Choi, Tina Wai-shan(蔡惠珊)


Adjunct Associate Professor


Department of Management

Room 830A, 8/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 7898


Prof. Tina Choi is a sales and marketing expert with strong entrepreneurial/intrapreneurial spirits and solid market practitioner experience. She has proven track records in managing the top-tier big brands in FMCG and consumer electronics sectors in MNCs including Dyson, Johnson & Johnson, Nestle, Unilever, PepsiCo, and Procter & Gamble. She is good at crafting the business insights and creating the joint business value creation plans with various stakeholders to facilitate various product launches and business remodeling, such as develop and lead the Mystery Shopper Programme, and the Training, Retail Audit and Compliance Tracking APP development in Dyson, and leading FMCG programmes for skincare products with Mannings and Nielsen. She also has good creativity and flair for identifying and developing in new approaches of selling or marketing of a diversified range of products, particularly by utilizing the advantages of e-commerce, digital and social media.

In academic area, Prof. Choi has acquired both of her BBA and EMBA in The Chinese University of Hong Kong (CUHK). Since 2016, She has been assisting the PAVD Applied Entrepreneurship (remodelling and fund raising) as an International Project Advisor. She has been appointed as Adjunct Associate Professor in the Department of Management under CUHK Business School.

She is very passionate in teaching by sharing her on-the-ground experience to the students, especially in her alma mater. She was invited as the guest speakers for numerous business cases sharing talks in innovations in her expertise fields, as well as serving as career consultants or mock interviewers in CUHK (BBA & MBA), National University of Singapore (MBA) and Hong Kong University of Science and Technology (BBA), by bringing the students with her over a decade of experience of being the key hiring managers or board interviewers for the top-tier MNCs. She has devoted herself to share her sales and marketing experience with and have been very well received by students.

Teaching Areas and Research Interests

Venture Development
Technology Commercialisation
Innovation and Business Modelling

  • Awards & Honours
    • Dean’s List, CUHK EMBA, 2016
    • Beta Gamma Sigma (Life Time Membership), CUHK EMBA, 2016