Professional Overview
Christina Tse is an accomplished marketing and communications leader with extensive experience in the hospitality and entertainment industries. As the Vice President of Branding & Communications at PUC Berhad, she spearheads brand strategy, content development, and stakeholder engagement initiatives that drive growth and enhance brand reputation. With her diverse expertise spanning public relations, marketing communications, and strategic advisory roles, Christina is a valuable asset in navigating the rapidly evolving business landscape.
Experience Summary
Current Role
As the Vice President of Branding & Communications at PUC Berhad, Christina is responsible for overseeing the company's integrated marketing and communications strategy. She leads a team of marketing and PR professionals to enhance brand visibility, manage stakeholder relationships, and deliver impactful campaigns that support the organization's business objectives. Under her leadership, PUC Berhad has strengthened its brand positioning and established a strong presence in the regional entertainment and hospitality market.
Career Progression
Prior to her current role, Christina held various senior marketing and communications positions within the hospitality industry. She served as the Director of Marketing Communications at JW Marriott Hotel Macau and The Ritz-Carlton, Macau, where she spearheaded innovative campaigns that drove increased occupancy and guest satisfaction. Additionally, she held the role of Director of Public Relations at Sheraton Macao Hotel, Cotai Central, where she successfully managed the hotel's reputation and crisis communications during a period of significant growth and expansion.
Concurrently, Christina co-founded Pantheon Lab Limited, a strategic advisory firm that provides branding and marketing consulting services to clients in the entertainment and tourism sectors. Her dual roles as a corporate executive and entrepreneurial advisor have enabled her to develop a holistic understanding of the industry's evolving trends and challenges.
Academic Background
Christina holds a Bachelor of Arts degree in Communications and Public Relations from the University of Hong Kong, where she graduated with distinction. Her academic excellence and passion for the field have been recognized through various awards and accolades during her university tenure.
Areas of Expertise
- Brand strategy and development
- Integrated marketing communications
- Public relations and stakeholder management
- Digital marketing and social media optimization
- Event planning and experiential marketing
- Strategic advisory and business consulting
Professional Impact
Throughout her career, Christina has contributed to the success of several high-profile hospitality and entertainment projects. At the JW Marriott Hotel Macau and The Ritz-Carlton, Macau, she spearheaded the development and implementation of an integrated marketing campaign that resulted in a 25% increase in room occupancy and a 30% growth in revenue. At Sheraton Macao Hotel, Cotai Central, she navigated complex crisis communications scenarios, effectively mitigating reputational risks and maintaining the hotel's positive brand reputation.
As the co-founder of Pantheon Lab Limited, Christina has provided strategic advisory services to leading entertainment and tourism companies, helping them to enhance their brand identity, optimize their marketing strategies, and drive business growth in competitive markets.
Conclusion
With her exceptional leadership skills, deep industry expertise, and proven track record of delivering impactful results, Christina Tse is a respected marketing and communications professional poised to drive continued success for PUC Berhad and make a lasting impact on the hospitality and entertainment industries.
