HONG KONG, CHINA // Cheuk Shum is the creative maven behind HSBC Hong Kong’s brand and marketing strategy, leading the charge across commercial, retail, and private banking segments as the Head of Marketing. Shum joined HSBC in 2022 as Head of Marketing for Wealth and Personal Banking in Hong Kong. In this role, he masterminded landmark initiatives including the bank’s 160th Anniversary Programme and the Client Continuum Campaign – cementing HSBC’s position as the Number 1 Banking Brand in Hong Kong. A marketing veteran, Shum brings two decades of experience from Standard Chartered Hong Kong, where he held executives roles in transformation, wealth management and retail marketing.