Marketing Management

Max Chew

**** * ******** ***

Azusa, CA *****

Email: ********@*****.*** Cell: 626-***-****

SUMMARY

Over 2 decades of international and domestic government, trade, consumer and partnership brand marketing, sales, public

relations and project management experience with major organizations.

Extensive internet and traditional marketing experience including media selection and coordination, and e-commerce.

Ability to acquire knowledge and understanding of online markets in order to develop and execute effective brand management,

partnership marketing and public relation initiatives.

Experienced in working independently or with staff of 2 to over 20 persons at strategic and tactical levels involving broad -based

projects that include business planning and development, media partnership and relations, brand building, media creative

development, budgeting, and marketing promotions.

Ability to recognize and evaluate media and market trends, culture, investment and development issues at macro and micro

levels in relation to corporate objectives.

Successful record consists of obtaining high profile acknowledgements in industry and company awards for executing traditiona l

and e-marketing initiatives that lead to B2B and B2C value creation.

Ability to mentor, train, lead, and motivate staff and clients.

Highly skilled in computer hardware construction and software application towards web design, presentation, general

administration and marketing projects. Software proficiency includes MS Office, Photoshop, P remiere, web HTML, video, audio

and Flash authoring and production software. Ability to introduce, apply and merge modern technology with its applications on

the job.

Master degree (with Distinction) in Business Administration, and Bachelor of Arts (High Honors) in hospitality management.

Multilingual. Ability to read and write in English and Mandarin. Conversant in many different Chinese dialects including

Cantonese, Fujianese, Hainanese and Teochew.

EXPERIENCE

Vice President of Sales & Marketing, Ritz Tours Inc. 2012 to Present

Alhambra, CA, U.S.A.

Planned and developed marketing initiatives within operational budgets via consumer and trade events, traditional media and

digital channels.

Created new marketing projects to yield maximum booking and sales results through marketing potential versus performance

analysis – achieved over USD2 million in sales with a B2C project in the first year and almost twice this revenue in the second

year.

Created new collaborative partnerships with industry partners in B2C joint marketing projects for win-win objectives.

Cultivated consumer loyalty in social media channels – built and maintained social media contents that achieved 160% growth in

fans over one year.

Drafted media releases and all public and trade communications including advertisements, product brochu res and

correspondences.

Oversaw the drafting of language and logical sequencing of product and company web sites and booking engines.

Managed and developed email marketing campaigns, digital marketing initiatives, Google Adwords & YouTube accounts,

consumer data acquisitions, CRM data management, re-targeting campaigns, SEO/SEM improvements, e-commerce and media

negotiations.

Organized and attended consumer and trade shows, press conferences, and trade networking events.

Train, manage and motivate staff towards the common sales targets and goals.

Chief Operating Officer, YT Enterprises Ltd (Hong Kong) 2010 to 2011

Hong Kong, China

Conceptualized, designed, constructed and installed the operation of 5 self-serve Yogurt Tyme stores in China’s cities including

ChongQing ( 重庆 ), SunDe ( 顺德 ), HuangQi ( 黄岐 ), and GuangZhou city’s Sanyuanli ( 三元里 ) and Tianhe ( 天河 )

neighborhoods.

Involved in retail concept development, sourcing, planning, design, construction, retail marketing, staff training and operation of

the self-serve frozen yogurt retail chain start-up in all outlets in China.

Successively opened and operated 5 self-serve frozen yogurt retail outlets within 2 months and achieved a gross 6-digit retail

revenue in USD within this period.

Director, Pencil For Kids, Inc. ( www.pencilsforkidsinc.com) 2007 to 2010

Los Angeles, CA, U.S.A.

Presided as one of the key founding members for the non-profit organization whose objective is to champion for basic school

education opportunity for every child around the world.

Provided ideas and act as the liaison and resource for fund raising and solicitation of corporate donors.

Volunteer time and resources to participate in the essential operation of the philanthropy drive.

Consultative President, Asia Vacation Tour 2009 to 2010

Yorba Linda, CA, U.S.A.

Acted as consultant to assist in the development of China products and services.

Negotiated ground rates and introduced air carrier partners for the company.

Developed new travel itineraries for ad-hoc sales and existing ethnic market segments.

Director of Partnership Management, Asia Pacific Region, Partner Concepts, LLC 2004 to 2009

Los Angeles, CA, U.S.A.

Generated profitable returns for the company through new and inno vative partnerships with credit card brands and suppliers from

Asia who are interested in the North American market. Achieved over $900,000 in gross company revenue within first year of

assignment for first industry project.

Creates, designed and initiated tactical online and print public relations initiatives to promote clients’ interest in market shares.

Managed, coordinated and supervised partnership relations between traditional print, broadcast, OOH advertising and e -

marketing suppliers and other business units.

Identified best partners and suppliers to partner with Warner Bros. in online movie launches and online sweepstakes, and

MasterCard’s integrated marketing offer platforms on a B2C basis.

Provided consultancy services to different clients including foreign government bodies and suppliers ranging from strategy and

planning, public relations, print/broadcast advertising, internet marketing, market intelligence, crisis management, new market

development, event management and market analysis. Has worked closely with government bodies in China (China National

Tourism Administration, Beijing Tourism Administration, Shanghai Municipal Tourism Administrative Commission, and Beijing

Organizing Committee for the Games of the XXIX Olympiad) and other Asian countries to further their interests in the U.S.A.

market place.

