Alice Wong — Dual-Identity Social Media Strategy

I. The Two Alices

Alice runs two distinct professional identities that serve different audiences but share the same person. The goal is not to hide either side — it's to keep them strategically separated so each audience gets the version of Alice that's most relevant to them.

Airwallex Alice

linkedin.com/in/alicewlwong · 3,607 followers

Who she is here: Marketing Director, fintech expert, B2B GTM leader, women's community builder in commercial finance.

Audience: Fintech peers, HK business community, potential hires, enterprise clients, women in business.

10+ years B2B marketing, SME & enterprise
Leads Commercial Women Community at Airwallex HK
Stanford-certified in Employee Wellness
Runs partnerships across HK, TW, KR

Instagram

Flow with Alice

@flowwithalice · Beans Wellness founder

Who she is here: Yoga instructor, sound healer, wellness founder who left burnout behind and built something meaningful.

Audience: Wellness seekers, corporate professionals curious about mindfulness, HK yoga community, potential Beans clients.

RYT200 certified (Hatha, Inside Flow, Sound Healing)
Former dancer → yogi → founder
Hosts retreats, mindful experiences, corporate sessions
Bilingual voice (English + Cantonese/Traditional Chinese)

The Bridge The corporate insider background is Alice's unfair advantage on both platforms. On LinkedIn she speaks from experience. On IG she speaks from transformation. The same story, told to different people in different languages.

II. LinkedIn — Airwallex Alice

Followers

3,607

solid base

Target cadence

1–2×

per week

Best format

Text

+ carousel

Voice

Insider

direct, smart

Content Pillars

💳

Fintech Insider

What I've learned running B2B marketing at a global fintech. Real observations, not press releases.

🤝

Women in Business

Stories, lessons, and reflections on being a female leader in HK commercial/fintech. Community lead lens.

🧘‍♀️

Wellness at Work

The quiet bridge — why a Marketing Director also teaches yoga. Productivity, burnout, real talk.

🌏

HK Business Pulse

What's happening in HK's SME/startup/fintech market. Alice's take. Short, opinionated.

🎯

GTM & Partnerships

Practical frameworks: how to build partnerships, enter markets, move fast with small teams.

📚

Lessons & Mistakes

Honest post-mortems. What didn't work and why. These always outperform polished wins.

Voice Guidelines

Direct, not corporate. LinkedIn rewards real people, not brand-speak. Write like you talk to a peer at coffee.
Lead with a hook. First line = the whole post, compressed. Most people never scroll past it.
Short paragraphs. 1–2 sentences max. White space is your friend on LinkedIn.
No hashtag spam. 2–3 relevant tags max, at the end. LinkedIn's algorithm doesn't reward stuffing.
End with an opener. A question, a counterintuitive statement, or "your thoughts?" invites comments without begging.

Post Templates — LinkedIn

Template 1 · Fintech Insider · Hook + Insight + Lesson

Everyone talks about SME payments. Few actually talk to the SME owner. Here's what I've learned after [X] years running B2B marketing at Airwallex: The decision maker isn't the finance team. It's the founder who does payroll at 11pm on a Sunday. They don't care about "global infrastructure." They care about not being blocked when it matters most. That shift changed how we position, what we write, and who we call. Marketing is always a listening problem first.

Template 2 · Women in Business · Story + Reflection

A year ago I started leading Airwallex's Commercial Women Community in Hong Kong. I thought it would be networking events and panel talks. It became something I didn't expect — a room where women actually say what they're struggling with. The thing that comes up most: imposter syndrome doesn't go away when you get promoted. It just gets quieter. Building community isn't about creating opportunities. It's about making people feel less alone in the ones they already have. If you're working on something like this, I'd love to compare notes.

Template 3 · Wellness Bridge · The "why I also teach yoga" post

I'm a Marketing Director at a fintech company. I also teach yoga and run a corporate wellness business on the side. People always ask how I manage both. Honestly? The yoga is why I can do the fintech. After a bad burnout in my late 20s, I stopped treating rest as laziness. I started treating it as infrastructure. Productivity isn't about doing more. It's about recovering well enough to do the right things. This isn't a side hustle story. It's just what I learned about sustainability the hard way.

What to avoid on LinkedIn Don't cross-post IG wellness content directly — different audience, different register. Don't post Beans Wellness promotional content (that belongs on IG). Keep the Airwallex identity professional but human — not a press release machine.

III. Instagram — Flow with Alice

Handle

@flowwithalice

IG + Threads

Target cadence

3–4×

per week

Best format

Reels

+ carousels

Voice

Warm

bilingual, real

Content Pillars

🌿

Practice Diaries

Behind the mat — what Alice is learning, exploring, questioning in her own practice. Personal, not instructional.

✨

Founder Journey

Building Beans. What it's actually like to run corporate wellness in HK. Honest, not polished.

🫁

Breathwork & Sound

Sound baths, breathwork, singing bowls. Share the experience — what happened in the room, not just the logistics.

