Latest news with #TinaChao

South China Morning Post

The Growth Conversation: McDonald's Hong Kong's Tina Chao

In the fast-paced world of marketing, Tina Chao has propelled McDonald's Hong Kong from a fast-food chain into a cutting-edge brand that resonates with Generation Z. As the chief marketing and digital customer experience officer at McDonald's Hong Kong, her journey – from a finance trainee at an oil company to leading some of the brand's most innovative campaigns – reflects her curiosity and forward-thinking approach. Chao's career began at Shell, where a graduate training programme exposed her to the many facets of business operations. 'Every three or four years, I rotated to a different role,' she says. 'It was like joining a new company, but within the same culture.' This system sparked her interest in marketing, which would later shape her career. Tina Chao, chief marketing and digital customer experience officer, McDonald's Hong Kong Her fascination with advertising began in her childhood, when she would eagerly watch Hong Kong's most prestigious advertising awards – the Kam Fan Awards – on television. 'I was always fascinated by advertising,' she says. 'I was always interested to see what works best.' This early fascination planted the seeds for her future in brand storytelling. After her time at Shell and the Hong Kong Tourism Board, Chao was drawn to McDonald's Hong Kong by its strong marketing heritage. She saw the chance to reimagine McDonald's Hong Kong's identity by leveraging digital tools. Her goal was to reconnect with Gen Z while honouring the brand's local heritage and global recognition.