Ed Tam serves as the Chief Design officer of New Frontier Group and Vice-Chairman of NF Innovation. In his capacity as the Chief Design Officer, Ed is responsible for leading the overall brand design and experience strategy of the portfolio of companies in Hong Kong and China focussed on healthcare, internet, artificial intelligence, big data, education, and financial services. Ed was most recently the Co-founder and CEO of HelloToby, where he led the product creation and roll out of a services market platform. Prior to joining New Frontier group, Ed was a senior marketing executive at Nike China where he was responsible for the launch of the Nike Flyknit franchise and Digital Sports. He also held several leadership roles in the world’s top marketing agencies including, TBWA and Mindshare. Ed has previously ran his own strategic design studio, Tam + Partners in Europe where he advised a portfolio of automotive, education and sports companies on their future design agendas. He holds a Master of Arts degree in Service Design from the Royal College of Art in the UK, as well as an undergraduate degree from the London School of Economics.