Keld Borup Kristiansen
Executive Chairman
Keld Borup Kristiansen grew up in Denmark and the US and apart from being educated in the US started a professional tennis career after playing in college. Keld played on the ATP circuit for about 5 years, until he decided to use his experience as a professional athlete to establish a sports marketing company based in Asia in 1992.
For the past 15 years he has been successfully involved in commercially developing sports, entertainment, and Media, in Europe, the US, South America, South Africa, but with specific focus on the Asia Pacific region. Apart from being on the board of many of the companies involved in the development of sports, entertainment and media, Keld strength was and is in structuring of the commercial program for an event, a sport, a tourism campaign, or in media properties.
Keld Is currently the Executive Chairman of Carbon Worldwide who has experience in developing successfully a wide range of projects, such as European Tour Golf events, ATP tennis events, FIA motorsports events(F1, A1), Sailing Match Race, TV program partnerships(CNBC Sports) and many more.
Melvin Chia
Executive Director
Melvin Chia was born and raised in Malaysia. After finishing school, he worked as a junior interior designer with a Japanese firm. Melvin later changed his career path and started working in the advertising field managing clients and purchases of media airtime. In the early 90’s, Melvin began his carrier in event management where he has since stayed and accumulated 15 years of valuable experiences.
Melvin’s career in event management has included work with sports, concerts, and exhibitions. In his 15 years of experience in the related industry, he had developed valuable expertise in designing, planning, selling, marketing, and managing events of all kinds. Also through his active involvement in sports associations and bodies, he commands a firm understanding of the administrative and political landscape to this business.
Today, as an Executive Director and as a member of the Management Team for the company, his experience is being applied to the development of key strategies, events and the general management of the company’s businesses.
Paul Harding
Managing Director
Paul grew up in the United Kingdom and after successfully completing his Masters in Economics from the University of London, moved to Asia to work with a global advertising agency.
After completing his tenure for a multi-media company based in Singapore, which owned a variety of television and print mediums, his passion for both sports and marketing led him to a job with the Asia PGA Tour.
For the last 7 years he has focused on commercially building and developing a range of professional sports properties. These cover a diverse spectrum and include events from the golf, motor-sports, football, basketball, sailing, and tennis fields. He has developed strong relationships with key constituents related to the sports industry in the region and worldwide.
Paul is currently the Managing Director of Carbon-Worldwide and uses the vast experiences gained across the advertising, media and sports marketing industries to ensure the successful commercialization, operation and promotion of projects and to strategically evaluate the company’s acquisitions and new business opportunities.
Adrian Lai
Vice President, Strategic Development
Adrian Lai spent his early years in Malaysia and moved to Australia for his Secondary and Tertiary education in Australia. Adrian’s passion for sport, combined with his accounting training, has had ensured a successful transition into the field of sport, media, & marketing.
After a short stint as an auditor after graduating from University, Adrian worked in Business Development on projects in Australia, Malaysia, and the United Kingdom. In 2004, Adrian then entered the sports media and marketing field working on a variety of professional motorsport and golf events across the region (i.e. European & Asian Tours, A1GP, etc.). He was responsible in the design and commercialisation of sporting properties, as well as overseeing the implementation and ensuring the deliverables to the clients.
Adrian is currently the Vice President of Strategic Development at Carbon Worldwide and is continuing his role in the successful commercialisation of sport, media, and marketing properties, while also exploring new business opportunities.
Jasmine Teng
Director of Operations
Jasmine joined Parallel Media Group in 1997 where she was got involved with the organization of the World Cup Golf and many other sports, entertainment and media projects. With over 10 years of experience in the industry she has played a vital role in the success of projects such World Cup Golf, Le Tour de Langkawi, Malaysian Open Golf Championship, Indonesia Open Golf Championship and the BMW Golf Cup International Malaysia, among others.
Her strength and experience has mainly been in project designs, event management as well as event and company administration.
Jasmine is currently the Director of Operations for Carbon Worldwide and she is using her years of experience in the management of the company, project planning and implementation.
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