青年發展計劃：《Tomorrow’s Marketers 為你的品牌創造價值》網上研討會

曹天麗 (Tina Chao)
麥當勞香港首席市場及數位消費體驗官
Tina Chao is a seasoned marketing professional with more than 25 years of experience in managing global and local brands. She started her career at Shell as a retail marketer in 1994 and went on to hold several Asia Pacific and global marketing roles with Shell in Hong Kong, London, and Mainland China.

Tina has been General Manager of Marketing at the Hong Kong Tourism Board since 2013. In this role, she has driven the organization’s evolution from product to experience marketing, while leading the team to launch major rebranding campaigns, double website pageviews, triple social media following and bring in over 100 prestigious marketing awards – all contributing to building and sustaining Hong Kong as the most visited city in the world.

Tina joined McDonald’s Hong Kong as Vice President, Marketing in July 2019. She leads with a vision to bring in new development in digital and social marketing to further enhance McDonald’s brand leadership and tap into new business opportunities.

曹天麗(Tina) 是一名經驗豐富的市場推廣專家，擁有逾25年國際及香港品牌管理經驗。她於1994年加入Shell，正式投身零售營銷工作，其後在香港、倫敦和中國擔任機構內多個亞太區及全球市場營銷職位。她於2013年出任香港旅遊發展局市場推廣總經理，推動機構由「產品營銷」發展至「體驗營銷」。她又帶領團隊開展大型品牌重塑計劃，成功令機構網頁瀏覽量倍增及將社交媒體追蹤人數增至3倍，贏得逾百項備受推崇的市場推廣獎項，其貢獻持續令香港成為最多人到訪的城市。2019年她加入香港麥當勞，擔任市場策劃副總裁，帶動麥當勞數碼轉形，進一步提升麥當勞品牌領導地位，並開發新業務機會。

余嘉寶 (Carbo Yu)
Sinclair 區域總監
A seasoned PR professional in Asia Pacific, Carbo drives integrated communications and storytelling strategy across the Sinclair portfolio regionally, and has a stellar record of directing communications for consumer brands and corporates across industry and sector. Seeing herself as a partner to clients, Carbo’s priority lies in enabling them to achieve and exceed their business goals through her sharp insights and quick thinking, qualities which saw her named PR Professional of the Year (Agency) by PR Awards Asia and Campaign Asia’s Women to Watch Greater China in 2021, and Asia-Pacific Account Person of the Year – 1st Runner-up by Campaign Asia in 2016. Her leadership has also contributed to her key clients’ successes and resulted in many award-winning campaigns.

Carbo is committed to driving industry-wide change and educating PR peers to drop AVE as a metric – she is an avid practitioner and supporter of the AMEC method of reporting. Carbo promotes the PR value proposition at every business and client opportunity, maintaining that measurement is what proves the worth of the industry to stakeholders and the c-suite.

Carbo also sees purpose-built communications as the key driving force of the industry. A strong supporter of “PR for good”, she understands the positive impact PR work can have for communities, for PR practitioners, and to foster morale within the industry.

Carbo holds a Bachelor’s Degree in Communication Studies from the University of California, Los Angeles. She is certified in Digital Marketing and Measurement and Evaluation of Communications by Squared Online (Powered by Google) and AMEC respectively. She is fluent in Cantonese, English and Mandarin. Carbo currently serves as the Deputy Chairperson at PRHK.