To be honest, I never planned to work on layoffs.
In fact, I always tried to avoid them.

But over the years, I kept getting pulled into the same stressful situations.
Founders & CEOs forced to make hard decisions.
Senior leaders suddenly facing exits they didn’t choose (despite stellar performances).

And both sides carrying more risk than they realised.

I’ve spent 15+ years in recruitment and talent acquisition, working with startups, scale-ups, and leadership teams across growth and contraction.

I’ve seen what happens when exits are rushed, poorly framed, or left unmanaged.

For Founders & CEOs:
->Reputation damage on LinkedIn and Glassdoor.
->Higher risk of lawsuits for wrong practice.
->Loss of trust from the team that stays.
->Hiring becoming slower, harder, and more expensive.

For Senior Talents:
->Financial loss for 6-8 months in average.
->Loss of confidence and career clarity.
->Reactive job searches (100+ applications -> 0 interview).
->Strong careers drifting into compromised next moves (stress, salary, no other choice).

That’s the intersection I work in today.

I support Founders & CEOs through a confidential, outplacement retainer service designed to reduce risk on both sides of the exit.

Instead of leaving HR to manage everything, or asking employees to “figure it out,”
I step in as a neutral, experienced partner.

Advising founders on timing, messaging, and sequencing.
Protecting employer brand and internal morale.
Helping senior talents reposition their CVs, LinkedIn profiles, and job search strategy.
Preparing them to re-enter the market with credibility and momentum.

One approach.
One standard.
One accountable partner.

For Founders & CEOs, this is about leadership, reputation, and future hiring.
For Senior Talents, it’s about dignity, direction, and control over what comes next.

I typically work with:
*Asia-based Founders & CEOs
*Tech / SaaS / Startups (10–200 employees)
*Senior professionals navigating voluntary or involuntary career transitions

This isn’t generic coaching.
It’s structured risk management for moments that define careers and companies.

If you’re a Founder or CEO navigating exits — or a Senior Leader impacted by one —
and want to handle it properly, you know where to find me.

All conversations are confidential.

Frederic Bonifassy

Evercare Health

Engagement Manager

Carousell Group

Achievement
● Driving sigificant user growth in HK market 
● Improve app campaign conversion By content management and localization
● Double social pages engagement in 6 months
● Partnership with “Green Ladies” on eco-friendly fashion campaign and won Social
Enterprise Supporter Award 2020
● Campaign and partnership managerment - Initiate and Partner with “Decathlon” on barter campaign

Assistant Marketing Manager

● Be responsible for growing user base & maintaining user retention by data analysis
and learnings in the consumer user journey touchpoints.
o Create online & offline marketing plans to acquire new users, sustain and
retain users to support profitability.
● Account for reporting to various stakeholders, including business stakeholders and
regional marketing teams on industry and marketplace trends to strategize
marketing solutions and enhance business operations.
● To work closely with various marketing functions: performance marketing team, CRM
team to optimize performance.
● Work with brand team and agencies on offline campaigns, coverage for anti 11.11
campaign here and computer expo here.
● Grew new business connections by strategically networking with industry experts.
● Be responsible and oversee social content & performance.

Content and community specialist

Give Co.

Achievement:
- Manage more than 10 Blogger & illustrator in collaboration
- Facebook follower growth from 500 – 40,000+, Instagram from 300 – 6,000+
- Establish a popular brand mainly using social media, with an ads budget HK $90,000 monthly spend.
- Connect with media such as Apple Daily, Economic Times Hong Kong, RTHK31, Commercial Radio Hong Kong to increase brand exposure.

Responsibilities:
- Manage conversion-driven E-commerce site (Shopify), social channels, edm and blog.
- Create social media content and advertising strategy, which largely focuses on audience growth and community management.
- Identify and build partnership with Key Opinion Leaders (KOLs) to strengthen brand identity.
- Monitor and analyze social media performance, optimize Facebook Advertising and website conversion using Google analytics tools.
- Develop after-sales service with customers in assist of the growth of loyalty towards the brand.
- Knowledge of Google Adwords & Search Console to optimize website traffic.
- Lead internal and external parties in assist of brand growth campaign.

Marketing Specialist & Brand Executive 

Madcradle Online Limited

Content Strategic Planning & daily execution 
•	Manage monthly social media calendar of more than 10 brands.
•	Create bilingual content and visual on social media platforms.
•	Compose social media campaign to boost community engagement, liaise with different parties for implementation.
•	Monitor performances via social listening tools such as Socialbakers, GA and Facebook insight 

Account Servcing 
* Taking client briefs, day-to-day client engagement, managing processes & monitor performances
* Crisis management 

Clients include
•	Bosch Hong Kong Page
•	Chickeeduck Hong Kong Page
•	Steelmate Hong Kong Page & Global Page
•	Daikin HK

Creative Copywriter

World Wrist Watch Magazine & Luxury Watcher

•	Conduct interviews and reports with brands’ executive, including watch brands (A. Lange & Sohne, Montblanc, Roger Dubuis, etc.), jewelry brands (Backes & Strauss, Mikimoto, etc.), living brands (Tom Dixon, Umbra Shift, colourliving, etc.)
•	Compose feature stories about brands/products in the fields of luxury watches & jewelry, art & exhibition, fashion & food
•	Communicate with brands’ executive and photographer for feature stories.
•	Update engaging content on social media platforms and create blogs.

Editor

With over six years of professional experience in the dynamic field of marketing, I am currently focusing 30,000+ caregivers experience exhancement at Evercare Health. My mission is to drive app engagement through content marketing & partnership.

4+ Years at Carousell Group
- Drive user growth in Hong Kong market
- Doubled social page engagement 
- Winning the Social Enterprise Supporter Award through partnership with “Green Ladies” 
Expertise in content management, localization & community engagement to drive conversion and support business objectives

taplio

The Battle

Frederic Bonifassy

Fei Hung

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