Café de Coral names new marketing director

Café de Coral has named Angel Tam (pictured) as its new director of marketing, reporting to Piony Leung, CEO, Café de Coral and Nelson Lo, general manager, HK Fast Food, Café de Coral. 

In her new role, Tam will spearhead the Café de Coral’s marketing strategy and execution, reinforcing the brand's position as “Hongkongers’ canteen” – an iconic part of everyday life in the city.

Her responsibilities include overseeing overall brand strategy and execution, menu launch and promotions, digital and eCommerce initiatives across owned and third-party platforms. Additionally, she will drive the strategic evolution of the Club 100 loyalty programme, with a focus on enhancing member experience and deepening customer engagement.

Leading an 18-member team spanning product marketing, CRM, digital, eCommerce, design and CS, Tam is focused on accelerating the brand's digital transformation while deepening customer engagement. While maintaining excellence in traditional channels such as print and TV advertising, she is prioritising expansion into digital platforms, social media engagement, and experiential marketing to connect with broader audiences in an interactive way.

This vision came to life in the recent "Baked pork chop rice" campaign, where the team strategically aligned with the government’s inaugural Intangible Cultural Heritage (ICH) Month. By showing up at key events and offering incentives, they rallied public support for the dish’s ICH nomination and reignited appreciation for its iconic taste. The campaign extended online, inviting heartfelt customer stories and social media engagement, transforming a beloved menu item into a cultural symbol and reaffirming its place as a true Hong Kong icon.

Tam is committed to elevating the Club 100 app experience by optimising the customer journey, with a focus to attract new members while cultivating regular app usage among existing members to boost engagement and foster long-term loyalty.

In the latest activation, she led a full-scale campaign promoting Club 100’s three-tiered benefits - points rewards, cash rebates, and daily coupons. This initiative pushed membership beyond two million and drove a notable rise in active users and spending, shaping Club 100 into a vibrant, value-driven ecosystem that keeps members coming back.

Tam brings extensive experience from her most recent role as marketing and eCommerce director at The Peninsula Hotels. Prior to this, she honed her expertise at dynamic QSR brands including KFC, developing strong capabilities in fast-paced consumer marketing environments. 

Tam said: “I'm truly honoured to join the Café de Coral family. Growing up in Hong Kong, Café de Coral has always been more than just a place to eat - it’s part of our everyday lives. I’m deeply committed to honouring that legacy and continuing to make it the city’s favourite everyday canteen. While delivering strong business results remains a priority, I'm equally passionate about deepening our connection with customers and creating more meaningful brand moments that Hongkongers will love."

"I was drawn to Café de Coral by my genuine love for legacy brands with strong community connections. There’s something incredibly special about being part of a brand that holds a place in people’s hearts. What excites me most is the opportunity to engage directly with customers, listen to their stories, and help shape the next chapter of Café de Coral’s journey together," Tam added.

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