Michelle Cai


Bachelor of International Business and Management

“Online environments are fast-paced, immediate and always active – having the right strategy, creating the right content, and using the right platforms, are the keys to genuine reputation management.”
  • Digital campaign management

  • Social media strategy and platforms

  • Content dissemination

  • Targeted online advertising

Michelle has global experience is in the creation of online reputations, the development of social media campaigns, and binding communities around products, ideas and issues.

Her career commenced as a business manager for commodity businesses in China, before being appointed to work on behalf of the Spanish Government in China to promote trade and investment opportunities between the two countries.

It is with this background that she moved into communications, and eventually Australia, with a focus on online environments for communicating with customers and other stakeholders including investors, growing market share, and increasing awareness of organisations, governments and products. 

She is proficient with the full range of social media tools from analysis of social media footprints, to online strategy and platform selection, content dissemination, search engine optimisation and advertising across all platforms including Weibo and Wechat.

In Australia, she has worked with David Jones, UNSW, Telstra, Medibank and the Commonwealth Bank to drive online visibility and generate leads.

Prior to joining APA, Michelle also spent time in social media consultancies.  Michelle is mutli-lingual being proficient in English, Chinese, Dutch and Spanish.

Michelle is a certified NationBuilder Expert.