A seasoned PR professional in Asia Pacific, Carbo drives integrated communications and storytelling strategy across the Sinclair portfolio regionally, and has a stellar record of directing communications for consumer brands and corporates across industry and sector. Seeing herself as a partner to clients, Carbo’s priority lies in enabling them to achieve and exceed their business goals through her sharp insights and quick thinking, qualities which saw her named PR Professional of the Year (Agency) by PR Awards Asia and Campaign Asia’s Women to Watch Greater China in 2021, and Asia-Pacific Account Person of the Year – 1st Runner-up by Campaign Asia in 2016. Her leadership has also 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 also sees purpose-built 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 to foster morale within the industry.
Carbo holds a Bachelor’s Degree in Communication Studies from the University of California, Los Angeles. She is certified in Digital Marketing and Measurement and Evaluation of Communications by Squared Online (Powered by Google) and AMEC respectively. She is fluent in Cantonese, English and Mandarin. Carbo currently serves as the Deputy Chairperson at PRHK.
My guilty pleasure is… “Cracking open a pack of sour cream and onion chips first thing on a Saturday morning as breakfast!”
If I had a superpower, it would be… “Speed running, so I can travel and see the world in no time.”
The advice I would give to someone thinking about working in PR is… “Be curious and ready to learn something new every single day.”
‘Content is King’ was once a buzzing catchphrase among communications agencies and PR professionals. Then came ‘Context is Queen’. Are these ‘rules’ still relevant in marketing strategy today?
Emotions are the primary driver for most consumer actions, so it is crucial to put your brand in the right context and connect with customers through understanding their mind-set.
Since the start of the COVID-19 pandemic, a question from within ourselves has constantly arisen: what can we do to help our local communities, especially if we’re not frontline workers?