Federation University Australia Alumna
Overseas Branding Director of the Overseas Division of Country Garden Holdings Company Limited
*By Federation University Australia
Emily Situ is a Federation University Australia alumna with a Master Degree in Business Administration.
Emily started her professional career from The Hong Kong Productivity Council (HKPC),a multi-disciplinary organization established by statute in 1967, when she graduated with her undergraduate degree. HKPC’s mission is to promote productivity excellence through the provision of integrated support across the value chain of Hong Kong firms, in order to achieve a more effective utilization of resources, to enhance the value-added content of products and services, and to increase international competitiveness. Emily was assigned to promote HKPC service and corporate image back into China mainland. HKPC is the school for Emily to know about the international working standard and ethic. When Emily was promoted to be the team leader with more responsibility, she realized her deficiency in leadership and managerial skills. She then took a pause from the job and pursued further study at FedUni to strengthen herself.
After Emily obtained her Master of Business Administration degree, she came back to China and joined the Public Relations industry. Since then Emily has had experience in top PR firms including Ogilvy PR, Weber Shandwick/GolinHarris and Ruder Finn.
Emily’s current role is the Overseas Branding Director of the Overseas Division of Country Garden Holdings Company Limited. Employing more than 150,000 people worldwide, this company was named one of Forbes Asia’s Top 200 Companies and has over 700 high-end township developments throughout China, Malaysia and Australia. It is an integrated property development company based in China known for building ‘green’ global ecological smart cities. Working for Country Garden, Emily manages brand building and local communications programs in overseas markets. Additionally, she supervises culture and brand activities for the Overseas Division and overseas markets. Culture is important to the company, with employees expected to follow principles about having a conscience and being socially responsible – values that are reflected in the Federation Business School and its membership to the United Nation’s Principles for Responsible Management Education (PRME) initiative.
Prior to this, in 2013 Emily joined Ruder Finn and established the Hong Kong and Guangzhou offices for RF Thunder, an integrated communication brand of Ruder Finn Company - one of the largest independent PR agencies in the world. In this position, Emily had the opportunity to demonstrate her leadership and managerial competence and transfer them into business development for the company. Whilst in this role, other successes included establishing a new division of beauty care in 2015 for the company which was a breakthrough. The clients in beauty care practices increased to dozens in the first year of operation, including LVMH Fresh, LVMH Dior, Clarins, Valmont, Whoo, the Face Shop and more.
Emily also personally works as volunteer helper to ACAA and AustCham South China to contribute to Sino-Australia relationships.
She is also a guest lecturer at the School of Professional and Continuing Education Hong Kong University where she teaches and shares the knowledge of marketing, public relations and sponsorship to Post Graduate Diploma students in Integrated Marketing Communications. Classes are held across Shanghai, Beijing, Shenzhen, Guangzhou and Chengdu.