Haymans Fung

Haymans Fung started in advertising, which explains why the work she commissions tends to look different from what the category produces by default. Two decades in financial services, with positions at AIA, Sun Life Financial, and Mox Bank, have added commercial rigour without dulling that instinct. She now leads a team of 80 across eight countries as global head of wealth and retail banking marketing at Standard Chartered, with additional responsibility for Hong Kong.

The three-part long-form video series, WellnessNow, was a prominent marketing move this year. The series broke the category’s usual obsession with rates and returns and instead explored breathwork, meditation and Ayurveda. Post pandemic affluent clients across Asia had reordered their priorities around wholesome living and wellness—those insights were at the core of the campaign. 

Fung’s challenge was to claim that wellness territory without eroding the bank’s institutional credibility. The brief to the agency, as told in a previous Campaign Asia interview was: “let’s not make it too new age—we are still a trusted global bank.” Execution used AI-powered content scaling via Dentsu Singapore and Standard Chartered's customer data platform handled real-time personalisation across segments. 

In 2025, the bank picked up a total of 50 industry accolades, a 180% increase on the previous year. The Priority Banking launch in 2024 delivered 50%-plus growth in net new money this year and a 63% lift in affluent audience recall across four markets. Digital acquisition grew 120% year on year. Meanwhile, wealth management marketing efforts have delivered double-digit growth in affluent client segments year on year. 

Alongside commercial results, she devotes time to initiatives with community impact. Her Anti-Fraud Education Programme in Hong Kong generated over a million US dollars in earned media and won multiple local awards. 

Her career trajectory provides useful context for the scale of her current mandate. At Mox Bank, she doubled the customer base within a year, grew loan bookings fivefold, and moved the business from negative to positive revenue. At Sun Life Financial, brand spiked from 54% to 75% over three years of her tenure and here she led Asia’s first fully digitised end-to-end customer journey, from acquisition through to claims. Taken together, it is a body of work that marries impact with intent and once again, earns her a seat in the 2026 class of APAC’s top 50 marketers.