1. Yale Yu
Diploma of English Language and Literature (With Distinction)
B.A. Mass Communication and Marketing
No. 50, Caihong Road (N), Ningbo, China
Mobile: 18916568800 – Office: (0574)87688688-7851 Residence: (021)36371706
Email: yaleyu7212@sina.com
PERSONAL PROFILE
A veteran hotelier, an organized and effective team leader and a seasoned
professional on all facets of sales and marketing practices. A confident and concise
communicator, able to deliver enthusiastic presentations with clarity and humour.
Demonstrates reliable expertise and flair-packed creativity in planning and
organizing themed marketing events. Skilled at seeing the bigger picture and
identifying tasks to facilitate cost-efficient and on-time completion of major projects.
Manages budget to make every dollar count.
PERSONAL DETAILS
Nationality: Chinese
Date of Birth: Jan 24th
, 1972
Marriage status: Married
Interests: Theatre/Movies, Literature
Travelling, Gourmet, Music, Visual Arts
CAREER SUMMARY
2012 – 2015 Sheraton Ningbo Hotel
Director of Sales
and Marketing
2010 – 2012 Sheraton Ningbo Hotel
Director of
Marketing
2006 – 2010 Sheraton Ningbo Hotel
(Portman Plaza Hotel before rebranded)
Marketing communications Manager
2003– 2006 Purple Mountain Hotel
Public Relations Manager
2001 – 2003 InterContinental Pudong Shanghai
Public Relations Manager
2000 – 2001 Hotel Nikko Pudong Shanghai
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2. Public Relations Manager
1994 – 2000 CRED Shanghai Advertising Agency
Creative Director
PROFESSIONAL ASSETS
• Ability to develop comprehensive and effective business plans based on precise
SWOT analysis and professional financial recap.
• A coaching leader, good at inspiring, directing and managing the S&M team. A
team builder as well as a team player.
• Very familiarized with the programs, systems and measuring tools that Starwood
is applying for Sales, Marketing and brand building. Including but not limited to:
TeamHOT, Meeting Broker, E-proposal, E-menu, SPG & SPG PRO (SPG Link),
MVP, SPG Business, Opera, Valhalla Portal (for Revenue and Marcom), SPG
restaurants and bars, Live CMS (by Web Canada), Starwood Asset Library,
Trustyou Alert (RMI), etc.
• A Sheraton brand standard champion (The one who walks the LRA auditor at the
site inspection)
• Honed skills in expanding marketing share and customer base via multiple
marketing tools.
• Solid experience in customer relation management and rich connections with key
feeder market and major customers.
• Good sense in identifying and developing marketing strategies
• A seasoned planner and organizer of marketing events.
• Rich media resources accumulated over long years into this industry
• Sophisticated in essay, prose and creative writing
• Ability to translate marketing ideas and design concepts across all organizational
levels
• Well trained on crisis management.
• A professional photographer and an experienced graphics designer
EMPLOYMENT HISTORY
April 2012 – present
Sheraton Ningbo Hotel
Director of Sales and Marketing
Achievements
At sales:
 Devised an effective incentive program to motivate the sales team to their best.
 Maintained a very strong FIT performance by driving RTB and securing adequate
RFP as well as LNR accounts.
 Good revenue management by implementing flexible and market-oriented price
policies
 Every seller has been well trained on how to make use of Starwood corporate seller
tools and online programs (SPG PRO, SPG Preferences, SPG Business, Business
Development Tool, MVP, e-proposal, Meeting broker, TeamHOT, etc.
 Established strong connections with OTA, travel agencies and major event organizer
companies.
 Maintained good connections with local government to ensure all events of municipal
level be placed in the hotel
 Got the MICE team well trained on leads soliciting, contract negotiating and events
execution.
 Make sure all policies and procedures (SOP) are strictly followed.
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3. At Marketing
 Figure out comprehensive and suitable marketing strategies for the hotel based on
the thorough understanding of hotel’s pros and cons, resources and restrictions.
 Leveraging hotel’s social media, including but not limited to Weibo, Wechat, to free
broadcasting hotel’s new promotions and latest happenings.
 Organizing promotional and charity events creatively to make sure high level of self-
generated media impressions.
 Make online-marketing centre of stage and effectively working
 Make sure the marketing communications are unimpeded through all possible
channels
 Make sure all collaterals on brand
April 2006 – 2012
Sheraton Ningbo Hotel
Marketing Communications Manager then Director of Marketing
Key Functions:
• Summary:
- To manage the Marketing Communications strategy for the hotel so as to
build the image and position for the hotel to targeted market segments. Execute
collateral and ad programs according to brand standards. Direct the public relations
strategy to achieve top-of-mind awareness. Assist with execution of tactical and
online marketing promotions to drive business.
