 The Family Soc 141A/241A Social Class, Race, and Health Care in the United States; Soc 001 Introduction to Sociology

* Performed data analyses for the research project "Quality of Life of Hepatitis C Patients" (Principal Investigator: Dr. Ramsey Cheung) Paper 1: "The Impact of Chronic Hepatitis C and Comorbid Psychiatric Illnesses on Health-related Quality of Life" Paper 2 (Under Review - Served as 2nd Author): "The Impact of Chronic Hepatitis C and Co-morbid Medical Illness on Health-Related Quality of Life" * Performed data collection for a 20-year longitudinal follow-up study on depression (Principal Investigator: Dr. Ruth Cronkite)