In a business world where marketing is often seen as a necessary expense rather than a strategic driver of growth, Hilda Chan, the newly promoted chief marketing officer of Hong Kong Science and Technology Parks Corporation (HKSTP), is on a mission to rewrite the narrative.
With a diverse background working on both the agency and client side of the business, Chan’s career journey has taken her from the high-octane world of advertising to leadership positions at iconic Hong Kong brands, including the Hong Kong Tourism Board. During her agency days, she worked with global brands such as Cathay Pacific, eventually transitioning to the client side with a mission to help brand Hong Kong itself. Now at HKSTP, Chan is responsible for initiatives promoting Hong Kong as an international brand and a global destination of innovation and technology.
“Marketing isn’t just about creating campaigns or managing channels,” she said. “It’s about using data, insights, and creativity to transform the way customers engage with a brand and ultimately drive tangible business results.”
Reflecting on her journey, Chan realized that marketing needs to be closely aligned with the business. She argues that marketing should not be seen as a supporting function but as an important business function that can drive value and lead change. Chan emphasizes the importance of setting clear performance goals and demonstrating value, making performance marketing a key priority for her team.
Chan also believes that marketers need to be familiar with AI and data to have a greater impact on the business agenda. By taking control of consumer and marketing insights, marketers can predict trends and drive business value.
There is no doubt that Chan is at the forefront of marketing, with a unique perspective on the evolving landscape and the skills required to thrive in it. She attributes her personal development to her days working on the agency side, where she learned the importance of diversity of ideas and embracing different cultures.
Chan believes that the next decade will be marked by a consolidation of marketing, with a focus on bringing together different disciplines in a holistic way for growth. She advises those considering a career in marketing to be proactive in shaping their career, taking risks, and seizing opportunities to create meaningful campaigns that can change behavior and the world.
In conclusion, Hilda Chan’s approach to marketing as a strategic driver of growth is reshaping the narrative in the business world. By emphasizing the importance of data, insights, and creativity, she is leading HKSTP in promoting Hong Kong as a global destination of innovation and technology. Her advice to marketers to be proactive in shaping their careers and creating meaningful campaigns highlights the importance of driving value and leading change in the marketing landscape.