Hi, my name is Li Yin, and I’m a marketing leader with over 10 years of experience in marketing, and spent the past 5 years across fintech and financial services, most recently leading growth and go-to-market strategy for a regulated B2C fintech in Southeast Asia.

In my current role as Head of Growth, I own end-to-end marketing across acquisition, activation and retention, leading digital acquisition, lifecycle CRM, partnerships, and integrated campaigns. I’ve led multi-channel strategies spanning paid performance, content, social, and CRM, while managing multi-million-dollar budgets and optimising for ROI and long-term customer value.

A big part of my experience is working with complex, regulated products — translating them into clear, compliant messaging that drives acquisition without compromising trust. I work very closely with product, compliance, data, and regional stakeholders to ensure marketing strategies are aligned with business goals and governance requirements.

I’d like to share my experiences and journey in growth marketing through this blog and hopefully gain some new insight into this field during that process.