The Growth Conversation: UOB’s Marietta Li
- UOB’s Marietta Li believes that a winning formula for marketing success lies in being purpose-driven — delivering activities led by a broader objective than just selling a product or making a short-term profit.
- For aspiring marketers looking to follow in Li’s footsteps, her message is clear: embrace creativity, cultivate adaptability and never lose sight of the bigger picture.
If Marietta Li were to write a marketer’s playbook, she would most likely title it: Lessons in Creativity, Adaptability and Strategic Thinking. As companies grapple with evolving consumer behaviour and disruptive technologies, Li believes that marketers play a key role in helping to steer any company’s course.
Li carries a dual role as executive director, head of strategic communications, brand and customer insights, Hong Kong and Taiwan, as well as head of network partnerships and strategic marketing, foreign direct investment advisory, Hong Kong, United Overseas Bank Limited (UOB). With over a decade of experience at the Singaporean banking giant, she has navigated a remarkable career trajectory, transitioning from marketing roles in card businesses to overseeing entire business units in the financial industry.
Winning with Purpose
Based on her experience, she believes that a winning formula for success lies in being purpose-driven, delivering activities led by a broader objective than just selling a product or achieving a short-term profit.
“We’re telling stories and creating experiences that resonate with people on a deeper level,” she says.
Pointing to the acclaimed UOB Art Academy as an example. Li has spearheaded since its inception in 2015, and the bank uses it as a platform for community engagement, employee participation, and client relationship-building. From hosting exhibitions and sponsoring art fairs to collaborating with Chinese opera productions, UOB Art Academy has evolved beyond its initial scope, earning industry-wide recognition and cementing UOB’s reputation as a purpose-driven institution. This distinction helps the bank differentiate itself in a crowded banking landscape.
Shaping business
This purpose-driven mindset of thinking beyond the traditional marketing playbook is a hallmark of Li’s approach. Rather than limiting herself to conventional campaigns, she has leveraged research and customer insights to develop bold and impactful initiatives.
“A lot of people see marketing as just a supporting function,” she says. “But I’ve always seen it as a fundamental tool to drive a business forward.” To this end, she declares that: “Marketing is not just a cost centre, and it’s time this mindset changes.”
“As marketers, we need to take a more proactive and strategic role working closely with business owners and teams to help shape overall business strategy and direction,” she said.
What it Takes
Li has several key pieces of advice to share. Firstly, she says, “Marketers need to focus on creativity, innovation and research. And I’m not just talking about in marketing campaigns or advertising. We need to go beyond the traditional marketing world today.”
She encourages marketers to use research and talk to clients directly to build customer insights. She is a firm believer in insights as a tool for driving businesses.
Secondly, she emphasises the need to be adaptable and prepared to pivot strategies and tactics to keep pace with the external environment.
“Stay close to the overall marketing landscape, keep up with the trends and the tools, and stay abreast of the most effective ways to communicate with clients,” she says. “Always be on the lookout for new ways to make an impact, and from there, you can craft compelling narratives.”
“Try to really understand the corporate agenda and business strategy,” she advises. “You need to have both a business mindset and acumen. I’m always thinking of the bigger picture, the corporate agenda and the overall business strategy. What are the pain points, requirements, and insights?”
Finally, Li argues that soft skills continue to underscore success. Strong communication and interpersonal skills are key as these enable marketers to be more effective when working with multiple stakeholders.
The Big Picture
For aspiring marketers looking to follow in Li’s footsteps, her message is clear: embrace creativity, cultivate adaptability and never lose sight of the bigger picture.
“The key is to think strategically, be adaptable, and continuously look for ways to leverage your marketing expertise to benefit the entire business,” she says. “That’s what it takes to be a truly effective marketer in today’s fast-changing landscape.”
Illustration: David Despau