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					Alastair Bullock | Pinterest board
Hong Kong resident ▪ 852 9687 6123 ▪ ▪ ▪

Over 12-years professional experience in digital, working with leading brands such as Cathay Pacific,
Motorola, Kellogg’s, Samsung Electronics & KPMG Consulting, I have a measurable track record of
developing and implementing successful global digital campaigns that have increased brand exposure
and generated social media platforms that are robust, effective as well as engaging.

Adept in digital, social media and mobile campaigns, I respond effectively to given challenges resulting in
consistent delivery and the exceeding of set targets. I am now seeking a new opportunity where I can
utilise my portfolio of highly transferable skills to add strategic value and contribute to the on-going
success of another organisation.

Professional skills:

         Social media strategy         Social media crisis mgt         Digital marketing campaigns
         Mobile commerce               Mobile app architecture         Digital marketing
         Marketing comms               E-Commerce                      Search engine optimisation

Notable achievements:

       Created and rolled out the first Cathay Pacific (CX) Facebook fan page to over 20 local markets
        resulting in the management and engagement of over 350,000 worldwide fans. The fan of fan reach
        of CX is now over 29 million fans and a featured Facebook marketing case study in engagement
       Responsible for the development and support of Sina-Weibo and RenRen social media properties for
        the Dragon Air (KA) social media effort in China
       Responsible for Cathay Pacific’s search engine strategy for paid and earned media resulting in 30%
        of search driven traffic and sales
       Manage the design and development processes for the mobile apps for CX & KA, including IPhone
        and Android apps, and responsible fort he airline industry’s first Ipad app
       Featured in Facebook’s official video explaining CX’s success behind social adverts and engagement
        for our “Round the World in 80 Days” competition,
       Developed a monthly newsletter for Motorola that ran across 18 European markets with an average
        34% open rate (compared to industry average of 25%)
       Managed an e-Commerce solution for the top six European markets for Motorola resulting in $1m per
        quarter in 2006/7 in sales
       Increased registrations to the Motorola’s database by 100,000 registrations per month through the
        development of partnership and competition initiatives


CATHAY PACIFIC AIRWAYS, Hong Kong                                                  Jan 2008 - Present
Global Digital & Social Media Marketing Manager

       Responsible for all Cathay Pacific (CX) and Dragon Air (KA) global social media and digital
        marketing campaigns, encompassing integration of web, mobile and social for the consumer market
       This includes the strategy, management and governance of social media properties including 20
        Facebook pages, 12 Twitter channels, LinkedIn and supporting YouTube channels
       Concepted and managed the CX “Round the World in 80 Days competition, doubling the fan base of
        CX and voted the top airline competition in 2011,
       In China responsible for helping to create and develop both Sina-Weibo and RenRen properties
       Rolled out a social e-commerce engine to enable customers to book through Facebook
       Management of the social media crisis team and strategic planning for the overhaul of the Cathay
        Pacific website and reservation cut over system project
       Advised Cathay Pacific senior management on crisis management solutions, which the company
        then implemented and subsequently used to handle the LHR snow crisis and the US snow storms at
        JFK in winter 2010
   Primary responsibility for the client side technical and brand design of all campaign sites and brand
    activities such as People & Service, the Chicago launch and Rugby 7s
   Concepted and lead a team to build an industry-leading suite of mobile apps for the iPhone, Android,
    Blackberry and Windows platform (with over 1 million downloads to date)
   Oversaw development of the first airline industry iPad app for CX and one of the highest downloaded
    apps in Asia / industry (2010 / 2011)

MOTOROLA ASIA PAC                                                                 Apr – Dec 2007
Senior Online Manager

   Responsible for web governance and strategy for Motorola’s government and enterprise assets
    through China, India and the Asian Pacific region
   Search engine optimisation and partnership responsibility in China
   Consultant to the steering committee for eCommerce in China

MOTOROLA MOBILE DEVICES, UK                                                       Apr 2005 – Apr 2007
Online Marketing Manager

   Responsible for management of the online activities of 30 countries
   Built and managed an interactive agency team of 12 people with Draft/FCBi including management
    reporting responsibility for interactive media, search engine marketing and e-CRM strategy agencies
   Managed a 12-month project successfully meeting the target of a 30% increase in consumer traffic

SAMSUNG ELECTRONICS, UK                                                         Apr 2003 – Mar 2005
European Online Marketing Manager
 Primary liaison with Korean HQ and European subsidiaries examining roll-out and marketing
 Completed process to standardise the roll-out of the global marketing content to EHQ subsidiary
 Utilised mobile commerce experience to help leverage the mobile offering to maximise revenue for
   the mobile team
 Created a CRM strategy for mobile CRM and product registration, resulting in increase in online
   product registrations by 700%


KELLOGG’S , UK (1 year contract) Intranet Consultant                              Mar 2002 – May 2003
KPMG Consulting, UK              Senior Web Consultant                            Aug 2000 – Feb 2002, UK             Head of Search (SEO)                             Jun 1999 – Aug 2000


 - Since 2009 founder and Director of Animals in Photos with the aim of working pro-
    bono with animal charities to provide web, social media and photography support
   I have presented at a number of conferences on the subject of social media and the impact of social
    media on charities,
   Involvement in a variety of NGO digital marketing campaigns including complete website builds
   Projects range from trekking across China’s wilderness photo-documenting moon bears and brown
    bears to capturing the beauty of Hong Kong’s rescue dogs and cats. In addition, travelling through
    the rainforests of Borneo, capturing photos of orangutans, supporting a campaign in Singapore for
    dolphins and photographing rehabilitated elephants in Thailand
   My photography has been featured in international newspapers, magazines and exhibitions including
    the SCMP, Daily Telegraph and the Sunday Times highlighting the work of animal charities


1995 -1999     University of Stirling, BA Hons (2:1) Marketing & IT

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