Icy LEUNG
Regional Head of Marketing, China
Summary
I am a strategic marketing leader with strong experiences in regional and global marketing, specializing in business development, relationship management, and driving market growth in China and the Asia Pacific. Proven track record in leading high-performing teams, executing comprehensive market plans, and cultivating relationships with senior stakeholders to achieve business objectives. Expertise in navigating complex markets, leveraging data insights, and managing cross-functional teams to deliver strategic priorities. Known for driving innovation and inspiring teams to deliver sustainable growth and enhance brand reputation. Passionate about building sector-specific strategies and new market opportunities while fostering a culture of continuous improvement.
Professional leader with significant experience in regional management. Demonstrates strong focus on team collaboration and achieving results. Known for strategic planning, operational efficiency, and effective communication. Adaptable and reliable, with keen ability to navigate changing needs and drive success.
Overview
31
31
years of professional experience
2006
2006
years of post-secondary education
3
3
Languages
Work History
Regional Head of Marketing & Planning, China
ACCA
09.2014 - Current
- Regional strategic planning leadership - Spearheaded strategic and operational planning across Asia Pacific (Sep 2014–Oct 2018), China (Oct 2018–present), and Africa (Jun 2021–Jul 2022, secondment), ensuring alignment with ACCA's corporate strategy. As RHOM for Asia Pacific, Africa & China (prior to the 2023 delivery model), I led regional strategy reviews, EB updates, annual market plans, and quarterly reviews. I shaped presentation structures and coordinated leadership inputs to deliver unified regional insights, identifying growth opportunities, assessing risks, recommending mitigation strategies, and mobilizing cross-functional support.
- Lead the development and execution of China's Strategic Roadmap and ensuring alignment with ACCA's corporate strategy and business objectives. Developed the student recruitment key segment focus (Protect bound class, Explore STEM and Accelerate MPAcc) and robust new student intake measure by B2B and B2C channels which laid the foundation for regular forecast (latest estimate against target) and performance tracking
- Directed the migration to a new delivery model, ensuring resources alignment (80% local, 20% global) to meet China's unique market needs.
- Vietnam Market Development Business Case (2016) - As RHOM for Asia Pacific, I co-developed the Vietnam market business case with the Regional Head of Business Development. We assessed market SWOT, competitor landscape, student pipeline potential and route to market strategies via university and ALP partners. The recommendations laid a solid foundation for future market development in Vietnam
- Cultivated top-tier relationships with senior stakeholders, including education partners and industry leaders, strengthening ACCA's brand presence and recognition in the region
- Deepening collaboration with ISSB to maximise impact - ACCA is committed to a sustainable future through enriched qualification content, release of key PI reports and collaboration with strategic partner e.g. ISSB to promote ESG awareness and adoption. ISSB was invited as judge for 2025 Job Hunting Competition which provided significant PR exposure and further strengthening ACCA's thought leadership position in sustainability.
- Drove business development initiatives, including sector specific strategies with ALP - through regular business reviews with ALPs to co-develop B2B2C and B2C strategies focused on student acquisition, progression, maximising the usage of Big 3 study support and retention, leveraging targeted data insights, and dashboards. Led joint marketing initiatives, including influencer and social media campaigns, to strengthen brand presence and generate leads. More recently, planned and executed a joint up approach with ALPs in maximising the awareness of BSc and ILA launch
- Supported the Employer Engagement team in engage existing and identifying new employer partners by promoting ACCA's value proposition for talent acquisition and capability development includes the promotion of ACCA Learning, ACCA Careers, Career Season/VCF, and the global and local Employer Satisfaction survey results to endorse ACCA as the preferred talent partner.
- Improve member engagement through optimising WeCom as an effective local comms channel
- Orchestrated regional marketing strategies, driving key initiatives and managing marketing communication and PR throughout China. Key initiatives
- WeCom implementation to drive strategic performance - To address communication and engagement challenges and improve key strategic measures (retention, progression, affiliate-to-member conversion, and OSAT), I led the cross-functional implementation of WeCom in October 2023. Results to date (July 2025) shows a strong performance uplift among members and future members within WeCom: 3% higher member retention, 5–10% more exam entries, and a 5% increase in affiliate-to-member conversion compared to non-WeCom users.
- Directed the STEM Agile Team, creating a value proposition and business plan that informed ACCA's STEM segment strategy and breakthrough in university partnerships.
- Managed crisis communications during the COVID-19 pandemic, safeguarding ACCA's brand and maintaining stakeholder trust.
- Championed strategic innovations within China Leadership and B&M Leadership teams to boost performance and drive engagement.
- Launched Affiliate Advance, leveraging insights to initiate monthly hybrid activities, engaging over 4,000 Affiliates and accelerating membership conversion.
