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Specialist Skills
International Market Expansion Destination Development
Professional Career
22 years
Strategy | Partnerships | Competitive Positioning | Public Diplomacy | Fund Raising | Branding | Marketing


Senior Partner | Public Affairs & Commercial Diplomacy

Su is a multidisciplinary strategist with over 22 years of experience spanning public and private sectors. Currently Senior Partner at Gratiya, she leads the Public Affairs and Commercial Diplomacy practice, focusing on transformation initiatives.

As Vice President, Strategy & Destination Marketing, at Expo 2020 Dubai, Su spearheaded industry partnerships and campaigns to deliver revenue and visitation across 128 global markets. At VisitBritain, she held key positions from 2005 to 2017 including Regional Director Asia Pacific, Middle East & Africa. Su elevated UK’s tourism export and facilitated expansion of UK businesses into emerging markets. She also played a key role in the public diplomacy programme rollout across 24 countries, working with the Prime Minister’s Office, UK Trade & Investment, and British Council.

Su excels in aligning public-private interests and has delivered high-impact partnerships across diverse industries. She has led award-winning global branding, marketing, and PR campaigns, earning accolades such as Gold at Cannes Lion.

Su holds a Master of Information Management degree from Leeds (LMU), UK, and a Bachelor of Economics (Hons) in Analytical Economics from University Malaya, and speaks four languages.