Asia-Pacific Power List 2020: Samuel Fung, Starbucks

A solid knowledge of Starbucks' inner workings has helped Fung apply more holistic brand messaging in his APAC marketing role.
Asia-Pacific’s 50 most influential and purposeful marketers

Samuel Fung

Vice President, Product and Marketing, Asia Pacific (Interim)
Hong Kong

After serving up growth at Starbucks for the past seven years, Samuel Fung has deep experience in the coffee icon’s strategy planning, supply chain and logistics. And all of that gave him a better view of the brand when he took the marketing role in 2019.

Fung took the lead coordinating Starbucks’ brand promise in 2019, an internal framework that ensuring every store consistently delivers customer-centered, on-brand decisions. He has also been leading the cross-functional team to build and develop the third-party partnerships with Line, Grab and Ant Financial to acquire new customers.

As the current vice president of product and marketing for Starbucks in the Asia-Pacific region, Fung’s responsibilities include developing and executing regional marketing campaigns, leading the digital marketing of Starbucks in the region, and using data analytics capability to stimulate further growth.

But Fung has also shared his knowledge and O2O experience around extending in-store experience into meaningful digital brand interactions with the broader marketing community. He has helped formulate and build on new disruptive ideas to elevate the digital customer experience together with other brands like HSBC, IBM, Line and Grab.

Asia-Pacific’s 50 most influential and purposeful marketers


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The Campaign Asia-Pacific Team