Cherry Tsang
Experienced Communications Team Leader
Tseung Kwan O
Summary
A highly skilled brand strategist and corporate communications leader, with 14 years of experience in delivering sound strategies to scale brand, and meeting business goals, through effective digital marketing, social media promotion, copywriting, events, and crisis management.
Overview
19
19
years of professional experience
5
5
years of post-secondary education
3
3
Certifications
2
2
Languages
Work History
Group Communications Manager
Jardine Engineering Corporation
09.2023 - Current
- Developed communications strategies to drive forward progress in stakeholder engagement.
- Collaborated with cross-functional teams to develop effective marketing materials and messaging.
- Restructured department workflows for greater efficiency, allowing more time to focus on high-impact projects that drove tangible business results.
- Developed compelling content for company website and social media channels, driving user engagement and conversions.
Assistant Manager (Head of Corporate Communications)
Hip Hing Construction
08.2019 - Current
- Oversee the Corporate Communications; lead a small team to create big changes to elevate brand; drive robust communications strategies to achieve objectives, on time and within budget.
- Will be promoted to Manager effective on 1 July 2023.
- Achievements: Run over ten brand promotion exercises with the objective to build a dynamic brand that meets the needs of the young talents, including revamp of the newsletter and official website, and production of corporate videos; Establish social media platforms - IG and LinkedIn; LinkedIn has achieved an increase of 340% in followers within a year; Develop and design an App to reinforce internal communications; Earn media coverage by pitching at journalists, and coordinate TV and press interviews; Manage risks, and deal with government officials, industry bodies and media in a proactive manner; Initiate a series of Anniversary campaigns, including an online campaign that achieves four times the KPI; surprise business partners with unique premiums; Manage essential routines including preparing speeches, award submission, internet and intranet, sponsorship, and CSR events etc.
Assistant Manager - Marketing
YF Life Insurance International Ltd.
09.2018 - 06.2019
- Company Overview: Previously named as MassMutual Asia Ltd.
- Adapt quickly to a new industry and lead the team to meet targets and schedules amid the hectic rebranding period.
- Previously named as MassMutual Asia Ltd.
- Key Achievements: Play the MC role in an event officiated by Mr Jack Ma, given two hours' preparation, and receive recognition from management; Organise city-wide event and embrace challenges during the process; Coordinate press luncheons and receive optimal press coverage; Complete projects (i.e. publication of brochures) effectively given extremely tight time frame.
Senior Corporate Communications Officer
Gammon Construction
08.2011 - 09.2018
- In charge of events including media luncheon, awards, ceremonies engaging internal and external stakeholders; prepare corporate materials including CEO speeches, videos, booklet and homepage content in English and Chinese; Manage marketing materials such as eDM, Facebook and Instagram.
- Key Achievements: Take up the role of MC in the Company's scaled events such as Anniversary Cocktail of 500 distinguished guests and Spring Dinner of 3,500 audiences; receive overwhelming positive response and recognition for public speaking; Being nominated as the only Company's representative to join the Jardine Group Committee to organize the Group Annual Dinner; Settle all the complaints and conflicts to the satisfaction of all involved parties; receive appreciation letters from the stakeholders.
Assistant Manager of PR & the Industry Affairs Department
The Life Underwriters Association of Hong Kong
06.2008 - 03.2011
- Take lead of the two departments - the PR & the Industry Affairs Departments to enhance the Association's image locally and regionally; cultivate media relationship and manage signature events; English and Chinese writing of position paper, president's speeches and other corporate materials.
- Key Achievements: Develop integrated advertising campaigns encompassing radio program, fundraising and sponsorship program, membership increased as a result; Independently manage press conferences and obtain wide coverage in the local press; Organize events of Award Launch Ceremony, Conferences, Meetings with Government Officials; conduct presentation for CEOs of insurance companies.
Generic Skills Trainer
Edvenue Limited
06.2006 - 05.2008
- Deliver generic skills programs in school sector; plan and coordinate with sales-team for proposals presented to prospective clients to expand business; conduct audience analysis; assist in program development by doing on-going research.
- Key Achievements: Pursue excellence of training quality and achieved over 80% satisfaction in the students' evaluations; Generate sales volume and company's revenue.
Education
Master - Corporate Communications
Chinese University of Hong Kong
01.2012 - 01.2014
Bachelor of Arts - English and Linguistics
The University of Hong Kong
01.2003 - 01.2006
Skills
- Leadership
Return on Investment Strategies
Crisis Management
Media Liaison
Digital Communications
Certification
LinkedIn, Create a Brand Strategy, Communicating in the Language of Leadership, Digital Marketing Foundations, Marketing on Instagram, Guy Kawasaki on How to Rock Social Media & Marketing, Copywriting for Social Media, Presentation Tips for Pitching to Investors, Certificate in PR Crisis Management
Interests
Dancing
Running
Reading
Personal Information
Expected Salary: HK$62,000 - HK$65,000
Timeline
Group Communications Manager
Jardine Engineering Corporation
09.2023 - Current
Assistant Manager (Head of Corporate Communications)
Hip Hing Construction
08.2019 - Current
Assistant Manager - Marketing
YF Life Insurance International Ltd.
09.2018 - 06.2019
Master - Corporate Communications
Chinese University of Hong Kong
01.2012 - 01.2014
Senior Corporate Communications Officer
Gammon Construction
08.2011 - 09.2018
Assistant Manager of PR & the Industry Affairs Department
The Life Underwriters Association of Hong Kong
06.2008 - 03.2011
Generic Skills Trainer
Edvenue Limited
06.2006 - 05.2008
Bachelor of Arts - English and Linguistics
The University of Hong Kong
01.2003 - 01.2006
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