Sinclair promotes Lai, hires Choi in Hong Kong restructure

Sinclair has promoted Joyce Lai and appointed Calvin Choi to its leadership team in Hong Kong, bringing its consumer and corporate communications leads under a single regional structure.

Lai, who joined the consultancy in 2018, has been promoted from Associate Director to Director - Consumer. Choi joins as Director - Corporate Communications from Weber Shandwick, where he was Account Director.

Both will report to Founder & CEO Kiri Sinclair and will lead market-specific and regional client mandates from the firm's Hong Kong headquarters. Their appointments come as the consultancy responds to broader client needs across Hong Kong, the Chinese mainland and the wider Asia-Pacific region.

The new structure is designed to bring reputation management and audience engagement closer together. Sinclair serves international brands and local businesses, with teams in Hong Kong, Shanghai and Singapore operating under a one-team model.

Under the model, Lai and Choi will work across strategy, creative development and delivery rather than in separate consumer and corporate silos. It is intended to organise expertise around client needs while retaining local market knowledge.

Kiri Sinclair outlined the rationale for the changes in a statement on the appointments.

"Communications can no longer be planned in separate consumer and corporate silos. Clients need leaders who understand how reputation and engagement influence each other, and how to connect both to commercial priorities. As generative AI changes how people discover and understand brands, we see an even stronger need for credible, consistent communications across corporate and consumer audiences.

Joyce's promotion recognises her contribution to our clients and team, from growing long-term relationships to leading integrated programmes. Calvin brings deep corporate communications experience and a strong track record across markets. Both bring the cultural fluency and strategic depth clients need right now, with a shared focus on communications that drive real business outcomes. Together, they strengthen our leadership team and the flexible, senior-led, collaborative approach clients can expect from Sinclair," Sinclair said.

Consumer brief

Lai has worked on travel, hospitality, consumer and lifestyle accounts during her time at the consultancy. Her client work has included Booking.com, MoreTickets and the Longines Hong Kong International Horse Show.

She has led both Asia-Pacific regional mandates and Hong Kong retainers, while expanding the scope of work with long-term clients. In her new role, she will oversee strategic direction, client development and team growth for consumer brands.

Corporate remit

Choi brings more than 13 years of experience in corporate storytelling, stakeholder engagement and multi-market communications. His sector background includes property, innovation and technology, professional and financial services, and gaming.

Before joining Sinclair, he worked with clients including Riot Games and Tata Communications. His assignments have spanned Hong Kong, the Chinese mainland, Singapore and other Asia-Pacific markets.

At Sinclair, he will lead an integrated communications team working on accounts including Central Crossing, Hong Kong Talent Engage and SLD. He will oversee local and regional mandates for corporate clients from Hong Kong.

Regional model

The appointments also reflect how independent agencies in Asia are reshaping leadership structures as clients seek more joined-up work across reputation, social media, influencer activity and content. Sinclair's model combines those strands within a regional team rather than separating them by discipline or office.

The consultancy, founded in 2009, operates from Hong Kong with additional operations in Shanghai and Singapore. It was recently named among PRovoke Media's 44 Best Agencies in Asia for 2026 and has received more than 100 industry awards and honours.