• Advertising
- Assist various departments with production of collateral items by driving an
understanding and application of brand identity standards so as to ensure adherence
to corporate standards
- Develop ad plan and artwork
- Maintain updated photography library for the hotel.
- Maintain library of competitors’ advertising
• Public Relations
- Develop PR strategy and specific tactics to drive PR campaigns for specific
promotions, products and services
- Maintain the currency of media lists according to the hotel’s feeder markets –
travel, consumer, business (electronic and print).
- Maintain hotel press kits with up-to-date fact sheets on hotel, senior
executives, Starwood, brand information, promotions
- Utilize editorial calendars of major media to proactively contribute news
- Co-ordinate media activities and releases for hotel activities and brand
programs
- Manage the tracking report of media impressions. Prepare a quarterly media
impressions report
- Develop presentations (speeches/PowerPoint/video interviews) for senior
management (for speaking engagements, conferences, interviews, etc)
- Organize and deliver themed PR events to build emotional connections with
clients, patrons, sponsors and maximize media publicity.
• Marketing Promotions
- Drive marketing promotions, branded or tactically related, with related
partners in conjunction with DOSM
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4. - Co-ordinate promotional and media activities on various branded programs,
such as SPG, SPP, SPB, StarChoice, COCF (Check out for children) in partnership
withUNICEF, etc.
- Liaison for any other sponsorship or promotional activities
• Collateral
- Write and edit copies for all collaterals under the Sheraton style guide, both
electronic and printed.
- Steer the house artists through design difficulties.
- Produce marketing materials (newsletters, flyers, direct mail etc ) and assist
the distribution.
Achievements:
• Completed all pre-opening necessaries (especially the whole set of collaterals
including over 100 items) in less than 50 days which contributed to the on-
time conversion of the hotel (from Portman Plaza to Sheraton, December 1st
,
2006).
• Achieved to be the first Sheraton property in China to achieve full compliance of
life-style brand standards.
• Penned all the wordings on branded website www.sheraton.com/ningbo)
Starwood China Destination site (www.chinadestinationsite.com) and
Starwood press club site (www.starwoodpressclub.com)
• Launched Special Offer Page, Virtual Tour on branded website, animated email
tagline, e-brochure engine on hotel ftp platform and the e-proposal system,
turning all of them into handy and effective online marketing tools. A refined,
presentable sales proposal is now just several clicks away.
• Successfully organized key events including 1st Thank-you Party, StarChoice
Parties, Sheraton Ningbo 2007 Global Beauty Queen World Final（including
Taipei Pageant and corresponding charity drives） and Sheraton Ningbo’s
Star-studded Night for Third CNTIS (China Tourism Investment Symposium),
all of which garnered loads of publicities.
• Passed two LRA auditing (2007, 2008), managed all hotel collaterals up to brand
standards.
• Conducted moon cake campaigns for a consecutive two years, leading two
turnover as of 9 million and 10 million respectively.
• Contributed to the successful launch CosmoBulleTrans, the Luxury Round Trip
Coach Service between Ningbo and Shanghai via Hangzhou Bay Bridge, a
unique marketing tool to expand customer base as well as edge out
competitors, which is contributing to the yielding grow tremendously.
September 2003 – April 2006
Purple Mountain Hotel
Public Relations Manager
Key Functions:
• Advertising
- Identify and develop positioning and marketing strategy of the hotel and
figure out a yearly advertising plan, modelling referrable media mix pattern for the
hotel in separated function categories.
- Mapping out and managing a yearly budget up to 2.5 million RMB, stating
expenditures on each ad vehicle specifically and clearly, ensuring cost-effective
spending
- Develop and maintain an evolving library of hotel standard photography,
advertising copy, TV commercials, etc…for later reference and use.
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5. - Develop advertising materials such as copy, artwork, story board, etc.
Ensure all productions up to corporate identification specifications.
• Public Relations
- Expand and maintain network of connections in media circle at senior level.
- Catch up with latest hotel happenings and manages media releases in time.
- Drive PR campaigns for specific promotions/packages, products and
services
- Maintain Hotel press kits with updates on hotel and senior management
- Maintain track report for media impressions, prepare bi-monthly clipping
analysis report
- Develop presentations for senior management on various occasions
- Communicate well across all parallel departments to ensure support needed
on public-facing situations
- Write and edit stories as contribution to hotel’s internal journal.
