Carbo Yu

A seasoned PR professional in Asia Pacific, Carbo drives integrated communications and storytelling strategy across the Sinclair’s regional portfolio, and has a stellar record of directing communications for consumer brands and corporates across industry and sector. A true partner to clients, Carbo’s priority lies in enabling client partners to achieve and exceed their business goals. To do this, she utilises her sharp insights and quick thinking – qualities that saw her named Campaign Asia’s Women to Watch APAC in 2022 and China in 2021. She was also named PR Professional of the Year (Agency) by PR Awards Asia 2021 and Asia-Pacific Account Person of the Year – 1st Runner-up by Campaign Asia in 2016. Her leadership has contributed to her key clients’ successes and resulted in many award-winning campaigns.

Carbo is committed to driving industry-wide change and educating PR peers to drop AVE as a metric – she is an avid practitioner and supporter of the AMEC method of reporting. Carbo promotes the PR value proposition at every business and client opportunity, maintaining that measurement is what proves the worth of the industry to stakeholders and the C-suite.

Carbo sees purpose-led communications as the key driving force of the industry. A strong supporter of “PR for good”, she understands the positive impact PR work can have for communities, for PR practitioners, and for fostering morale within the sector.

Carbo holds a Bachelor’s Degree in Communication Studies from the University of California, Los Angeles. She is certified in Digital Marketing (Squared Online powered by Google) and Measurement and Evaluation of Communications (AMEC). She is fluent in Cantonese, English and Mandarin. Carbo has been serving on the Board of PRHK since 2020, representing and champion the public relations and communications profession in Hong Kong