Adrian LAU

Business development, project management

• Developed and marketed online events solution in the face of Covid 19, winning accounts from US, Canada, Europe, LATAM, Africa, Japan, Korea, Hong Kong and Singapore.
• Leading and spearheading client discussions on hybrid and virtual events, 3D studio productions with XR/AR/VR and camera tracking, virtual exhibitions, and web applications.
• Collaborated with local and international teams to deliver business objectives.

Project management, drive sponsorship sales, manage operations and IT integrations

• Project-managed flagship quadrennial 200,000 sqm project – ITMA (Barcelona & Shanghai) with more than 2,800 exhibitors and 108,000 visitors.
• Developed sponsorship packages, marketing materials to support sales. Coached and guided sales team on sponsorship sales process.
• Lead the IT integration with remote vendors portals in Barcelona and London and analyse exhibitor and visitor data to predict service gaps.
• Led and managed team of 5 members.

• Conceptualised and successfully developed new business model for web-based ecommerce platform to disrupt second-hand car sales for car owners to deal directly
• Created business plan to bring in Sacha Inchi oil from Yunnan to be pressed, produced, packaged, marketed, and distributed from Malaysia.

Head up MediaCorp Projects Team, seek projects opportunities

• Secured JV project, launched and managed Singapore’s first B2C Tokyo Auto Salon (Singapore) – negotiated and cut costs from original budget by close to 400K, with headliner acts from AKB 48 to enhance the customer experience
• Created and launched Singapore’s first ever B2C Korean-themed project: VIZIT Korea (Singapore) in-conjunction with Korean Festival. Headlined by A-lister pop group A-Pink, Nu’est and AJAX and lobbied for financial support from the Korean Embassy
• Strategically and creatively allied with domain partner and successfully tendered for TechVenture (Singapore) under the Prime Minister’s Office) at $1 million
• Collaborated with cross-functional teams within MediaCorp (news, radio, tv, print, marketing & publicity, artistes management unit, etc to deliver the final product
• Formulated and directed marketing campaigns for participation and attendance
• Fully responsible for P&L
• Recruited, led, managed, and coached a team of 5
• Supported and partnered with MediaCorp Vizpro

Head and manage new events division

• Identified a niche in the Indian furniture industry market and launched India International Furniture Fair for international brands to enter the Indian market
• Formulated and directed go-to-market plans and activities (online and offline) with localised campaigns in India.
• Organised and managed 50Plus Expo (Singapore) under the purview of the Council of Third Age
• Creatively negotiated with a third party to co-locate and resulting in increased participation, publicity, and sales.
• Established and managed global agent network.
• Actively responsible for internal and external customer satisfaction and retention.
• Fully responsible for P&L.
• Implemented cloud CRM system to facilitate access by local and overseas sales teams and management teams.
• Recruited, led, managed, and coached a team of 6.

PARTNERSHIP JOINT VENTURE

Set up business, launch new projects

• Consult Edipresse Media Asia.
• Set the groundwork to launch 2 luxury lifestyle shows - Salon Deluxe (Vietnam and Jakarta).

Business manage and lead, seek opportunities, coach and direct teams

• Grew business via acquisitions, JV partnerships, new products and projects management from 3 projects in 2004 to 12 projects in 2009 with turnover of more than $30 million.
• Launched and cloned flagship events across Asia, China and India to create critical mass for events portfolio (Asia Traffic, Viet Traffic/Viet Transport (Singapore & Vietnam)
• Managed and directed - PALM Expo, PALME Series (Singapore, Thailand, Malaysia and India), INMEX China (Guangzhou, China), Maritime Vietnam, Viet Transport (Ho Chi Minh City, Vietnam), Asia Traffic (Singapore), Rice Genetics VI (Philippines), Aerospace Exchange Expo (Singapore)
• Created Special Projects Team and tendered successfully for projects in Philippines resulting in a topline of $800,000.
• Setup Telesales Team to complement the company’s core business and boost revenues by another $700,000 annually.
• Planned and directed go-to-market plans and localised markets
• Developed metrics and analysed data on post event results to improve future results.
• Fully responsible for P&L and forecasting.
• Managed global agent network.
• Conducted post-acquisition integrations to align roles, responsibilities and skills.
• Responsible for local and international customer satisfaction.
• Key advisor for Company’s IT implementation including CRM applications (eg. SalesForce) and served as main liaison contact with Group IT Teams.
• Led and managed 70 team members, with hiring and coaching functions.
• Company representative for Vietnam Office and the industry.

• Served with SACEOS as Council Member
• Served as lecturer at SACEOS Professional Exhibition Management Courses

• Project manage and sell exhibition space and sponsorship for joint-venture event – Asia Pacific Maritime (Singapore) and wholly-owned events including Globaltronics and HomeMakers (Singapore).
• Led and managed a team of 6.
• Successfully delivered event on budget despite joining just 2 months to the project.
• Worked with visitor associations to ensure attendance and facilitated meetups with key exhibitors and exhibiting associations.

• Published bimonthly magazine, worked with editorial team to set content and direction, sales team for revenue budgeting and projections as well as with marketing and circulation teams to create publicity and presence for the magazine
• Took over advertising sales for cash cow title Asian Diver and consistently over-deliver bi-monthly revenue targets
• Created Asian Diver Diving Map to supplement revenue by another 5%
• Increased profitability and client base by 30%
• Lead and manage a team of 8.

• Sell and market exhibition space for two trade and leisure shows - Boat and METS Asia and Asia Dive Expo (Singapore)
• Grew the event from 2,700sqm nett to 3,500sqm nett into the biggest and most successful edition ever covering Halls 3, 4, 5 and 6 of the former World Trade Centre.
• Added diving (ADEX), fishing, workboat components to increase square meterage

• Produce 2 magazine titles (Asian Marine & The Finder)
• Built up foundation in publishing and the media
• Understood how marketing works in promoting and advancing a company’s interests.