Day 2, 28 October: Marketing’s next operating system

AI has moved from side experiment to marketing infrastructure. The pressure now is not just to use AI, but to make it useful, governed, creative, and commercially meaningful. Explore how marketers can redesign workflows, protect trust, improve customer journeys, and build the capabilities needed before AI scales the wrong habits.

Agenda

28 October

08:30

REGISTRATION & REFRESHMENTS

09:00

Welcome Remarks

09:10

[Opening Fireside Chat]

Agentic marketing: When AI starts changing how marketing gets done

Exploring how AI agents could reshape everyday marketing operations
Identifying which workflows are ready for automation, and which still need human control
Reassessing what leaders must fix before agentic marketing scales across the business

Speaker:

Jet Wong

Assistant Director, Digital Performance and Content Marketing

Hong Kong Science and Technology Parks Corporation

Moderator:

Karen Wong

Editor – North Asia

MARKETING-INTERACTIVE

09:40

[Case Study]

When AI meets intuition: Rethinking how great marketing gets made

How real-time audience intelligence helped challenge assumptions and uncover opportunities traditional planning might have missed.
Applying AI across targeting, activation, and optimisation, while keeping human judgement at the heart of strategy and creative decisions.
Turning faster, smarter decisions into measurable campaign results, with practical lessons for future growth.

Paul Sigaloff

Vice President, APAC

Quantcast

10:10

[Panel Discussion]

AI decisioning: Setting guardrails before automation acts on behalf of marketing

Defining who owns the decision when AI recommends an action
Setting boundaries before automated optimisation affects customers
Assessing when human approval is still needed to protect brand control

Panellists:

Anson Leung

Lead, Digital & AI

Hong Kong Maxim’s Group

Dickson Ma

Chief Marketing Officer

LPS

Apoorv Sharma

Regional Lead – Thailand, Korea & GCR

Wingify

Moderator:

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

10:40

MORNING COFFEE & NETWORKING

11:00

[Lightning Talk]

Zero-click journeys: Building brand visibility when the website is no longer the first stop

Exploring how AI search and answer-led discovery are changing the role of brand websites, and what marketers need to make visible before customers reach owned channels.

Sunny Chen

CX Sales Lead

SAP

11:15

[Case Study]

The 1% problem: Why data training never scaled, and how analytics agents change the maths

Identifying how tool complexity, translation gaps, and competing priorities limit everyday analytics use.
Assessing how agentic AI and MCP can address these barriers and reduce the effort needed to use data independently.
Rethinking the resources required to scale analytics adoption, including training, specialist support, and end users’ time.

Leo Lau

Former Martech Director

11:45

[Lightning Talk]

How omnichannel premium inventory and dynamic creative optimisation unlock brand campaign performance

Exploring tools that can help brands personalise at scale, simplify production, and improve media performance.

Sally Ng

Managing Partner, North Asia

Adzymic

12:00

NETWORKING LUNCH

13:15

INTERACTIVE SESSION

14:15

[Case Study]

AI ROI: Proving marketing impact beyond productivity gains

Defining what AI success should look like beyond speed and cost savings
Measuring where AI improves customer value, conversion, and retention
Assessing how marketers can link AI investment to commercial growth

Mathew Chan

Digital Marketing Director, Greater China

JLL

14:45

[Case Study]

Multi-agent marketing: Orchestrating AI systems without losing strategic control

Mapping where AI agents can reduce manual handovers across the marketing workflow
Identifying the risks when automated systems optimise in different directions
Building clearer controls before multi-agent workflows scale across the business

Hayes Chu

Commercial Excellence & Innovation Lead

Pfizer Hong Kong & Macau

15:15

COCKTAILS & NETWORKING

15:35

[Case Study]

The AI operating gap: What slows marketing down after the tools are switched on

Identifying where workflows still break once AI enters daily marketing work
Reworking approvals and ownership before automation creates more confusion
Assessing how leaders can turn AI capability into faster, better decisions

Dr. Kent Cheng

Head of AI

PHASE Scientific International

16:05

[Closing Panel Discussion]

Harnessing marketing talent and new capabilities: Building the marketing team of 2027

Identifying the skills marketers need as AI takes on more execution
Reframing the marketer’s role around strategy and orchestration
Building AI-ready teams without losing trust or business focus

Panellists:

Philip Chau

Head of Marketing

Mirae Asset Global Investments

Matthew Chan

Head of Sales, Hong Kong

Quantcast

Ken Chan

Head of Brand, Marketing and Communications

ZA Bank

Moderator:

Karen Wong

Editor – North Asia

MARKETING-INTERACTIVE

16:20

LUCKY DRAW & END OF CONFERENCE

DAY 1 AGENDA

REQUEST AGENDA

Who should sponsor?