- Spot business opportunities and develop innovative promotions, products
and services in conjunction with DOSM
- Organize and deliver creative themed PR events to drive brand recognition
and market awareness.
• Marketing Promotions
- Plan and develop programs in line with hotel marketing strategies
- Solicit sponsorship or introduce cross promotions in liaison with appropriate
partners to drive market awareness
- Orchestrate available resources skilfully to deliver satisfying marketing
result.
• Collaterals
- Develop miscellaneous operational and promotional collaterals in a creative
but guidelines-framed way to impress the audience as well as convey brand core
values.
- Find all possible ways to maximize the distribution (under budget) and cover
all target audience.
Achievements:
• Won for the hotel applauds and accolades among Shanghai hipsters community
through a series of well-organized and fun-packed poolside activities: Riviera
Parties, Poolside Wedding Show, Poolside BBQ, etc. Now Purple Mountain
Hotel is widely recognized as one of Shanghai’s hottest summer destinations
for its famous “Pool in the Air”
• Helped to establish a very tight and reliable hotel-booker relationship by
organizing and delivering a succession of networking functions such as
Hotel’s 5th, 6th anniversary celebrations, annual thank-you parties, GM
cocktail parties, etc.
• Established hotel’s industrial reputation by creating fancy Christmas parties,
dazzling Bridal Fairs, Hong Kong food festival, Singapore food festival, etc.
• Launched Premier Club, the first successful loyalty program of this hotel whose
membership base has kept a year-on-year growing rate at 30% ever since 2005.
• Launched Hotel’s multi-functional official website (www.pmhotel.com.cn),
integrating hotel information, online reservation, and Premier Club
membership systems into one.
• Perfected hotel’s internal communication system by introducing Purple Mountain
Hotel in-room BBS, posting updates on hotel promotions, packages and
programs.
• Got the hotel enlisted on “Shanghai Top 10 Christmas Eve Parties” in 2004 by
Shanghai Online.
• Revamped all hotel collaterals to a luxurious 5-star standard
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6. • Kept the quality publishing of the quarterly hotel newsletter for a straight 2.5
years.
October 2001 – January 2003
InterContinental Pudong Shanghai
Public Relations Manager
Key Functions:
• Advertising
- Co-operate with agency partner M&C Saatchi to develop all advertising
materials
- Work with corporate appointed photographer to develop an InterContinental
library of images
- Manage hotel advertising budget
• Public Relations
- Establish and sustain media relations, both regional and international, at
senior level.
- Maintain hotel press kits with up-to-date fact sheets on hotel, senior
executives, Starwood, brand information, promotions
- Follow corporate PR strategies downloaded from regional office as of the
brand transition period.
- Catch up with hotel happenings and craft news stories
- Co-ordinate media activities and releases for hotel activities and brand
programs
- Prepare speeches/power points for GM on necessary occasions
- Manage the tracking report of media impressions. Prepare a monthly media
impressions report
• Hotel signage system monitoring
- Produce hotel signs, both interior and exterior up to brand standards
- Ensure anything carrying text or images in the hotel up to brand standards
• Collaterals
- Develop sales kits and presentations
- Publish bi-monthly hotel newsletters
- Revamp all outlet menus
- Produce other collaterals and assist distribution
Achievements:
• Managed an impressive and long-lasting media campaign by releasing the visual
records and on-site stories of the 7 presidents, premiers or king that either
stayed in or visited the hotel during 21st APEC, establishing the hotel’s
reputation as the most frequently visited hotel by country leaders.
• Successfully relaunched InterContinental Pudong Shanghai with new brand
image/core values/concepts/service initiatives (as part of the InterContinental
Global relaunch) on an assembly participated by patrons and press in
September 2002, after a preparatory 5-month grand renovation of the hotel to
meet the new brand standards.
• Successfully introduced InterContinental branded programs such as 6C card,
Priority Club, etc.
• Contributed to the PR success of the launch of I-BAR, Oriental House, Level 1,
Sushiman, Red Chopsticks, Milan Coffee Bar and InterContinental Club Floors
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7. after a grand renovation transforming the hotel from a local hotel (New Asia
Tomson) to an international prestigious brand.
• Revamped all hotel collaterals to meet new brand standard.
• Maintained a continuous and quality publishing of bi-monthly promotional
newsletter.
• Contributed to the success of hotel’s first Moon Cake Campaign which reaped in
an impressive turnover of 5 million.
• Achieved to be the most frequently media exposed hotel at both local and regional
levels for the year of 2002 despite the cut budget due to renovation.
