PROFESSIONAL ACHIEVEMENTS
• Demonstrated excellence in stakeholder management, building trust with key opinion leaders, healthcare providers, patient groups, and policy makers to advance treatment adoption and patient outcomes.
• Skilled in regional and cross-cultural operations, with experience managing teams and projects across Hong Kong, Singapore, and the wider Asia-Pacific markets.
• Award-winning performance, including the Asia Pacific IMPACT Award (2021), reflecting exceptional contribution to regional strategy execution and business growth.
• Recognised expert in digital marketing governance, building omni-channel capabilities that improved engagement, ensured compliance, and supported customer-centric campaigns.
• Strong cross-functional leadership with the ability to align medical, sales, and marketing teams to deliver integrated brand strategies, ensuring consistent messaging, operational efficiency, and commercial success.
• Extensive experience in market access negotiations, achieving rapid product enlistment in government formulary without price erosion, through early stakeholder engagement and value-based propositions.
• Strategic leader in precision medicine, driving diagnostic adoption programs that significantly increased testing rates, improved early detection, and supported tailored treatment approaches for patients.
• Proven track record in successfully launching and managing complex pharmaceutical portfolios across oncology, hematology, neurology, cardiology, and renal therapy areas, with a focus on both solid tumors and rare diseases.
STRENGTHS & SKILLS
• Strategic Marketing & Brand Management – from pre-launch to lifecycle optimization.
• Business Unit Leadership – cross-functional oversight, sales and marketing alignment.
• Precision Medicine – diagnostic strategy, stakeholder engagement, adoption programs.
• People Leadership – mentoring, coaching, and team development.
• Multi-Therapy Expertise – oncology, hematology, neurology, cardiology, renal.
• Cross-Cultural Communication – regional experience across Hong Kong, Singapore, and Asia-Pacific.
• Digital Marketing Governance – omni-channel strategy, digital operations, compliance oversight.
SUMMARY
Highly accomplished pharmaceutical leader with over 17 years’ experience spanning business unit management, strategic marketing, product launches, and market access across multiple therapeutic areas. Recognized for exceptional people management, ethical marketing, and precision medicine strategy execution. Proven track record in successfully launching new treatments, expanding diagnostic adoption, and forging strong stakeholder relationships to achieve commercial and patient outcomes.
CAREER HIGHLIGHTS
Over 15 years’ experience in pharmaceutical sales, marketing, and business management across oncology, hematology, neurology, cardiology, and renal therapeutic areas.
Proven track record of successfully launching multiple oncology products, including breast, lung, prostate cancer, and hematology treatments, achieving rapid government sector enlistment.
Led the precision medicine strategy at Novartis to increase diagnostic testing rates for solid tumour diseases, driving adoption in clinical practice.
Appointed Digital Governance Champion for Oncology Business Unit (HK), implementing omni-channel strategies, digital operations, and local governance frameworks.
Experienced people leader, managing and mentoring product and associate managers to achieve high-performance outcomes.
Commercial lead for gene therapy pre-launch at Takeda, overseeing business strategy for cutting-edge treatments.
Delivered successful market transitions, including negotiating with payers and converting product formulations without price cuts in the government sector.
Recognised with multiple industry awards, including the Asia Pacific IMPACT Award (2021), BU Sales Award (2009), and Super Salesman Award (2007).
International experience through a marketing assignment in Singapore, contributing to regional launch strategies and training initiatives.
Strong ethical marketing skills, stakeholder engagement expertise, and excellence in oral and written communications.
MAJOR AWARDS
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AsiaPacific IMPACT Award, Novartis HK Ltd – Mar 2021
Recognised for outstanding contribution to the Oncology Business Unit in the Asia Pacific region, delivering exceptional business results through innovative marketing strategies, cross-functional collaboration, and impactful stakeholder engagement.
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BU Sales Award, Roche HK Ltd – Jan 2010
Honoured for exceptional sales performance within the Business Unit, exceeding targets through strategic account management, effective product positioning, and strong customer relationships in a highly competitive oncology market.
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Super Salesman Award, UCB Pharma Ltd – Feb 2007
Awarded for top-tier sales achievement across the company, demonstrating exceptional territory growth, product adoption, and client retention within neurology and cardiology therapeutic areas.
