Hong Kong

SHAN
LAI

Explore Work

Craft

BRAND
STRATEGIST

01 — About

Creative instincts,
backed by data.

I'm a Hong Kong-based marketing leader with over a decade across advertising, media, multinational environments, brand strategy, digital marketing, and cross-border communications. I began as a designer and creative director, then grew into regional marketing leadership at global recruitment and HR groups.

Most recently I led marketing for Greater China at PERSOL APAC and now head marketing and membership at Hebe Haven Yacht Club. My edge is range — brand governance in the morning, analytics and SEO at noon, and AI-assisted automation to scale the system.

15+
Years experience
13
APAC regions
8%
Annual cost reduction
  • 01

    Brand Strategy

    Brand guidelines, positioning, visual identity, and governance that help teams move in one direction.

  • 02

    Digital Growth

    SEO, content, social, analytics, and regional website programs built for measurable execution.

  • 03

    Regional Leadership

    Hands-on marketing leadership across China, Hong Kong, Taiwan, and broader APAC teams.

  • 04

    AI Automation

    An advocate for AI-assisted workflows and marketing automation that free teams to focus on strategy and craft.

02 — Selected Works

Brand, CRM, analytics, and integrated growth across regional organizations.

03 — Design Archive

Visual craft, ready for real case images.

01
Art Direction / Retouch

Brand Communications / Corporate Branding

02
Campaign / Event

Campaign Visual Direction & Idea Generation

03
Digital / Content

Digital Experience Mockup

04
Launch / PR

Growth Content Layout

Learn More

04 — Technical Arsenal

PhotoshopIllustratorInDesignFigmaCanvaPremiere ProAfter EffectsWordPressBootstrapGA4GTMLooker StudioMailchimpMikeX CRMn8nAEOPhotoshopIllustratorInDesignFigmaCanvaPremiere ProAfter EffectsWordPressBootstrapGA4GTMLooker StudioMailchimpMikeX CRMn8nAEOPhotoshopIllustratorInDesignFigmaCanvaPremiere ProAfter EffectsWordPressBootstrapGA4GTMLooker StudioMailchimpMikeX CRMn8nAEOPhotoshopIllustratorInDesignFigmaCanvaPremiere ProAfter EffectsWordPressBootstrapGA4GTMLooker StudioMailchimpMikeX CRMn8nAEO
Brand SystemsDigital GrowthCRM AutomationSEOSEMAnalyticsEvent MarketingSponsorshipsAward SubmissionsCross-Border CommsBudget ForecastingAI WorkflowsTeam LeadershipBrand SystemsDigital GrowthCRM AutomationSEOSEMAnalyticsEvent MarketingSponsorshipsAward SubmissionsCross-Border CommsBudget ForecastingAI WorkflowsTeam LeadershipBrand SystemsDigital GrowthCRM AutomationSEOSEMAnalyticsEvent MarketingSponsorshipsAward SubmissionsCross-Border CommsBudget ForecastingAI WorkflowsTeam LeadershipBrand SystemsDigital GrowthCRM AutomationSEOSEMAnalyticsEvent MarketingSponsorshipsAward SubmissionsCross-Border CommsBudget ForecastingAI WorkflowsTeam Leadership

05 — Experience

From design craft to marketing lead.

Dec 2025 — Present

Head of Membership & Marketing

Hebe Haven Yacht ClubHong Kong
  • Developed comprehensive brand guidelines covering visual identity, core values, and cross-department positioning.
  • Reengineered marketing processes into a clearer communication roadmap across the full member journey.
  • Leverage AI and automation to improve alignment, consistency, and conversion discipline.
Jan 2024 — Nov 2025

Head of Marketing, Greater China

PERSOLGreater China
  • Unified marketing teams across China, Hong Kong, and Taiwan to strengthen regional synergy and shared resource efficiency.
  • Optimized vendors, CRM, and forecasting to achieve 8% annual cost reduction and 25% headcount streamlining within one year.
  • Spearheaded the PERSOLKELLY to PERSOL rebrand, renewing marketing materials as brand gatekeeper.
Jun 2023 — Jan 2024

Regional Marketing Specialist — Digital

PERSOLAPAC
  • Managed a large-scale website revamp across 13 APAC regions with consistent branding, UX, and content delivery.
  • Supported UA to GA4 migration and Google Tag Manager setup for accurate analytics and tracking.
  • Provided visual design guidance and digital support to APAC marketing teams.
Nov 2020 — Jun 2023

Marketing Manager

PERSOLKELLYHong Kong
  • Drove communications strategy and supported headquarters in delivering strategic priorities.
  • Gatekept brand content for accuracy, consistency, and tone across initiatives.
  • Oversaw marketing budget, digital ad spend, and social campaign performance. MVP Award 2021.
2017 — 2020

Creative Director

My MiracleHong Kong
  • Directed conceptual design, graphic design, and artwork production.
  • Owned design and packaging for product catalogs, booklets, packaging, print advertising, and outdoor media.
  • Worked with agencies, partners, production houses, and internal teams to launch marketing campaigns.
Sep 2016 — Nov 2020

Senior Marketing Executive / Design Consultant

Diamond Sky GroupHong Kong
  • Built content strategy to improve brand awareness, digital experience, traffic, and conversion.
  • Developed UI/UX strategy for overseas subsidiaries, aligning platforms with global brand standards.
  • Set digital and social campaign direction with design and content teams.
2010 — 2016

Creative Director / Art Director / Multimedia Designer

Tencent CQ.QQ · Macintosh & Lee · Media ExplorerHong Kong / China
  • Led creative and art direction across FMCG, tourism, advertising, and digital media.
  • Partnered with product, marketing, and content teams for major clients including Master Kong, Coca-Cola x Asus, and Snow Beer.
  • Built the design foundation that grew into marketing leadership.

06 — Contact

LET'S
TALK

Whether you're looking for a marketing leader, a brand and digital growth partner, or a collaborator on a regional launch, I'd love to hear from you.