Cassandra Cheong is the managing director of The Hoffman Agency APAC. She has more than 25 years of communication experience, spending one-third of her career in China. She has earned the trust of many as the integrated marketing communication expert in providing strategic counsel and training that aligns media relations, brand communication, product marketing communication, channel communication, employee communication, executive communication, including digital campaigns. She has also worked in both B2B and B2C communications. The industries she is experienced in include the government sector and global companies in the technology, telecom and FMCG fields.