Sherrie Hui is an unconventional strategist with a global perspective and market-leading innovation in brand positioning, digital strategy, creative concepting, Chinese market strategy, social media, content strategy, interactive retail, and brand experience. She studied at Columbia University in the City of New York, where she earned a degree in economics and philosophy from Barnard College. With experience in Shanghai, Berlin, and New York, Sherrie Hui brings a wealth of knowledge and creativity to all of her projects.

As the Strategy Director at Spring Studios, Sherrie Hui leads teams in developing effective brand communications strategies. She has also worked as a Managing Director (Consultant) at Aventura for marketing and brand development, a Strategy Consultant (EU & US Markets) as an Independent Contractor, and as a Director of Digital Strategy (Consultant) at Tiffany & Co. She has also held positions in client services, project management, and creative production for companies such as AKQA, Edit New York, Isaac Mizrahi, and Conde Nast.

Sherrie Hui's specialties include brand positioning and communications strategy, digital strategy and innovation, Chinese market strategy and digital planning, social media and content strategy, and interactive retail and brand experience. She has experience in the fashion and beauty industry and has worked on editorial and public relations projects.