The Leadership: Over 50 Years of Experience
An avid traveller having visited over 90 countries, Linda brings 30 years of experience working across the luxury lifestyle, travel, design, health & wellness, property and hospitality sectors, managing and coordinating international market campaigns for clients. Her depth of expertise, strategic counsel and market knowledge representing many of the world’s leading brands and owners across the China, Asia and GCC markets is well sought after. Linda shares her exemplary background of market insights and intelligence to clients and, through an innate ability to adapt campaigns to regional multi-cultural differences to deliver highly impactful long-term results.
Based in Hong Kong, Linda has also orchestrated many highly successful media events and partnerships spanning lifestyle, design and fashion brands including DvF, Moët Hennessy Asia launch of Dom Pérignon P2 2000 vintage with Chef Alain Ducasse and Chef de Cave, Richard Geoffroy, British Polo Day China and Singapore with Rolls Royce, Taittinger, Harrods, Land Rover, Hackett and Royal Salute, Perfect Moment, Eileen Gu for Aspen Snowmass as well as Bonham’s Cartier Collections with Francesca Cartier Brickell and, most recently the most expensive sale of a single malt whisky in the world, Glenlivet at Sotheby’s Hong Kong.
Hedvig Chi
Account Director, China
As the Account Director – China, Hedvig Chi is responsible for leading Petrie PR’s teams in Shanghai and Beijing ensuring Petrie PR’s clients have a strong presence in the world’s most significant luxury consumer market. China’s appetite for luxury is rapidly growing, with the country on track to become the world’s largest luxury market by 2025. Hedvig’s team at Petrie PR has an outstanding track record of executing impactful, digitally-led integrated campaigns, making us a trusted partner in navigating the rapidly evolving media and influencer landscape in China.
Hedvig Chi leads with a wealth of diverse experience having served as Senior Marketing Manager at Dragonpass Company for several years. Her expertise spans across multiple sectors, including aviation, hospitality, tourism boards, luxury, and lifestyle brands where she has refined her marketing and branding acumen. Hedvig played a pivotal role in the successful brand launch of the German lean luxury brand Ruby Hotel in China and further proved her strength in marketing and strategic partnership building during her tenure at the Scandinavian Tourism Board. With a wealth of media and influencer resources in China spanning lifestyle, fashion, art, and business media, Hedvig brings valuable market and partnership experience to her communications and marketing strategy roles.
Sherman Ip
Account Director, Hong Kong & Taiwan
As Account Director, Sherman Ip plays a key role in leading client strategy and overseeing integrated communications programmes across Petrie PR’s portfolio of luxury, hospitality, and lifestyle brands. With a deep understanding of brand positioning and storytelling, she works closely with clients and media partners to drive meaningful visibility and ensure each campaign delivers impact across both regional and international markets.
Sherman has grown alongside Petrie PR over nearly a decade, bringing continuity, institutional knowledge, and a strong collaborative approach to her leadership. Having progressed through multiple roles within the agency, she has developed extensive experience managing complex client relationships, guiding teams, and delivering thoughtful, insight-led communications across earned media, partnerships, and brand initiatives. Known for her calm leadership style and attention to detail, Sherman is committed to supporting clients in navigating an evolving media landscape while building enduring brand presence.
Izyan Rosli
Account Director, Singapore / Southeast Asia
Leading Petrie PR’s Singapore office is Account Director Izyan Rosli, who is responsible for overseeing and directing client campaigns across the multiple key markets in Southeast Asia. The thriving luxury industry in this region boasts a large population and a strong spending power that clearly illustrates Southeast Asia’s bright prospect for the growth of luxury consumer brands. Petrie PR’s Singapore and Southeast Asia team’s strategic approach in driving impactful brand communications will be imperative for luxury brands to expand their audience through amplifying brand focus and delivering premium exclusivity to new luxury consumers.
Prior to joining Petrie PR, Izyan was the Senior Media Communications Manager at R.S.V.P Agency Singapore and headed the lifestyle and fashion division. Izyan brings her professional experience having handled both MNC and SME clients across hospitality, fashion, retail and luxury, where she has previously managed several international brand campaigns, including influencer marketing and strategic partnership collaborations.
Aya Nebaya
Account Director, GCC
Aya Nebaya leads Petrie PR’s Dubai office, overseeing communications strategies across the GCC region’s luxury, hospitality, and lifestyle sectors. As the GCC continues to attract global and regional brands, Aya plays a central role in shaping narratives that strengthen relevance, visibility, and long-term brand value.
With over 14 years of experience in marketing, public relations, and hospitality across the Middle East and Africa, Aya brings a strong regional perspective shaped by a career spanning both in-house and agency environments. She has led integrated campaigns, hotel launches, influencer partnerships, high profile events, and brand activations, while building trusted relationships with clients, media, and key stakeholders. Her background in hospitality also gives her a deep understanding of brand standards, guest experience, and service-driven storytelling.
Aya leads Petrie PR’s continued growth across the GCC, supporting brands in building meaningful presence and lasting impact in one of the world’s most dynamic markets.