- Co-created a milestone-based Student Journey to Employability, integrating it into B2B2C and expanding through B2C digital outreach.
- Amplified employer advocacy and showcased ACCA values through Member Advocacy LinkedIn campaigns featuring Hong Kong member success stories.
Manager, Marketing (Head of HK Market)
Hong Kong Disneyland
01.2012 - 06.2014
- Spearheaded comprehensive 360 Marketing Strategies and Integrated Communications, significantly boosting attendance and earning marketing accolades.
- Developed and executed targeted marketing strategies for the Hong Kong market, driving visitation and revenue growth through integrated PR, digital, and social media campaigns.
- Led cross-functional teams for market research, revenue analysis, and campaign delivery in alignment with business objectives.
- Guided data-driven marketing decisions using in-depth market research, strengthening competitive positioning.
- Managed marketing budget, optimizing channel spend for maximum ROI and efficiency.
- Fostered strategic relationships with key stakeholders, agencies, and partners in the Hong Kong market.
- Amplified online presence and customer engagement using Digital Marketing Tools.
- Monitored market trends and consumer behaviors to adapt and refine marketing strategies.
- Collaborated with sales teams to synchronize marketing efforts with sales targets, supporting revenue growth.
- Provided detailed campaign performance analysis and reported actionable insights to senior management.
- Achievement
- Through launched of integrated marketing communications plan for new expansions, seasonal events and low peak promotional offers, achieved attendance growth for Local guests in 2012 (+24% vs. year ago) and maintained in 2013, within which the core target (Young Adults) +42% vs. year ago in 2012 and +24% in 2013
- Led the marketing disciplines to develop an integrated 360o marketing communication plan for the new expansion i.e. Grizzly Gulch (July 2012) & Mystic Point (May 2013). Brand awareness, Ad awareness, key image attributes and re-visit intent among targeted segment recorded significant growth vs. year ago and widened the gap with competitions
- Introduced an offer to Local during low peak (Nov/Jan) in 2013 and communicated through a cost effective online channel (Facebook). Result exceeded target by 110%
- Received numbers of marketing awards as recognition of success e.g.
- 2012 Halloween Campaign “Breakthrough the dark side of Hong Kong Disneyland” as top 4 at 2013 HKMA/TVB Marketing Excellence Awards
- In 2012 & 2013, Hong Kong Disneyland was voted as one of the top 3 brands in the Entertainment category at the Yahoo! Emotive Brands Award
Regional Business Development Manager, Asia Pacific
British American Tobacco
07.2008 - 12.2011
- Pioneered marketing and distribution efforts across key Asia Pacific territories, including Japan, Korea, Australia, Malaysia, and Southeast Asia.
- Generated and presented detailed business development reports to senior management.
- Worked as an internal consultant, provided strategic input to local markets in Trade Marketing & Distribution (TM&D) strategy through regular market visit/audit and monthly meetings with different market clusters
- Sharing best practices across the globe and leveraged on existing program/material developed to save costs and time in development and implementation
- Worked as an internal consultant, provided strategic input to local markets in TM&D strategy through regular market visit/audit and monthly meetings with different market clusters
- Sharing best practices across the globe and leveraged on existing program/material developed to save costs and time in development and implementation
- Achievement
- Led and developed the TM&D agenda (Capabilities, Route to Market, Key Account Management, Category Management, Legal Compliance, IT infrastructure, Resources Allocation etc.) with key focus areas and deliverables identified for each market in ASPAC and regional TM&D priorities identified
- Introduced the Shopper Marketing approach in Japan to increase brand awareness and weighted distribution of Kent Nano by 10% & market share by 0.5%
- Developed capability assessment tool “Spotlight” and implemented in Japan, Korea, Malaysia and Vietnam for over 5,000 TM&D field force staff to identify strengths & weaknesses in TM&D capabilities in order to prioritize development needs
- Established the retail classification methodology, including customer segmentation and shopper segmentation in APAC markets
- Led the Regional TM&D IT system project and created synergy savings of £10mn in ASPAC
General Manager, Hong Kong & Macau
British American Tobacco
05.2006 - 06.2008
- Overall P&L & budget management: Full responsibility of P&L and maintained HK market as one of the most profitable business units within BAT in Asia Pacific
- Brand Management: Oversaw strategic brand portfolio management, from new product line extension, market research & insights development to in-store communications in Key Account & Horeca
- Distribution Management: Regularly reviewed the distribution KPI e.g. distribution vs. competition, OOS, product freshness etc. and improve efficiency in inventory management through savings in secondary supply chain costs
