Cheryl-SiowCheryl brings to the role more than 12 years’ experience working in the business event industry with a diverse stakeholder base including Chinese government, universities and the corporate sector, in particular pharmaceutical companies.

Most recently, Cheryl was instrumental in setting up two internationally renowned business event agencies in Shanghai – the Pacific World Singapore Shanghai Representative Office and the MCI offices in Shanghai and Beijing.

Lyn Lewis-Smith, CEO of BESydney says, “Cheryl has a vast understanding and strong relationships with markets that BESydney is actively pursuing in China – the corporate meeting and incentive market and the emerging association event market. Cheryl also set up and headed the Chinese office of the International Society for Pharmaceutical Engineering, so we are excited to have an expert who has had first hand experience within a Chinese association in our team.”

The Shanghai office has been a fixture of the BESydney global network since 2010. From 8 October 2012, Cheryl joins Justin Jia, Business Development Manager China to manage and grow BESydney’s extensive client networks throughout mainland China.

“It’s an honour to join a reputable market leader such as BESydney. I am very excited to work with a high-calibre team and contribute to the growth of Chinese MICE business in Sydney and NSW, as I know both my corporate and association experience will add value to the organisation. I see great potential for Sydney to gain a stronger foothold in the Chinese market, which will deliver significant returns to Sydney and NSW” comments Cheryl Siow.

In addition to this development in China, BESydney’s Hong Kong office, which has been securing business from the Asian region since 2004, will re-locate at the end of 2012. Sinead Yeo, BESydney’s Regional Director – Asia, will move to establish BESydney’s Singapore office.

“Sinead is an invaluable asset to the team and has done a tremendous job in maximising opportunities in China and throughout Asia. I can’t wait to see the results of Cheryl and Sinead working together – both are true leaders in the field,” comments Ms Lewis-Smith.

“The office re-location to Singapore is a change that will also present opportunities to grow closer relationships within the city which itself is a business and convention hub.”

Last financial year, BESydney achieved a record level of business from Asia, winning 33 events with an estimated economic impact of A$91 million. These events will see approximately 18,641 corporate incentive and meeting clients travel to the harbour city and spend around 92,282 delegate days.