Head of Communications, Greater China
A marketing and communications veteran for over three decades in the fashion retail, food and beverage, and lifestyle industry across S.E. Asia and Greater China region.
Currently leading the communication department in global fashion brand H&M, her extensive expertise lies in fashion PR, corporate communications, crisis management, celebrity and influencer relationships as well as event management in China, Hong Kong, Macau and Taiwan.
Prior to the role at Greater China, her strong leadership and people skill have led her played a phenomenal role in the marketing and communication and be the start-up team for H&M Singapore, Malaysia, Thailand, Philippines, Taiwan, Macau and assisted China’s expansion from 100 to about 500 offline stores and also online launching Tmall and own platform. In her previous capacity at Wing Tai Retail Singapore, she helmed the head of marketing role for 10 fashion brands in the likes of UK high street labels like Topshop, Topman, Warehouse, Miss Selfridge, Ben Sherman, Dorothy Perkins, etc.
Chai also has extensive knowledge in the digital marketing space to leverage on omnichannel to maximize brand exposure, selling and consumer engagement.