Joey Yam
Fractional CMO / The Regional Growth Architect
Joey is a marketing and business leader with over 20+ years of experience building brands and driving commercial growth across Asia. Equally strategic and hands-on, she brings the rare ability to design marketing functions from the ground up or scale regional operations with precision, making her ideally suited for fractional, interim, and regional leadership roles.
Global Scaling
Expertise
Xin Kang Heng Holdings (Macau)
FAW-Audi China
Audi Hong Kong & Macau
Audi Singapore
Auto Eurokars
Asatsu-DK (ADK)
Most recently, as General Manager at Xin Kang Heng Holdings (Macau) , Joey re-launched BYD Passenger Cars, delivering the dealership’s two-year sales volume within nine months. She also introduced Denza, achieving 145% of its first-year sales target in just seven months. In a resource-constrained environment, she built the full marketing ecosystem without external agencies, overseeing partnerships, launches, events, and customer engagement while managing end-to-end P&L across sales, marketing, and after-sales.
Previously, as Head of Brand Communication & Content Marketing at FAW-Audi China , Joey led a 40-person team and managed a ¥2 billion annual budget. She reallocated 25% of media spend to digital channels, improving ROI and engagement, and delivered integrated campaigns including ambassador programmes and lifestyle activations.
As Marketing Director for Audi Hong Kong & Macau , she built the marketing function from scratch, increasing online leads by 30% and improving customer retention by 9% through CRM initiatives. Earlier leadership roles at Audi Singapore , Auto Eurokars , and Asatsu-DK built her expertise in premium brand strategy and integrated communications.
Entrepreneurial
Acumen
We’re The Furballs
Singapore’s First Dog-Petting Café
Core
Competencies
Seasoned CMO · Agile Operator · Strategist
Fluent in English, Mandarin, and Cantonese, Joey has led multicultural teams of up to 50 across Singapore, Hong Kong, China, and Macau. She holds a BSc (Hons) in Marketing from the University of Bradford, a Specialist Diploma in Digital Marketing & Communication (Temasek Polytechnic), and is WSQ-certified in Generative AI for Digital Marketing (2025).
Practical, collaborative, and accountable, Joey blends brand craft with clear commercial focus. She partners with businesses that seek immediate impact and disciplined execution, bringing the leadership of a seasoned CMO, the agility of an operator, and the results of a business strategist.
“I had the pleasure of closely collaborating with Joey during our time at FAW Audi Sales Company, where she served as the Head of Brand Communication and Content Marketing. As Marketing Strategy Manager, I witnessed firsthand Joey’s exceptional leadership and strategic prowess. Joey’s results-driven and action-oriented approach, coupled with her reliability and unwavering support, made her a standout professional. One could always count on her to deliver outstanding results and drive projects forward. Furthermore, Joey’s deep expertise in the Chinese market helped me better understand Chinese cultural cues in communication but also strengthened my strategic approach for the Chinese market. Moreover, Joey’s collaborative nature made her a great colleague for discussing and elaborating on concepts. Her ability to translate ideas into actionable plans was instrumental in achieving our marketing objectives.
I have full confidence that Joey’s exceptional skills as a marketing leader will drive success for her future employers and bring a fresh perspective to any team.”
Florian Langer
Senior Marketing Strategy Manager at FAW Audi Sales Company (China)
“Joey is one of the most thriving marketing experts and client partners to work with during my tenure with Isobar Hong Kong. She is always ahead of the game with her effective marketing strategies, her sense for transformation, and her eye for innovation. Together, we’ve created and launched many successful industry-first digital initiatives that drove results. The multiple award-winning project, Audi Neuroracer, was one of our highlights. It’s been a great honour and pleasure to have worked with Joey, and I am looking forward to work with her in the near future.”
Katheryn Lui
APAC Strategy Lead, Publicis Groupe
“Joey was a great client lead to work with during my time in Hong Kong because she treated her agencies with respect and as genuine collaborative partners. I always knew I could have an open and honest conversation with Joey and her team it would always move us forwards towards a successful marketing initiative. The result of this was a number of award-winning campaigns for Audi and I definitely look back fondly on my time working with Joey.
Adrian Lee
Committee Member for Hong Kong Academy, Cricket Hong Kong and The Hong Kong Cricket Club
“Joey is one of those rare directors who also naturally serves as an inspiring mentor for the team. I’ve had the pleasure of knowing Joey for almost 2 years, during my time at Audi Hong Kong as the CRM & Event Manager. In addition to her extensive experience in the automobile industry from both agency and in-house, Joey exhibits strong leadership and interpersonal skills and a unique capacity for empathy. These qualities most notably translate in her ability to motivate a team to care about its project and be invested in the project’s success. Joey’s efficiency, organization and time-management skills as well as her determination in maintaining transparency are unlike any I’ve seen before and that made a dramatic difference in the productivity level of our team. Joey’s positive attitude and cheerful personality also make the respect and appreciation others feel toward her palpable. As a team member or a leader, Joey earns my highest recommendation. Any employer or employee would be lucky to have her.”
Iris Phongthitithep
Senior Manager, Fashion Initiatives at Hong Kong Design Centre
“Joey is one of the most forward-looking and innovative digital marketing professional that I have worked with during my tenure with Yahoo. With her blessing and endorsement, we were able to give birth to the award-winning content marketing campaign “Audi Progressive Mind” in 2015. Its an unprecedented idea for automotive brand in HK to take advantage of content marketing approach for branding campaign. Joey made Audi the first one. Look forward to working with Joey again in near future.”
Chris Ngan,
Former Sales Director at Yahoo