Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I'm a sophisticated global marketing and communications leader with 15+ years of experience driving brand growth, digital transformation, and fundraising across financial institutions and non-profit organizations. I excel at leading teams, managing partners, and navigating complex stakeholder environments. I'm a credible communicator who makes balanced, long-term strategic decisions, and I'm currently learning to use AI tools to enhance my skills.…I'm a sophisticated global marketing and communications leader with 15+ years of experience driving brand growth, digital transformation, and fundraising across financial institutions and non-profit organizations. I excel at leading teams, managing partners, and navigating complex stakeholder environments. I'm a credible communicator who makes balanced, long-term strategic decisions, and I'm currently learning to use AI tools to enhance my skills.

Chun Wai Tai

Brand Strategist, Marketing Strategist, Marketing Consultant, +3





I'm a sophisticated global marketing and communications leader with 15+ years of experience driving brand growth, digital transformation, and fundraising across financial institutions and non-profit organizations. I excel at leading teams, managing partners, and navigating complex stakeholder environments. I'm a credible communicator who makes balanced, long-term strategic decisions, and I'm currently learning to use AI tools to enhance my skills.…I'm a sophisticated global marketing and communications leader with 15+ years of experience driving brand growth, digital transformation, and fundraising across financial institutions and non-profit organizations. I excel at leading teams, managing partners, and navigating complex stakeholder environments. I'm a credible communicator who makes balanced, long-term strategic decisions, and I'm currently learning to use AI tools to enhance my skills.

Available to hire

I’m a sophisticated global marketing and communications leader with 15+ years of experience driving brand growth, digital transformation, and fundraising across financial institutions and non-profit organizations. I excel at leading teams, managing partners, and navigating complex stakeholder environments.

I’m a credible communicator who makes balanced, long-term strategic decisions, and I’m currently learning to use AI tools to enhance my skills.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Language

Japanese

Intermediate

Work Experience

Vice President, Brand & Communications at OCBC Bank

September 1, 2022 - July 1, 2024

Led integrated brand and digital marketing strategies to boost awareness, engagement, and performance across social, digital, and traditional channels within regional guidelines and budget. Oversaw the 2023 Name Change campaign across digital and POS channels with Singapore offices. Launched a new Instagram presence with a series of creative content. Planned and optimized paid campaigns on Facebook, Instagram, YouTube, WeChat, and Xiaohongshu. Built partnerships with agencies, influencers, and online communities to amplify brand visibility.

Senior Manager, Digital Fundraising at Hong Kong Committee for UNICEF

May 1, 2019 - August 1, 2022

Directed digital fundraising strategy aligned with UN targets. Created donation web and mobile pages and introduced donor-centric digital experiences like virtual gifts and P2P fundraising. Drove omnichannel campaigns across email, SEM, social, influencer marketing and retargeting, achieving 100% growth. Improved UX and CRO on donor platforms and maintained retention with the relationship team. Partnered with agencies and fintech partners such as Tencent and UnionPay.

Head of New Media at Focus Group Holdings Ltd.

January 1, 2016 - December 1, 2017

Led a digital creative team to plan and execute campaigns promoting Andy Lau's publicity, movies, concerts and productions. Developed multimedia content for his blog and social accounts; managed risks and negative comments. Collaborated with PR to drive publicity for in-house productions, e.g., 'ShockWave' and 'Chasing the Dragon'. Expanded social media followers and directed traffic to licensing and retail channels.

Founder/Director at tiny box Innovatives

October 1, 2011 - December 1, 2015

Founded and operated a profitable creative agency for 4+ years, leading an eight-member team delivering integrated digital solutions for clients including DBS Bank, Tencent, TVB, and Canon. Directed commercial video productions for UnionPay, L’Oréal, HKTDC, and Ocean Park, generating viral content and engagement. Managed web and mobile app development for Hutchison Group; launched the national charity cross-platform campaign “Love HK Your Way!” with the Li Ka Shing Foundation.

Online Marketing and Partnership Manager - China and Taiwan at EF Education First

September 1, 2007 - November 1, 2008

Designed and led online branding and advertising campaigns during the 2008 Beijing Olympics, focusing on lead acquisition through creative advertising on Chinese portals (e.g., Tencent QQ). Generated multimedia collateral and developed integrated solutions with web portal alliances to boost click and lead conversions. Managed a marketing budget exceeding $50 million and measured channel performance to ensure optimization.

Marketing Officer – Asia Pacific & Indian Sub-continent at MoneyGram International Ltd.

January 1, 2003 - August 1, 2007

Designed, executed and evaluated ATL and BTL marketing campaigns for allied partners across 34 countries in the Asia Pacific region to identify diaspora, achieve transaction and revenue targets. Built brand awareness and customer loyalty through seasonal campaigns, CRM and local advertising. Traveled to work with local teams to organize press conferences, PR events, road shows and exhibitions. Conducted CSR activities with Habitat for Humanity and supported home-building initiatives.