Sinead Yeo - Business Events Sydney

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Business Development Director, Asia

"I am Singaporean, living in Hong Kong and promoting Sydney! People have said that that’s a very confusing identity, but that’s Asia for you, we have gone very international!

"I relocated from Singapore to Hong Kong in 2004 to manage Business Events Sydney's (BESydney) first ever office in Asia. I am responsible for BESydney’s business development, marketing activities and strategies formulation in North Asia.

"My job is varied as I work with corporations, the travel industry and other strategic partners across the region.

"Fresh out of university, I started my career in public relations and marketing. My first job was with Suntec City Development. The mega development was still under construction when I joined and it was a truly fulfilling experience to be a part of the team that helped build the corporate profile and launched the development.

"I then went on to join a local boutique PR consultancy owned and run by Australians! As a PR consultant, I was servicing several regional accounts some of which included Telstra, FedEx, and Passenges, Singapore Airlines’ then Frequent Flyer program.

"With my exposure to the world through business travel, coupled with an addiction for travel and adventure, I soon began to think "why not a career in tourism!" So I jumped on it when the opportunity came in 1999 when Tourism New South Wales was recruiting for their Singapore office. My love affair with Sydney started from there.

"My top three favourite things to do in Sydney are 1. brunch at bills (at the original Darlinghurst outlet); 2. shopping for Australian brands at Paddington and in Pitt Street Mall and; 3. catching an entertainment show, musical or stage act."