Florence “Flo” Chua is Managing Director, Asia Pacific at PCMA, where she drives the APAC regional strategy, thought leadership, and community growth. With over 25 years of experience across Asia Pacific — including more than a decade in China — Flo brings deep expertise in cross-border market development. She has worked extensively with US-based international associations entering new markets in the Asia Pacific region. During her tenure in China, she guided Chinese brands through successful international activations. Flo has broad experience leading a diverse portfolio of business lines, from market consulting, including business planning, to in-market strategic implementation. Her problem-solving approach with key stakeholders and clients has fuelled meaningful growth and long-term partnerships. Known for her strategic belief in walking the talk, cultural fluency, and collaborative spirit, she plays a pivotal role in bridging global and regional business event ecosystems.