Sam, currently Interim Director of Jockey Club Design Institute for Social Innovation at The Hong Kong Polytechnic University, specialises in strategic systems design thinking and innovation, shared value creation, public-private partnerships, branding and business development for public and non-profit organisations. Her career spans media, public affairs, investment, marketing, Art Tech, cultural tourism planning, social innovation, and design. She previously served as Business Development and Project Director at Hong Kong Design Centre and as a news reporter at Asia Television.
As an advisor in design thinking for multiple government innovation projects, she is committed to advancing community well‑being, cultural conservation, public space, placemaking, and creative tourism. Her collaborations include Housing Bureau, Sustainable Lantau Office, Architectural Services Department, Cultural and Creative Industries Development Agency, Tourism Commission and more.
She has curated and initiated major placemaking initiatives, including the city-wide “Business of Design Week City Programme” (2017-2023) and “#ddHK Design District Hong Kong,” recognised by the World Cities Culture Forum as an Innovative Cultural Project in 2022. Her project “Chubby Hearts Hong Kong” – the first post‑pandemic mega-event rebranding Hong Kong as a global destination – won 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).
Sam holds a Juris Doctor from The Chinese University of Hong Kong, a Postgraduate Diploma in Innovation and Design Thinking from The Emeritus, in collaboration with MIT Sloan School of Management, Columbia Business School, and Tuck School of Business At Dartmouth, a Master of Science in International Relations from the University of Bristol, a Master of Arts in Visual Arts from Hong Kong Baptist University, Bachelor of Arts in Creative Media and Media Technology from City University of Hong Kong. She has also been appointed Think Tank Expert at the Research Institute of Better China Initiative of China Academy of Art (2026–28), Co-opted Member of the Communications and Membership Committee of the Hong Kong Green Building Council (2026–27), Organising Committee Member of the Social Enterprise Summit 2026, and Member of Research Institute for Smart Ageing at The Hong Kong Polytechnic University.
