Day 1, 20 October: Engineering the modern marketing machine

Modern marketing demands systems, not just sparks. Marketers must forge scalable, data-driven operations that adapt in real time as complexity mounts. Unveil how top teams are building high-performance marketing machines, powered by AI, automated decisions, clean data, and seamless orchestration.

Agenda

20 October

08:30

REGISTRATION & REFRESHMENTS

09:00

Welcome Remarks

09:10

[Opening Fireside Chat]

Agentic AI: When marketing thinks for itself

  • Discuss how privacy-enhancing technology can enhance insights while protecting privacy
  • Define accountability models when AI makes micro-decisions in real time
  • Benchmark readiness by evaluating workflow triggers, data quality, and override protocols

Moderator:

Rezwana Manjur

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

Speaker:
Gary Liu

Gary Liu

Co-Founder & CEO

Terminal 3

09:40

[Lightning Talk]

Intelligent agents: Scaling marketing funnels with AI you can trust

This session reveals how AI agents are reshaping marketing by moving beyond basic automation, building trusted and transparent flows, and driving growth across every stage of the customer journey. 

Eric Mui

Eric Mui

VP, General Manager (GCC, EMEA, LATAM)

SleekFlow

9:55

[Case Study]

The invisible bottleneck: Why your marketing isn’t moving fast enough

  • Audit cross-functional processes to locate approval, data access, and briefing delays
  • Diagnose points of failure in tech orchestration, from campaign ops to asset handoff
  • Align martech, ops, and creative teams through shared velocity metrics
Patrick Kwok

Patrick Kwok

Marketing Lead

Outback Steakhouse Hong Kong

10:25

MORNING COFFEE & NETWORKING

10:45

[Lightning Talk]

Beyond the database: Reimagining CRM with AI

Discover how brands are using this duo to personalise at scale, respond in real time, and guide customers without friction.

Tony Ng

Tony Ng

Founder and Creative Director

DigiSalad

 

11:00

[Lightning Talk]

Building the full funnel: Data, insight, and conversion in one flow

Discover how brands can integrate awareness, influence, and purchase into a unified funnel powered by data and intelligent orchestration.

Mario Chow

Mario Chow

Senior Business Development Manager

iClick Interactive Asia 

11:15

[Panel Discussion]

Click to reality: Closing the loop on O2O marketing

  • Linking online touchpoints to offline with smarter attribution
  • Creating enhanced engagement through interactivity
  • Using O2O data to optimise strategy, personalise campaigns, and prove ROI
Moderator:
Karen Wong

Karen Wong

Deputy Editor – North Asia

MARKETING-INTERACTIVE

Panellists:

Hilda Cheung

Hilda Cheung

Marketing Director

CODY out of home
Paul Tse

Paul Tse

Chief Customer and Marketing Officer

FWD Hong Kong & Macau

Maria Bien

Maria Bien

Group Marketing Lead

The Academïcs Group

11:45

[Case Study]

Building a multi-business ecosystem: How Cathay uses data to diversify and scale

  • Leverage a single customer view to orchestrate cross-vertical engagement and upsell
  • Translate loyalty data into new product demand signals across disconnected units
  • Build a modular data stack to scale across business lines without duplication
Linda Wang

Linda Wang

Head of Lifestyle Marketing

Cathay Pacific Airways 

12:15

[Panel Discussion]

Turning the business around: Using digital to drive efficiency and relevance

  • Identify why and what for digital strategy and learn the latest how to win
  • Reprioritise legacy investment strategy considering P&L impact leveraging with technology
  • Unlocking visibility into your brand’s AI representation 

Moderator:

Michelle Chan

Michelle Chan

General Manager, Digital Business

DCH Motors International Holdings

Panellists:

Denise Choi

Denise Choi

Enterprise Solutions Director

Meltwater

Jaslin Goh

Jaslin Goh

Director, Marketing, Communications and Data

Octopus
Flora Tsui

Flora Tsui

Vice President, Marketing and Digital Strategy

Toys“R”Us Asia

12:45

NETWORKING LUNCH

14:00

[Fireside Chat]

Level up: Driving brand impact through the gaming economy

  • Harness the power of in-game worlds and communities to deepen engagement and expand brand reach.
  • Fine-tune targeting, personalise storytelling, and optimise campaign performance.
  • Design revenue-focused strategies that turn player interactions into measurable growth opportunities.

Moderator:

Karen Wong

Karen Wong

Deputy Editor – North Asia

MARKETING-INTERACTIVE

Speaker:
Dominic Law

Dominic Law

CEO

Neopets

14:30

[Lightning Talk]

Now or never: Real-time CDPs and the race for relevance

Explore how modern CDPs help marketers act on live signals, not last week’s data.

Margaret Mok

Margaret Mok

SVP, Head of Digital Acquisition & MarTech

DBS Bank

14:45

[Lightning Talk]

Creative intelligence: Using AI to design campaigns that connects with customers

Explore how AI fuels imagination – turning ideas into dynamic, personalised campaigns that captivate audiences and spark deeper engagement. 

Kevin Tsang

Kevin Tsang

Head of Marketing

WeLab Bank

15:00

AFTERNOON BREAK & NETWORKING

15:20

[Case Study]

Grow in the age of economic uncertainty: Insights from macro rends to micro moments 

  • Decode shifting consumer behaviours and spending patterns shaped by economic headwinds.
  • Translate macro market signals into agile, moment-based marketing decisions. 
  • Build resilience by aligning brand strategy with real-time consumer intent and contextual relevance.  
Jessica Xu

Jessica Xu

Vice President, Insights & Analytics

Carlsberg Group

15:50

[Case Study]

Super apps that stick: Designing daily relevance in Hong Kong

  • Strip away feature clutter to build habits that truly last.
  • Create loyalty loops that reduce app-hopping and deepen engagement.
  • Co-create value with super apps while protecting brand identity.
Keith Cheung

Keith Cheung

Chief Marketing Officer

AlipayHK

16:20

Closing remarks by MARKETING-INTERACTIVE

16:25

COCKTAIL & NETWORKING

18:00

End of Day 1