Asia-Pacific Power List 2025: Haymans Fung, Standard Chartered

Haymans Fung

Global head of wealth and retail bank (WRB) marketing & head of WRB marketing, Hong Kong
Standard Chartered
Hong Kong
New member

In June 2024, Haymans Fung took on dual leadership roles at Standard Chartered—as global head of wealth and retail bank (WRB) marketing and head of WRB marketing for Hong Kong. Her rise followed a strong track record at Mox Bank, Standard Chartered’s digital arm, where she joined as chief customer officer in 2021. 

At Mox, Fung more than doubled the customer base in one year, turned negative revenue positive, and oversaw a fivefold surge in loan bookings. Her leadership helped the brand win big at the Mobile App Design Awards and drive a 30% increase in merchant partnerships. By August 2022, Mox had become Hong Kong’s most recommended and trusted virtual bank, according to YouGov’s Banking Industry Benchmark. These outcomes cemented her reputation as a marketer who blends creativity, commercial acumen, and operational clarity.

Now overseeing a team of 80 across eight markets, Fung leads global and local marketing strategies for Standard Chartered’s wealth and retail banking segments. She also supervises full-funnel campaigns to drive revenue growth worldwide. 

In 2024, she drove a 120% year-on-year jump in digital acquisition and business generation by embedding advanced digital tools and data-led strategies across the organisation. Her work in launching and scaling priority banking drove over 50% growth in Net New Money and a 63% uplift in affluent audience recall, surpassing industry benchmarks in key markets including Hong Kong, Singapore, Taiwan, and South Korea.

Fung’s strategic leadership has led to more than 50 industry accolades for Standard Chartered Hong Kong—marking a 180% year-on-year increase in 2025 alone. She also led a standout anti-fraud education initiative in Hong Kong, earning over US$1 million in PR value and reinforcing brand trust while tackling a growing social issue.

Prior to joining Standard Chartered, Fung served as chief marketing and digital officer at Sun Life and regional marketing partner for marketing innovation at AIA. She spent her early years at Publicis and Leo Burnett and won multiple international awards, including Cannes and Effies.