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Sherry Xue

Digital Evangelist, Strategist, and Marketer


Distinguished Digital Evangelist and unique Product leader with 9 years of experience driving product innovation and delivering outstanding results through ideation, implementation, and marketing of Award-winning customer-focused digital products. Program management expertise in identifying innovation opportunities for traditional business and excel at steering full product lifecycle in a complex ecosystem. Versed in product ideation, UI/UX design, integrated digital marketing, and customer-focused service culture with exceptional management and people skills. Looking to join a customer-focused organisation as a creative digital strategist and groundbreaker.


Oct 2014May 2015

Business Partner and Marketing Director

Paxifi Co. Limited

Joined Paxifi Co. Limited, a startup company offering mobile commerce solution for taxi rides, as Business Partner and Marketing Director. Worked on the first version of the application and contributed on initial launch planning.

  • Paxifi ( is the world’s first mobile commerce store platform designed to create new revenue streams for taxi and limo drivers and enable them to become true micro-entrepreneurs.
  • Paxifi is avaliable in New York and London since April 2015.
Aug 2013Jan 2015

Global Digital Program Manager, Group Digital Banking 

Standard Chartered Bank, Singapore Group Office

Steered product development lifecycle of cutting edge mobile applications, including new feature ideation and prototyping, flagship application utilisation penetration, and customer service optimisation; conceived and implemented global strategy for Organisational Digital Culture Cultivation through creative digital education and service mindset transformation.

  • Identified opportunities for new product and features, while supporting the business case to secure resources for opportunities. Created an innovative referral solution in a win-win manner to encourage positive engagement between staff and their friends while transforming relationship value into leads.
  • Led the ideation and prototyping of Breeze Invite mobile (responsive web app) for the new referral solution with aesthetic UI, intuitive UX, and sociable platform.
  • Strategised, developed, and delivered Organisational Digital Culture Cultivation program in 38 countries, a gamified engagement solution converging systematical training and service mindset transformation through digital learning applications and comically themed marketing campaigns. The program was nominated as “The Customer Centric Projects” by IDC for Financial Insights Innovation Awards 2013.
  • Played a key role on Breeze mobile penetration to acquire active user through country target management, global competition campaigns, and service model refinement. By implementing the organisational programs and initiatives, the organisation managed to create digital savvy team, improve customer experience, and achieve 10% increase in active mobile users in 3 months globally.
Oct 2011Jul 2013

Global Program Manager, Customer Experience &  Organisational Excellence

Standard Chartered Bank, Singapore Group Office

Performed Strategic Planning and BI initiatives for consumer banking. Conceived next generation service model and pioneered industrial first banking service involving AI Technology. Strategised and implemented Organisational Transformation from Product Centric into Customer Centric Organisation globally.

  • Strategised and conceptualised next generation banking model. Led the design of email service solution as part of the model. Ideated and developed a Digital Agent (Avatar) powered by Artificial Intelligence to support customer daily requests.
  • Evangelised the innovative next generation model through speeches at international industry conferences including Next Bank Asia 2013 Singapore and Hong Kong.
  • Conceived, strategised, and delivered CX2.0 Customer Centricity Program to transform the Process Centric operations into a Customer Centric service organisation through system redesign, process optimisation, and mindset transformation. The program was featured as industrial leading customer centric case by CEB (Corporate Executive Board) and shared in industrial forums.
  • Built and managed CX2.0 Lab, an Innovation Lab with multi-disciplinary talents working on quick R&D of digital engagement solutions for mindset transformation. The Lab created an average of 1 proof of concept every 10 days, and successfully launched 7 applications globally, including a video streaming website with UGC, an online learning platform, an internal social media platform, 2 edutainment games, and 2 video series (a cartoon series and a news series) for weekly global podcasting.
  • Performed business strategic planning and Business Intelligence management for Group Operations and SEA Consumer Business. Created a digital information management platform to enable automated data collage and visualisation.
Apr 2010Sep 2011

Country Product Manager

Standard Chartered Bank (China) Limited, Shanghai, China

Managed all aspects of marketing and branding of Breeze Living (award winning AR app) in China, including initial launch and full lifecycle marketing. Participated in application development. Developed and implemented digital marketing strategy, and pioneered inbound marketing through viral marketing, Social Media Marketing, and SEO/SEM.

  • Participated in the new product development lifecycle of Breeze Living from concept generation, product development, to product launch and maintenance. Breeze Living is industrial first lifestyle app that used Augmented Reality to support a gamified rewards scheme offering merchant benefits. It was voted Best AR App in China (Technode 2011), and its HK edition won Best Social App at the MobEx Awards (2012).
  • Drove all aspects of Breeze Living marketing strategy. Conducted market research to rationalise segment opportunities and developed targeted collateral to support the bank’s branding objective as the leader to deliver innovative mobile solutions in China.
  • Pioneered inbound marketing method to pull fans towards the brand with value adding contents through digital marketing activities including viral marketing, Social Media marketing (KOL), and SEO/SEM, combined with selected traditional marketing. Gathered market intelligence by coordinating data from WeiBo, Baidu, Tudou, and Youku to understand needs, capture VOC, and ensure brand representation.
  • Developed 3 major strategic collaborations and directed 13 merchant offers launch to support offer expansion to 18 cities.
  • Designed sales presentations and product demos to train sales force on product benefits. Recruited service ambassadors in 10 branches to support user acquisition.
  • By implementing marketing programs, strategic collaboration, and sales support, the app managed to acquire 2k+ users and 25k+ market awareness (fans) within 2 years.
Aug 2006Mar 2010

Prior Experiences

Standard Chartered Bank (China) Limited, Shanghai, China

Communication Manager, CIO Office (Apr 2009 – Mar 2010)

Manager – Cash Process and Product Delivery (Aug 2007 – Mar 2009)

Country Management Trainee – Group Technology and Operations (Aug 2006 – Jul 2007)

  • Leadership, Project (PMP) and Process Management (Six Sigma) Training
  • Strategic meeting planning and CSR activity organisation
  • Internal and external communications management



M.Sc in Marketing and International Business

The City University of New York Baruch College , New York, U.S. 
  • Recipient of “the Best in Business” Distinction by AACSB.  GPA 3.9 / 4. 
  • Coursework in Marketing Research & Strategy, Consumer Behavior, Digital Marketing.

Graduate Diploma in  Social Psychology and Counseling

Aventis School of Management, Singapore

B.A. in  Business English  

Shanghai Jiaotong University, Shanghai, China
  • Recipient of “Excellent Academic Scholarship”, “Excellent Student Leader” 2003-2005.
  • Coursework in Advanced English, Marketing, Finance, and Economics.

Other Information


GMAT 760 (99% Globally) 2015 Nov

TEM 8 ( Highest English Qualification for Chinese English Major)


MS Office Suite, Keynote, iMovie, Adobe Fireworks, Illustrator, Photoshop

Top 5 Strengths (Gallop)

1. Ideation   2. Strategic   3. Achiever   4. Focus   5. Competition