Business Operations and Digitization Strategist & Leader
With over twenty years at the helm of business operations and digitization across Asia Pacific, Aimee 't Hooft brings an unparalleled depth of expertise to every engagement — from strategic brand elevation to the finer points of operational excellence.
Aimee 't Hooft is a seasoned executive whose career has been defined by a singular commitment: to elevate brands through strategies that endure. Based in Hong Kong, she has spent more than two decades navigating the complex, ever-evolving landscape of business operations and digitization in the Asia Pacific region, earning recognition as a respected thought leader and trusted strategic partner.
Her career at The Estée Lauder Companies — one of the world's most prestigious beauty conglomerates — saw her rise through roles of increasing responsibility, where she developed an intimate understanding of what makes brands resonate across diverse markets. She worked across multiple brands, earning accolades for both business results and employee engagement, and becoming known for her ability to bridge the gap between global brand vision and local market realities.
A natural innovator, Aimee created technology-driven tools to upskill the Asia Pacific team, demonstrating her conviction that digital transformation and human connection are not opposing forces but complementary pillars of modern business. Her approach combines the rigour of data-driven strategy with the empathy of a leader who genuinely cares for the people she works with.
Aimee believes that today's business experience must merge heritage with scientifically validated wellness to resonate with discerning consumers. This conviction drives her consultancy work, where she collaborates with companies to architect bespoke, longevity-driven strategies that honour a brand's legacy while embracing the codes of contemporary business — wellbeing, sustainability, and authentic human connection.
As a speaker and advisor — including engagements for the EU in Hong Kong — she brings a perspective shaped by years on the ground in one of the world's most dynamic business environments. She understands that Hong Kong's entrepreneurial spirit, talent base, and connectivity to China remain powerful assets, and that success in today's landscape demands agility, investment in digitalisation, and strategies that balance local realities with global opportunities.
Two Lucky Dragons Consultancy
Architecting bespoke business operations and digitization strategies for prestige brands across Asia Pacific. Specialising in brand elevation, operational excellence, and market expansion with a focus on longevity-driven approaches.
The Estée Lauder Companies Inc.
Over two decades of progressive leadership across multiple brands in the Asia Pacific region. Recognised for exceptional business results, employee engagement, and cross-brand innovation. Created technology tools to upskill regional teams and secured speaking engagements as a respected industry thought leader.
United Kingdom
Academic foundation in the United Kingdom, bringing a global perspective that would later define her approach to cross-cultural business leadership.
"Over five years of working together, she became a trusted sounding board — providing sound advice grounded in reality. A strategic thinker with deep care for her team and customers."
Colleague, The Estée Lauder Companies
Whether you seek strategic counsel for market expansion, business transformation, or brand elevation — Aimee brings the expertise and empathy to make it happen.
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