The Consumer Council said on Thursday it has appointed Alaina Shum as its new chief executive.

Shum, currently deputy executive director at the Vocational Training Council, will assume office on August 21.

The consumer watchdog said Shum has more than 30 years of managerial experience in various sectors and was selected after a rigorous recruitment process.

Before her role at the Vocational Training Council, Shum had served as general manager of different divisions at the Airport Authority.

“Dr Shum is well versed in the mission, governance and operations of statutory bodies, with exceptional leadership abilities in strategic development, regulatory compliance, stakeholder engagement, both on mainland and international affairs,” Consumer Council chairman Clement Chan said in a statement.

“We are confident that Dr Shum will bring her wealth of experience to her new role and lead the Consumer Council in keeping up with the ever-evolving market, while fostering effective collaboration and relationships with stakeholders, so as to safeguard the rights and interests of consumers," he added.

Secretary for Commerce and Economic Development Algernon Yau also welcomed Shum's appointment.

"With her extensive management experience in public organisations, Ms Shum is well placed to lead the Consumer Council," Yau said.

“I hope that the Consumer Council, under Ms Shum's leadership, will continue to join hands with various sectors to further enhance the protection of consumer rights and interests."

Shum succeeds Gilly Wong who stepped down in May after 13 years.