What's keeping me up: Hang Seng Bank's Jordan Cheung

In the ever-evolving marketing world, industry players need to keep up with the latest trends to resonate with their audience, especially the future consumer - Gen Z.  

A recent Hang Seng survey reveals a shift in how young people view financial freedom. The survey showed the majority (86%) of young respondents believe that increasing passive income through investment is essential to achieving both short-term and long-term financial freedom. 

Leading the full spectrum of marketing functions at a homegrown brand, Jordan Cheung (pictured), chief marketing officer, Hang Seng Bank, said his biggest worry is the fear of becoming outdated in his approach to marketing as the bank strives to stay young and relevant to the Gen Z audience. 

He believes having an open mind and a curious spirit is key to being a leader. Engaging in conversations with people from all walks of life is also essential to create new and innovative ideas. 

In the second round of the “What’s keeping me up” series, Cheung shares with us his worries as a marketing leader and what keeps him going. 

MARKETING-INTERACTIVE: What is the biggest thing you worry about?  

I am worrying about getting old, not because of the wrinkles or the grey hair, but because I fear becoming outdated in my thinking and approach to marketing. Marketing is constantly evolving, and I want to ensure that my mindset stays fresh and innovative. 

MARKETING-INTERACTIVE: How do you deal with this worry?  

To stay relevant, I make a conscious effort to maintain an open mind and a curious spirit. I regularly engage in conversations with people from diverse backgrounds and seek out new learning opportunities to keep my knowledge and perspective up-to-date. 

MARKETING-INTERACTIVE: As a leader, how do you deal with it when your staff tells you the work is creating mental pressure and well-being issues?  

I consider it a positive sign when my staff feels comfortable expressing their concerns about mental pressure and well-being. It demonstrates that they trust me and value my advice, rather than resorting to directly submitting their resignation letters.

Managing pressure is undoubtedly crucial, and I firmly believe in the significance of maintaining a healthy work-life balance to prevent burnout. When addressing such situations, I prioritise open and honest conversations with my staff to identify the root causes of the pressure. By breaking down the challenges into manageable steps and prioritising solutions, we can effectively alleviate their concerns and foster a productive work environment. 

MARKETING-INTERACTIVE: What keeps you going?  

My primary motivations come from a sense of accomplishment and a deep commitment to our vision. I believe that finding enjoyment in one's work is crucial for sustained passion. Whether it's tackling new challenges, collaborating with talented colleagues, or witnessing the progress we make towards our goals, I find that embracing the 'fun' aspects of my job keeps me energised and motivated.

MARKETING-INTERACTIVE: How do you boost employee morale when facing obstacles/challenges? 

I believe that challenges can be perceived from both positive and negative perspectives. When faced with obstacles, it's important to encourage a positive mindset among employees. By focusing on the opportunities for growth and learning that challenges present, we can foster a culture of resilience and innovation. I find that open communication, recognising achievements, and providing support are effective strategies for boosting employee morale during challenging times. 

MARKETING-INTERACTIVE: Anything else you would like to add 

As we all age, I remind myself of the importance of maintaining a youthful mindset, especially as a marketer. Curiosity is essential in our field, and marketing insights can be found in our daily lives. I developed this perspective during my time in an advertising agency, where I handled diverse clients from various industries.

Subsequently, I gained experience across multiple industries, which allowed me to explore their unique business natures. Identifying common elements and differences became a fascinating pursuit. I enjoy applying lessons learned in one industry to another, testing their viability in different contexts. Ultimately, marketing success hinges on our understanding of the industry and our ability to resonate with customers. 

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