Tsui (Sairojpand), Elsie（徐苑思）

Biography

Elsie possesses extensive experience as both a corporate executive and management consultant. Before establishing her consulting firm, she worked at the Asia office of !What If? Innovation in Shanghai, a leading innovation consultancy part of Accenture. Specialising in innovation management, capability building through design thinking, and organisational transformation strategy, she has led impactful training workshops for leaders from Fortune 500 companies across Europe and Asia. Her corporate training clients include Pfizer, Pernod Ricard, Johnson & Johnson, and IKEA.

Prior to her consulting career, Elsie served as the Deputy Head of Public Affairs & Communications at Coca-Cola China. She led a cross-regional team of 14, covering Hong Kong, Taiwan, and mainland China, and was involved in Coca-Cola’s global Olympics activations. She also established the PAC Institute, an in-house training and mentoring program for her team and business partners.

Combining practical experience in innovation with her doctoral research in social entrepreneurship, Elsie led the Social Innovation Unit at the Office of Research and Knowledge Transfer Services at CUHK from 2020 to 2024. She is currently an Adjunct Associate Professor in the Department of Management and Honorary Project Director for the Center for Entrepreneurship at CUHK Business School.

Elsie graduated with first-class honors in Sociology, minoring in Journalism & Communications, from The Chinese University of Hong Kong. She holds an MBA from the Judge Business School, University of Cambridge, UK, and earned a Doctor of Business Administration degree from Grenoble School of Management, focusing on social enterprise collaboration and learning networks in Hong Kong.

Born in Thailand and raised in Hong Kong, Elsie has worked in Hong Kong, Shanghai, and London. She is fluent in English, Cantonese, Mandarin, and Thai, and is an EFFAS Certified ESG Analyst (CESGA).

Teaching Areas

Social Innovation
Social Entrepreneurship
Strategic Management
Business Sustainability
ESG
Strategic CSR
Design Thinking

• Awards & Honours
  • Winner, EFMD Case Writing Competition, 2023 (Bringing Technology to Market category : “Health View Bioanalytic Limited: Generating Impact from Research,” co-authored with Hugh Thomas, Howard Lam, and Tracy Lu)

• Academic/Professional Services
  • Member of Taskforce, Social Innovation & Entrepreneurship Development Fund (SIEF) of HKSAR Government