Candice Sham

Candice Sham is a seasoned marketing professional with extensive experience in strategy development across various industries. Currently serving as the Group Director of Strategy at Initiative since January 2024, Candice previously held the position of Director of Strategy at Hearts & Science, where significant achievements included rebuilding trust for a Fintech brand during challenging market conditions and supporting parents amid a national baby formula shortage. Candice also contributed to establishing a hard seltzer brand and launched one of the first Covid vaccines to promote vaccination efforts. Previous roles span major global companies, including Hong Kong Disneyland, BBDO Worldwide, J. Walter Thompson Worldwide, and Ogilvy, showcasing a strong foundation in brand management and planning. Candice holds a Bachelor of Arts from The University of Hong Kong and a Post Graduate degree in Business Administration from Columbia University.