Thais Tsui is a marketing leader with 20+ years' experience building brands, driving digital growth and delivering revenue across leading organisations worldwide.
Having lived and worked in five countries across North America, Asia Pacific and Europe, she is the Director of Growth Marketing at Chelsea Football Club.
In her current role, Thais leads the strategic growth and engagement of Chelsea FC's global fanbase, driving acquisition, retention and fan lifetime value, alongside marketing responsibility for revenue performance across the club's stadium, merchandise and digital product portfolio.
Prior to joining Chelsea FC, Thais was the Director of Digital Marketing for ASICS EMEA in the Netherlands, where she oversaw full-funnel marketing activities across media, CRM, UX and digital product roadmap development, serving as a key contributor to the brand's rapid DTC eComm and wholesale business growth.
During her time as Director of Marketing and Digital at Starbucks Asia Pacific, Thais played a leading role in accelerating the brand's digital transformation, spanning the launch of loyalty programmes, omnichannel experiences, AI integration, and partnerships with super apps in the Asia Pacific region.