Sandpiper Group Announces Senior Appointments Across Asia Pacific

Sandpiper Group Announces Senior Appointments Across Asia Pacific

February 2024

The Sandpiper Group (“Sandpiper”), the largest independent strategic communications, public affairs and research group headquartered in Asia Pacific, has announced five senior promotions to support its growing business and international footprint. Sarada Chellam has been appointed to the newly created role of Managing Director, Southeast Asia; Elizabeth Chu to General Manager, Singapore; Joyce Li and Serena Cui to Deputy General Manager, China; and Camille Middleditch to Deputy General Manager, New Zealand.

Based in Singapore, Sarada Chellam has held senior positions at agencies in Singapore and the Middle East, after beginning her career as a journalist.  She joined Sandpiper in 2018 and has been instrumental in expanding the firm’s presence in Southeast Asia and beyond. A strategic communications specialist, her expertise covers the pharmaceutical, biotechnology, healthcare, hospitality, aviation, and consumer sectors. Sarada was previously General Manager of Sandpiper’s Singapore office.

Also based in Singapore, Elizabeth Chu, is a financial and professional services communications specialist.  Her experience spans asset management, banking, fintech, wealth management, as well as M&A and special situations.  Prior to joining Sandpiper in 2019, she held senior agency and inhouse roles in Hong Kong and Singapore. Elizabeth was previously Deputy General Manager of Sandpiper’s Singapore business.

Based in Beijing, Joyce Li is a communications specialist who oversees and provides strategic counsel to Sandpiper’s diverse roster of global and local clients.  Her 20-year career includes senior communications roles in multi-national agencies in China.  Joyce’s client experience covers the pharmaceutical, biotechnology, healthcare, education, automotive and information technologies sectors.  She was previously Director of Sandpiper China’s Strategic Communications business, a role she will continue. 

Alsobased in Beijing, Serena Cui is a public affairs specialist, with a deep understanding of the complex China regulatory environment. Her experience includes stakeholder engagement and mapping, thought leadership, market entry strategy, geopolitical advisory, public diplomacy, market intelligence and regulatory research. Prior to joining Sandpiper in 2020, she held senior communications roles in multi-national agencies in China. She oversees all of Sandpiper’s Public Affairs business, a role she will continue.  Sandpiper has the largest public affairs team of any consultancy in China.  

Based in Auckland, Camille Middleditch develops local and global reputation management programmes for clients. Her experience covers media, stakeholder, investor, employee, and sustainability strategy and communications. Prior to joining Sandpiper, she held senior corporate and sustainability communications consulting roles.

The announcement comes as Sandpiper was also named Asia Pacific Large Agency of the Year by both the PRCA and PRWeek and Asia Pacific Medium Sized Agency of the Year by PRovoke Media in 2023.

Emma Smith, Chief Executive Officer, Sandpiper, said: “The promotions of Sarada, Elizabeth, Joyce, Serena, and Camille, is in recognition of their dedication to our clients and our people and the critical role they play in the growth of Sandpiper’s businesses across the region. We are incredibly fortunate to have such a strong talent pool of leadership within our firm, and nothing gives me more pleasure than to be able to promote our own talent.   We are proud of the great work our teams deliver for our clients every day, and their leadership will help us continue to deliver award-winning work of the highest quality. 

“This year has seen us expand client remits, service offerings, and market teams.  We are committed to being a partner that is purpose-fit for helping our clients navigate the future of communications, research, and public affairs. I look forward to working with all these wonderful women as we expand our footprint and business.”

Sarada Chellam, Managing Director, Southeast Asia, Sandpiper, said: “This is an exciting time for Sandpiper as we continue to grow our footprint and expand our integrated offerings. Southeast Asia is a dynamic region and I look forward to navigating its complexities with our clients, team, and partners.”

Elizabeth Chu, General Manager, Sandpiper Singapore, said: “Singapore continues to be the destination of choice for an increasing number of companies to establish their regional hubs and we are well-positioned to capture and support the growth opportunities this brings for both our clients and our firm.”

Joyce Li, Deputy General Manager, Sandpiper China, said: “We are proud to be at the forefront of delivering progressive reputation management programmes in China across multiple industries including energy, financial services, healthcare, professional services, and technology. It is exciting and a privilege to help lead our diverse and talented team locally as we continue our market expansion.”

Serena Cui, Deputy General Manager, Sandpiper China, said: “I am excited to take on this expanded role as we grow our integrated public affairs, communications, and research offering across China. As the landscape transforms to meet the shifting and diverse requirements of local and international businesses, we look forward to navigating and embracing these changes to achieve the best results for our clients.”

Camille Middleditch, Deputy General Manager, Sandpiper New Zealand, said: “It is an honour to be taking a leading role in growing our New Zealand operations and supporting both businesses that are engaging with audiences in New Zealand as well as those looking to expand into international markets.”

For more information, please contact:

Emma Smith, CEO

Emma. Smith@sandpipercomms.com  

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