HSBC taps Lalamove's Kristie Cheung as HK brand marketing lead

On-demand delivery platform Lalamove’s global head of marketing and communications Kristie Cheung (pictured) has left the firm to join HSBC as associate marketing director, wealth and personal banking, Hong Kong.  

Within her new role, Cheung will be leading the brand marketing for HSBC Hong Kong.  

Most recently, Cheung had been with Lalamove as the global head of marketing and communications for four years, where she was responsible for branding, business growth, PR, communications and content, loyalty and partnership across 11 markets in Asia and Latam. 
 
“I am blessed I was given the opportunity and trust from the Lalamove management to build the brand and marketing team who always make me proud. I am blessed I’ve got full support from internal and external work partners. I am blessed I had a chance to work with all the talented team members in Hong Kong and all over the world,” she said in a LinkedIn post.  

Most recently, HSBC One has joined forces with esports icon Faker and the world champion team T1 for its annual campaign targeting millennial customers.  

As part of collaboration, the bank will be hosting an exclusive meet-and-greet event with Faker and T1, providing customers with a unique and priceless experience. 

Starting now until 31 July, new customers who open an HSBC One account will have a chance to win tickets to the exclusive meet-and-greet event with T1 and Faker, as well as limited-edition T1 souvenirs.

Don't miss: HSBC UnionPay Credit Card incorporates cross-border elements in OOH campaign
 
Back in February, HSBC UnionPay Credit Card leveraged cross-border shopping opportunities to launch an eye-catching out-of-home (OOH) campaign ahead of the Chinese New Year.  

Targeting customers living in the Greater Bay Area, the campaign leverages social media culture to its advantage, transforming the popular hashtag #紅不過羅湖, which means "popularity can’t span across Lo Wu", into a positive and confident statement that says #從此，人人 #紅得過羅湖, meaning "from now on, with your HSBC Union Pay Credit Card, everyone’s popularity (紅) can span across Lo Wu".    

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