Jeffrey M Shubert is to succeed Lily Shum as the Hong Kong Tourism Board's
(HKTB) Regional Director for the Americas. Mr Shubert, who joined the HKTB on 1 April, will fully assume his responsibilities on 1 May.
In his new role, Mr Shubert will formulate and direct the HKTB’s marketing strategies throughout
the Americas, contribute to the Board’s overall global planning; maintain the strong trade-partner network in the region; develop high-yield business; and act as the HKTB’s key regional spokesman with the media, trade and other
Mr Shubert joins the HKTB following a distinguished, 20-year career in management, marketing and branding, serving large advertising agencies and corporations
including Foote, Cone & Belding (FCB), Dae Advertising and Goldberg Moser O’Neill, part of the Lowe Group Interpublic. His experience covers a wide range of sectors,
from travel and financial services to fast-moving consumer goods and high-technology products. Past clients of Mr Shubert include Cisco Systems, Colgate-Palmolive,
Citicorp, Tourism Indonesia, Garuda Indonesia and British Caledonian.
Prior to joining the HKTB, Mr Shubert was providing consultancy services on brand strategy. He also spent six years during the 1980s living and working in Asia,
including three years in Hong Kong.
HKTB Executive Director Clara Chong expressed her full confidence in Mr Shubert’s appointment. “I am delighted that Jeff has joined us to lead our activities in
the Americas,” she said. “I am confident that his extensive knowledge of and proven experience in marketing and brand management should help us to continue building
upon the growth momentum created by the latest record arrival trend of the American market, and that he will prove to be an invaluable member of our team,”
Ms Chong also paid tribute to Ms Shum’s long contribution and dedication to Hong Kong, the city’s tourism industry and the HKTB. Ms Shum spent some 22 years with
the HKTB (formerly the Hong Kong Tourist Association), taking on many important roles and responsibilities in the Hong Kong office before moving to
the Americas seven years ago. She leaves the HKTB on 31 May, having led
the Americas to a record 1.39 million arrivals in 2004.
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