PR Profile: Cindy Yu

Cindyyu Jan2010Name: Cindy Yu

Job title: Global Lead, Employee Communications (Mergers & Acquisitions)

Company you work for:  SAP

Career background:  A communications professional with over 15 years of experience in Investor and Analyst Relations, Public and Internal Communications with a current focus on mergers and acquisitions ranging from small to large-scale, billion-dollar transactions.

Career aspirations: To be partner in a PR firm, specializing in M&A transactions. I’ve never worked on the agency side before, always the corporate side so I’m sure I have much to learn. But I would imagine the former would provide such a colourful range of work. I want that.

Greatest career challenge: Experiencing change on a personal level through post-merger integration of Business Objects into SAP. That acquisition was one of the largest in software history and it was my first time being on the other side of the table; understanding and experiencing what it was like to be acquired. It was both a humbling and rewarding experience that I take with me into every project I now work on.

Greatest career success:  …‘to date’… and I would say, most memorable…in a previous job, getting my CEO onto CNBC’s Squawk Box with Joe Kiernan. One day he came into my office and said, “Wouldn’t it be great to get onto CNBC’s Squawk Box sometime down the road? It’s a dream of mine.” We didn’t have an agency at the time and so I contacted the show’s producer directly, pitched, and got him on. He became a frequent guest after that.

Biggest career mistake or regret: Not leaving a previous job when I knew it was time.

Favourite communications campaign: Overall TELUS branding. Just brilliant.

Communications role model: Don’t like to single out anyone in particular. I like to learn from a lot of people.

Best career advice:  Speak up. Otherwise, no one will hear you.

Best place to ‘do coffee’ in Vancouver: Café Artigiano or Giovane Café at the Fairmont Pacific Rim.

Favourite website: New York Magazine or Conde Nast Traveller

Favourite social media site: Twitter

Fun fact about you: I’m a concert pianist and started teaching piano at 13 to save money to put myself through university (UBC).

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