Café de Coral's corporate director of branding and marketing departs

Café de Coral's corporate director of branding and marketing William Tsing (pictured) is departing after six years to move on and open new chapter in life. 

In a conversation with MARKETING-INTERACTIVE, Tsing said he will be spending months in Taiwan to settle some family matters before returning to Hong Kong.

He also added that in his 20-plus years of marketing experience, Café de Coral is the first Hong Kong brand he has had the privilege to work with — and it has been an extraordinary journey. "Throughout these years, the brand has greatly enriched my professional growth. We celebrated successes together and navigated through significant social and economic challenges in Hong Kong. The evolutions and achievements we witnessed were truly the result of an outstanding team effort."

"For me, it has been deeply fulfilling to build a strong team, contemporize the brand, and lay the groundwork for future growth through a series of brand rejuvenation initiatives. One of the proudest moments was the launch of CDC’s theme song, "好想約你", composed by Harry Ng and performed by Gigi Yim. It helped the brand reconnect with Hongkongers during challenging times — something that holds special meaning for a brand marketer who cares deeply about the people of Hong Kong," he added.

Tsing first joined Café de Coral in 2019 as marketing director, bringing over two decades of marketing management experience from global FMCG and F&B companies. Prior to Café de Coral, he has successfully steered numerous global brands’ marketing strategies in Hong Kong, namely KFC, Pepsi and Carlsberg. His marketing excellence add spin to the QSR industry in HK.

Under his guidance, the revamp of the Club 100 app was another major milestone, significantly expanding the brand's membership base and building a solid e-business foundation for this 55-year-old Hong Kong brand, he said. "It was an exciting arena for my digital marketing team to grow and shine."

"The quick-service restaurant (QSR) industry in Hong Kong is both dynamic and demanding, making every achievement especially rewarding. I would like to express my sincere gratitude to the company CEO Piony Leung, and the Lo family for their trust and for granting me the autonomy to contribute meaningfully. It has truly been a blessing to be part of such a great organisation."

"Thank you, Café de Coral, for an unforgettable chapter. Chapter closes but echoes remain, let me borrow a line from our theme song to express it best: "這感覺 又上演 令人懷念". Cheers!"

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