EDUCATION
School of Continuing & Professional Studies
CUHK – Professional Diploma in Marketing
(Part-time) (Apr 2008 – Dec 2008)
The Chinese University of Hong Kong
Master of Philosophy (M.Phil) in Chinese Medicine (Research Based)
(Sep 2003 – Aug 2005)
The Chinese University of Hong Kong
Bachelor of Science (BSc) with Honours in Molecular Biotechnology
(Sep 2000 – Jul 2003)
PROFESSIONAL MEMBERSHIPS
Women in Leadership Australia (WLA) - Associate Member 2025
Australian Institute of Company Directors (AICD) – Member 2025
Life Sciences Queensland (LSQ) – Member 2025
EXPERIENCE
Aug 2023-Present
Business Unit Manager
Takeda Pharmaceutical Hong Kong Ltd
Responsibilities
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Lead the lung and prostate cancer portfolio (solid tumour) with full accountability for business strategy, P&L performance, and market expansion.
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Drive sales and marketing initiatives that strengthen brand positioning and accelerate growth in competitive oncology segments.
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Appointed Commercial Lead for pre-launch gene therapy, orchestrating cross-functional readiness, regulatory alignment, and market access planning for one of the company’s most innovative treatments.
Oct 2022-Aug 2023
Marketing Manager
Novartis Pharmaceutical Hong Kong Ltd
Responsibilities
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Directed end-to-end marketing strategy for the breast cancer portfolio, delivering impactful campaigns that reinforced market leadership and addressed key patient and physician needs.
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Managed and developed an Associate Product Manager, fostering skills in brand management, market analysis, and campaign execution.
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Strengthened stakeholder relationships across the healthcare ecosystem, enabling faster adoption of targeted therapies.
Associate Marketing Manager | Oct 2021 – Sep 2022
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Led the marketing for lung cancer and melanoma portfolios, aligning product strategy with emerging clinical data and treatment guidelines.
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Designed and executed precision medicine strategies that significantly improved diagnostic testing rates for solid tumour patients, enabling earlier and more targeted treatment interventions.
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Oversaw and coached an Associate Diagnostic Manager, driving integration of diagnostic solutions into the overall oncology strategy.
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Senior Product Manager | Sep 2020 – Sep 2021
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Directed hematology product portfolio strategy, achieving market growth through targeted campaigns, KOL engagement, and competitive positioning.
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Served as Digital Governance Champion for the Oncology Business Unit, creating and enforcing governance frameworks, optimising omni-channel execution, and ensuring compliance across digital initiatives.
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Mentored Associate Product Managers, enhancing the team’s capability to deliver innovative, compliant, and patient-centred marketing solutions.
Feb 2020-Apr 2020
Marketing Assignment
Novartis Pharmaceutical Singapore Pte Ltd
Responsibilities
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Spearheaded new indication launch planning, including market analysis, pricing strategy, and cross-market alignment for product rollout.
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Delivered training and knowledge-sharing sessions to empower the Singapore team with best practices from the Hong Kong market.
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Novartis Pharmaceutical Hong Kong Ltd
Product Manager | Nov 2016 – Aug 2020
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Achieved a seamless product formulation transition in the hematology portfolio without implementing government price cuts, safeguarding profitability while maintaining market share.
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Developed and executed marketing strategies that consistently met or exceeded growth targets.
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Acted as Digital Governance Champion, standardising digital operations and omni-channel approaches across the Oncology BU.
Apr 2015-Oct 2016
Associate Product Manager
Roche Hong Kong Ltd
Responsibilities
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Successfully launched a new oncology product (breast cancer) through early multi-stakeholder engagement, achieving rapid government sector enlistment and accelerated patient access.
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Created and implemented marketing plans in line with corporate objectives and local market needs.
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Senior Executive, Marketing | Jun 2012 – Mar 2015
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Supported oncology product managers in the creation and roll-out of marketing campaigns, events, and KOL programs, contributing to brand growth and market penetration.
Senior Executive, Sales | Apr 2011 – May 2012
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Managed sales and marketing activities for renal products, consistently meeting or surpassing revenue targets.
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Product Specialist | Apr 2009 – Apr 2011
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Built strong customer relationships with nephrologists and dialysis centres, driving adoption of renal products through value-focused engagement.
Sep 2008-Mar 2009
Product Specialist
UCB Pharma Ltd
Responsibilities
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Managed neurology (epilepsy) and cardiology (anti-hypertensive) portfolios, increasing market presence through targeted sales initiatives.
Medical Representative | Mar 2008 – Aug 2008
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Delivered sales growth across primary care, dermatology, paediatrics, and ENT portfolios by building trust-based relationships with healthcare providers.
