HKU ICB

Jacquelyn has extensive experience in marketing, assisting domestic and foreign companies to formulate all-round development strategies for marketing, channels, and brands. Her management experience spans Fortune 500 companies, family businesses, and start-up companies. Jacquelyn is a strategic expert who is good at analysing, planning, and implementing brand development plans. Her industry experience includes food, beauty, medical and health, etc., and she has extensive international work experience in the UK and Greater China markets.

She co-founded Searchlight Management Consulting, which provides services such as company business strategy and business model, market and consumer opportunity analysis, brand architecture and positioning in the Chinese market. The long-term consulting clients she has served include Chinese new brands such as Little Ondine（小奥汀）, Flower Plus (花加China’s largest flower subscription platform), and  UrCoffice (由心咖啡); and multinational or listed companies such as Johnson & Johnson, Pandora Jewelry, Sunner Foods, Hollister Medical Devices, etc., helping them to build brands and find new business growth paths.

Under her leadership of Lee Kum Kee’s Global and China Brand, she developed the global marketing strategy, launched a new brand vision, a new brand image, product packaging and a series of integrated marketing campaigns, resulted in Lee Kum Kee’s rapid growth in global business and brand awareness. The revenue of the condiment business in China doubled within 3 years, and Lee Kum Kee was upgraded from a small southern brand to a national high-end condiment brand, ranking top in various brand indicators and becomes Chinese consumers’ most favourite condiment brand by Superbrand survey.

Jacquelyn holds a master's degree in cognitive psychology, which enables her to dig deep into consumer insights and use her findings to develop innovative strategies to engage with consumers. She has handled KFC, Kraft, McDonald's, Procter & Gamble, Unilever, Kimberly Clark, IHG Hotel Group and other clients in her roles in China and Taiwan at leading 4A advertising agencies such as Ogilvy, Leo Burnett and DDB. She has been responsible for work that has won many international marketing and creative awards, including China Effie Award, China Marketing Award, Tiger Roar Award, New York Times Award and the China Advertising Award among others.

Jacquelyn has been a juror for the China Effie Awards, ECI and ROI Business Creativity Competitions. She has conducted full credit courses at the Fudan University-ITESM on "Integrated Marketing Communication", at KEDGE- Jiaotong University Global MBA on "International Branding" and has been a  co-evaluator of the CPIM graduation projects of HKU since 2023.