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Leo K. Lai

Education:

01 – 03                        San Francisco State University

                                   Master of Business Administration (Management)

89 – 93                        University of Hong Kong

                                   Bachelor of Engineering (Industrial & Manufacturing System)

Honours/                     Beta Gamma Sigma member, 2003

Scholarship:                Hong Kong Association of North California Scholarship, 02/03

Professional Appointments:

09/04 – Present          Ray K. Shahani, Attorney at Law, San Mateo

                                    Patent Writer

·         Background research and patent search

·         Patent application drafting and preparation

·         Subsequent written communications with the USPTO after initial application submission

05/00 – 12/00              Dentsu Young & Rubicam (Asia Pacific), Hong Kong

                                    Regional Account Director

·         Oversaw all A-T-L communication activities of two global Clients viz. United Airlines and Star Alliance in 12 markets in Asia and Australia.

·         Co-ordinated B-T-L programs including PR, event marketing, DM (loyalty program) and sales promotions with respective agency partners.

·         Major campaigns: United thematic campaign (Life is a journey) launch, United HKG-JFK non-stop route launch.

·         Worked directly with Y&R New York and United HQ (Chicago) on strategic/creative development and budgeting and local teams (both Client and Agency) on media planning/buying and creative executions.

·         Acquired skills at co-ordinating various parties and resolving conflicts of interest/priority.

·         Developed and executed brand/promotion campaigns for Campbell Soup in the Greater China area. 

·         Total annual budget: USD 8 mil.

09/96 – 04/00              J.Walter Thompson Advertising Co. Ltd., Beijing, China                                               Account Director / Asso. Account Director / Senior Account Manager

·         Established launch and long-term communication strategies for various FMCG products of Nestlé in PRC.  Key brands included Nespray (milk), Kit Kat, Perrier La Vié (bottled water) and Dairy Farm (Ice-cream).

·         Acquired thorough understanding of consumer behaviours (global/regional) of different targets through extensive research projects.  Also, gained experiences in designing and executing merchandising programs.

·         Gained valuable knowledge of marketing to housewives, children and teenagers.  Also, learned to respect and handle the heterogeneity of huge and highly diversified markets like PRC.

·         Worked closely with global JWT/Nestlé team (London based) on strategic development and local teams on media/creative development/executions.

·         Major campaigns: Kit Kat launch, Perrier La Vie launch, United Technologies corporate campaign, Nestlé merchandising campaign, BJ Telecom ISP launch.

·         Other key Clients included: Shell, Kimberly Clark (Scott & Kleenex), United Technologies (Corporate), Beijing Telecom (ISP) and Motorola (Mobile phone).

·         Actively involved in training programs (internal/to Clients).

·         Total no. of account service team members: 8.

·         Total annual budget: USD 15 mil.

05/96 – 08/96              BBDO HK, Hong Kong

                                    Account Manager

·         Developed keen interest in marketing global brands in rapidly developing markets like PRC.

·         In charge of daily account housekeeping, creative and media development and executions.

·         Key Clients: Foster’s Beer, Rover Group and LG Electronics. 

05/93 – 05/96              Grey Advertising Co. Ltd., Hong Kong

                                    Account Manager / Account Executive

·         Acquired basic understanding of communication activities in different disciplines (advertising, PR, DM, event marketing, sales promotions etc.) and hands-on experiences in the complete advertising process from concept development to executions.

·         Attained major improvement in Client relationship cultivation and management.

·         Key Clients included: Bossini (casual wear), Lee Jeans, Nokia, Gatorade, Avon, Reckitt & Coleman, Polaroid Far East and Effem Foods.

·         Markets: Hong Kong, China and Taiwan.

Other skills:               Experienced Tennis Instructor. Fluency in Chinese (Mandarin/Cantonese)