Shirley Lo

Head of Brand, Social & Communications

yuu Rewards, DFI Retail Group

Shirley Lo is a seasoned marketing professional with a proven track record in brand development, integrated marketing, and strategic communications. As Head of Brand, Social, and Communications at yuu Rewards, she leads the team in spearheading innovative marketing initiatives that amplify brand advocacy and deepen customer engagement—consistently driving impactful results.

A passionate brand custodian, Shirley played a pivotal role in launching Hong Kong’s leading loyalty program, yuu, leveraging customer insights and business analytics to craft compelling brand stories and ensure cohesive messaging across all customer touchpoints.

Prior to her current role, Shirley held a key position at Virgin Atlantic Airways, where she served as the region’s marketing ambassador. In this role, she drove digital engagement strategies and expanded the brand’s footprint into new markets, including the GBA region, Australia, and New Zealand.