After 15 years with P&G, Eric Lin heads to livi bank as CMO

One of Hong Kong's virtual bank livi bank has appointed Eric Lin as chief marketing officer, according to his LinkedIn. Lin is said to have joined sometime earlier this month after spending more than 15 years at Procter & Gamble (P&G).

At P&G, Lin served as general manager, haircare marketing, natural and sustainability for China. Based in Guangzhou, he led end-to-end brand strategies, new product development and go-to-market strategies of premium natural brands in China.

Prior to his last position at P&G, he was general manager and marketing director, Hong Kong and Taiwan Haircare. He was responsible for all haircare brands in Hong Kong and Taiwan. He also led brand strategy intervention to enter the premium segment, new white space and digital transformation. 

Lin was not new to digital and technology arena having lead the digital and media for Hong Kong and Taiwan for P&G between 2013 and 2015. He oversaw company media strategies, operation, innovation and agency capability, transformed media model to digital-lead from traditional media model to step change media ROI. He also led company digital strategies, organisation training and agency capability to form partnerships with leading digital platforms, as well as company CRM, e-Commerce and direct marketing programme. Lin also boasts experience in accounting before joining P&G. 

MARKETING-INTERACTIVE has reached out to livi bank for more details of Lin's appointment. 

Most recently, livi bank rolled out a campaign featuring singer and actress Stephy Tang with multiple touchpoints, telling the benefits of the bank's latest livi PayLater Mastercard.

In the TVC, Tang acts as a relationship adviser in a series of videos to handle the problems of audiences. In the online videos series, which will be released weekly from early next week, she remedies various relationship disputes, offers advice and tells the benefits of the flexibility of being able to "buy now, pay later” with livi PayLater.

She advises couples to share decision-making, not to settle for less than they deserve, and not to limit themselves. 



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