Developed traditional print/broadcast and online PR, marketing and advertising projects. Responsible for coordination and

administration in order to achieve maximum impact in the targeted consumer and trade markets.

Developed and was responsible for all tourism-related print, broadcast media and online project proposals for Asia’s government

organizations and private sector contacts.

Senior Vice-President, Americas & Europe, Singapore Tourism Board 1989 to 2003

Chicago U.S.A. / Toronto, Canada / Singapore / Los Angeles, CA, U.S.A.

Promoted progressively through the ranks as Regional Manager (Central U.S.A.), Vice President (Canada), Regional Director

(Southwest & Southeast Asia) to Senior Vice President (Americas & Europe)

Managed and supervised the administration, PR and marketing operations in offices in the different cities with staff of 2 to over 20

with five direct reporting regional operations.

Supervised and organized the country’s participation in major international travel expositions and events in U.S.A., Canada,

Central & Latin America, Europe, India, the Middle East and Southeast Asia through the different portfolios.

Successfully built awareness of destination in a keenly competitive market while significantly reducing the administration costs.

Responsible for public relations strategy and tactics, including media stat stories, traditional and online marketing project s to

promote destination brand awareness and to create materialization of product purchases.

Elevated the destination profile as the top Asian city for international travelers in the Conde Nast Traveler magazine Gold L ist

survey in 2003.

Successful in initiating PR and marketing strategies to counter, develop and re-align the market during the Southeast Asian

financial crisis in 1997.

Instrumental in coordinating the local and overseas PR and marketing efforts of a major national event to celebrate the Natio nal

Day in 1997, and chaired the local and overseas PR and marketing committee of the annual Singapore Food Festival and World

Gourmet Summit in successive years 1997 to 1998.

Developed the pioneering destination information web site to promote Singapore – a first for any tourism organization from Asia.

Worked closely with all media channel vendors including those from newspaper and trade publications, e -commerce and

broadcast suppliers to strategize and implement awareness building campaigns.

Conducted market media research and analysis to determine best practices for a non-performing market. Developed and

successfully executed comprehensive strategies and tactics to elevate the profile of Singapore for leisure and business trave l in

the Canadian market.

Enlarged the wholesale trade support base by 5 times during period of tenure, and increased growth in visitor arrivals from

Canada.

Conducted market research and analysis to determine best practices for a non -performing Midwestern U.S.A. market. Developed

and successfully executed comprehensive PR and marketing strategies and tactics with travel trade partners through selective

marketing expenses in states identified with the strongest potential yield and return on investment.

Created complete PR and marketing program where no program previously e xisted, and introduced office automation and

computerization in areas of financial reporting, general administration and consumer services since 1989.

Accomplished best turnaround for the Midwest U.S.A. regional market with a double-digit growth rate during period of tenure.

Executive Assistant to General Manager, Singapore Airlines 1988 to 1989

Bangkok, Thailand

Acted as the personal assistant to the General Manager (Thailand) of Singapore Airlines.

Responsible for office administration, marketing performance reporting issues, and resolution of staff or consumer complaints.

Performed research and provided general assistance towards media publicity and to journalists’ familiarization trips to Singa pore

and the required follow-up administration.

HONORS & AWARDS

HSMAI Adrian Advertising Silver Award 2002 for directing the implementation of the Singapore Tourism Specialist Online

Educational Program in U.S.A.

HSMAI Adrian Advertising Gold Award 2001 and PATA Gold Award 2002 for VideoCDrama, a multime dia destination marketing

CD as a fulfillment piece to promote Singapore in U.S.A.

PATA Best Electronic Publishing Gold Award 1999 for promotional brochure and accompanied interactive CD for World Gourmet

Summit 1998.

Singapore Tourism Board Pearl Award for contributions made to local and international marketing of Singapore's National Day

Event 1997.

Singapore Tourism Board Best Marketing Award 1994 for Destination Fax-On-Demand System in the Canadian market.

Presented a paper on tourism human resource management at United Nations Development Plan (UNDP) conference, Bangkok

in 1988. The conclusions presented were used as the premise for UNDP’s press release for the conference.

EDUCATION

Master of Business Administration (with Distinction)

University of Hull, Hull, United Kingdom

Bachelor of Arts (with High Honors) Tourism & Hospitality Industry Management

Michigan State University, East Lansing, Michigan, U.S.A.

REFERENCES

(Additional references are available upon request)

Mr. Jackie Ma Ms. Loretta Jitner Ms. Mee Mee Kiong

President President HSBC Bank USA

Marco Polo Tours Media Matters, Inc. 433 California Street, Suite 210

2233 Burrard Street, Suite 201 114 South Flores Street San Francisco, CA 94104

Vancouver, BC V6J 3H9 Los Angeles, CA 90048 U.S.A.

CANADA U.S.A. Tel: 415-***-****

Tel: 604-***-**** Tel: 323-***-**** Email: *******@*****.***

Email: ******@**************.*** Email: *******@***************.***

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