Deepa Swaminathan

Deepa Swaminathan, Vice President, China

Deepa heads up The Hoffman Agency’s China practice, overseeing offices in Beijing, Shanghai and Hong Kong, and is responsible for its overall growth, development and success. Leading a dedicated specialist team, she provides strategic direction and ensures a full range of strategy and communications services to technology and technology-driven businesses.

A technology communications veteran, Deepa brings nearly 20 years of Asia Pacific experience gained from both in-house marketing & communications roles as well as working for and running PR agencies. She has also successfully leveraged new and emerging technology PR practices (such as using the Internet, creating virtual teams etc) to provide a differential value-add to all the clients and in the way a business can be managed.

A firm believer in using communications as a business tool to deliver competitive advantage, Deepa has deepened her expertise in strategic counsel, public affairs, program innovation & creativity, corporate communications, community relations, crisis management, spokesperson training & coaching and recruitment & retention PR; ensuring she can have a strong and positive impact when counseling clients on their company's reputation, stakeholder value, customer loyalty, brand status and critical business drivers.

Deepa has created, led, directed and managed strategic as well as tactical communications programs for some of the biggest and leading brands of the technology industry including Adobe Systems, Microsoft, Cisco Systems, Juniper Networks, Citrix Systems, RSA, Telstra, Motorola, IBM, ZTE, Nortel, PCCW, Yahoo!, Computer Associates, SAP, Xbox, Symantec, Macromedia and the like.

Deepa’s innate aptitude of navigating the cultural nuances of diverse markets has also helped her deliver highly successful consulting for blue chip firms such as HSBC, Conrad Hotels, Coca Cola, Merrill Lynch and The Economist as well as trade & tourism development bodies such as the Hong Kong Trade Development Council, the National Internet Exchange of India, the Minister for Communications & IT, India and many more.

Prior to joining The Hoffman Agency, Deepa has held several agency leadership roles including Managing Director at Text 100 HK, Managing Director at August.One HK, Client Services Director at Newell PR and Director, Technology Practice & Client Services at India’s largest PR agency, Perfect Relations.

Deepa has also worked in-house heading up the marketing & communications function for companies like Citrix Systems and PacRim Technologies, Asia’s leading distributor of DTP, multimedia and SoHo products. She speaks several Asian languages.

A postgraduate specialist in Advanced Public Relations and Marketing Management, Deepa graduated in History Hons. She also holds a 2-year Hotel Management & Catering diploma.

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