The Growth Conversation: Galaxy Entertainment Group’s Jeremy Walker
- Marketing leader Walker explains how the evolution of Macau and the Greater Bay Area has required new ideas and approaches to engage consumers.
Over the past three decades, the entertainment and tourism industries in mainland China, Macau, and Hong Kong have experienced a remarkable transformation. For marketing leaders like Jeremy Walker, this evolution has led to new ideas and approaches to effectively engage consumers.
Walker’s journey began in the UK, where he completed a Business Studies and Marketing degree. His friendships with students from Hong Kong sparked a fascination with Asia that led him to Hong Kong just six weeks after he graduated.
“Hong Kong has always had an extraordinary entrepreneurial spirit,” he reflects. “There’s always someone willing to help.” This welcoming environment set the stage for his successful career.
An entrepreneurial spirit
After browsing through the Classifieds in the South China Morning Post, Walker landed his first job in PR. There, he had the opportunity to hone his media relations and client engagement skills, which led him to the booming golf industry in China in a sales and marketing role.
“Back when I started, you could just pick up the phone and speak to someone, and they’d be willing to help you,” he recalls.
His early career soon led to him establishing a successful sports marketing business focused on corporate events, sponsorships and experiential loyalty programmes. During this time, he helped many corporate clients like American Express and Cathay Pacific create customer programmes and brand experiences. Today, as Senior Vice President of Marketing and Events at the Galaxy Entertainment Group, he has fully embraced the region's entrepreneurial spirit.
Customer experience and brand value
“We were doing ‘customer experience’ 25 years ago before it was even a thing,” he emphasises. “We were working with clients to activate and create brand value around media and hospitality, engaging customers with branded events and experiences and pulling it all together into the concept of customer experience.”
Walker understood early on that successful marketing hinges on providing superior value and building customer loyalty. “Are you giving your customer better value and a more meaningful brand experience than your competitors?” he asks. This question became central to his marketing philosophy.
Walker first worked in Macau in the early 2000s, during a pivotal time as the entertainment and casino industry was opening up. Initially, the industry neglected the potential of marketing and branding, as customers flooded across the border into the new Integrated Resorts. Walker foresaw the shift toward a more consumer-centric approach. “At first, they didn’t see the need for extensive marketing, branding and events, but I knew that would change,” he says.
The rise of independent travellers transformed customer expectations. “It’s no longer enough to simply have a great product,” Walker explains. “Customers today want benefits, emotional connections, and unique experiences,” he adds.
The rise of the independent traveller
At Galaxy Entertainment Group, Walker curates “money can’t buy” experiences that resonate with a global audience. In particular, he highlights the value of exclusive experiences, such as Galaxy Macau’s recent hosting of renowned performers like Plácido Domingo and Andy Lau and bringing 14 world-class chefs and mixologists for a Michelin-starred gastronomic festival, which cater to customers seeking unique offerings.
He explains that this is even more important in Macau, given that many of today’s customers have had global experiences.
“Macau today has to compete in a global context because China has developed economically in the last 20 years, so the big question we keep asking ourselves every day is how can we make ourselves even more relevant not just to the Chinese audience, but to audiences throughout the world,” he says.
Indeed, pondering these developments, Walker said that digital engagement has become crucial in differentiating Macau’s integrated resorts.
“Customers want to share their experiences through online networks, and so do we, so partnering with influencers and leveraging user-generated content is key,” he says. “This strategy enhances visibility and fosters authentic connections with potential customers,” he adds.
An enquiring mind
Reflecting on his journey, Walker attributes much of his success to a relentless pursuit of knowledge. Taking a sabbatical to study business sustainability management allowed him to challenge himself and stay sharp. “Develop an enquiring mind and learn continuously — that’s the advice I would give any business leader,” he suggests.
This spirit of curiosity has shaped Walker’s approach throughout his career. “I learned in my first week in Hong Kong how critical it was to build networks, be courteous and invest in relationships over the long term to build trust,” he says, adding that this philosophy is woven into the very fabric of business across the Greater Bay Area, which he continues to leverage today.
As Macau and the Greater Bay Area continue to evolve, Walker’s insights will play a crucial role in shaping the future of the region’s tourism and entertainment industries. His ability to anticipate changing consumer preferences and create unforgettable experiences has positioned him as a key architect of Macau's narrative, demonstrating the transformative power of marketing strategy in today’s competitive landscape.
Illustration: David Despau