BrandStory China names new general manager

BrandStory China has appointed Echo Zhao (pictured) as its new general manager, effective immediately. This appointment aims to bolster its leadership team to deliver strong performance for global clients engaged in the thriving Asian markets.  

With over 20 years of experience in travel and tourism in China, Zhao has excelled in various roles from leading brand marketing campaigns, managing revenue and lead generating initiatives for global destinations to driving yield management programs for meeting and convention spaces and international hotel chains.

Prior to joining BrandStory, Zhao was sales director at Banyan Tree Shanghai on the Bund, after over six years with the MICE team at Shanghai World Financial Centre where she repeatedly filled the venue with local and international business events. 

Deeply passionate about the travel industry and naturally curious about the world, Zhao is an early-adopter of technology and readily embraces innovation. Her forward-looking mindset and openness to experimentation has led her and her team to aptly navigate changing trends and employ digital tools to elevate destination marketing performance. This has contributed to BrandStory’s ability to stay ahead in an ever-evolving marketplace.

Since joining BrandStory in 2017, Zhao served as China account director (Trade & Mice) for the Hawaii Tourism Authority, successfully overseeing the transition of travel products from group packages to high-spending FITs. 

As a senior member of management team, she led the offices across China’s key outbound cities of Beijing, Shanghai, Chengdu, Guangzhou and Shenzhen, managing teams of destination marketing experts handling accounts including Azerbaijan Tourism Board, Capital Region USA (Washington DC, Maryland, Virginia), Visit Iceland, Egypt Tourism Authority, Singapore’s Garden By The Bay and San Diego Zoo Alliance. 

Her team’s effectiveness and continuous drive for business development, partners engagement and lead generation have resulted in increased visitation and spend by Chinese travellers.  

Besides being a China marketing expert in strategies to drive incremental arrivals, Zhao created strategic opportunities with airlines and non-travel brands to expand reach to broader audiences, enhancing destination awareness and desire to visit.

Reene Ho-Phang, founder of BrandStory said, “I have full confidence in Zhao's dedication, dynamic ability and solid experience to continue building on what was started 22 years ago. Her outstanding integrity and winning personality which has seen satisfied clients placing their trust in her and her teams over the years is proof that she is the right person for the job."

“I will be stepping aside to focus on ANEW Story, currently a new startup division under BrandStory, dedicated to providing marketing services to serve the emerging needs of sustainable travel businesses as well as non-profit organisations in an AI-driven world. We invite those engaged in community building for charitable and eco-environment friendly causes to reach out to us.” she added.

Founded in 2003, BrandStory is a brand representation and PR agency founded with offices across Southeast Asia and Greater China.

MARKETING-INTERACTIVE has reached out to BrandStory for more information. 

Related articles:

General Mills reportedly mulls selling Häagen-Dazs stores in China
Jin Yong-inspired restaurant sparks social media buzz in China