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Being an all-rounded veteran in Digital and CRM, Alice has been focusing on customer-centric digital marketing management for the past 20 years – specialized in Marketing Automation & multi-faceted Social/ e-Commerce Development. Currently as Group Head of Digital Marketing for Wharf Hotels managing Niccolo, Maqo and Marco Polo Hotels portfolio, Alice is spearheading the group’s digital transformation to fuel the Omni-channel, AI and Social / E-Commerce developments for the luxury segments in hospitality, inside China and also for rest of the world. Prior, Alice has been instrumental in leading the Global and Regional Team to drive CRM-based Web and Mobile Development, Clienteling, Performance Marketing as well as China Social CRM via WeChat for Estee Lauder Companies, DFS Group, CITIC Bank and PCCW. During her earlier stage while she was with Langham Hospitality Group and Sino Hotels, she had brought to life amongst the first batch of Hotel Loyalty Programme Mobile Apps downloadable from Apple Apps Store; and also had won various industry-wide Digital and E-commerce accolades for her Hotels.