PURE Group bolsters leadership for HK and China with senior hires

Hong Kong-based gym chain PURE Group has named Shirley Ma (pictured right) as head of marketing for Hong Kong, while Jessica Liao (pictured left) has been appointed head of marketing for mainland China. 

In their newly created roles, Ma and Liao both report to Gary Wise, chief marketing officer, PURE Group. These roles were created to support PURE's continued growth across the region, said Wise in conversation with MARKETING-INTERACTIVE.

"It’s essential for us to have experienced full-funnel marketers driving our integrated strategy in each market, whilst helping to maintain consistent high quality for our premium wellness brand. Also, both Ma and Liao have been with PURE for many years - representative of our ambition to continue maintaining and nurturing great talent."

He added, "It’s a really key period for PURE, as we consolidate our premium wellness reputation whilst launching new brands and initiatives, such as the recently launched wellness studio Re:set by PURE brand. Re:set has successfully launched in Causeway Bay, and we recently announced that a second location will soon be coming to Central."

Moving forward, Ma will oversee PURE's integrated local marketing and partnerships for Hong Kong while Liao will be responsible for the same remit for both Shanghai and Beijing. 

Ma has been with PURE since 2009 with over a decade of experience in retail and brand marketing. She is customer-oriented, achieving measurable results backed by consumer insight, market research, market performance, as well as a team builder and clear communicator with strong problem-solving and project management skills.

Ma said, "I'm thrilled to step into the role of head of marketing for PURE in Hong Kong, a brand I've proudly served for over 15 years and which truly feels like home. Having witnessed firsthand how PURE's DNA, centered on premium wellness, yoga, fitness, and community—transforms lives, I remain deeply committed to its mission of leading healthier, happier lifestyles across the region. I'm excited to steward this iconic brand forward in HK's dynamic market."

Meanwhile, Liao has been with PURE for over eight years, overseeing the group marketing for China. Prior to PURE, Liao had helmed various marketing roles at international brands such as Subway, RAWK Fit and Hilton. 

Liao added, "I would like to express my sincere gratitude to the company for recently appointing me as the head of marketing for Mainland China. It has been an honour to be part of the PURE Group family since the end of 2017, and throughout these years, I have had the privilege of working alongside our exceptional team to establish and continuously expand PURE’s presence as Asia’s leading 360-degree healthy lifestyle brand in Mainland China. I am also immensely proud to contribute to a brand whose vision is to 'inspire and support healthier, happier lives'."

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