CONFERENCES AND EVENTS
ESMO Asia Congress 2023 – 19 ESMO-MORA
ESMO Asia Congress 2024 – 16 ESMO-MORA
PUBLICATIONS
Jiang, R.-W., Lau, K.-M., Lam, H.-M., Yam, W.-S., Leung, L.-K., Choi, K.-L., Waye, M. M.-Y., Mak, T. C.-W., Woo, K.-S., & Fung, K.-P. (2005). A comparative study on aqueous root extracts of Pueraria thomsonii and Pueraria lobata by antioxidant assay and HPLC fingerprint analysis. Journal of Ethnopharmacology, 96(1–2), 133–138. https://doi.org/10.1016/j.jep.2004.08.029
PROJECTS
PROJECT 1 - MPN product (Jakavi) Patient assistant program and media campaign
Organisation: Novartis pharmaceuticals (HK) Ltd & NGO : St James settlement
Industry: Pharmaceutical / healthcare
Specialisation: Patient financial assistance, disease awareness (media exposure)
Project Duration: Q1-Q4 2021
Project Location: Hong Kong
Project Aims
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To launch new patient assistant program to cover the lower risk MPN (Myeloproliferative neoplasms) patients who cannot get the subsidies from government funding (only cover high risk patients)
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To raise disease awareness of MPN
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To announce new patient assistant program for those not eligible for government funding
Roles and Responsibilities
Project lead :
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To liaise with NGO for new Patient program and seek for internal pricing and program approval (ROI management, program is under compliance manner)
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To manage NGO collaboration and contracting , ensure the program is legally approved
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Speaker invitation : a hematologist for public education and press conference content development
Key Project Highlights
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Innovative pricing strategy to liaise with payer to gain reimbursement for MPN patients
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To utilize the additional NGO program to cover those un-subsidize patient segment (for lower risk patients which is excluded in the safety net reimbursement )
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To engage with key clinicians to support the funding application
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To collaborate with NGO for new patient program to maximize patient support
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To align with media interview in right time to increase SoV amongst patients and physicians
Project Outcomes
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To reimburse with capping program at the same time patient assistance program launched, fully covered from low to high risk patient
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> 80% coverage the key media to announce the news
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Jakavi sales growth 33% Q1 2022 vs Q1 2021 after the campaign
Supporting Graphics and Photos
Media coverage link and picture:
PROJECT 2 - New formation of drug product to bid government tender and defended from generic (Jadenu to replace Exjade), without compromising the tender price
Organisation: Novartis pharmaceuticals (HK) Ltd
Industry: Pharmaceutical / healthcare
Specialisation: Secure government tender and defended from Generic product entry
Project Duration: 2 Years
Project Location: Hong Kong and Macau
Project Aims
Exjade (dispersible formulation iron overload medicine) was off patent soon at the time and had a potential generic drug entry risk, new formulation (oral formulation , greater patient compliance ) had to be launched and completely replaced Exjade, in order to defend generic drug (in dispersible formulation too) entry into market.
We aimed to replace new formulation and secure tender without compromising price cut even with generic risk
Roles and Responsibilities
Product lead :
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To work with cross functions (market access team to negotiate with payer and tender bidding) and ensure early enough to prepare dossier and started discussion with payer
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To coordinate Medical and commercial team to educate physicians the oral formulation benefit, pricing team to approve for same price / potential price cut options for tender , inventory management to avoid large write-off during transition to new formulation
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Public education to create awareness of Iron overload treatment
Key Project Highlights and Outcomes
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Successfully bridge the old formulation to new and achieved zero write-off by effective communications between internal and external stakeholders. Individual center arranged the last pill to be consumed and started the new formulation to the next patients.
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Secured the tender by convincing physicians the new formulation is better than the old product and defended the generic entry by securing close-tender bidding process
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No price cut is needed with effective negotiation process with support from key stakeholders
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The project is successful , not only to sustain business after patent-off, and also a perfect transition without any write-off of product
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Macau followed Hong Kong’s implementation so we secured two markets from generic entry
Supporting Graphics and Photos
No supporting documents due to confidentiality , the below link and photo is the public education video during the time of product transition . we engaged a KOL to introduce the iron overload medication.
https://www.finddoc.com/health/en/finddoctv/%E9%90%B5%E8%B3%AA%E7%A9%8D%E8%81%9A/
PROJECT 3 - Free mutation testing program launched in private for lung cancer patients during COVID, for fast diagnosis (government hospital delay diagnosis due to COVID and limited service) , media campaign to drive awareness of the rare lung cancer mutation and free testing program. It also helped to enhance corporate image.
