Digital marketing head Alice Au exits Wharf Hotels

Alice Au, group director of digital marketing at Wharf Hotels, has stepped down after a four-year tenure. During her time with the company, Au led the digital marketing strategy for the Niccolo and Marco Polo Hotels portfolio, focusing on omnichannel marketing, AI integration, and WeChat commerce to enhance customer engagement across Greater China and Asia.

Au announced her departure on LinkedIn. Campaign Asia-Pacific has reached out for details on her next career move, which has not been disclosed.

At Wharf Hotels, Au spearheaded the overhaul of the group’s digital infrastructure, including the launch of 20 new websites and the integration of platforms like WeChat, XiaoHongShu, Douyin, and Alipay into the group’s strategy. These initiatives were aimed at expanding market reach and driving revenue across accommodation and F&B offerings.

Before joining Wharf Hotels, Au held senior leadership roles at DFS Group, Sino Hotels, Estee Lauder Companies, and PCCW, where she worked on projects spanning web, chatbot, and mobile development, as well as China-focused social CRM strategies. Earlier in her career, during her tenure at Langham Hospitality Group and Sino Hotels, she launched a mobile loyalty programme app, which was among the first of its kind in the hotel industry.

At Wharf Hotels, Au also established the 'Dreamforce', an internal digital marketing community aimed at fostering AI knowledge-sharing and collaboration within the group. In 2024, she was named one of Campaign Asia-Pacific’s Women to Watch for her contributions to business results, industry innovation, and mentoring efforts.