Sam specialises in Strategic System Design Thinking & Innovation, Creating Shared Value, Public-Private Partnerships, and Brand Strategy for non-profit organisations. Her career spans media, investment, marketing, public affairs, artech, cultural tourism, social innovation and design.
Currently Interim Director of Jockey Club Design Institute for Social Innovation at The Hong Kong Polytechnic University, she previously served as Director of Business Development and Projects at Hong Kong Design Centre and News Reporter for Asia Television.
As a Design Thinking Advisor for government innovation projects, she focused on design for well-being, cultural preservation, public spaces, placemaking, and creative tourism. She has worked with Hong Kong Housing Authority, Sustainable Lantau Office, Architectural Services Department, Cultural and Creative Industries Development Agency, Tourism Commission and more.
Sam was Chief Curator and Project Director for notable cultural and placemaking initiatives including the city-wide “BODW City Programme” and “Design District Hong Kong #ddHK,” which was recognised as an Innovative Cultural Project by World Cities Culture Forum 2022.
Her “Chubby Hearts Hong Kong”— first local mega event to relaunch Hong Kong as a tourism destination received four prestigious awards: “Excellence in Marketing Collaboration” and “Excellence in Social and Community Good” from “HKMA/ViuTV & Now TV Awards For Marketing Excellence 2024” ; “Gold Award for Culture, Entertainment & Sports Communication” from “The 20th China Golden Awards for Excellence in Public Relations (2024)”; and “Gold Award for Integrated Marketing Communications” from “The 6th Hong Kong Public Relations Awards (2025).”
She holds a Juris Doctor from The Chinese University of Hong Kong, MSc in International Relations from University of Bristol, MA in Visual Art from Hong Kong Baptist University, BA in Creative Media, and Media Technology from City University of Hong Kong.
