Sally Maier-Yip | 叶运珍
Founder & Managing Director

11K Founder & MD Sally Maier-Yip is an award-winning, cross-cultural Public Relations Strategist with a simple mission to help ambitious companies in the West to grow in China, Hong Kong and Asia.

Sally has built a successful career on delivering award-winning multi-stakeholder PR strategies for multi-national and local companies such as Unilever brands, Economist Conferences, Hilton Hotels, Zespri, Burlington Arcade and Olam.

Sally was born in Hong Kong, China and has worked and lived across the Far East and the UK for many years. Her deep understanding and knowledge of Asia/China and the UK has allowed her to provide clients with communications strategy and services that often exceeded expectations.

Sally is a regular public speaker and contributor to PR, China and entrepreneurship-related conferences and publications, including: Cathay Pacific’s Routes to Growth Conference, China Daily Europe, UK-Chinese Times,, Sino radio, PRWeek Asia, Birkbeck University of London, and HKTDC London.

Violet Shen | 沈艳
Managing Partner - China

Based in Shanghai and a Shanghaiese native, Violet Shen is 11K Consulting’s Managing Partner – China, responsible for our China operations and delivering brilliant and impactful work for our clients across Greater China.

With 15 years’ solid experience in PR, events, marketing and brand reputation in Greater China, Violet brings a wealth of first-hand China insights and extensive networks of top-tier media and leading companies to 11K’s expanding client portfolio.

Before joining 11K, Violet headed up Greater China Strategy and Communications for Euromonitor International, a world’s leading consumer marketing research company, in brand development, corporate communications strategy, media strategy and managing and executing high-level conferences and events in Greater China.

Violet started and built her PR and investment career in First Eastern Investment Group and Shanghai World Expo. She majored in English with honour in East China Normal University and completed a Global Financial MBA in Shanghai University.

Kit Chong | 莊君傑
Mentor & Director

Based in London, Kit is a business mentor and a director of 11K Consulting. He brings a great wealth of experience and strategic inputs into 11K’s business growth and client communications programmes across China and the UK.

Kit started his career in tech PR in the UK for over seven years and then joined Alibaba’s new business development and marketing team for almost four years. He then moved on to set up his own successful beauty tech company in the UK, which was acquired by its competitor, Urban Massage, successfully in 2018. He is currently a mentor of a few ambitious start-ups and a private property investor.

Fei Meng | 孟菲
Account Manager

Fei Meng is a seasoned journalist and a PR specialist with over 7 years’ experience in Chinese tourism trade marketing, journalism, marketing and event management across various sectors from tourism, property to luxury lifestyle.

Prior to joining 11K, Fei worked as a Managing Editor – Asia Editor of Abode2, the number 1 luxury property magazine in the UK. In this role, she produced quality content for the magazine and the website in Chinese that drove sales, and organised regular high-end property networking events bridging Chinese property purchasers and real estate companies, developers, banks and law firms.

Fei also brings a wealth of Chinese tourism and luxury marketing experience and contacts after having worked as a Digital Marketing Specialist of Lulu Trip, one of the leading online Chinese travel agencies in Europe; a Feature Editor for Luxury Brands of Great Britain Luxury Magazine; and a Luxury Brands Ambassador at the Heathrow Airport.

Jing Wei, Sunny | 魏静
Digital Marketing Manager

Jing Wei (Sunny) has over 7 years’ solid experience in Chinese digital marketing, TV and radio production, and journalism in the UK and China.

Prior to joining 11K, Jing has worked in leading Chinese media organisations, including Spectrum Radio, Phoenix Satellite TV, Pear Video, Propeller TV/Sky 189, and Zhejiang Television. In these roles, she edited and produced high-quality audio, commercial videos, and professional TV programmes, interviewed high-profile public figures, and developed creative content for both online and offline media platforms.

In her leisure time, Sunny is a popular luxury and lifestyle vlogger, who runs her own YouTube channel and WeChat social media accounts, featuring UK’s and China’s luxury fashion and lifestyle news in both video and blog formats.

Alice Au Yeung | 歐陽珊
Director - Hong Kong & Asia

Based in Hong Kong, Alice Au Yeung is an experienced PR and marketing strategist who has worked with a wide range of clients from tourism, luxury and hospitality to art, culture, and fashion across China and Asia.

Alice brings over 10 years of Asia and China PR and marketing experience to the team. As the MD – HK at 11K, Alice leads business development, oversees client relations and drives media relations and KOL activities across Asia and in China.

Prior to joining 11K, Alice has worked in top-tier international and local agencies in Hong Kong, where she was a key member in creating and delivering communications strategy and media campaigns for companies such as West Kowloon Cultural District Authority (Hong Kong), Hong Kong Arts Development Council, Capella Singapore and Wing Tai Asia.

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