K&F Concept nabs GP Batteries' Terry Tong as global marketing director

Camera accessories brand K&F Concept has appointed Terry Tong (pictured) as its new global marketing director, effective from 20 April 2026. 

Reporting to Ken Wang, CEO of K&F CONCEPT, Tong will lead the global marketing strategy, focusing on brand building, digital transformation, and omnichannel growth across markets including APAC, America and Europe.

This includes strengthening brand equity, accelerating eCommerce performance, and building scalable, data-driven marketing capabilities across markets.

Tong was most recently the global digital marketing director of GP Batteries, where he played a pivotal role in driving substantial sales growth and operational efficiency improvement across 20+ markets worldwide. Before joining GP Batteries, Tong served as the digital lead at MNC including Lee Kum Kee, Häagen-Dazs Hong Kong, REVLON, and MaBelle Jewellery.

With a proven track record in leading digital transformation initiatives to achieve business objectives, Tong continues to be at the forefront of enhancing the global success of the brand.

In conversation with MARKETING-INTERACTIVE, Tong said after leading global digital transformation and GTM at GP Batteries, he decided to take on a new challenge — to help define what the next stage of Chinese global brands should look like.

"Through my work with GP Batteries and Lee Kum Kee, I’ve been fortunate to contribute to the journey of Chinese brands expanding globally — scaling across markets, strengthening digital capabilities, and driving business impact," he added.

He added, "It’s increasingly clear that the next phase of growth goes beyond distribution and performance. The real opportunity lies in building globally competitive brands that can connect with consumers across cultures and earn long-term trust. This was a key motivation behind my transition."

"Over the past few years, I’ve had the opportunity to work closely on the global expansion of Chinese brands. One clear shift I see is that success is no longer defined by how far a brand can reach, but by how deeply it can resonate with consumers in each market. We are moving from a phase of ‘going global’ to ‘growing as a global brand’ — where brand trust, cultural relevance, and consumer connection become the key differentiators."

He added, "I’m excited to join K&F Concept at this pivotal moment, and look forward to contributing to this transformation — building a brand that is not only present globally, but become a brand that people genuinely connect with, believe in, and choose."

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