Professor Tina Choi is a renowned marketing expert who merges her extensive corporate experience from her tenure at global giants with her passion for entrepreneurship and education in the areas of technology commercialization, venture development, and Industry 4.0. Her remarkable strength lies in her creative thinking to develop innovative marketing approaches and business models with strong entrepreneurial/intrapreneurial spirits and solid market practitioner experience. She has the flair for integrating omnichannel commerce (e-commerce, m-commerce and offline retailing), digital marketing and offline marketing to craft effective business strategies. During her tenure, she showcased her remarkable abilities in new tech venture development, particularly in shaping and implementing global strategic development plan, creating fund-raising strategy, building investor relations and public relations.

Professor Choi is the founder of 2 companies, namely Maker International Company Limited and Wisey International Company Limited, which are specializing in technology commercialization, industries 4.0, prototyping & automation and business modelling/ remodeling, venture development, fundraising, entrepreneurship and innovations strategies, marketing & communications, event management, PR & IR management and executive training/ education/ coaching respectively.

In addition, she holds the esteemed position of Executive Director - Global Venture Development at the Pan Asia Venture Development Platform (www.PAVD.info), a non-profit organization dedicated to entrepreneurship education and training in Asia. Her role in this platform allows her to leverage her entrepreneurial spirit and expertise to drive innovation and cultivate a thriving startup ecosystem. She had been a Chief Commercialization and Communications Officer in a listed company in the mainboard in HKEX. Prior to this, she served as the Head of Sales (North Asia) at Dyson, where she demonstrated her expertise in managing top-tier brand, markets expansion, product development & commercialization with solid implementation experience. Her impressive track records in the FMCG sector includes serving as senior executives in multinational corporation such as Johnson & Johnson, Nestle, Unilever, PepsiCo, and Procter & Gamble. In these roles, she spearheaded innovative sales and marketing campaigns, drove brand growth, and built new market standards. Her deep understanding of consumer behavior and market dynamics has been instrumental in launching successful products and expanding market share, as well as sales and profit return.

Academia wise, Professor Tina Choi holds several prestigious positions at various universities including Adjunct Associate Professor in the Department of Information Engineering in Faculty of Engineering in the Chinese University of Hong Kong (CUHK), and the Department of Management in the CUHK Business School, as well as School of Management and Economics in CUHK (Shenzhen), she imparts her knowledge to students in both postgraduate and undergraduate programmes across Greater Bay area.  To quote some examples, the courses which Tina has taught include Design thinking and Innovations, Communications and Presentations, Corporate Governance and Corporate Social Responsibility, Technological Commercialization, Innovations and Entrepreneurship, as well as Fintech Entrepreneurship, etc..

In addition, Professor Choi is also invited by Hong Kong Metropolitan University, Li Ka Shing School of Professional and Continuing Education as External Course Assessor, Capacity Building Mileage Programme (CBMP) Course – “Digital Entrepreneurship and Marketing” which was pioneered by the Women’s Commission in 2022-23.

Professor Choi is a Doctor of Business Administration (DBA) candidate at the University of Wales, Trinity Saint David in the United Kingdom. She has acquired her Executive Master in Business Administration (EMBA) and Integrated Business Administration – General Finance (BBA) degrees in CUHK. Her commitment to continuous learning and professional development is evident through her professional certifications in coaching (PCC) awarded by the International Coach Federation (ICF), and in "Mastering Design Thinking," earned from Sloan School of Management in Massachusetts Institute of Technology (MIT).

With her remarkable entrepreneurial and innovation experience, Professor Choi is a sought-after speaker and judge for various organizations and events. She has been invited by distinguished institutions such as the University of Hong Kong, National University of Singapore, The Education University of Hong Kong, and Cyberport to share her insights and experiences on topics such as entrepreneurship, CSR, ESG, fund-raising, executive coaching, team development, and effective communication, while she has been a featured speaker at the Learning & Teaching Expo 2022 and 9^th & 8^th China International College Students’ ‘Internet +’ Innovation and Entrepreneurship Competition which was sponsored by Ministry of Education (教育部), the United Front Work Department of CPC Central Committee (中央統戰部),Office of the Central Cyberspace Affairs Commission (中央網站安全和信息化委員會辦公室). Notably, she served as a final judge jury in the Hult Prize US$1M startup challenge 2021 for the Asia Pacific region, a renowned global social entrepreneurship and impact investment event co-organized by the United Nations.

Moreover, Professor Choi has won the award as one of the “2015-2020 Top 20 outstanding courses” in the “Outstanding in-depth innovation and entrepreneurship tertiary education reform award (深化高校創新創業教育改革優秀成果)“ by the Innovation & Entrepreneurship Education Alliance of China (IEEAC) (中國高校創新創業教育聯盟) which was led by Tsinghua University under the support from Ministry of Education of the People's Republic of China (中國教育部) which recognized her teaching quality and dedication. 

Teaching Areas and Research Interests:

• Entrepreneurship
• Venture Development
• Technology Commercialization
• Innovation and Business Modelling
• Marketing
• Corporate Governance and Corporate Social Responsibility (CG & CSR)
• Sustainability
• ESG
• Experiential Learning in Business Education

Awards & Honours:

• “2015-2020 Top 20 outstanding courses” in the “Outstanding in-depth innovation and entrepreneurship tertiary education reform award (深化高校創新創業教育改革優秀成果)” by the Innovation & Entrepreneurship Education Alliance of China (IEEAC) (中國高校創新創業教育聯盟)
• Professional certified coach (PCC), International Coach Federation (ICF)
• Dean’s List, CUHK EMBA, 2016
• Beta Gamma Sigma (Life Time Membership), CUHK EMBA, 2016