Case Study

Chief Marketing Officer Greater China, Fortune 200 Financial Services Company


The Brief

A top global credit and payments organisation needed a Chief Marketing Officer for its Greater China region to spearhead innovation for the group, enabling future transformation to become more digitally-focused. The client had a strong preference for a gender diverse candidate with a strong understanding of the PRC market, as well as communication and stakeholder management skills and the ability to thrive in a complex multinational.

The Approach

Marlin Hawk extensively mapped the China market to find the best Chief Marketing Officer talent in the local landscape. The research was centred on sectors where there is a strong focus on the customer experience, such as consumer packaged goods, consumer electronics, hospitality and leisure, technology, entertainment and gaming, as well as other leading credit and lending organisations.

The Result

The final candidate was a PRC citizen who had been working in the US and had returned to China with their previous organisation, a world-leading consumer products brand. Educated overseas, the candidate had started their career at a top-tier strategy consulting firm and was adept at navigating the corporate landscape. They also brought seven years’ experience in local China roles at various CPG companies. Additionally, they brought demonstrable expertise in business line growth, launching multi-hundred-million-dollar advertising and marketing campaigns, and integrating digital in an omni-channel approach to marketing.

The Impact

The initial mandate of the role was to prepare the platform for the prospect of the market opening domestically. The mandate also required a candidate who could finesse the approach to the significant volume of existing international business. With China already in the top three markets by revenue for the company, the opportunity to integrate domestically into the highly-evolved digital landscape represents a game-changing prospect for the future. Since joining, this CMO has played a significant role in the strategic and tactical execution to make this digital future a reality.

Share this