Summary
Overview
Work History
Education
Skills
Timeline
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NANCY YANG NING SHU

NANCY YANG NING SHU

Digital Life Insurance Team Lead
Hong Kong

Summary

A result-driven digital marketing and proposition veteran with proven track record in insurance sales strategy and project management.

Overview

9
9
years of professional experience
3
3
Languages

Work History

Manager, Digital Commercialisation and Engagement

Hang Seng Bank Limited
08.2021 - Current
  • Team lead of digital life insurance sales channel - savings insurance, initiating digital acquisition strategy, platform commercialisation, data-driven customer engagement planning. Achieved year-on-year growth of 175% in digital life insurance revenue, and external media acquisition cost control by 97%.
  • Oversee digital insurance initiatives including product launch, product revamp, tactical campaign and internal governance. Collaborate with compliance, IT, marketing, product and digital teams on delivering plaform and sales projects. Led product launch of CouponPower Guaranteed Life Insurance Plan in 2024.
  • Design and implement data and behavior-driven marketing execution and customer contact strategies. Work closely with analytics team, business units and segment teams of Retail Banking and Wealth to deliver cross-product and customer segmentation targeting by applying data science insights and predictive models.
  • Oversee external partner sales channel including planning of channel propositions and sales initiatives to facilitate awareness, penetration thus led to sales growth.
  • Conduct business planning and manage channel budgeting, including business target projection, performance metrics tracking, and cost control planning.
  • Three consecutive years of top performer with "Outstanding" assessment outcome in performance review

Assistant Manager, Proposition Development

HSBC Life (International) Limited
06.2018 - 08.2021


  • Develop and execute communication strategies to effectively reach target customers and promote new propositions.
  • Lead the development of new product and service offerings, ensuring alignment with customer needs and business objectives.
  • Conduct market research and analysis to identify opportunities and trends, and to understand the competitive landscape
  • Key projects include: (1) Launch of new rider - Dementia Protection; (2) Launch of HSBC Life Talk Information Hub, supported by a hero marketing campaign collaborated with ViuTV; and (3) Launch of exclusive insurance product offer - ONEdna Wellness Experience partnered with leading health sciences company Prenetics.

Digital Marketing Executive

Pacific Prime Insurance Brokers Limited
08.2016 - 06.2018
  • Design and implement digital marketing strategies to meet business objectives of online lead conversion
  • Execute tests and analyze data, identify trends and insights from digital results in order to achieve maximum ROI in SEO/SEM campaign
  • Develop strategic digital partnership with third parties for online and offline marketing campaigns
  • Manage and maintain digital channels and websites of international offices (China, the UAE) including web content, SEO and social strategy

Education

BBA - Marketing And Management

The Hong Kong University of Science And Technology
04.2001 -

Skills

  • ICAgile Certified Professional - Agility in Marketing
  • Google Analytics, Google AdWords/AdSense
  • Adobe Analytics, Adobe Experience Platform
  • MS Office

Timeline

Manager, Digital Commercialisation and Engagement

Hang Seng Bank Limited
08.2021 - Current

Assistant Manager, Proposition Development

HSBC Life (International) Limited
06.2018 - 08.2021

Digital Marketing Executive

Pacific Prime Insurance Brokers Limited
08.2016 - 06.2018

BBA - Marketing And Management

The Hong Kong University of Science And Technology
04.2001 -

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NANCY YANG NING SHUDigital Life Insurance Team Lead