Alumni Industry Series | Venus Ma (MScMKT 2013): Transforming data to meaningful connections

“The audience you reach on Instagram today may well have shifted to TikTok tomorrow.” For Venus Ma (MScMKT 2013), director of Digital Marketing & CRM, Asia Pacific at lululemon, more than a decade in the field has shown her that the rules of digital marketing are rewritten every two years or less. From the rise of social media platforms to the mainstreaming of AI, she believes marketers must embrace constant change and lifelong learning. Looking ahead, she stresses, marketing will be less about “amplification” and more about building genuine “connection” through authentic interaction.

From social media shifts to content marketing reinvented

Venus’s digital marketing journey spans industries as diverse as insurance, jewellery, fashion, and sports. “Fifteen years ago, people turned to Facebook for simple entertainment. Today, it has become the most basic platform for brand engagements and even commerce,” she notes. With the advent of 5G and the boom in short-form videos, marketing content has shifted decisively from static posts to dynamic, video-driven storytelling.

Where once success was measured by post reach and click-through rates, the focus is now on designing customer journeys and interactive experiences — the feelings consumers carry from first touch with a brand to the point of purchase. Engaging, digestible and shareable videos have become vital touchpoints that draw in new audiences and nurture brand connections.

“Behind every 15-second clip lies a carefully scripted plan and rounds of data testing. What you see might have taken a week to shoot and dozens of versions to refine,” Venus says with a smile. Strong content creators, she adds, are not just “playing around” but are data-driven specialists continuously optimising strategies to craft compelling, professional storytelling.

AI in digital marketing: Tools, strategy and ethics

With the surge of generative AI tools, Venus believes the marketing ecosystem is undergoing yet another transformation. “We can now use AI to write copies, generate images, and even showcase products or styles through virtual avatars,” she explains. This accelerates content production while enabling multivariate testing tailored to different regions, platforms and audience segments, paving the way for truly personalised marketing.

Yet technology cannot replace emotional connections. Venus cautions marketers against relying solely on generative AI, stressing the need to safeguard brand tone and creative discernment. “AI certainly boosts efficiency, but the tone of voice of a brand cannot be fully automated. We still need people to ensure content feels warm and consistent.” She foresees future digital marketing teams combining creativity, technical fluency, and data insight to harness AI’s full potential.

At a sports brand, Venus says, a passion for fitness is second nature — and a constant thread in everyday conversations

From KOLs to everyday influencers: Redefining brand partnerships

In the era of influencer marketing, Venus has observed a quiet but significant shift in how brands select partners — from broad reach to targeted engagement.

“Previously, follower counts mattered most. Today we look at whether someone truly embodies our brand ethos and hold real authority in their field.” Increasingly, brands are collaborating with micro-influencers — not household names, but trusted figures within their own communities who can become anchors for brands seeking to build their presence in local networks. “Some yoga teachers or fitness coaches may have only a few hundred followers on Instagram, but their engagement with the relevant audience is remarkably high. As subject matter experts, they are exactly the type of partners we want to work with.”

For Venus, the future of marketing will not hinge on mass broadcasting, but on forging meaningful, human-centred connections.

Venus (left) found Professor Leo Sin (right) lecture on applying the I Ching to modern management and business strategy most profound

From practice to theory: A journey back to the classroom

Reflecting on her decision to return to campus for a Master’s in Marketing, Venus recalls that by then she had already spent several years in the workforce and gained considerable practical experience. She sought to close the gap in her strategic and managerial knowledge, and to acquire a more structured, in-depth understanding of business logic and marketing frameworks through further study.

When asked about the most memorable course from her programme, she unhesitatingly names Professor Leo Sin, who illuminated how traditional wisdom can be woven into contemporary management and commercial strategy. She vividly remembers his lecture on the Qian Hexagram from the I Ching, which comes with six auspicious lines — symbolising the boundless possibilities that humility can bring. “Wherever you may be, humility is essential, for learning never truly ends, and you must always keep an open mind.”

Venus (first from the left) met a close group of classmates at CUHK Business School, and they have remained good friends many years after graduation

Advice for future marketers

To students and alumni aspiring to enter the field, Venus highlights the need to combine data-driven thinking with keen observation and a spirit of experimentation. “Stay open-minded and don’t rush to conclusions. When Facebook and TikTok first emerged, few believed they would last — yet they became mainstream.”

She concludes, “Marketing has no one-size-fits-all answer. Continuous learning and an inquisitive mind will always be your greatest competitive edge.”

CUHK Business School alumni are everywhere, transcending geographical and industrial boundaries. To explore more inspiring alumni stories, please click HERE.