What is your role in the business, and what are your main responsibilities?
In my role as Head of Region, I am responsible for the overall performance of the Asia Pacific region. This includes setting and delivering the regional strategy, managing our regional team and building and maintaining relationships with key stakeholders.

We opened the office earlier this year - it was opened around a key founding client of ours who is experiencing a huge surge in demand since Covid restrictions were lifted. In the two months that we have been operating, we have already grown our client base significantly and have worked with the likes of Google, HSBC and the French Chamber of Commerce - to name but a few.

Can you walk us through a typical day in your role, from the moment you arrive at work to when you leave?
When I’m not overseeing the selection and provision of our field-teams, I am building relationships with our field staff, clients and partners.

In Hong Kong, it’s the norm to have in person meetings - which is so refreshing, having worked in post-Covid London which meant a lot of Teams meetings! I love meeting clients in person - I find that it really helps to build a rapport and a deeper understanding much quicker than online. Each day, I am faced with a myriad of tasks that need to be completed in order to ensure that an activation runs smoothly.

In my student days, I studied Biology - which meant I was constantly analysing data and coming up with solutions to complex problems. I have found this to have been incredibly helpful when it comes to event staffing and scaling business in a new territory. I am a highly analytical person and so, naturally, I break down complex tasks into smaller, more manageable chunks. In doing so, I can then assess the urgency of each task and determine the best way to allocate my time. My process driven approach means I can focus my energy on the tasks that will generate the best results for our clients.

What are the key tasks or projects you are currently working on?
We are fast approaching peak season and as a result, we are seeing an influx of briefs from clients, as well as working on a number of large scale exhibitions and conferences and luxury retail briefs. We also have some festival activations in the pipeline, which is fantastic to see as it shows there is a demand across the entire industry for the services that we provide.

What are the biggest challenges you face in your role, and how do you overcome them?
We are very much disrupting the market with our award winning process. Developed over 18 years in the industry, Kru Live offers a premium agency service to both staff and clients alike, including our simple booking software and innovative technology solutions like the Kru Report app and Carbon Tracking tool.

The biggest challenge is helping prospective clients see the value in investing in staff training and to ultimately, to see our staff as an extension of their brand. We believe that staffing should not be an afterthought. Brand Ambassadors are the people on the ground that engage with a brand’s audience - often, they can be the first interaction with the brand, and we want to help you ensure that that first impression is memorable. They will be the first and last people that your guests will meet at an event - they can really make or break an activation.

From a personal point of view, I definitely feel the pressure and responsibility of meeting our company goals for the year - but that’s also what drives me! Thankfully, the Kru Live team - in particular, our CEO Sarah-Jane and Founder, Tom, have been absolutely phenomenal. Following in their footsteps can feel like a lot of pressure at times - SJ is such an incredible leader and go-getter, and Tom built the company from nothing - and so with their support, I know I am in good hands.

What do you enjoy most about your role, and what keeps you motivated?
I would have never even dreamt that I would be spearheading a global business like Kru Live in the city that I grew up in. It is definitely a rare opportunity and one that I am incredibly grateful for. The thing that keeps me motivated the most is the endless potential and possibilities that lie ahead of Kru Live in Hong Kong. Things are happening so quickly, that even just imagining where we will be in one, six or twelve months time is incredibly motivating and drives me to do more. I am excited for what the future holds - and very much looking forward to being part of building a business where I am surrounded by like-minded colleagues and get to work with incredible clients on exciting campaigns.

Can you share a recent success story or accomplishment that you are particularly proud of?
I am particularly proud that our clients are already coming back for more and recommending us to others in the region! Our reputation amongst the staffing community is growing too with our waiting list to join our bookings already swelling to over 200.

What advice would you give to someone who aspires to work in a similar role or industry?
Be prepared to get stuck in, embrace the fast paced environment, be a team player and have a sense of humour. Things don't always go according to plan in the events industry and so you need to be able to troubleshoot and take things in your stride.

If you are a brand or agency looking for great Brand Ambassadors for your next campaign or activation in the Asia Pacific region, get in touch with Audrey on the details below:
Contact: audrey@krulive.com 


  • Field Marketing Award Brand Experience Award Gold Winner 2012
  • Highly Commended - Staffing Agency of the Year 2019
  • Field Marketing Award Brand Experience Award Bronze winner 2014
  • Event 100 Club
  • The Cogs Awards For the People that make it Work Staffing Winner 2013
  • Event Awards Winner 2016
  • The Cogs 2016 Awards Silver Winner
  • Event 100 Club 2013
  • The Drum UK Event Awards: Award Winner 2015
  • Field Marketing Award Bronze winner 2013
  • Field Marketing Award Brand Experience Award Gold winner 2015
  • IVCA Live come Awards 2013 Winner
  • Field Marketing Award Brand Experience Award Silver Winner 2013

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