Our Team

Alexandra Choa Tan

Founder and Managing Director of FR[A]MEWORKS Group, Alexandra Choa Tan, believes that all young people have the potential to be authentic, efficient, high-valued professionals upon entering the workforce. She has offered a series of practiced and successful 1 on 1 coaching sessions and team coaching workshops for professionals, corporations and organisations that operate in creative industries. Using a series of design thinking and executive coaching tools, Alexandra now focuses her work with educational institutions towards conceptualising professional literacy coaching programmes for young people, allowing them become more resourceful, confident and self-assured when building their professional identity.

Alexandra is a certified Transformational Executive Coach, Producer and an Independent Curator.

Alexandra has previously worked for Sotheby’s, Art Partners, Art Central, Hong Kong Arts Centre, Rossi & Rossi Gallery, Salvatore Ferragamo and more. Her experience in Producing and Curating theatrical events and productions, has given her the ability to connect with her clients in a way that fosters a trusting and productive relationship.

Alexandra studied Art History at University College London (UCL), specialising in eighteenth century print culture, politics of aesthetics and film. Upon graduation, Alexandra attended Royal Central School of Speech and Drama (RCSSD) in London, and received an MFA in Creative Producing. She worked for many years as a curator, patron liaison, project manager and coordinator of exhibitions and events at various companies such as the British Film Institute (BFI), Blind Summit Puppet Company, Rossi & Rossi, Leo Gallery, and the S|2 Gallery for Sotheby’s in Hong Kong, as well as producing an immersive theatre production in London. These opportunities have given her considerable experience in building patron circles, project management, fund-raising, marketing, attributing and producing creative productions.

In addition to exhibition and theatre production, she assisted in project managing some of Hong Kong’s leading public art exhibitions such as Anthony Gormley’s Event Horizons with the British Council in Hong Kong and The Hong Kong Sculpture Park in 2018 with Art Partners.

Her deep knowledge and passion for the arts and working with professionals from creative industries, extends from not only her studies and professional work but from the volunteer work she has conducted over the years.

Alexandra has spent the last 7 years as one of the Board of Directors for University College London’s (UCL) Hong Kong’s Alumni Association, serving the last 5 years as a Mentor to UCL graduates looking to enter the Creative industry.

Alexandra also currently sits on the fund raising committee for the Friends of Hong Kong Museum of Art and spent 6 years on the Board of Directors for the Friends of Museum of Art, The Chinese University of Hong Kong, spearheading the Young Friends of Museum of Art group, where she co-produced and curated annual exhibitions for emerging Hong Kong artists, which resulted in several artists being picked up by galleries and their work placed in private collections.

Alexandra was awarded the Sir Edward Youde Award in 2009 and most recently was invited to participate in the NYU Steinhardt and Deusto Business School - International Leadership in Visual Arts Management course as a Scholar. Alexandra is a member of the International Coaching Federation (ICF). Alexandra speaks Cantonese and English.

Daniel Tan - Strategy and Project Management Consultant

Daniel Tan is a PMI-ACP certified agile project management professional at Lululemon, working in the Strategy & Programs division at Lululemon. Daniel has worked for companies including Adidas Group, DFS Group, Icicle Group, Wunderman Thompson, among others.

Joanne Cheung - Operations and project Manager

Joanne Cheung, born and raised in Hong Kong, is a versatile professional with a keen eye for art and business. With a Master’s degree in Fine Arts from Glasgow School of Art and a Bachelor of Arts (Hons) in Marketing Management from Edinburgh Napier University, Joanne combines creativity and strategic thinking in her work.

Her career spans roles in curation, marketing, and business development, including positions at RCS Artelier, M Group, Tarte Cosmetics, and Perspective Magazine. Joanne has also contributed her skills as a producer for photography and video production, collaborating with Luke Casey on creative projects for various brands.

Joanne’s expertise includes project leadership, process optimization, art direction, and project management. She is particularly interested in the intersection of art and advertising, a passion that began in 2014 with her artworks inspired by Hong Kong culture and Chinese aesthetics. Her work continues to explore and bring the potential of art into daily life.