Drawing on a deep appreciation of both the Asian investment market and Australian commercial property, Katherine has become a key figure in bridging these two worlds. Her expertise lies in crafting targeted campaigns and building trusted relationships that enable investors from Asia to confidently navigate the complexities of the Australian market.
Driven by strategic insight and cultural fluency, Katherine goes beyond traditional marketing by expanding into emerging markets and developing platforms tailored to investor needs.
What initially drew you to a career in commercial real estate, and how has your journey with the agency evolved over time?
During my postgraduate studies, I became deeply interested in how commercial real estate creates long-term wealth through strategic investment. I saw it as one of the most dynamic and globally connected sectors, offering significant opportunities for growth.
My goal has been to elevate our brand awareness among our Asian clients and support investors in navigating the Australian commercial property market to make confident, informed decisions.
It’s been an exciting journey working with incredible colleagues and building strong, trusted relationships with a growing client base. As the Asian Desk continues to gain momentum, I’m driven to innovate further and scale its impact nationally.
With CBRE’s acquisition of CBRE, we now have the backing of a global leader in commercial real estate, empowering us to deliver deeper market insights, broaden our international connections, and unlock new opportunities for our clients.
Can you elaborate on your role in coordinating sales campaigns and managing Asian marketing initiatives?
I lead the Asian market strategy for each sales campaign, overseeing the full suite of marketing activities, from crafting and releasing WeChat content for every property, maintaining our bilingual database, managing premium property video production, to coordinating Chinese EDMs.
To deepen engagement, we also host regular seminars and distribute tailored property information via digital and print channels. These initiatives are designed to enhance client loyalty and provide culturally relevant, accessible insights.
Most recently, I’ve been proud to extend our Asian Investment reach into the Vietnamese market, both locally and offshore. It’s been deeply rewarding to adapt and scale our proven Chinese marketing model to a new audience.
How has the implementation of WeChat and other digital platforms impacted outreach to global investors?
Digital platforms have been transformative in how we connect with our clients. Through WeChat and other channels, we not only showcase property listings but also provide market updates, event highlights, and insights into our company culture and services.
These platforms help position CBRE from CBRE as a trusted, informative brand that’s accessible and relevant to Asian investors. Clients gain real-time, bilingual access to the information they need, supporting better investment decisions and stronger relationships.
What have been some of the most rewarding projects or milestones in your career?
One of the milestones I’m most proud of is the rapid growth of our Asian Desk database, our subscriber numbers have more than doubled in just 12 months. That growth reflects increasing trust and engagement from our clients. Another highlight was the Chinese New Year event we hosted earlier this year, which attracted over 100 attendees. It was a clear demonstration of the strong community we’ve built and the enduring relationships we’ve nurtured.
In your experience, what are the key factors that contribute to successful client-facing events and seminars?
The key lies in the details. We tailor guest lists based on the event’s theme and objective, ensuring the right audience is in the room. We also prepare bilingual materials and visuals aligned with the event content, whether it’s presentation slides or printed brochures.
Just as important is the experience we create. From start to finish, we want clients to feel genuinely engaged and that their time with us was meaningful and valuable.
Looking ahead, what are your goals for further enhancing the agency’s presence in the Asian investment market?
Longer term, I hope to extend our services beyond private investors and establish strong partnerships with Asian institutional investors and funds. Helping these groups successfully invest in Australia is the next step in growing our presence and reputation.
“By combining cultural insight with market expertise, we empower Asian investors to build lasting wealth through exclusive access to Australia’s top commercial properties.’