Howell Wong


Works at:
Location in:
Hong Kong, Hong Kong


An innovative and commercially driven marketing professional with both in-house and agency experience. Proven track record in the development and implementation of consumer insights- led business development projects and marketing campaigns.

A successful change agent in the company who has good understanding of and sensitivity to cultural diversity; continually identify strategic opportunities and turn them into great campaigns that bring competitive advantage and differentiation globally.

My entrepreneurial mind-set has enabled me to co-found two businesses in UK. ‘Try and succeed’ is my motto and I apply this attitude at my start-ups as well as within mature companies.

Howell would like to connect to people in

  • Consulting
  • Consumer goods
  • Luxury
  • Media and Entertainment
  • Services - legal, PR, marketing, accounting
  • Technology
  • Telecoms
  • China
  • Hong Kong
  • Singapore
  • United Arab Emirates
  • United Kingdom
  • United States of America

Howell has worked/studied in

  • China
  • Hong Kong
  • Singapore
  • United Arab Emirates
  • United Kingdom
  • United States of America

Howell speaks

  • English
  • Chinese
  • Japanese

Howell has experience in

  • Consulting
  • Consumer goods
  • Luxury
  • Services - legal, PR, marketing, accounting
  • Technology
  • Telecoms

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2012 – present

Commercial director / Co-founder

Viisi Ltd
  • Co-founder of a start-up focusing in innovative tele-care products and services which has been awarded funding from both UK Manufacturing Advisory Service (MAS) & other start-up programme.
  •  Responsible for the company's new business development, strategy, product development and B2B sales with UK major charities
  •  Planning & deployment of brand strategy, digital marketing and events
  •  Supplier management with UK design firms and Chinese manufacturers, looking after all technical aspects of rapid prototyping & small-scale manufacturing
2013 – present

Head of Digital

  • Leading “all things digital” within the agency and managing a team of 16 including account servicing, social media and digital production. From regional strategic planning to local execution, the team think and deliver with an integrated mind-set.
  • Part of the senior management team and key personnel to deliver a change program in integrating both online & offline capabilities of the company.
  • Regional clients: Nikon Asia, Microsoft, Estee Lauder group, Samsonite, Carlsberg group and other local clients such as Nokia, Dermes, Johnnie Walker, Friso & etc. Covering regions of APAC, India, Middle East and Africa.
2012 – 2013
(Dec – Dec)

Regional head of digital

Cheil Worldwide Inc. , Singapore
2012 – 2013
(Dec – Nov)

Regional Digital Director

Cheil Worldwide Inc.
  • Reporting to the President/CEO of Regional HQ and leading regional strategy/integrated planning, business development as well as raising digital capabilities in the APAC network. Serve as strategic digital counsel for accounts across the region, supporting account teams in digital and content planning
  •  Increased regional business by 550% and built a regional's project team from 2 to 19 persons.
  •  Successfully pitched and won a multi-million dollar regional project of Samsung’s Contents & Services, including consulting client in content marketing, merchandising of digital contents, cross-promotion in other online/offline channels and managing the overall operation in the Southeast Asia and Oceania regions. This project had been nominated as the global best practice in 2013.
2011 – 2012
(Jun – Nov)

Senior manager, Global digital marketing

  • Global digital lead for Nokia’s Asha range of mobile devices with a special focus on emerging markets. Charter to manage digital campaigns and the overall digital consumer journey, using owned websites, mobile, social media, CRM, eCommerce, search and bought media.
  •  Created and rolled out a "Digital to Retail" sales promotion process in conjunction with Ramadan to track the use of promotional coupons downloaded from paid and owned online channels (, and Facebook) at retail stores. The campaign included a retail staff incentivization program and tapped on operators’ customer databases, achieving sales growth by more than 15%.
  •  Managed and deployed Nokia’s ‘sales referral engine’ in 13 countries with 30 operator and retail partners globally, linking sites to partner sales portals (Acting Global head of E-commerce operations)
  •  Developed and managed the end-to-end digital strategy for the global introduction of the Asha range of mobile phones, including the launch of sites, the online consumer experience, and specific digital campaigns using social media, CRM, and other channels. Activities resulted in increased online traffic by 150%.
  •  Successfully introduced the “QWERTY ME” crowd-sourcing campaign to promote Nokia’s range of Qwerty mobile phones and challenge Blackberry, with special focus on emerging markets like China, Indonesia, India and Latin America.
  •  Pioneered the use of a fully interactive viral video in social media, which garnered over 350,000 hits in the first week of launch. The video was launched by Nokia at Mobile World Congress 2012.
  •  Designed and launched a comprehensive, 360-degree digital toolkit for mobile phones that included guidelines for localisation, use of assets in various media channels, and the consumer journey and strategy. Net result was the reduction of operating costs and improved coordination in the use and deployment of Nokia marketing assets.
(Feb – May)

