sino by dandanhuanghuang

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									SOUTH CHINA MORNING POST SATURDAY, MARCH 20, 2010
                                                                                                                                    PROPERTY & CONSTRUCTION I Careers Supplement 19

  M AR KETI NG



Developer’s search for creative minds
Sino Group seeks professionals for many of its residential
projects and shopping malls. Reports by Nicholas Olczak



H
             ong Kong Gold Coast          marketing departments. It is also      How are you going to sell it to the
             has a promenade which        looking for a general manager for      customers? How are you going to
             takes advantage of           marketing and corporate                present the general building plans,
             perhaps the best             communications. “We have a good        transform them into something
             location in the city to      number of projects rolled out or to    user-friendly and let people
watch the sun set. Developer Sino         be rolled out,” says Alice Ip,         visualise the beauty of the project?”
Group needed to get people to use         associate director of group human          The marketers produced an
the area and build a feeling of           resources.                             elaborate brochure with a large,
community, so Salenda Lau,                    She says the company’s growing     foldout cross-section of the
general manager of sales and              range of activities ensures variety    building to show the different
marketing, came up with a                 for its marketing team. Its customer   gardens along its length. They
novel solution.                           bases range from mainland tourists     commissioned artists to depict
    “We wanted to do something to         visiting malls to luxury               these gardens and the Roman bath-
let people really enjoy the area,” she    homebuyers. Marketing employees        style pool. These not only gave
says. “So I went to a lot of places,      collaborate with other teams and       potential customers a vision of
including Lamma Island, with a            are encouraged to rotate jobs.         where they might live but also
small ad recruiting artists and               Another interesting project Lau    inspired the design process.
handicrafts people to display some        worked on was The Palazzo, a               Ip identifies this kind of
of their work along the waterfront.       luxury residential development in      creativity as one of the key skills the
It’s a good way to attract people and     Sha Tin. Here the challenge was to     company looks for in its marketing
it encourages street artists.”            explain the development’s special      personnel. It is vital for building a
    Such challenges and calls for         features and layout to potential       feeling of community at a
creativity are all in a day’s work for    buyers before construction.            development or generating a buzz
people working in marketing for               “Instead of just having the        about a new shopping mall.
property companies. With many             [clubhouse] facilities in one              She says it is also very important
properties being developed, there         building, the company                  for marketing staff to be good team
are extensive opportunities to find       decentralised them and separated       players. “You have to think ‘the                                                                                                                                                              Illustration: Bay Leung
work in this field. Sino, for example,    them with gardens,” Lau says. “We      hotel is doing this, can I leverage on
is recruiting for positions in its        had to present this picture to the     the hotel?’. You always have this
corporate, retail, hotel and China        customer before [construction].        kind of collaboration going on.”
                                                                                     Lau says it is necessary to have
                                                                                 the right personal qualities and           MAINLAND MOVE MAY BE A STEP IN THE RIGHT DIRECTION
                                                                                 attitude to be successful in a
                                                                                 marketing role. “They should be
                                                                                 [people] with passion, with life ...      The huge number of developments          is the range of opportunities it           and mixed use and, working on larger       offer tax equalisation – paying the
                                                                                 and also be practical and not just        taking place on the mainland means       opens up. “Most of the projects now        projects like this, your experience will   extra taxes which Hong Kong
                                                                                 dreaming. They should be very             many tempting opportunities for          are on the mainland,” Yung says. “If a     become much greater. You also get          expatriates incur on the mainland.
                                                                                 proactive and positive, willing to        people working in the property           jobseeker says I only want to be based     good experience building up a                  But there are drawbacks of
                                                                                 learn and to do. Not just to try, but     industry. But is moving to the           in Hong Kong, there will be limited        project team.”                             moving to the mainland. These
                                                                                 to do.” She says this attitude allows     mainland really the best step for your   opportunities. It may be difficult to          Senior employees who work on the       include having to uproot your family
                                                                                 marketing professionals to cope           career?                                  find good positions.”                      mainland are often offered a range of      and to go and live in locations that
                                                                                 with the busy schedule.                       Fiona Yung, executive director and       In terms of career development,        benefits not given to those working in     may be considered less attractive
                                                                                     Marketers should be keen to           head of executive resources at Tricor,   she says that choosing to work on          Hong Kong. “The basic salary is more       by some.
                                                                                 absorb new ideas.                         a provider of integrated business,       mainland projects offers people the        or less the same,” Yung says. “But             In addition, Yung says that the
                                                                                     “We see [the development] from        corporate and investor services which    chance to pick up valuable experience      you’ll get some extra benefits, usually    positions may be less secure in the
                                                                                 the initial planning of the land to       finds professionals for property         and skills which they will not be able     accommodation allowance, children’s        long term, predicting that as
                                                                                 when it’s built,” Lau says. “When         developers, says the answer is usually   to get working on projects in              education allowance and airfares so        mainland staff become more
                                                                                 we hand it over to the customers, I       yes.                                     Hong Kong.                                 that you can fly home a few times          experienced, companies will hire
Sino Group’s Alice Ip (left) and Salenda Lau enjoy the creativity involved in    see their smiling faces. I feel very          She says the biggest advantage of        “There’s a lot more to learn,” she     a year.”                                   them instead of Hong Kong
marketing the developer’s properties. Photo: K.Y. Cheng                          satisfied.”                               being willing to move to the mainland    says. “The projects will be larger scale       She says most companies also           expatriates for many of the positions.




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