If your organisation helps brands improve customer experience, apply AI responsibly, strengthen engagement, personalise journeys, build loyalty, or connect marketing technology around customer value, Day 2 is designed for you.

AI marketing and automation solutions
Customer experience and digital experience platforms
CRM and loyalty technology providers
Marketing automation and personalisation platforms
App engagement and mobile marketing solutions
Customer service and conversational commerce platforms
Payment, fulfilment, and journey optimisation providers
Data privacy, consent, and security solutions

AI marketing and automation solutions
Customer experience and digital experience platforms
CRM and loyalty technology providers
Marketing automation and personalisation platforms
App engagement and mobile marketing solutions
Customer service and conversational commerce platforms
Payment, fulfilment, and journey optimisation providers
Data privacy, consent, and security solutions
Social listening and multilingual customer intelligence tools
Content, creative, and customer education solutions
Digital transformation and systems integration partners
Customer data platforms
Analytics and attribution providers
Messaging, chatbot, and virtual assistant providers
And many more!

Social listening and multilingual customer intelligence tools
Content, creative, and customer education solutions
Digital transformation and systems integration partners
Customer data platforms
Analytics and attribution providers
Messaging, chatbot, and virtual assistant providers
And many more!

Get in touch with us at partnerships_northasia@marketing-interactive.com to find out more.

REQUEST SPONSORSHIP KIT

REQUEST BROCHURE

Jet Wong

Assistant Director, Digital Performance and Content Marketing

Hong Kong Science and Technology Parks Corporation

Jet Wong is currently the Assistant Director of Digital Performance and Content Marketing at Hong Kong Science & Technology Parks Corporation, responsible for the development of digital marketing strategies including creative content, media partnerships, influencer marketing and lead generation.

Jet is a digital leader with over 15 years of experience in building brands, driving leads, and delivering customer engagement through integrated digital marketing campaigns and analytics. Previously working in different 4As advertising agencies in Hong Kong and Shanghai as a strategy director, he is specialised in insight digging and crafting creative storytelling.

Karen Wong

Editor – North Asia

MARKETING-INTERACTIVE

Karen Wong is the deputy editor for MARKETING-INTERACTIVE where she focuses on North Asia regional news and trends in advertising, marketing, business and economy.

Wong has over seven years of experience in the media industry, covering a slew of verticals from politics to current affairs and business. She has extensive experience working on both print and online platforms. Wong is in charge of driving editorial and social media content for MARKETING-INTERACTIVE’s North Asia audience.

Wong also represents the MARKETING-INTERACTIVE brand at many leading industry events and interviews high profile industry players across North Asia. As a multi-lingual journalist, Wong also worked for Hong Kong Economic Journal and East Week before joining Lighthouse Independent Media. In her previous experience, she gained considerable knowledge of the Hong Kong market, where she harnessed her passion for writing and creating in-depth content for readers.

Paul Sigaloff

Vice President, APAC

Quantcast

Paul Sigaloff is Vice President, APAC at Quantcast, the AI powered advertising platform that helps brands and agencies turn audiences into customers and intent into measurable growth.

With more than 25 years across media, digital, technology and advertising in the UK, Australia and Asia Pacific, Paul has a proven record of driving revenue, leading transformation and delivering client first strategies in fast moving, AI driven markets.

He spent close to a decade with Yahoo, culminating as Vice President of APAC, and served as Chief Revenue Officer at oOh!media, two roles in which he built and scaled high performing teams across ANZ and APAC while embedding purpose and social responsibility into commercial strategy. Most recently he was Global Chief Customer Officer at Mortar AI. Paul serves on the boards of UnLtd and the IAB.

Anson Leung

Lead, Digital & AI

Hong Kong Maxim’s Group

Anson Leung is a digital innovation and AI practitioner focused on helping large F&B groups turn technology into real customer and commercial outcomes. At Hong Kong Maxim’s Group, he leads the enterprise AI transformation strategy, advancing customer experience, CRM, personalisation, and data-powered growth across Maxim’s brands and the Eatizen ecosystem.

Previously, as Technology Lead at Jardine Restaurant Group, Anson drove technology and digital product initiatives across a multi-brand QSR network including Pizza Hut, KFC, and PHD. Earlier in his career, he built foundations in media, advertising, and analytics, spanning performance marketing, data-driven campaigns, and digital transformation.

Anson applies AI, analytics, and digital products at scale—connecting data, channels, and operations so multi-brand restaurant groups can move faster and serve customers more intelligently.

Dickson Ma

Chief Marketing Officer

LPS

Dickson believes the most impactful digital transformation happens where strategy, technology, and human connection converge. As Chief Marketing Officer at LPS, he directs brand strategy and go-to-market strategy across Asia-Pacific. Dickson champions executive engagement and ecosystem partnerships—bringing together enterprise leaders to navigate the frontiers of AI and digital innovation. By bridging complex technology solutions with compelling business narratives, he builds lasting stakeholder relationships that drive measurable business impact.

