A seasoned PR pro, Carbo drives integrated communications strategy for clients across the Sinclair portfolio. Carbo has a stellar record of directing communications for consumer brands, with mastery of business development, budgeting and forecasting, strategic communications planning, multichannel content strategy, media relations and event management. 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 Asia-Pacific Account Person of the Year – Runner-up by Campaign Asia’s Agency Network of the Year in 2016 and finalist for Young PR Professional of the Year (Agency) in PR Awards Asia 2019.
Prior to joining Sinclair, Carbo was Consumer Practice lead with a multinational communications agency in Hong Kong. During her career, her diverse brand experiences has seen her serve over 50 notable consumer brands across industry and sector.
Carbo holds a Bachelor’s Degree in Communication Studies from the University of California, Los Angeles and is certified by Squared Online (Powered by Google) in Digital Marketing. She is fluent in Cantonese, English and Mandarin.
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.”
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?
As the scope of public relations keeps evolving, so too does the way we evaluate what we do. Carbo Yu takes a closer look at PR measurement.