Organisation: Novartis pharmaceuticals (HK) Ltd
Industry: Pharmaceutical / healthcare
Specialisation: Free Mutation test for lung cancer
Project Duration: 4 Months
Project Location: Hong Kong
Project Aims
Mutation test NGS (next generation sequencing) is crucial for right diagnosis and right targeted therapy for lung caner. During COVID period government hospitals delayed diagnosis and treatment as the service is limited . This program aimed to drive the early diagnosis in private clinics and ease the government hospital workload. By offering free mutation testing (collaboration with local gene testing company) , lung cancer patients could get right diagnosis and no delay on treatment.
Roles and Responsibilities
Product lead from generating idea, to seek for internal approve, to work with testing company and launch program within a month. As a react to the market change due to COVID.
Key Project Highlights
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Generated idea to boost up business and share of voice (SoV) for a targeted therapy product (Tabrecta, for MET exon14 skipping gene mutation lung cancer patient, which is rare mutation) during COVID
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Mutation test is the key step to identify the sub-type of lung cancer, followed by right targeted therapy
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Mutation test is self-paid in both government and private sector at that time
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During COVID, government sector business is record-low due to limited service and patients were hesitated to visit government hospitals , business somehow shifted to be driven by private clinics
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Mutation testing program is to offer free testing for lung cancer patients and help them to get right diagnosis in private sector without delay
Project Outcomes
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Successfully applied for internal funding, approval and finishing the contract to roll out in a month.
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Contracting with local testing company and line up media for editorial to announce the program, together with frontline sales promotion
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Received good feedback from private physicians to help patients at the right time
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Increase Share of Voice (SoV) of MET exon14 skipping mutation of lung cancer , we identified 5 mutations and referred to targeted therapy
Supporting Graphics and Photos
Editorial to promote the new program and also opportunity to enhance corporate image
PROJECT 4 - Asia Pacific lung cancer forum
Organisation: Takeda Pharmaceuticals (HK) Ltd x HK precision oncology society x Taiwan medical society
Industry: Pharmaceutical / healthcare
Specialisation: Aisa Pacific scientific exchange (hybrid lecture )
Project Duration: 4 Months
Project Location: Hong Kong and Taiwan on-site
Project Aims
Set up a scientific exchange platform for lung cancer expert and scientists (mainly HK, China and Taiwan)
Roles and Responsibilities
Product lead from society collaboration , Taiwan colleagues collaboration and agenda development , speakers invitation and event management
Key Project Highlights
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Scientific exchange on lung cancer treatment
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HK and Taiwan and Mainland China (GBA) speakers and audience
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Hybrid lectures
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Lung cancer treatment and AI application topics
Project Outcomes
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Successfully connected different areas experts to sit together and had a panel discussions
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Over 100 audiences from HK, Taiwan and Macau physicians to participate through on-site and virtual set up
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Lined up different medical societies for scientific exchange
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Establishing good networks for future research collaborations
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HK speakers were invited to join Taiwan event in same year, which demonstrates good networking achieved by the event
Supporting Graphics and Photos
Event poster and event photos
PROJECT 5 - CPP public awareness campaign
Organisation: Takeda pharmaceuticals (HK) Ltd
Industry: Pharmaceutical / healthcare
Specialisation: Raise awareness of CPP amongst public for early diagnosis and appropriate treatment
Project Duration: 6 Months
Project Location: Hong Kong
Project Aims
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CPP ( Central Precocious Puberty) is the early activation of the body's puberty process, if leave it untreated , the teenagers will early fusion of growth plates in the bones, potentially resulting in shorter adult height, and can also lead to emotional and social challenges.
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Since the golden time to treat is limited, public awareness is crucial to educate parent to observe their children on puberty process for early diagnosis.
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Apart from public awareness on CPP, we also aimed to leverage on this campaign to promote the key HK medical society and understand the physicians perception on different treatment options through the communications.
Roles and Responsibilities
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Product lead to collaborate with medical society ( HKSPEM, a pediatric endocrine medical society in HK)
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Understand their society’s direction and vision, aligning their through on CPP education. We linked up the media and society to conduct a series of doctor interviews regarding to disease background, diagnosis, treatment option and even psychological health of children.