Prior to joining LPS, Dickson amassed 15 years of experience in regional business development roles within the fintech, digital, and commercial sphere. As Director of Business Development at AlipayHK, he spearheaded the successful launch and expansion of the eWallet, driving widespread business adoption – most notably in insurtech, smart mobility, and bill payment. In addition, Dickson orchestrated digital transformation initiatives at Asia World Expo and led commercial projects in China for the Lan Kwai Fong Group. His passion for business and marketing is rooted in his early days with HSBC, where he honed his expertise in the Commercial Banking.

Dickson holds an MBA from Cambridge University, and a Bachelor’s degree in Mass Communications from Boston University. Beyond his professional pursuits, he is an avid marathon runner. He is currently on his mission to complete the World’s Marathon Majors.

Apoorv Sharma

Regional Lead – Thailand, Korea & GCR

Wingify

Apoorv Sharma is a growth and digital experience leader at Wingify, the company behind VWO, the experimentation and conversion optimization platform used by brands worldwide. Over six years with the company, he has helped businesses across the Asia-Pacific region build data-driven cultures, turning customer insights into measurable improvements in conversion, engagement and revenue.

Apoorv now leads Wingify’s business across Greater China, Thailand and South Korea, partnering with marketing, product and e-commerce teams to help them experiment faster and personalize digital journeys at scale. Having worked across a wide range of Asian markets, he brings a practical view of how consumer behaviour and digital maturity vary across the region.
A panelist at Digital Marketing Asia Hong Kong, Apoorv is passionate about experimentation, customer-centric growth and the evolving role of AI in marketing. He offers an on-the-ground perspective on what it takes to win in Asia’s diverse, fast-moving digital landscape.

Rezwana Manjur

Editor-In-Chief

MARKETING-INTERACTIVE

Rezwana Manjur has close to a decade of experience under her belt, first joining MARKETING-INTERACTIVE in 2012 as a journalist. Over the years, she has risen through the ranks in the newsroom, working across markets such as Singapore, Malaysia, Indonesia, the Philippines and Hong Kong. During her time with MARKETING-INTERACTIVE, she has interviewed several high-profile individuals, from Sir Martin Sorrell to Gary Vaynerchuk and Russell Simmons.

In her current role, she oversees the overall direction for the MARKETING-INTERACIVE brand working closely with the editorial, production and commercial teams across online, new media, print, social and events. She also oversees MARKETING-INTERACTIVE’s branded content division to ensure editorial integrity in all of the content produced, while fostering close collaboration with clients.

When she’s not writing and editing, she is also a familiar face to many of MARKETING-INTERACTIVE’s audiences, hosting the brand’s awards and conferences.

Sunny Chen

CX Sales Lead

SAP

Sunny is a seasoned expert in optimizing marketing strategies and driving business growth. With over 8 years of industry experience, she has developed deep expertise in CRM, marketing automation, social media data analysis, and public opinion monitoring. Sunny has worked closely with leading brands, providing tailored, technology-driven solutions to overcome challenges in global markets.

Leo Lau

Former Martech Director

Leo Lau is a marketing leader, web developer, and enterprise data architect specialising in the intersection of marketing technology, digital analytics, and applied AI. He is deeply embedded in the global analytics ecosystem, helping shape best practices that enable modern, AI-powered data-driven decisions. As a writer and author, he regularly shares practical insights on marketing technology, analytics, and AI through his blog and published work.

A builder at heart, his expertise ranges from frontend development and intelligent automation workflows to designing marketing analytics architectures that support AI-driven insights and personalisation. With a diverse background across finance, technology, marketing, and analytics, Leo brings practical experience in project management, customer strategy, and business transformation.

Sally Ng

Managing Partner, North Asia

Adzymic

Sally brings over two decades of ad tech and digital marketing leadership to the role. Most recently managing director for North Asia at Quantcast, she has a proven track record of driving commercial strategy and revenue growth across complex, multi-market environments. During tenures at Hivestack, Sojern and Sizmek, she orchestrated market entries and go-to-market programmes across Hong Kong, Taiwan, and Greater China. Her deep expertise in China Outbound and Greater Bay Area dynamics, including cross-border audience targeting and regional media buying, positions her exceptionally well to accelerate Adzymic’s ambitions here.

An active IAB HK Steering Committee member, she has led the IAB HK Ad Tech & Programmatic Committee for three years and served on the Digital Awards Committee for three consecutive years. She was also named Campaign’s Women to Watch Greater China 2023.