- Trade Marketing Management (Key Account, General Trade & HORECA) – Oversaw the channel sales strategies, define sales goals of the channel teams, regular monitoring on KPIs e.g. Market share, channel share, category share, share of voice and share of facing through Retail Audit and Key Account POS data
- Channel & Business Development: Setting up taskforce to look for opportunities in brand image building and sales opportunities e.g. setting up sales product hotline
- Corporate Affairs Management: Led corporate brand management and drove initiatives in Corporate Social Responsibility e.g. corporate sponsorship in Arts Festival, Youth Smoking Prevention program implementation at Key Accounts
- Staff development and retention: Built leadership teams and created a robust succession framework. Led people development and organizational development strategies
- Achievement
- Achieved 30% above plan in revenue, 90% above plan in profit and turnover of £26 million
- Launched the “Lucky Strike” brand in Hong Kong in 2007 through strategic launch marketing activities in HORECA & Key Account channel. Successfully built brand awareness to >90% and achieved a 2.5% market share within 3 months of launch
- Based on in-depth analysis of consumer insights, identified opportunities in Value for Money segment and introduced a new brand of Super Menthol Cigarette: Winfield Ice. Gained 2% of the market share within 3 months after introduction
- Led the project on change in route to market model in Hong Kong (from 3rd party Distribution to Direct Distribution) and restructured the contract with Distributor in Macau, contributed to a saving of £1 million annually
- Successfully developed strong business relationships with key retailers such as 7-11 and Circle K, in independently commissioned Customer Satisfaction Survey in 2007, BAT HK was awarded as preferred industry partner in the tobacco category
- Acting as Vice President of the Tobacco Association HK, representing BAT HK and the tobacco industry to engage and lobby with the key stakeholders and government officials with key successes in
- Obtained an 18-month lead-time for health warning change implementation to ensure a smooth transition and reduced high stock returns or out-of-stock situations
- Convinced the Financial Secretariat to freeze tobacco excise increase in 2006 and 2007 by presenting impact of influx of illicit tobacco products because of dramatic tobacco excise increase
Marketing Development Manager, China
British American Tobacco
05.2005 - 04.2006
- Spearheaded in-store merchandising initiatives across Key Accounts, General Trade, and HORECA sectors.
- Expertly managed channel strategies and performance within the HORECA segment.
- Drove people development, fostering a high-performance team culture.
National Horeca Channel Manager, China, HK & Macau
British American Tobacco
09.1998 - 04.2005
- Developed and executed strategic HORECA (Hotel, Restaurant & Cafe) channel plans for China, HK, and Macau markets.
- Crafted and implemented in-store merchandising initiatives to enhance brand visibility.
- Spearheaded brand communication efforts across national Horeca channels.
- Managed and coordinated high-impact event marketing campaigns.
- Fostered strong customer relationships through effective CRM strategies.
- Enhanced team performance through targeted capabilities development programs.
Brand Manager (Kraft General Foods)
Sims Trading Company Limited
09.1996 - 08.1998
- Oversaw Key Account Management, optimizing client relationships and driving sales growth.
- Directed inventory control, ensuring optimal stock levels to meet market demand.
- Spearheaded successful new product introductions, expanding brand presence.
- Executed impactful below-the-line promotional campaigns, enhancing brand visibility.
Account Manager
J. Walter Thompson
12.1994 - 08.1996
- Managed Above-The-Line (ATL) advertising campaigns, encompassing TV commercials, outdoor advertising, and print media for premier clients including Nike, Kraft General Foods, and Hong Kong Telecom.
- Spearheaded comprehensive media strategies and placements, ensuring optimal visibility and engagement for high-profile accounts.
Trader Assistant (Equity Derivatives)
JP Morgan
05.1994 - 11.1994
- Assisted in equity derivatives trading in Japan market.
Education
Master of Business Administration -
Warwick Business School
Bachelor of Arts - Economics, Philosophy
University of Hong Kong
Skills
- Strategic Marketing & Planning
- Strategic Marketing & Planning
- Strategic Marketing & Planning
- Strategic Marketing & Planning
- Strategic Marketing & Planning
Timeline
Regional Head of Marketing & Planning, China
ACCA
09.2014 - Current
Manager, Marketing (Head of HK Market)
Hong Kong Disneyland
01.2012 - 06.2014
Regional Business Development Manager, Asia Pacific
British American Tobacco
07.2008 - 12.2011
General Manager, Hong Kong & Macau
British American Tobacco
05.2006 - 06.2008
Marketing Development Manager, China
British American Tobacco
05.2005 - 04.2006
National Horeca Channel Manager, China, HK & Macau
British American Tobacco
09.1998 - 04.2005
Brand Manager (Kraft General Foods)
Sims Trading Company Limited
09.1996 - 08.1998
Account Manager
J. Walter Thompson
12.1994 - 08.1996
Trader Assistant (Equity Derivatives)
JP Morgan
05.1994 - 11.1994
Bachelor of Arts - Economics, Philosophy
University of Hong Kong
Master of Business Administration -
Warwick Business School
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