Equipping Graduate with the ‘Write’ Skills for Marketing Career

In her current position with one of Hong Kong’s top hotels, Jessica CHONG is responsible for putting together high-profile marketing campaigns featuring leading luxury brands and international celebrities.

It is a challenging, exciting and fast-moving role, which requires not just great planning and organisational skills, but also creative flair, business acumen, and no small amount of grace under pressure.

It is seldom easy, but in quieter moments, away from the rush of day-to-day meetings and other demands on her time, Chong is quick to acknowledge that, back at university and in the early days of her career, this was the kind of job she always dreamt of.

“I had thought of going into journalism, but overall I was more interested in PR and marketing,” says the director of strategic partnership for the Landmark Mandarin Oriental in Central, who has a BA in English for Professional Communication from CityU’s Department of English. “So, before graduating, I sent out around 20 application letters to different PR agencies. Fortunately, one of them replied, I got an interview, and was able to start with Ruder Finn.”

Looking back, she realises that a couple of things probably gave her the edge at a time when not many jobs were being advertised.

One was the experience gained during a six-month internship, which had been extended into a part-time assignment. While working as assistant to the chief marketing officer of an online company, she had learnt the practicalities of writing promotional material, conducting useful research, devising marketing strategies, and dealing with media-related issues.

The other was the range and quality of courses offered throughout her three years at CityU — and the support of professors there. Among much else, the curriculum covered the different types of writing needed for commercial, advertising and media purposes, and went into the technicalities of each.

In that first full-time role, Chong mainly worked with clients in the hi-tech and B2B sectors. It meant having to digest a lot of complex technical materials before pitching ideas to journalists, but she knuckled down and soon mastered the brief.

“At the beginning, I didn’t really like technology or dealing with corporate clients, but I took it as a chance to get broader experience and start a career in the PR and marketing field,” she says. “Also, I had help and guidance from senior people in the company, and the company offered some very good training workshops.”

In due course, she moved on to a boutique marketing agency focusing on luxury lifestyle projects, which brought her into contact with hotels and food and beverage clients. From there, she branched out by taking up marketing and product roles in the spa and beauty sector.

That proved ideal preparation for joining the Landmark Mandarin Oriental in 2012, where, over the past two years, she has taken on extra responsibility for strengthening relationships with stakeholders and devising new brand-building ideas.

“What I like about the hotel industry is that it’s very dynamic and you get to meet people from all walks of life,” she says. “And, especially in this current role, I have the opportunity to use my creativity and come up with things that are a bit unconventional.”

This usually involves mutually beneficial partnerships with fashion brands, lifestyle companies, celebrity designers and eco-warriors whose interests and outlook tie in with the hotel’s positioning and corporate vision.

“I look for alignment and see where we can create synergies,” Chong says. “The aim then is to create special experiences for guests and create awareness among people in our target markets – the movers and shakers, the eco-conscious, and international travellers who want to enjoy the best in lifestyle amenities.”

One recent project involved collaborating with a prominent young designer who agreed to create a debut collection of loungewear – pyjamas and robes – exclusively for the hotel. “The angle was to give guests the feeling of a home away from home, and we offered a special room package which included the loungewear,” Chong says. “Such packages are increasingly popular, and they generate quite a buzz on social media.”

In 2017, one project put the focus on women’s empowerment. It involved a series of events, including a charity auction, which spotlighted the achievements of outstanding women in 10 different fields ranging from diplomacy and business to sport and the performing arts. It attracted considerable attention and was regarded as a major success.

Other initiatives have helped international fashion labels launch new lines or iconic items in Hong Kong. Chong is now working on a new “Living Well Partnership” designed to promote a healthy way of life for everyone and increase support for the UN’s sustainable development goals. A first step is to introduce chemical-free in-room amenities, with the eventual goal of becoming plastic-free as well.

Thinking back to her first job, Chong has a few words of advice for today’s students.

“When you enter the workforce, you must be open-minded, prepared to roll up your sleeves, ready to learn, and keen to explore possibilities,” she says.