Asia-Pacific Power List 2024: Stephanie Ng, HSBC

SEE THE FULL 2024 POWER LIST Asia-Pacific’s 50 most influential and purposeful marketers #AuthenticLeaders

Stephanie Ng 

Managing director, global head of marketing, wealth and personal banking
HSBC
Hong Kong
New member

Stephanie Ng, managing director and global head of wealth and personal banking marketing at HSBC, debuts on Campaign Asia Pacific’s Power List 2024. She was also one of Campaign’s Women to Watch in 2023.

Before this, Ng was the financial services head at Meta, where she led monetisation strategies for financial services brands in APAC. Now, she oversees transformative marketing initiatives at HSBC.

As of the first half of 2023, the bank’s personal banking division exceeded 6.3 million international customers, marking an 8% increase year-on-year. Over half of HSBC’s $84 billion of net new invested assets came from Asia in 2023, with the personal banking division profit reaching $11.5 billion, doubling from 2022.

Under her leadership, HSBC was named Hong Kong’s most valuable global brand in Kantar’s Brand Z 2023 study.

She has championed innovative campaigns that resonate deeply with HSBC’s global audience. For a UK campaign, HSBC collaborated with WPP to use AI to show the faces behind the voices of scam phone calls. The campaign, intended to educate the UK public about fraudster tactics, used motion-capture technology to bring the faces to life.

This initiative, alongside the impactful HSBC international proposition, underscores her strategic vision. The new proposition comes on the back of a study commissioned by the bank, which found that among its customers who relocated to new countries or jurisdictions, 56% struggled to set up essentials like mobile phone contracts or credit cards due to the inability to transfer their credit history—with half of those planning to relocate also sharing this concern. The bank now promises that international customers can open a new account before reaching their destination without visiting a branch, view all HSBC accounts globally, and efficiently make payments.

Beyon this, initiatives like the 'EmpowerHer' female mentorship programme and the Womens@HSBC network highlight Ng’s commitment to fostering an inclusive environment and supporting women in their personal and professional journeys. These programmes are not just about elevating women to leadership positions but also addresses broader societal issues such as fertility and miscarriage, advocating for company-wide policy changes that impact women.

Her contributions to the industry are also educational, as seen in the bank’s 'Marketing Masterclass' videos on LinkedIn, which provide valuable insights and practical tips for marketers worldwide.

SEE THE FULL 2024 POWER LIST Asia-Pacific’s 50 most influential and purposeful marketers #AuthenticLeaders