Hong Kong – K&F CONCEPT has appointed Terry Tong as its new global marketing director, marking a strategic move as the company seeks to strengthen its global brand presence and deepen its position within the rapidly growing creator economy.
In his new role, Terry will lead the company’s global marketing strategy, focusing on brand development, global market expansion, and building a more integrated marketing ecosystem that connects brand, content, and commercial performance across regions.
In an exclusive interview with MARKETECH APAC, Terry shared his priorities for the role, his vision for transforming K&F Concept into a globally trusted creator brand, and how the company plans to strengthen its presence across key international markets.
Elevating K&F Concept into a global creator brand
Stepping into the role, Terry sees an opportunity to move the company beyond its product-led roots. He explained that the company’s presence in over 110 markets and strong foundation in innovation provides a platform to grow into a globally recognised brand for content creators.
“I see a clear opportunity to elevate the brand from a product-led business into a globally trusted brand for content creators,” he said.
Central to his strategy is bridging product strength with brand building and commercial growth.
“My focus is to bridge product strength with brand building and commercial growth,” Terry shared, outlining his aim to build an integrated marketing system that connects brand, content, and performance, ensuring marketing efforts contribute to long-term brand value, not just awareness.
As he steps into his new role, Terry’s immediate priorities revolve around adopting a structured, brand-led approach.
“We will focus on reinforcing premium positioning through more culturally relevant storytelling and stronger local engagement,” he said.
He also noted plans to strengthen localised presence in key growth regions such as Europe and Southeast Asia through consumer application content, region-specific channels, and more consistent brand expression.
At the same time, Terry will focus on building trust beyond K&F Concept’s best-selling categories, positioning the company as a reliable and professional choice for photography enthusiasts and content creators alike.
Building a full-funnel, creator-led marketing ecosystem
A key pillar of Terry’s approach is developing a full-funnel, data-driven marketing ecosystem, where influencer and creator content serves as more than awareness drivers.
“We see influencer content not just as awareness drivers, but also as long-term assets,” he explained, noting that high-quality creator content can be repurposed across multiple touchpoints to support both brand building and commercial growth.
Alongside creator-led marketing, traditional channels such as PR, media, and strategic partnerships remain important in building credibility, particularly among professional users. Terry emphasised that multi-touchpoint brand-building efforts are critical to creating a customer-preferred brand that reinforces long-term trust.
When asked which industry trends are shaping K&F CONCEPT’s marketing strategy, Terry pointed to the rapid growth of content creation on social media, particularly among new-generation creators.
“Creators are increasingly looking for tools that help them produce professional-quality content more easily and efficiently.”
Considering this, Terry emphasised that K&F CONCEPT are placing strong emphasis on solution-driven marketing—showing how the company’s products solve real creative challenges. Another important shift is the growing importance of community and belonging.
“Brands are no longer just selling products; we are building ecosystems,” he noted, highlighting the company’s focus on community-building and investing in its base of creators and fans.
Balancing global consistency with local relevance
At a global level, Terry plans to anchor K&F CONCEPT’s marketing around its core creative essence, “SEE THE UNSEEN,” while empowering regional teams to adapt this vision through local content, creators, and platforms.
“Our role at the global level is to define a global brand system, assets, and strategic direction, while empowering regional teams to adapt and execute. This ensures both global consistency and local relevance,” he explained.
“The key is to define a strong global brand core while allowing flexibility in local execution.”
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As K&F CONCEPT continues to expand its international footprint, Tong’s appointment signals a move toward a more structured, brand-led approach that integrates creativity, community, and commerce. Under his leadership, the company is poised to strengthen its position as a trusted, professional choice for content creators worldwide.
