Experience

YF Life Insurance International Limited

• Hong Kong
• Insurance
• 100 - 200 Employee

• VP, Head of Marketing

  • Feb 2023 - Present

  Managing Marketing Communication, Corporate Communication, Digital and CRM Managing Marketing Communication, Corporate Communication, Digital and CRM



Manulife Hong Kong and Macau

• Hong Kong
• Financial Services
• 700 & Above Employee

• Head of Marketing and CRM

  • Feb 2014 - Feb 2023

  Responsible for formulating strategies and strengthening communications for customer-centric marketing programmes in relation to customer marketing, digital marketing customer contact centres and customer information management with a view to further enhancing customer Omni channel experiences. - Conceptualise and lead the successful implementation of ManulifeMOVE program in HK and subsequent iterations - Owner of company's customer facing digital assets including Website, mobile applications, social platforms and digital advertising - Formulate customer's product communication and launch advertising campaigns including individual insurance product, MPF and Group Life and Health product - Initiate various digital initiatives and advertising campaign including SEM, SEO, social, digital advertising and programmatic buy. - oversee customer portfolio management that facilitate customer cross sell and upsell through sales propensity model, event triggering program or customer lifestage model - As the business sponsor to drive and set direction for digital platform development., working in Agile practices with close collaboration with product owner and internal stakeholders Show less



DBS Bank

• Singapore
• Banking
• 700 & Above Employee

• SVP, Alternate Channels - Internet and mobile marketing and busienss development

  • Mar 2011 - Feb 2014

  - Implement online and mobile marketing campaign in order to drive sales - Formulate strategic plan and roadmap for the Alternate channels (including Internet, mobile and other emerging technology platform) - leverage on social media marketing to build viral networking and generate business results - keep update on market latest development and leverage on new market media. - Implement online and mobile marketing campaign in order to drive sales - Formulate strategic plan and roadmap for the Alternate channels (including Internet, mobile and other emerging technology platform) - leverage on social media marketing to build viral networking and generate business results - keep update on market latest development and leverage on new market media.



HSBC

• United Kingdom
• Financial Services
• 700 & Above Employee

• Senior Manager, Direct Banking

  • Sep 2010 - Mar 2011

  Focusing on the strategic and business development of the Internet, Mobile and ATM channel, maximizing the revenue potential of the channels and providing the cost efficient way to service customers Focusing on the strategic and business development of the Internet, Mobile and ATM channel, maximizing the revenue potential of the channels and providing the cost efficient way to service customers



Citi

• United States
• Financial Services
• 700 & Above Employee

• Vice President, Head of Citibanking Segment

  • Jan 2008 - Sep 2010

  - Drive segment profitability and higher product holding and engagement- Develop segment proposition that appeal to target segment- Promote the segment and to ensure the acquisition momentum and growth of customer AUM- Deepen segment online channel penetration for better cost to serve and to enhance overall experience

• Vice President, Head of eBusiness

  • Jul 2004 - Dec 2007

  - Drive ecommerce sales through internet and mobile marketing- Manage sales pipeline and convert prospect into sales opportunities- Manage online marketing budget with P&L responsibility- Develop new features for online sales that can uplift competitive advantages- Ensure online customer experiences with minimum sales drop off