Cheuk Shum

Head of Marketing, Hong Kong @ HSBC

About

I am proud to lead the Marketing function for HSBC Hong Kong, a financial institution with more than 160 years of history. I cover the full spectrum of B2C and B2B marketing agenda across offline, online and social as well as entity-wide brand presence through our strategic sponsorships. Before joining HSBC, I headed the Consumer, Private and Business Banking Marketing at Standard Chartered Hong Kong, a company I joined as Management Trainee and worked for 23 years in various positions from Wealth Management to Marketing. Lovely to connect with all talents, brands and agencies for collaborations.

Country

Hong Kong SAR

City

Hong Kong

Industry

Banking

Skill

Integrated Marketing, Digital Marketing, Equities, Capital Markets, Banking, Marketing Strategy, Wealth Management

Experience

Head of Marketing, Hong Kong

HSBC

2025-5 - Present · 1 yr 5 mos

Hong Kong SAR

Overseeing entity brand, B2C and B2B marketing initiatives for HSBC Hong Kong

Head of Marketing, Wealth and Personal Banking

HSBC

2022-12 - 2025-5 · 2 yrs 6 mos

Hong Kong SAR

I am proud to lead the marketing function for Wealth and Personal Banking at HSBC Hong Kong, with the ambition to build a powerful brand beyond banking and Hong Kong to support our business agenda. My remit covers the full segment continuum, from retail products to PayMe, from HSBC One, Premier, Premier Elite to Global Private Banking as well as Digital Sales Performance and Social Media channels. I am also responsible for the entity-wide marketing programs within Hong Kong including our M+ sponsorship activations and sporting programs.

Head, Consumer, Private, Business Banking Marketing

Standard Chartered

2021-4 - 2022-11 · 1 yr 8 mos

Hong Kong SAR

Key campaigns include the launch of co-brand Cathay card, a refreshed proposition of the leading travel theme credit card Asia Miles. Launch of “Wealth Insights Made to Matter” encompassing a full range of wealth solutions from INSEAD trained RMs, fintech based wealth platforms, sustainability banking products and our unique international network. Starring Hollywood actress Fala Chen, entrepreneur Danny Yeung, Michelin starred chef Vicky Cheng and upcycling fashion designer Toby Crispy, the creative execution creates resonance through real and genuine personas. Remit includes performance based digital acquisition from creative to media execution.

Head, Retail Marketing, Hong Kong, Greater China & North Asia

Standard Chartered

2020-4 - 2021-4 · 1 yr 1 mo

Hong Kong SAR

Expanded coverage to Greater China and North Asia

Head, Retail & Digital Marketing

Standard Chartered

2012-7 - 2020-4 · 7 yrs 10 mos

Hong Kong SAR

Led a number of key strategic marketing campaigns for the bank including the launch of Asia Miles proposition, Simply Cash Credit Card, Marvel partnership and other wealth campaigns to drive new-to-bank clients and revenue. Regional launch of Simply Cash Credit Card campaign featuring HK and Taiwan celebrities. First in-market adoption of YouTube Director’s Mix leading to Effie’s Award in HK and Region.

Head, Capital Market Products & Securities

Standard Chartered

2011-8 - 2012-6 · 11 mos

Hong Kong SAR

Product Lead for the HK Wealth Management Capital Market Products including Structured Products, Bonds, FX, PCI and Equities. Launched the Bank's Online Securities Trading Platform and Mobile Trade solution (Breeze Trade) with innovative pricing and marketing strategies, growing customer base and market share multi-fold.

Head, Equities and Alternative Channels

Standard Chartered

2010-5 - 2011-8 · 1 yr 4 mos

Hong Kong SAR

Senior Manager, Securities

Standard Chartered

2008-7 - 2010-4 · 1 yr 10 mos

Hong Kong SAR

Manager, Securities Services

Standard Chartered

2007-7 - 2008-7 · 1 yr 1 mo

Hong Kong SAR

Manager, Wealth Management

Standard Chartered

2004-2 - 2007-7 · 3 yrs 6 mos

Hong Kong SAR

Product management roles covering investment funds, business planning and securities trading.

Business Analyst

Standard Chartered

2002-2 - 2004-1 · 2 yrs

Hong Kong SAR

Core team with implementation of SCB’s first CRM tool with Siebel transforming the role and servicing model of our branch RMs. Led user requirement development, UAT and change management initiatives.