Kelvin, Ka Lun CHEUK

Responsible for marketing of retail products, including HSBC credit cards.

• Develop and execute data-driven marketing strategies to increase retail product penetration and usage across diverse customer segments
• Leverage consumer insights and analytics to optimize campaign performance and enhance audience engagement
• Manage marketing budgets effectively to maximize ROI while upholding brand values and regulatory compliance
• Deliver internal and external communications for key campaigns, maintaining consistent branding and stakeholder benefits

Achievements:

• Delivered internal and external communications for multiple marketing campaigns
• Maintained strong branding and benefits alignment for the company and various stakeholders

Responsible for consultation services on overseas e-commerce projects.

• Provide expert consultation on creative content strategies, including copywriting, video storyboarding, and media planning
• Develop targeted content initiatives that support brand expansion and market penetration in regional markets

Achievements:

• Developed content for Tao Heung targeting the Southeast Asia market

A subsidiary of AIA Group providing comprehensive medical, travel, and general insurance products to individual and corporate customers. Responsible for marketing, public relations, and branding for the company.

• Design and implement marketing campaigns and agency communication strategies (30:70 internal:external ratio)
• Solicit and secure new CSR partnerships and contribute to strategic CSR planning
• Optimize marketing materials for diverse sales channels to improve effectiveness and reach rate
• Coordinate stakeholders for high-profile events (e.g., Fencing Championships)
• Plan, execute, and evaluate digital content across social media and website platforms
• Analyze market intelligence and competitor activities to inform strategic decisions

Achievements:

• Led promotion campaign for VHIS insurance
• Produced video campaigns on “Agency Communication” and “Customer Testimonials”

A recognized industry body responsible for advancing and promoting the development of the insurance business in Hong Kong. Manage marketing, public relations, and branding for the organization while working closely with the General Manager and CEO.

• Plan, implement, and evaluate integrated marketing, branding, PR, and CSR campaigns across social media, website, events, and content channels
• Craft communication strategies, including press releases, media conferences, and executive interviews
• Optimize advertising across digital platforms and traditional media (OOH, print, TV)
• Coordinate internal and external stakeholders on marketing and PR initiatives (30:70 internal:external ratio)

Achievements:

• Achieved +3% Facebook and +74% LinkedIn follower growth; elevated engagement rates to 2% (Facebook) and 6% (LinkedIn), significantly exceeding industry benchmarks (0.08% and 2%)
• Produced video campaigns on “Talent Acquisition”, “Hello Hong Kong”, and “Green Insurance Contest”
• Successfully delivered website revamp project

A subsidiary of New World Development Group aiming to become the pioneer in the healthcare and wellness industry in the Greater Bay Area. Responsible for planning and executing rebranding projects and various marketing campaigns while collaborating with management and stakeholders for maximum brand exposure.

• Plan and execute marketing campaigns and rebranding initiatives to enhance visibility in the Greater Bay Area healthcare and wellness sector
• Coordinate internal and external stakeholders for events, partnerships, and PR activities
• Lead website redevelopment, public relations, and vendor relationship management

Achievements:

• Delivered marketing campaigns for joint venture partnership with St. Bella

A government-owned company established to develop Hong Kong as a global hub for innovation and technology. Worked at a senior level, responsible for event programme planning, ATL/BTL marketing promotion, branding, communications, stakeholder engagement, and management of large-scale (1,000+ participants) physical and virtual events. Acted in a leadership role within a small team with significant vendor management responsibilities.

• Orchestrate large-scale physical and virtual corporate events (1,000+ participants), including international summits and forums
• Manage production of marketing collaterals, e-newsletters, POSM, souvenirs, reports, and presentation materials for both internal and external communications (50:50 ratio)
• Direct branding, ATL/BTL strategies, media partnerships, publicity plans, social media, digital marketing, and website management
• Lead and supervise small teams and vendors to ensure project efficiency and high-quality delivery
• Cultivate stakeholder networks and coordinate engagement programmes

Achievements:

• Successfully organized major events including Internet Economy Summit, Digital Entertainment Leadership Forum, and Cyberport Venture Capital Forum

A leading Japanese multinational corporation specializing in fashionable eyewear brands including ELLE, PUMA, and Prada. Acted as an experienced specialist in marketing and public relations campaigns, working closely with the CEO and Chief of Marketing in Europe and Japan during maternity cover.

• Formulate and execute ATL (digital) and BTL marketing and advertising campaigns to drive market penetration and brand awareness
• Liaise with advertising agencies and design houses to execute all marketing and advertising materials
• Represent the company on PR matters, including preparation of press releases, press conference and crisis management

Achievements:

• Launched multiple Facebook game campaigns
• Completed successful website revamp project

A tutorial centre based in Dongguan, China, providing English and academic classes to primary students; co-founder responsible for business operations, tutoring, and marketing initiatives.

• Deliver engaging English language instruction to primary students, adapting content to diverse learning needs
• Design and implement marketing campaigns and events to drive student enrollment and retention
• Monitor and manage daily operational matters, including customer service, scheduling, and resource coordination

Achievements:

• Successfully operated the centre for over 2.5 years, serving more than 800+ students

A leading total communications provider in Hong Kong offering voice, multimedia, and broadband services. Responsible for branding and marketing communications while working closely with the CEO on weekly market intelligence.

• Collaborate with agencies, media, copywriters, and internal teams to ensure POSM and brand guideline compliance across multilingual materials
• Serve as corporate identity gatekeeper while supporting ATL campaigns in print, digital, SEM, viral videos, and social media platforms
• Coordinate with CEO on weekly market intelligence consolidation, analysis and reporting
• Oversee campaign budgets and execute branding initiatives

Achievements:

• Executed branding revamp campaign and brand health tracking
• Delivered “Trade Description Ordinance” compliance campaign
• Provided close support to CEO on market intelligence analysis and communications

An air cargo terminal listed in Singapore, providing comprehensive cargo handling services to leading international airlines.

• Devise and execute promotion activities and PR functions, including cargo forums, exhibitions, overseas golf tournaments, and iPhone app development
• Prepare monthly cargo reports and conduct market research to forecast marketing strategies
• Liaise with airlines on commercial and marketing activities
• Produce seasonal newsletters and press releases
• Manage stakeholder engagement programmes with media and government

Achievements:

• Organized overseas golf tournament
• Developed and promoted iPhone app
• Escorted senior Chinese government officials for company visits

A Hong Kong-headquartered company specializing in high-quality catering equipment. Acted as marketing ambassador and account servicing representative for hotel catering departments.

• Organize marketing campaigns, events, and project follow-up
• Update website and design catalogues to enhance brand visibility
• Manage customer relationships and source new vendors
• Prepare tenders, quotations, and sales reports

Achievements:

• Developed and launched “YPT Online” platform for online enquiries and shopping, expanding digital reach