Insta360 nabs Dyson HK's Fiona Leung as global brand marketing director

Dyson Hong Kong's head of marketing Fiona Leung (pictured) has left the company to join photography brand Insta360 as global brand marketing director, effective from February 2025. 

In this newly created role, Leung reports to Insta360's global marketing vice president Max Richter. She looks after global markets of the brand, with top markets in the US, mainland China, Germany and Japan. 

In a conversation with MARKETING-INTERACTIVE, Leung said the role was created as consumer electronics is seeing cut-throat competition and the key differentiator is to build brand and connect with consumers emotionally. "Hence I’m here with primary objective to build brand strategy and global brand guidelines for the brand," she added.

Most recently as the head of marketing of Hong Kong at Dyson, Leung was responsible for spearheading the Hong Kong and Taiwan marketing team with home, beauty, audio categories, owners experience and customer relationship management, media, digital and social, consumer insights and data analytics.

Prior to Dyson, Leung had also helmed senior marketing roles at renowned brands such as FrieslandCampina, Colgate-Palmolive and Unilever.

She left Dyson to pursue expanded scope from Hong Kong and Taiwan focus to global remit in consumer electronics. In terms of agency partners, Leung said the brand currently tends to take things in-house but she is starting to outsource branding projects and data insights to global agencies. 

"In an era where technology takes precedence, connecting with consumers emotionally is what set brands apart in the red ocean competition especially in consumer electronics industry. I'm thrilled to take on this exciting opportunity to develop brand strategy for the brand Insta360 to be one of the global brands which moves consumers’ heart," she added.

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