Fred Yeung
Senior Account Director
Hong Kong
Summary
I’m at my best when building what hasn’t been built yet, whether it’s winning new business, shaping new directions, or leading teams through change with focus and momentum. Over the past 8+ years, I’ve helped unlock growth for brands like P&G, TUMI, Klook, and Lee Kum Kee, guiding businesses across FMCG, travel-tech, and food through new directions, new markets, and new momentum. From China to the US, I specialize in turning regional complexity into clarity, leading integrated campaigns that stretch across platforms and borders. Whether pitching, repositioning, or scaling, I believe that creativity thrives in well-run systems, and that good leadership means setting the tempo for the team to thrive.
Overview
6
6
years of professional experience
10
10
years of post-secondary education
4
4
Languages
Work History
Senior Account Director (Team P&G, Lee Kum Kee, New BIZ)
Grey Group
05.2025 - Current
- Cross-regional leadership: across TUMI (APAC), Lee Kum Kee (US & Global), and P&G (China & Hong Kong), leading integrated campaigns across FMCG, travel, and food.
- New business wins: including securing Klook (travel-tech), leading Lee Kum Kee’s US oyster sauce expansion from pitch to pipeline, and driving the US Sriracha TikTok campaign development.
- Long-term brand leadership for P&G: continuing to lead DOWNY and OLAY as a trusted partner through strategic guidance, seamless execution, and consistent business impact.
Account Director (Team P&G, New BIZ)
Grey Group
05.2023 - 04.2025
- 3 New business wins across APAC and US, including the successful campaign pitch for American Tourister (APAC), Samsung (lifestyle category), and Lee Kum Kee’s Chili Crisp Oil innovation (US).
- Expanded scope from execution to brand building, demonstrated by winning back the Downy pitch and repositioning the brand to increase penetration through sensorial storytelling and cultural relevance.
- Sustained business growth, organically retaining and growing the OLAY HK partnership over 4 consecutive years through day-to-day collaboration and deep brand understanding.
Account Manager (Team P&G)
Grey Group
07.2021 - 04.2023
- Closed a USD 1M retainer with P&G China, establishing Grey HK as the lead creative partner for Tide and Downy across two consecutive contract cycles.
- Co-Led brand strategy development for OLAY and Tide/Downy, working closely with planning to align positioning with evolving consumer needs and media behaviors.
Senior Account Executive (Team P&G)
Grey Group
03.2019 - 06.2021
- Client portfolio expansion, growing from Pantene and OLAY into Tide and Downy, opening new opportunities within P&G’s laundry category.
- Award-winning campaign execution, managing Pantene’s “Breakup Salon” campaign, which won ROI Silver and Effie China Silver in 2020.
Education
Bachelor of Communication - Public Relations & Advertising
Hong Kong Baptist University
09.2016 - 07.2018
Associate Degree of Social Science - Public Relations & Advertising
Community College of City University
09.2014 - 07.2016
Hong Kong Diploma of Secondary Education Examination - undefined
Sheung Kung Hui Tang Siu Kin Secondary School
09.2007 - 07.2013
Skills
- Cross-functional team leadership
- Agile problem resolution
- High Accountability & Executional Drive
- Pitch leadership experience
- Regional Client Engagement & Account Growth
- Strategic development
- Microsoft – Word / Excel / Powerpoint
Timeline
Senior Account Director (Team P&G, Lee Kum Kee, New BIZ)
Grey Group
05.2025 - Current
Account Director (Team P&G, New BIZ)
Grey Group
05.2023 - 04.2025
Account Manager (Team P&G)
Grey Group
07.2021 - 04.2023
Senior Account Executive (Team P&G)
Grey Group
03.2019 - 06.2021
Bachelor of Communication - Public Relations & Advertising
Hong Kong Baptist University
09.2016 - 07.2018
Associate Degree of Social Science - Public Relations & Advertising
Community College of City University
09.2014 - 07.2016
Hong Kong Diploma of Secondary Education Examination - undefined
Sheung Kung Hui Tang Siu Kin Secondary School
09.2007 - 07.2013
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