Associate Marketing Director, Mass Market at HSBC, Hong Kong

Oversaw portfolio growth of over 2 million customers under HSBC One proposition, developing marketing strategies for acquisition, onboarding journeys, and lifecycle communications to increase product penetration and fund consolidation. Strategically aligned product offerings with customer data insights to cross-sell and upsell insurance, investments, credit cards, loans, and digital payment solutions. Launched HSBC One 2.0 tailored for Gen Z in 2024, enhancing customer satisfaction and retention through PR awareness and social campaigns. Championed the kids and teens proposition, driving HSBC x KidZania sponsorship globally to build engagement and loyalty with early financial education.

Customer Value Manager at ANZ Bank, New Zealand

Led discovery workshops as Chapter Lead to design customer journeys and contact strategies; transitioned communications automation to Adobe Campaign. Managed lifecycle marketing and behavioral analysis for retail banking products including accounts, credit cards, and loans. Provided consultant advice on strategic initiatives, driving insight-led campaigns in personal banking squad, improving targeting and customer experience. Collaborated closely with business and channel teams on campaign design and evaluation.

Marketing Specialist (Fixed term contract) at Z Energy, New Zealand

Implemented targeted marketing for Fly Buys Pumped, setting campaign objectives, offer development, creative execution, and reporting. Managed multi-channel retail promotions and acquisition campaigns, coordinating with agencies and partners such as Loyalty New Zealand and Air New Zealand. Maintained competitive analysis and loyalty reporting suites to monitor program results and trends.

Regional Marketing Manager (Fixed term contract) at FunderTech Ltd, New Zealand

Headed digital marketing and CRM efforts, building databases through varied data sources and driving customer engagement programs. Owned marketing calendar and executed marketing activities for New Zealand, China, and Asia Pacific markets including investor roadshows and funding stages. Developed segmentation models and B2B engagement frameworks aligned to product disruption and investment stages.

Marketing Consultant, Global Markets at NAB Bank Australia (Hong Kong based)

Oversaw marketing activities across 11 international branches supporting NAB Private Wealth, Commercial, and Institutional Banking. Owned digital content projects supporting business growth, localizing economic and industry research reports. Launched digital acquisition and lead generation campaigns. Supported Group Chief Economist's Asia market tours with keynote production and media kits to reinforce thought leadership and sales efforts.

Manager Marketing, Customer Propositions at HSBC (Hong Kong based)

Proposition owner for HSBC Premier including Greater China and Advance integrated accounts. Developed acquisition and growth strategies based on customer insights, competitor intelligence, and behaviour trends. Planned and led customer acquisition and retention campaigns, coordinating with creative, media agencies, and research teams. Managed AOP budget and annual marketing calendar aligned to global targets, supporting group strategy for brand awareness and customer engagement.