Toby Yu

Director, Corporate

Toby is a seasoned and hands-on corporate communications professional with approximately 13 years’ experience in both B2B and B2C sectors, with knowledge and expertise in strategic comms planning, content and message development, project management, executive communications, and issue/crisis management.

Prior to joining WE Red Bridge, Toby was the director of communications at WeWork, a global rapid-growing unicorn in the co-working industry, focusing on external and internal communications, media relations, executive thought leadership and issue/crisis management. During that period, he was also deeply involved in the localization of communications covering strategy, content and execution.

Before WeWork, Toby held different roles at communications firms including Burson-Marsteller, The Hoffman Agency and Racepoint Global. He had exposure to a broad range of sectors and industries including technology, chemical/energy, healthcare, logistics, hospitality, and FMCG. He worked with clients such as SAP, Accenture, Qualcomm, NXP Semiconductor, TOTAL, Organon, Bristol-Myers Squibb, FedEx Express, Kempinski Hotels, JALA Group, The Bordeaux Wine Council and more.

Toby is also experienced in helping new brands establish a corporate image in new markets. While he was at The Hoffman Agency, he managed the market entry announcement in China and South Korea for XYZprinting, a 3D printing company affiliated to New Kinpo Group, a well-known conglomerate in EMS and ODM, driving a series of integrated communications programs to support the client’s market growth.