Chocolate Finance names new HK head of social growth and partnership

Chocolate Finance has onboarded Dough Bros' former brand director Shawn Lam (pictured) as its new head of social growth and partnership. 

Reporting to Tim Jones, Chocolate Finance Hong Kong CEO, and Anushka Yadav, the company's group chief creative officer in Singapore. This role aims to bolster both Chocolate Finance's creative and strategic leadership and help shape how it positions itself in the Hong Kong market. 

"Chocolate Finance stands apart in the fintech space with genuine lifestyle DNA and a mission around 'Make life richer'. As we continued to grow, we understood that this mission needs dedicated focus: how do you tell that story through social channels and strategic partnerships in a way that truly resonates with people?" said Lam in conversation with MARKETING-INTERACTIVE. 

In this newly created role, Lam is responsible for building the brand's community and brand presence across social platforms while developing strategic partnerships aligned with our mission of “Make life richer” in the Hong Kong market.

The role spans everything from creative content strategy and creator collaboration to community engagement and partnerships, essentially bridging how fintech can feel more human and part of everyday life.

Lam brings nearly two decades of experience in strategic planning, brand building, and operations management across diverse industries. Most recently, he was the brand director at Dough Bros, where he led creative marketing initiatives and contribute to product innovation that resonates with the diverse customer base.

Before joining Dough Bros, Lam held key roles in multinational corporations such as HMV, Thakral, and Billabong, where he led successful digital transformation initiatives, contributed to significant growth, and established a strong industry network. His career highlights include leading a successful rebranding campaign for HMV, expanding the marketing team, and influencing a negotiation deal that led to a notable increase in revenue. During his time at Thakral and Billabong, he also gained extensive regional exposure in brand management and strategic marketing.

He said, "Over the past two decades, my career has been shaped by understanding one thing: how lifestyle brands genuinely connect with people through compelling storytelling, cross-sector partnerships, and community building. When you combine solid product with authentic storytelling that feels real, partnerships across lifestyle and culture, and genuine community, that's when fintech becomes part of people's everyday life."

"Growth isn't a destination, it's a discipline. At Chocolate Finance, we live this every day. Small wins compound. One day can change everything," he added.

Most recently, Chocolate Finance appointed Martin Lee as the marketing lead for Hong Kong. In his new role, Lee is responsible for Chocolate’s market entry and growth strategy into Hong Kong - with a strong focus on contextual localisation, customer acquisition, and integrated launch campaigns.

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