Herbert Lam is the Head of Digital Marketing for Sun Life Financial Asia. He is responsible for driving innovative digital marketing initiatives in social media, content marketing, search engine optimization, partnerships and performance. With over 15 years of experience, his primary focus is on the creation and implementation of digital-first strategies that enable Sun Life Clients to achieve lifetime financial security and live healthier lives.
Panel: Think local, act global: localisation whilst maintaining your brand voice
• The importance of localisation when tapping into foreign markets and making a good first impression • Connecting with a new market and building trust and acceptance • Incorporating local-cultural sensitivities, values, emotions and language to avoid offending your customers • Maintaining global consistency and brand persona whilst localising content