Chocolate Finance names new marketing lead for HK

Chocolate Finance has appointed Martin Lee (pictured) as the marketing lead for Hong Kong, reporting to Timothy Jones, CEO of Chocolate Finance Hong Kong and Anushka Yadav, group chief creative officer of Chocolate Finance. 

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. His role is centred on translating the group’s broader brand and creative vision into a locally resonant strategy, as the company prepares for its official launch in its first new market.

With Chocolate Finance having recently attained regulatory approval to operate in Hong Kong, Lee is focused on the success of marketing this exciting and imminent launch. This regulatory milestone is a key step in Chocolate Finance’s regional expansion, allowing the company to soon serve users in another one of Asia’s most dynamic financial hubs.

Lee's focus is on introducing Chocolate Finance as a compelling alternative for consumers to grow their idle cash - often left sitting in low-interest accounts. The Hong Kong strategy will centre on simplicity, trust-building, bold creative and strong local relevance to help consumers understand how Chocolate Finance can compliment their daily financial habits, just like it has successfully for several Singaporeans.

Lee said, "Hong Kong is one of the most dynamic financial hubs in the world, and I am super excited to bring Chocolate Finance’s vision of ‘daily happy returns’ to consumers here. By helping people put their spare cash to better use, we want to show that personal finance can be a simple, hassle‑free and even enjoyable part of everyday life. Working closely with the global and local teams, we’re focused on introducing Chocolate Finance in a way that feels immediately relevant, trustworthy, and refreshingly simple for Hong Kong consumers."

This comes after the Singapore-based financial company closed a US$15 million Series A+ funding round as it paved way to expand into Hong Kong. Speaking to MARKETING-INTERACTIVE earlier, founder Walter de Oude described Hong Kong as a global financial epicenter with a deep culture of investing and a digitally savvy population constantly seeking better, faster ways to grow their money.

“But more than that, we saw a gap – between what traditional financial products offer and what people actually want today: simplicity, transparency, and joy in the process. In other words, happy money. Chocolate was built to fill that gap,” he said. 

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