In this episode of The CMO Office Podcast, I speak with Haymans Fung, Managing Director, Global Head of Wealth and Retail Bank Marketing at Standard Chartered, about how she approaches that challenge.
Haymans begins with the business strategy. Rather than defending brand, engagement and acquisition activity as separate investments, she connects each part of the funnel to a clear commercial role. Global campaigns build awareness and future demand, while local teams run programmes designed to convert that demand when customers are ready.
That same discipline shapes her approach to creativity. Bold ideas are easier to support when marketing has already earned credibility, understood the commercial priorities and agreed the intended outcomes. When an idea feels unfamiliar, Haymans may test it in one market before proposing a wider rollout.
We also discuss how Standard Chartered measures experiences and sponsorships beyond surface-level metrics, why health and wellbeing have become relevant territories for wealth marketing, and how AI could help marketers measure more frequently and respond more quickly.
Throughout the conversation, Haymans describes herself as a business leader whose speciality happens to be marketing. For marketers trying to balance brand and performance, secure support for ambitious ideas or build confidence with finance, this episode offers a highly practical perspective.
Listen to the full conversation here or on Spotify, Apple Podcasts and YouTube.
Highlights include:
How to connect full-funnel marketing activity to business strategy and commercial KPIs.
Why brand investment should be presented as part of an integrated growth plan.
How Standard Chartered measures the impact of client events beyond attendance figures.
Why marketers need business partners to help define KPIs and capture useful data.
How to establish the internal credibility required to sell bold creative ideas.
Why outside-in thinking, allies and small-scale tests can help de-risk innovation.
How long Haymans allows creative assets to run before considering replacement.
How Standard Chartered connects sports sponsorships to products and business outcomes.
Why health and wellbeing are becoming relevant territories for wealth marketing.
How data helps marketing teams challenge assumptions, change course and build trust.
Why curiosity about the wider business is an increasingly important leadership quality.
How AI could help marketers measure and respond at greater speed.
Listen to the full conversation here or on Spotify, Apple Podcasts and YouTube.
