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I'm Chi-Fung Shum, also known as Joe. I'm a communications professional with over 10 years leading editorial, branding, and digital strategies for a global humanitarian organisation. I’m passionate about social causes and distilling complex issues into creative and digestible content. I excel at developing audience-led communications strategies to drive impact through storytelling and cross-functional campaigns, with strong experience in content curation and stakeholder management. I enjoy turning data and insights into compelling narratives that raise awareness and foster engaged audiences.…I'm Chi-Fung Shum, also known as Joe. I'm a communications professional with over 10 years leading editorial, branding, and digital strategies for a global humanitarian organisation. I’m passionate about social causes and distilling complex issues into creative and digestible content. I excel at developing audience-led communications strategies to drive impact through storytelling and cross-functional campaigns, with strong experience in content curation and stakeholder management. I enjoy turning data and insights into compelling narratives that raise awareness and foster engaged audiences.

Chi-Fung Shum

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I'm Chi-Fung Shum, also known as Joe. I'm a communications professional with over 10 years leading editorial, branding, and digital strategies for a global humanitarian organisation. I’m passionate about social causes and distilling complex issues into creative and digestible content. I excel at developing audience-led communications strategies to drive impact through storytelling and cross-functional campaigns, with strong experience in content curation and stakeholder management. I enjoy turning data and insights into compelling narratives that raise awareness and foster engaged audiences.…I'm Chi-Fung Shum, also known as Joe. I'm a communications professional with over 10 years leading editorial, branding, and digital strategies for a global humanitarian organisation. I’m passionate about social causes and distilling complex issues into creative and digestible content. I excel at developing audience-led communications strategies to drive impact through storytelling and cross-functional campaigns, with strong experience in content curation and stakeholder management. I enjoy turning data and insights into compelling narratives that raise awareness and foster engaged audiences.

Available to hire

I’m Chi-Fung Shum, also known as Joe. I’m a communications professional with over 10 years leading editorial, branding, and digital strategies for a global humanitarian organisation. I’m passionate about social causes and distilling complex issues into creative and digestible content.

I excel at developing audience-led communications strategies to drive impact through storytelling and cross-functional campaigns, with strong experience in content curation and stakeholder management. I enjoy turning data and insights into compelling narratives that raise awareness and foster engaged audiences.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Beginner

Language

English

Fluent

Chinese

Fluent

Work Experience

Editorial and Publishing Manager at Médecins Sans Frontières Hong Kong

July 1, 2021 - June 30, 2025

Developed editorial strategies, steered content production and dissemination across platforms; gatekept external communication messaging, quality and branding guideline compliance. Major achievements included revamping layouts of annual reports and bi-yearly supporter bulletins, which increased dissemination spots for the latter by 60% in 2025.

Interim Head of Communication at Médecins Sans Frontières Hong Kong

July 1, 2022 - October 31, 2023

Led the communications department in developing and implementing strategies for strong and coherent messaging across platforms and events; drove stakeholder management and cross-departmental collaboration; represented the department in the crisis management team. Major achievement: produced a mini documentary of MSF’s COVID response project in Hong Kong.

Senior Digital Officer at Médecins Sans Frontières Hong Kong

May 1, 2014 - June 30, 2021

Drove digital content initiatives across channels, including website, e-newsletter, social media ads and mobile apps; co-managed website revamp; mentored regional team in SE Asia on digital campaigns. Major achievements include producing an animation (340K views on YouTube) shortlisted at the Sundance Film Festival Hong Kong 2019 and featured on El País; grew the official Facebook page to over 200K followers.

Channel Promotion Officer at now TV, PCCW

April 1, 2012 - April 30, 2014

Boosted publicity of a Mainland Chinese TV drama channel and its programme viewership.

Marketing Executive at Standard Chartered Private Bank, Hong Kong

February 1, 2011 - April 30, 2012

Supported customer correspondence proofreading on regulatory updates and branding compliance review.

Membership and Publication Officer at The Conservancy Association, Hong Kong

February 1, 2009 - February 28, 2011

Built a framework of a private sector partnership scheme for CSR; revamped annual report design; profile building by growing subscribers to over 3,000 people and Facebook followers to over 1,000.

Junior Copywriter (Chinese) at Tequila, TBWA Hong Kong

July 1, 2008 - November 30, 2008

Developed copy for campaigns and assisted senior copywriters in Chinese market.

Teacher at Ng Clan’s Association Tai Pak Memorial School, Hong Kong

September 1, 2007 - June 30, 2008

Taught and supported students at Tai Pak Memorial School.