Elliott Ng


Google. China. Entrepreneurship. Hiding brightness, biding time.

About Elliott Ng

Thanks for visiting this page and I hope we will have the chance to connect more personally, if we haven’t already.  Feel free to email me: elliott at ngventures d0t c0m or connect via Twitter, Facebook or LinkedIn.

What I’m up to these days:

Elliott is excited about joining Google in China because of his passion for data-driven Internet consumer businesses and his long-standing interest in the Chinese internet and mobile marketplace.  He will serve as director/head of product management for Greater China.  Elliott will relocate with his family to Beijing in July, after his kids finish the school year and he gets nice and Googly by being based in Mountain View for 6 months.

Most recently, Elliott has been involved in the online travel space, co-founding a venture-backed travel information metasearch site called UpTake.com focused on the US market.  He also recently consulted to HUBS1 Ltd, a Shanghai-based travel distribution company backed by GSR Ventures, GGV Capital, and Matrix China.  He first got involved in China-related ventures through an angel investment in a Qiming Ventures-backed company in 2005.

Elliott’s also started several other companies, including Netcentives (online loyalty programs, NASDAQ IPO in 1999, then acquired by InfoUSA & Cendant) and Loyalty Matrix (analytics for customer retention, acquired by Responsys).  He also worked at Intuit (Quickbooks online marketing), Microsoft (Word/PowerPoint product management), and McKinsey (summer associate, LA office).  Elliott also has an MBA and BA from Harvard.  Elliott loves Chinese food, but because his family is originally from Guangdong, he feels pressure to live up to his Cantonese family origin by eating anything. Other interests include: leisure travel and social media.  His wife Karen is a pediatrician and they have 3 boys–9, 4, and 1 years old.

Here’s a more detailed Bio: (long)

Elliott Ng serves as Google’s director/head of product management for Greater China, supporting global projects developed from Google’s R&D centers in Beijing, Shanghai, and Taipei, and leading a team of product managers to develop a roadmap to continue to serve Chinese-language users in Greater China. Elliott has also served as mentor/lecturer in various Entrepreneurship courses at Stanford University, and has spoken on online travel, entrepreneurship, social media, and search trends at conferences like the Abacus Asia Online Travel Leaders Summit, AAMA-SV annual conference, China Travel Distribution Summit, and The PhoCusWright Travel Conference.

Prior to joining Google, Elliott was managing member of VentureSprout, a startup advisory firm.  In 2010, Elliott is advising and serving HUBS1 Ltd., a venture-backed company seeking to help the China hospitality industry distribute its hotel inventory through a diverse set of channels globally.  It provides a set of solutions for hotels, including a Web-based Customer Reservation System (CRS), connectivity to the 4 major Global Distribution Systems (GDS), and distribution through its bank and Internet portal partners (China Merchants Bank and Tencent).  It also runs its own online points of sale, including Expotia.com in Chinese and Hotels.Expotia.com in English.  HUBS1 is the exclusive Online Reservation Provider for the Shanghai World Expo 2010 and hotels within 4 hours of Shanghai are strongly encouraged by the World Expo Bureau to participate in HUBS1′s system in order to provide more price and availability visibility to the entire Shanghai lodging market during the World Expo.  Elliott is serving as interim GM of the branded international inbound Web channel for the company.  HUBS1 is backed by Matrix Partners China, GGV Capital, and GSR Ventures.

In 2007, Elliott co-founded online travel startup UpTake Networks, Inc., ($12.5 million investment from Trinity Ventures, Shasta Ventures), which has become the fastest growing new player in the U.S. online travel market since its launch in mid-2008.  In addition to being responsible for UpTake’s marketing and traffic acquisition, Elliott also established and negotiated UpTake’s outsourcing relationships with two China-based vendors:  TopSoft Information Technology (Beijing) Ltd., and Jinwei (Shanghai) Ltd.

In 2006 Elliott invested in and advised Shanghai-based 2DuNet, Inc., an B2B automotive marketplace (investors: Qiming Ventures, IDG VC, Mustang Ventures).  Elliott also advised Cross Country Group, a leading automotive call center and towing service provider, who then entered the China market through a $2+ million strategic investment in United Automotive Association, Inc. a Beijing-based car club and car rental startup (investors: Legend Capital, Cross Country Group, KPCB China).

Elliott has over 15 years of experience in direct/interactive marketing and venture-backed entrepreneurship in the Silicon Valley.  From 2003 to 2005, Elliott served as Director of Interactive Marketing for Intuit, Inc., and grew the online channel from $14 mm to $40+ mm.    In 2001, Elliott co-founded Loyalty Matrix, Inc. (acquired 2006 by Responsys, Inc), a customer intelligence and analytics firm that has helped clients like Apple Computer, LA Times, 24-Hour Fitness, and Starwood Hotel & Resorts reduce customer attrition and increase customer lifetime value.

