Terence Ling

Chief Strategy & Innovation Officer @ TBWA HONG KONG

About

As chief architect of customer and marketing strategy for brands across diverse industries and regions, I'm deeply passionate about all things human and disruptive. I am obsessed with customer truth and my passion is in designing meaningful innovations based on human empathy.

Country

City

Australia

Industry

Marketing & Advertising

Skill

Digital Marketing, Digital Strategy, Strategic Planning, Business Planning, Marketing Strategy, Business Strategy, Creative Strategy, Brand Management, Brand Architecture, Marketing Communications, Social Media Marketing, Brand Activation, Digital Activation, Market Planning, Content Strategy, Corporate Branding, Corporate Communications, Mobile Marketing, Event Planning, Marketing Activation

Experience

Chief Strategy & Innovation Officer

TBWA HONG KONG

2010-11 - Present · 15 yrs 11 mos

Sydney, New South Wales, Australia

Working remotely for the TBWA Hong Kong office. I established the strategy department and I currently oversee a mixed team of strategists with a range of expertise. We have been Hong Kong's most effectiveness agency for three consecutive years according to Effie and Warc rankings. Demand & Investment Mapping - business projection, revenue modelling, budget planning Designing, engineering and moderating Disruption Day® Workshops to co-create solutions towards C-Suite level challenges - business interrogation, visioneering, Disruption® exercises Designing full-funnel marketing systems with TBWA’s Acquisition Engine approach - signal- triggered targeting, micro segment messaging, content tiering, programmatic conversion Annual marketing planning - strategies that encompass business, trends, segmentation, tech, product, customer experience, ecosystem, acquisition / retention and propositions Campaign planning - Disruption® platform & activation, channels & journeys, KPI setting Insight mining using integrated research - primary quant & qual, analytics, culture-spotting Content & distribution strategy - pillars, paid-owned-earned ecosystem, partnerships eCommerce strategy - UI/UX user insights, behavioural segmentation, architecture CRM strategy - programme design, RFVA cultivation, member recruitment

Senior Strategic Planner

Ogilvy

2006 - 2010-11 · 4 yrs

Grew the KFC business (customer visitation) by 54% within 17 months of brand management, reversing a long-term decline. More than doubled the KFC delivery business within one year of brand management. Repositioning of MTR helped the train operator beat the global recession in 2009 and achieve US$16 million in incremental fare revenue. This success story helped MTR to win the first ever IPA award for Hong Kong. Pitch-winning work for Mercedes-Benz Great China resulted in being deployed at all international markets.

Copywriter

Freelance

2005-1 - 2006-10 · 1 yr 10 mos

Hong Kong

Founder/Chef/ShopManager

Le Bonbon Crêperie

2004-3 - 2006-7 · 2 yrs 5 mos

Hong Kong

I founded a popular crêpe shop that operated in the form of seasonal pop-ups at the food court within City’super. During the most competitive Christmas season, we beat other merchants in generating the highest revenue and broke City’super’s monthly revenue record.

Marketing Manager

HKT Teleservices (Formerly PCCW Teleservices)

2000 - 2005 · 5 yrs

Grew the consumer broadband business (customer base) by 86% within the three years of our marketing leadership. Awarded Top Service Award by NEXT Magazine for four consecutive years and Top Service Gold Award in 2002 and 2005. Pioneered Asia’s first Wi-Fi business model with Netvigator Wireless in 2003, awarded Best Practice Award by ComputerWorld.