A versatile and award-winning storyteller, writer, and content creator, Hfu has two decades’ experience in journalism, media relations, PR, and corporate communications spanning the travel, tourism, publishing, and education sectors. He leads GEMS Education’s communications function– crowned In-house Team of the Year at the 2023 MEPRA Awards – and has spent the last seven years spearheading diverse campaigns, including 2023’s Best Campaign in the UAE. Prior to that, Hfu worked at Dubai Tourism, where he launched and led the department’s global press office and creative newsroom, drawing on his previous 10 years working as a writer and editor in the UK and China.