In 1996, Elliott co-founded Netcentives, Inc. (Investors: Draper Fisher Jurvetson, New Enterprise Associates, Mayfield Fund, RRE Ventures, many others).  An early pioneer in using the internet to drive customer loyalty and retention, Netcentives went public in 1999 (NASDAQ:NCNT) and was acquired in 2001 by hospitality/travel/real estate company Cendant Corporation (NYSE:CD) and data provider InfoUSA (NASDAQ:IUSA).  Elliott also worked at McKinsey & Company, and was a product manager at Microsoft Corporation.  He received an MBA, with honors, from Harvard Business School and holds a BA in Social Studies from Harvard University. Elliott is based in Silicon Valley, CA.  Elliott is a native speaker of English.

Here’s some more Photos

Standing outside Palace Museum (aka Forbidden City) in Beijing Tiananmen, November 2008.  This was part of the China 2.0 Tour, where we brought a group of bloggers and social media people to meet with Chinese investors and entrepreneurs in Beijing, Shanghai, and Guangzhou.  The tour was organized by Web2Asia (George Godula) and Christine Lu mostly, but I organized the last segment of the trip to visit  CNBloggerCon 2008.

At Zion National Park, on the scary-as-heck Angels Landing trail, September 2009.  I was on my annual “Mancation” with my 2 high school friends.  Glad I went but I was scared for my life.  Really.

Elliott Ng at Angels Landing

Oahu, Hawaii, November 2009.  This picture was taken by Kris Krug (flickr: kk+) during the Rethink Hawaii / TedX HNL trip, organized by Christine Lu, Dave McClure,  Chris Noble, and Neenz.  Not only is this guy an amazing photographer, he is an impressive entrepreneur, nice guy, and even has the same birthday as me. (photo CC by-nc-sa):

Elliott Ng in Hawaii

Here are a few shorter versions of my Bio:

Sometimes, conferences and events require shorter versions of the bio.  Here are a few:

60 words

Elliott Ng is director/head of product management, Greater China, at Google.  Elliott previously founded UpTake Networks, Loyalty Matrix (acquired 2006), and Netcentives (NASDAQ IPO 1999).  He worked for Intuit, Microsoft, McKinsey & Company, and holds an MBA from Harvard Business School and an AB from Harvard University.

120 words

Elliott Ng is director/head of product management for Greater China, at Google.  Elliott co-founded vertical travel search startup UpTake (backed by $13+ million venture capital),  Loyalty Matrix (acquired 2006),  and Netcentives (NASDAQ IPO 1999).  Previously, he also led online marketing for Intuit’s QuickBooks division. Elliott also worked at Microsoft and McKinsey & Company.  Elliott holds an MBA from Harvard Business School and an AB from Harvard University.  Elliott has also been an invited speaker or panelist at Abacus Online Travel Leaders, AAMA Silicon Valley, CHINICT, PhoCusWright, Stanford University, and UC Berkeley.

Awards and Recognition

  • UpTake – PhoCusWright Travel Innovator, 2008
  • Loyalty Matrix – Forrester Research designated us “Best for Retailers Who Need Customer Analysis” in 2005 Loyalty Program report.
  • Netcentives – various awards, including Inside Flyer Rising Star Award, Forbes Best New Website, many more, 1998-2000
  • Harvard Business School – Second Year Honors, 1996

List of Patents, Publications, and Speaking Events


  • 9/2010 – China Travel Distribution Summit, Beijing– moderator, “Content vs. Price in China Travel”
  • 5/2010 – Abacus Asia Online Travel Leaders Summit, Phuket – presenter, “Trends in China Travel highlighted by the Shanghai World Expo”
  • 2/2010 – Haas UC Berkeley Asia Business Conference 2010, Berkeley – panelist, “Emerging Hotspots in Asia’s Technology Landscape”


  • 12/2009 – China Travel Distribution Summit, Shenzhen – speaker, panelist on “Search Trends in Travel”
  • 11/2009 – Rethink Conference, Hawaii – Panelist on Angel Investment Pitch Panel
  • 11/2009 – PhoCusWright, Orlando – speaker, panelist, “Social media and travel”
  • 8/2009 – The China Business Network Forum, San Jose– Panelist on China Outsourcing panel entitled “Doing More with Less”


  • 11/2008 – co-organizer of “China 2.0 Tour” (media and blogger tour), and sponsor of China Blogger Conference 2008, Guangzhou

List of Advisory Boards, Community, and Charitable Involvement


  • 2010 – ENGR 145, Technology Entrepreneurship; project mentor
  • 2010 – MS&E 271, Global Entrepreneurial Marketing; guest lecturer
  • 2009 – MS&E 271, Global Entrepreneurial Marketing; project coach
  • 2007 – MS&E 271, Global Entrepreneurial Marketing; UpTake Inc. project client/grader


  • 2009 – present – UpTake – advisor; equity grant for advisory role
  • 2009 – Guest lecturer, Plug & Play University (Oct)
  • 2009 – Guest lecturer, AAMA Entrepreneurship Workshop (Oct)
  • 2008 – 2009 – Shanghai Web Analytics Wednesday (WAW), co-founder and advisor; unpaid volunteer organization
  • 2005 – present – 2DuNet – advisor and seed investor; equity grant for advisory role
  • 2001 – 2006 – Board of Directors, and advisor, Loyalty Matrix
  • 2001 – present – Harvard University – alumni interviewer for college applicants, various years