• Successfully marketed series of bar events (independence day, la fete nationale,
New bands, Halloween, Christmas Eve) and made I-Bar one of the trendiest
and most famous in Pudong.
December 2000 – October 2001
Hotel Nikko Pudong Shanghai
Public Relations Manager
Key Functions:
• Advertising
- Develop all advertising materials, including copy and artwork, for ads in all
categories: rooms, F&B, meetings and events, loyalty program
- Write and edit copy in three languages, Chinese, English, Japanese
- Do all the advertising photography and keep the images library for later
reference and use
- Keep a library of competitor advertising.
• Public Relations
- Drive PR campaigns for specific promotions, products and services
- Maintain hotel listings in publications of correspondent areas: travel,
business, food and beverage, entertainment ..etc.
- Maintain hotel press kits with up-to-date fact sheets
- Co-ordinate media activities and releases on hotel happenings
- Manage the tracking report of media impressions. Prepare a quarterly media
impressions report
- Develop management PPT presentations and speeches on necessary
occasions
• Collaterals
o Produce all operational/promotional collaterals
Achievements:
• Developed in conjunction with DOSM the hotel’s loyalty program: Fountains Club.
Drove a successful campaign to market this program, with over 2000 members
signing up at the initial 3 months.
• Managed to get the hotel enlisted as government appointed hotels for 21st
APEC
VIP accommodation.
• Drove PR campaigns which contributed to the successful launch of Y’s Lounge
and Traveller’s Grill, two new F&B outlets of the hotel
• Organized various promotional events and charity drives (Silver Christmas Eve
Extravaganza, Beach Party, Universal Cuisine Festival, 2nd
Anniversary
Celebration as well as Fund-raising Evening for TERRY FOX RUN, etc.) which
helped to the instant establishment of the hotel’s industrial reputation.
• Revamped hotel’s sales kits, press kits and made them much more presentable
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8. • Helped to introduce Starbucks (Shanghai’s 8th
, 2001) to the hotel site, making
lobby a trendier place to be.
COMPUTER SKILLS
• Microsoft Office (Word, Excel, PowerPoint)
• Internet / Email
• Graphics Design (Photoshop/Imageready, CorelDRAW)
• Web Design (Frontpage, Dreamsweaver, Flash)
LANGUAGE SKILLS
• English, Fluent (Test for English Majors, Band 8, )
• Japanese, Working Knowledge (International Japanese Proficiency Test Band 2)
• Mandarin, Fluent, with sophisticated writing skills
• Shanghai Dialect, Fluent
• Cantonese, conversational
EDUCATION & TRAINING
• Tertiary Shanghai International Studies University
Diploma of English Language and Literature (With Distinction)
B.A. Mass Communication and Marketing
Institute of News and Communications
Communications Department
Advanced English
Prose Writing, structure and style
Creative Writing
Translation
Classic English Literature appreciation
Professional English, news and advertising
Mass Communication, theories and practices
Advertising Theories
Consumer Behaviour Study
Educational Psychology
Generic Psychology
Psychological Laws in Advertising
Distant Education
Classic Chinese Literature appreciation
Contemporary Chinese Literature
• Courses Video Production
Audio Recording, Technology and Techniques
Film Directing Basics
Photography
Sketching and Water Colour Painting
Computer Science: operation system and database programming,
VB
Intermediate Level Japanese
• Secondary Shanghai Xiang Ming High School
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9. Higher School Certificate
REFEREES
• Ms. Catherine Lee
DOSM, InterContinental Sanya Resort
Former: DOSM, InterContinental Pudong Shanghai
Telephone: (021) 63351888
Mobile: 13501917839, 13661988240
Email: Catherine.lee@ihg.com
• Mr. Frank Weng
DOSM, Purple Mountain Hotel
Telephone: (021) 68868888
Mobile: 13801765431
Email: frankweng@pmhotel.com.cn
• Mr. Frank Guo
Former: General Manager
Portman Plaza Hotel
Mobile: 13701721997
Email: feng@guo.com.cn
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10. Higher School Certificate
REFEREES
• Ms. Catherine Lee
DOSM, InterContinental Sanya Resort
Former: DOSM, InterContinental Pudong Shanghai
Telephone: (021) 63351888
Mobile: 13501917839, 13661988240
Email: Catherine.lee@ihg.com
• Mr. Frank Weng
DOSM, Purple Mountain Hotel
Telephone: (021) 68868888
Mobile: 13801765431
Email: frankweng@pmhotel.com.cn
• Mr. Frank Guo
Former: General Manager
Portman Plaza Hotel
Mobile: 13701721997
Email: feng@guo.com.cn
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