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 at 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 like 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 a renowned 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 very close to the business and not just a supporting function. She argues that marketing today needs to take a seat at the table and persuade corporations that it has the power to drive value and lead change. According to Chan, marketers should set clear performance goals and demonstrate value, making performance marketing a key priority for her team.
Chan also believes that marketers must become familiar with AI and data to have a greater impact on the business agenda. “You have to show them that marketing is more than just a spending function, and that we can drive business insights and value,” she says.
There is no doubt that Chan is at the bleeding edge of marketing, with a unique perspective on the evolving marketing landscape and the skills required to thrive in it. She attributes her personal development to her days working on the agency side, emphasizing the importance of diversity of ideas and embracing different cultures.
Chan believes that the next decade will be marked by a consolidation of marketing after decades of fragmentation, emphasizing the need to think of everything in a holistic way and blur the lines of different disciplines. She advises those considering a career in marketing to be proactive in shaping their career, encouraging them to take calculated risks and seize opportunities.
Through marketing, Chan believes that one can create meaningful campaigns linking consumer insights to cultural context, ultimately changing behavior and the world. This article highlights the growth conversation with Hilda Chan, the chief marketing officer at HKSTP, shedding light on her unique perspective and approach to marketing in today’s business world.
