OneDegree names new head of branding and marketing communications

Hong Kong-based virtual insurer OneDegree has appointed Matthew Li (pictured) as its new head of branding and marketing communications, effective in July 2026. 

In his new role, Li reports to Emily Chow, chief executive, OneDegree. He is tasked with leading the branding and marketing communications team in building brand awareness, deeply penetrating local pet communities, and executing customer-focused, data-driven marketing strategies that fuel sustainable growth and both short- and long-term profitability.

Li's career is a compelling blend of agency-side expertise in data analytics and media planning and client-side strategic leadership, including a key role in digital marketing transformation at Shiseido Group.

Since joining Decathlon in 2022, he has been instrumental in refining the brand’s presence in Hong Kong, steering its evolution from a sport retailer to a multi-sport specialist.

In a conversation with MARKETING-INTERACTIVE, Li said, "I am thrilled to step into the role of head of branding and marketing communications at such a pivotal time in the company’s growth journey."

"As Hong Kong is striving to become a more pet-friendly city, the pet market is evolving rapidly and our opportunity to redefine how we connect with our audience is immense. I look forward to leading our talented team to elevate our brand presence, drive impactful communication strategies, and fuel our next chapter of growth," he added.

Don't miss: OneDegree taps into 'cat economy' with latest empowerment drive

Most recently, OneDegree launched a new campaign for its "Pet CEO plan," repositioning its brand proposition around family-bond health empowerment for pets.

Running from 5 July to 2 August, the campaign focuses on clearly communicating product benefits, driving immediate action among cat owners, and highlighting its unique kidney failure cash benefit rider. Created in partnership with creative agency Giraffe Hong Kong, the campaign targets female cat owners aged 26 to 40.

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