Member Interview with Philip Chau

We are delighted to bring you a Member Interview with Philip Chau, Regional Director, Marketing Performance & Operations, Asia.

What’s your golden rule?

Things are often not as complicated as you think. Keep it simple. Step back and go back to the fundamental questions - Why, Who, What, How.

1. WHY are you doing what you are doing? What's your objective? What's your KPI?
2. WHO is your target audience? Have you defined and sized it?
3. WHAT is your value proposition? Why do I need to buy from you? What's it in for me?
4. HOW will you communicate your 1) WHY and 3) WHAT to your 2) WHO? What content via what channel?

Who has been your biggest influence?

My late father has been my biggest influence. He is a successful businessman, a wonderful father, a good friend, and someone who brings positivity and balance into all things in life. A lot of my current thinking in life and work is inspired but his thinking.

What is your most hated business expression?

Work = Life balance. It assumes that work and life are at the same level. In my view, work is a subset of life. So balancing life includes balance work. Therefore, the objective is to balance life.

What’s the smartest business idea you’ve ever had?

To bring a new pet-sitting concept from Canada into Hong Kong. Having experienced it in Canada, we saw that this is a relatively new market in Hong Kong, so we decided to launch a pet-sitting business. Started the business with no fixed cost, as no location is required. Conducted detailed consumers and established a solid brand positioned as a top quality pet care service. Broke even in 6 months, and gone on to grow into a multi-award winning business in the industry and establish itself as a top player.

Which leader do you admire most and why?

Richard Brandson I admire his vision of creating a positive culture where people are empowered and nurtured to grow and excel. I will that people are at the core of any business success. Haven't motivated, talented and efficient/effective people is the key engine towards success.

What keeps you up at night as a marketing leader?

To not be able to create real business value.

Why is being part of The Marketing Society important for your career?

I see my career as a continuous learning journey. A key part of that is meeting people, exchanging ideas, and learning from others' experiences. TMS is a fantastic platform for achieving that.

Why does marketing matter to you?

I always love to understand people, how they think, how they feel, and what creates an impact on people. Marketing is very much like this. It's about understanding your target audience, formulating a solid value proposition, and communicating it with the right channel and content.

Tell us something that’s not on your CV

I have developed my own philosophy on how to live to the fullest. Life is simply an extended experience, and we do not end up taking anything tangible away. I have a very clear life KPI - Average Happiness, which is a feeling, something non-tangible. My objective is to maximize my Happiness Score. And there are clear frameworks in place, to manage time, to prioritise people, to achieve this Happiness Score.

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Published on 14 August 2024