Key Project Highlights and Outcomes
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Successfully engaged the key medical society and seeked for support from different key members to participate in the public educational campaign
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The interviewees are all from key role in HK hospitals to diagnose and treat CPP
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The content were well covered the CPP patients journey and being published in a well-reputative newspaper
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With increasing awareness of CPP and treatment rate, the growth of Enantone (hormonal treatment of CPP) growth 25.5% vs previous year
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Supporting Graphics and Photos
https://health.hkej.com/health/article?suid=3852497
PROJECT 6 - Enantone device demonstration differentiation campaign Organization
Organisation: Takeda pharmaceuticals (HK) Ltd
Industry: Pharmaceutical / healthcare
Specialisation: Product differentiation through device demonstration for HCPs
Project Duration: 1.5 Years (On-going)
Project Location: Hong Kong and Macau
Project Aims
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Enantone (subcutaneous or intramuscular injection hormonal therapy)
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The product has competitors and also generic version while device design makes different : short Preparation time and better patient comfort
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To differentiate product, demonstration is key. Through the real device experience, the HCPs can tell the superior of device.
Roles and Responsibilities
Project lead :
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To empower the sales team to set up platform and organize demo sessions for all centers in monthly basics
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To produce the video to share to HCPs
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To evaluate the demo session arrangement and enhance HCP support for injection practice
Key Project Highlights
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In first year, >90% targeted center (departments ) were completed the demo training
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Secure a key monthly physicians’ meeting to show case product benefit and demonstration through demo kit experience
Project Outcomes
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In first year, >90% targeted center (departments ) were completed the demo training. This project is on-going
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Secure a key monthly physicians meeting to show case product benefit and demonstration through demo kit experience
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We successfully secured the generic entry in one key prostate cancer center by demonstrating device benefit over other competitors and gained support from both physician and nurse team during their product review in pharmacy
Supporting Graphics and Photos
Video link for injection demonstration :
https://players.brightcove.net/3871979173001/default_default/index.html?videoId=6277783112001
Photos showing the lectures for physicians and nurses, using demo kit to show how convenient and small needle to increase both HCPs and patient experience over other brands.
PROJECT 1 - Enantone Global Summit in headquarters (Japan)
Organisation: Takeda pharmaceuticals (HK) Ltd
Industry: Pharmaceutical / healthcare
Specialisation: Represent Hong Kong team to participate in global conference for best practice sharing , networking amongst global leadership team
Project Duration: March 2025
Project Location: Meeting in Tokyo and Osaka, Japan
Project Aims
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Global product commercial leaders to report the current situation and challenges from each country and regions
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Through best practice exchange and networking, to learn from each other and enhance cross country collaborations
Roles and Responsibilities
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Representing HK team to present the achievement and challenges of Enantone in our market
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Build network with other countries representative for future medical education collaboration
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Seek for opportunities for HCP exchange and clinical trial collaboration
Key Project Highlights
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Visting the manufacturing site of product, the highly automatics and AI implementation demonstrates Takeda is on-going improving the quality and efficiency of production
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Through the workshop and presentation , different scenario were discussed and actions plan was consolidated for future quarterly review
Project Outcomes
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Rapport with cross countries team enhance the collaboration and scientific exchange in upcoming months
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China team clinical trials and registry were shared and one Hong Kong center participates with the line-up in meeting
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Strategy of drug listing in Korea and data generation gave insight to HK team to move faster for new listing by utilizing other Asian countries new materials and manuscript as supporting document.
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Successfully lined up Taiwan and Korean team for Hong Kong physicians scientific exchange in Aug 2025 and Dec 2025
Supporting Graphics and Photos
Visiting the manufacturing site, meetings and brainstorming workshop
PROJECT 8 - Online patient talk – lung cancer SBRT
Organisation: Takeda pharmaceuticals (HK) Ltd X patient group (cancerinformation HK)
Industry: Pharmaceutical / healthcare
Specialisation: Collaboration with patient group to organize online patient talk and invited a key physician as speaker
Project Duration: June 2024
Project Location: Hong Kong and Online Event
Project Aims
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SBRT (Stereotactic Body Radiation Therapy) is a new technique for treating cancer eg lung cancer for its more effective and less side effect
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Cancerinformation is an online cancer patient group with 60,000 members in HK, their vision is through educating patients and care givers, and work with physicians and pharma industry to promote positive attitude during cancer fighting journey
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We lined up patient group with a key oncologist who is advocate in SBRT in HK and gave online lecture in June 2024 (father’s month) , in order to raise awareness on new treatment options for lung cancer
Roles and Responsibilities
Line up patient group and speaker , also create idea on the topic, content and event timing ( father’s month event)
Key Project Highlights and Outcomes
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Record high for the online audience, over 600 live audience to attend virtually
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Good feedback from physicians, patient group and also audience for this topics and content arrangement
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Open up opportunity for future lecture of SBRT on different tumor type
Supporting Graphics and Photos
Poster of the event and snapshot of online patient talk video shooting