Senior manager, Consumer analytics & marketing insights

  • Business owner of a major global change program within Nokia called “Social media insights” for deployment within the Marketing, Care & Communications functions
  •  Rolled out a global social media listening and monitoring centre using Radian 6, one of the world’s leading social media monitoring tools
  •  Created playbook and global process for conversion of consumer data into actionable insights
2010 – 2011
(Aug – Jan)

Senior manager, Global Care Service Design

  • Responsible for managing a Care Service Portfolio for all Nokia Customer Care Channels worldwide with direct reports in Finland & Singapore.
  •  Developed and implemented a “Modular Care Service” strategy to offer tiered after-sales service packages to business customers and consumers. This transformed Nokia’s Care division from a cost centre to a profit making entity.
  •  Designed a consumer segmentation model for Nokia Care that mapped a set of unique shopper journeys to consumers based on demographics, psychographics and location.
2008 – 2010

Channel development manager, Global Customer Care

  • Responsible for Customer Care new business development including enhancing service levels and promoting service products via 4000+ physical consumer touch-points globally
  •  Business and concept owner of “Compensation for service adoption” model for Nokia after-sales vendors. Model implemented globally to support Nokia’s strategy in promoting new services and raising the number of active users (consumers who activated their Nokia accounts on their devices) while giving vendors a sustainable business model.
  •  Managed all physical care points (300+) operations in the Middle East and Africa region as part of a short-term internal transfer to Dubai for 4 months (Apr10 - Jul10). Major tasks included rolling out standard operating practises across the care network, making partners aware of Nokia’s strategic focus, and introducing a new compensation model to all care vendors regionally.
  •  Created a new after-sales strategy in social media. First in the industry to setup a Facebook group (“Nokia Buddies”), which generated thousands of users to support each other during the pilot.
2004 – 2007

Specialist, Global Customer Care

  • Acts as the voice for Customer Care by working with specific R&D entities to understand the implications of new technologies towards Customer Care operations.
  •  Successfully defined and rolled out overall support model for new technologies such as: Wireless LAN, GPS, FM transmitter, RFID, internal camera etc.
  •  Created a “Self Repair” handset concept, new cutting edge technology, proposed to and implemented by R&D and successfully rolled out to global Customers.
  •  Carried out varies feasibility studies regarding after-sales service in online world including the presence of Nokia Care in "SecondLife”
2003 – 2006

Managing director

Digital Odyssey
  • Founder of an E-commerce company, retailing products online with an annual turnover of £150,000 GBP per annum
  •  Introduced innovative tactics to defend position from competitors and creating solid barriers to entry, including offering “12 hours delivery promise” and “Lifetime warranty” for each product sold.
  •  Early adopter in digital marketing strategy by using internet forums, online auction sites and web promotions.
(Mar – Dec)

Aftersales Project Manager

  • Responsible for managing all projects in developing and delivering After Market Services concepts required to support new and existing luxury products.
  • Carried out studies in having regional service centres in China & APAC regions. Included negotiating with potential partners.
2001 – 2004

Senior Test Design Engineer

  • Appointed as s a Test system project leader, involved in developing all test stations within production and with direct responsibility for my own sub-projects. This includes project task & resource planning, budgeting and capacity calculations.
1999 – 2001

Test Development Engineer

Ericsson Mobile Communications (U.K.) Ltd, U.K.
  • Appointed as a Project leader and responsible for the production transfer to, and maintaining technical contacts with China and Malaysia Ericsson factories.
  • Based in Nanjing (China) for 6 months and involved in the production ramp-up


2008 – 2010

Imperial College Business School

Executive MBA (MBA)
2008 – 2010

Imperial College Business School

Executive MBA (Part-time)
1996 – 1999

University of Nottingham

BEng (Hons)
1993 – 1996

Durham School


Not a member of any clubs

Additional Info

  • British