Mathew Chan

Digital Marketing Director, Greater China

JLL

Mathew Chan is a Hong Kong-based digital marketing executive with over a decade of experience across agency and corporate environments, currently serving as Digital Marketing Director, Greater China at JLL. He specializes in leading regional digital programs, performance marketing, and data-led campaigns, with a background spanning roles at JLL, Edelman, and various advertising agencies.

Hayes Chu

Commercial Excellence & Innovation Lead

Pfizer Hong Kong & Macau

Hayes leads Commercial Excellence & Innovation at Pfizer Hong Kong & Macau, turning content, data, and AI into measurable growth. His work spans AI-powered content production, omnichannel campaign execution and measurement, and AI enablement. He has brought content creation and localisation in-house using generative AI, runs always-on campaigns informed by performance data and social listening, and develops AI agents to solve operational challenges across regulatory, tender, sales, medical, and supply chain teams.

He pioneered the company’s first YouTube channel, achieving more than 1.3 million views across 30-plus episodes in nine months. His “Let’s Talk Medicine” series was a YouTube Works Awards finalist.

Previously, Hayes led digital strategy at a high-growth SaaS company through a $75 million Series B and advised healthcare partners across Southeast Asia. He is Co-Chair of the Healthcare & Life Sciences Committee at the Artificial Intelligence Association of Hong Kong.

Dr. Kent Cheng

Head of AI

PHASE Scientific International

Dr. Kent Cheng is Head of AI at PHASE Scientific International, where he focuses on turning AI capability into practical, governed workflows that help teams make faster, better-informed business decisions. With more than two decades of experience across healthcare, biotechnology and product innovation, he brings a cross-functional perspective spanning product strategy, commercial partnerships, clinical laboratory development, M&A, and university research collaborations.

Throughout his career, Kent has translated scientific advances into viable products and services, including the world’s first HPV urine test, and has built strategic partnerships with global organisations including Illumina and Meituan. He holds a PhD in Pharmacy from The Chinese University of Hong Kong and is an author of multiple publications and a US patent holder. At Digital Marketing Asia Hong Kong, Kent will explore the AI operating gap: the workflows, decision rights and ownership models that determine whether AI adoption creates speed and clarity—or more complexity.

Philip Chau

Head of Marketing

Mirae Asset Global Investments

Philip Chau is Head of Marketing at Mirae Asset Global Investments / Global X, leading marketing strategy and execution to strengthen brand presence, accelerate digital innovation, and deliver measurable commercial returns.

With over 20 years of experience across corporate, agency, and startup environments, Philip has led multidisciplinary teams in asset management, insurance, hospitality, and real estate. Previously, he was Regional Director of Marketing Performance & Operations, Asia at Sun Life, driving ROI-focused strategies across markets.

He also headed group marketing at Regal Hotels Group, overseeing more than 30 team members across 12 properties in Asia, and led digital marketing and innovation at Great Eagle Holdings. He was a founding member and digital marketing lead at Blue, Aviva’s InsurTech business, and founded a pet business in Hong Kong.
Philip holds a Master’s in Management Science from the University of Waterloo and a Postgraduate Certificate in Marketing from the University of Toronto.

Matthew Chan

Head of Sales, Hong Kong

Quantcast

Matthew Chan is Head of Sales, Hong Kong at Quantcast. Based in Hong Kong, he is responsible for growing Quantcast’s business in the market, working closely with agencies, brands and partners. Matthew brings over 15 years of leadership experience in digital advertising across Greater China, with particular strength in commercial strategy, programmatic growth and partnership development.

Matthew joins from Yahoo, where he held a series of senior roles over 19 years. Most recently, as Head of Advertising Business for Taiwan and Hong Kong, he led the commercial and operational functions across both markets, reshaping the business for long-term growth and developing new revenue streams and partnership models. Previously, as Head of Advertising Business for Hong Kong and China, he developed Yahoo’s China outbound business, significantly grew programmatic buying through agency and advertiser partnerships, and led a first-in-market programmatic digital out-of-home campaign recognised by IAB Hong Kong and Marketing Interactive. His earlier roles spanned search marketing, native advertising and yield management. Matthew holds a Master of Engineering in Industrial Engineering (Operations Research) from the University of Toronto.

Ken Chan

Head of Brand, Marketing and Communications

ZA Bank

Ken Chan is responsible for managing the brand’s overall branding and marketing strategies. Before ZA Bank, he was Director of Business Development & Marketing at HKTVmall. As a veteran brand builder for top tier global brands in P&G & HSBC, Ken has strong commercial leadership experience across Hong Kong, Taiwan & Greater China with solid experience in branding, digital marketing, social, media, communications & go to market omni-channel commercial execution capabilities.

At ZA Bank, Ken leads multiple marketing functions, strengthens the brand positioning, and drives sales growth through various marketing plans and promotions.