🏢

Corporate Wellness POV

From the inside: what Alice sees in companies that actually invest in their people vs those that don't.

🍃

Mindful Living HK

Spots, rituals, finds in HK that align with the wellness lifestyle. Community content that's easy to engage with.

📣

Events & Invites

Upcoming Beans classes, retreats, collaborations. Keep it warm and personal, not promotional-sounding.

Voice Guidelines

Bilingual is a feature, not an afterthought. Alice's Threads posts in Chinese outperform English ones (13 likes vs 4). Lead with Cantonese/Traditional Chinese for personal stories, English for professional/corporate content.
Storytelling over information. Don't teach — share what happened. "I saw purple light during breathwork to APT" → that's a hook, not a lesson plan.
Reels drive discovery, carousels drive saves. Post both. Stories keep warm followers engaged daily.
End posts with soft CTAs. "Comment if you'd join" or "DM me" — low friction, high conversion for event sign-ups.
Don't over-produce. Alice's warmth is the brand. A shaky phone video of a sound bath session beats a polished studio shot.

Post Templates — Instagram

Template 1 · Practice Diary · Personal experience story (Cantonese-led)

分享一次很神奇的體驗 — 上完課之後我整個人都不一樣了。不是因為我學到了什麼。是因為我感受到了什麼。有時候身體比腦袋更早明白。 --- Had one of those sessions where you realise your body knew something your mind didn't. That's the magic of showing up on the mat without an agenda. When was the last time you did something without expecting an outcome? 🌿

Template 2 · Founder Journey · Behind Beans

Nobody tells you that running a wellness business means spending 70% of your time on things that aren't wellness. Proposals. Follow-ups. Logistics. Email deliverability issues (yes, really). But the 30% that is — Watching a room full of overworked people finally exhale. Seeing someone discover they like yoga when they thought they were "not a yoga person." Getting a message that says "our team hasn't laughed like that in months." That 30% is why we keep going. If you're building something meaningful and it's harder than expected — you're probably doing it right. 🌱 #beansWellness #corporateWellness #hongkong #founderlife

Template 3 · Event Invite · Warm, personal CTA

We're hosting something a little different this month. 🌸 [Event name] — [date], [location] This one is for people who've been curious about [breathwork / soundbath / yoga] but never found the right moment to try. No experience needed. Just come as you are. Comment "IN" or DM me to grab a spot — keeping it small so everyone gets the full experience. 💕

Stories — Daily Rhythm

Story Type	Frequency	Format
Morning ritual / practice check-in	2–3×/week	Quick video or photo, no text needed
Poll or question sticker	1–2×/week	"What's draining you this week?" / "Yoga or soundbath — which would you try first?"
Behind the scenes (prep, setup, post-session)	After every event	Candid video, swipe-through
Reshare DMs / replies	When meaningful	Screenshot + reaction, builds social proof

IV. The Donna Workflow

Alice's ask: don't draft from scratch — let Donna draft, Alice edits. Here's how it works:

How to Request a Draft

What Alice sends Donna	What Donna delivers
"Draft a LinkedIn post about [topic / thing that happened]"	Ready-to-post LinkedIn text, hook + body + closer, 150–250 words
"Draft an IG post about [topic], in Chinese"	Bilingual caption (Chinese first, English bridge), + hashtag set
"Draft a story idea for this week"	3 story concepts with format notes (poll, video, photo)
"Alice saw [thing] — make a post about it"	Draft + suggested platform + pillar tag

Donna knows the voice now. After reading Alice's Threads posts and Beans content, the voice profile is built. Drafts will sound like Alice — not like a press release. Alice edits tone, personal details, and timing before posting.

What Donna Doesn't Do

Post directly — Alice always reviews and posts herself
Create a rigid editorial calendar — Alice's life moves fast; the calendar is a guide, not a constraint
Mix the two identities — LinkedIn stays Airwallex, IG stays Flow with Alice

Monthly Rhythm (suggested)

Week	LinkedIn focus	IG focus
Week 1	Fintech insight or industry observation	Personal practice story (Cantonese)
Week 2	Women in Business / community moment	Beans behind-the-scenes or event prep
Week 3	GTM / partnership lesson or framework	Breathwork / sound healing experience
Week 4	Wellness bridge post (the link between both worlds)	Corporate wellness POV or client story

V. Cross-Identity Rules

Keep them clean, but let them echo The two accounts should never feel like they're from the same person if you stumbled on one without knowing Alice. But if you follow both, you should be able to tell they're the same person — with depth.

Rule	LinkedIn (Airwallex Alice)	Instagram (Flow with Alice)
Tone	Professional, direct, grounded	Warm, personal, bilingual
Beans Wellness mentions	Only in wellness-bridge pillar posts	All Beans content lives here
Airwallex mentions	Natural and frequent	Rare — keep separate
Personal stories	Used as insight vehicles	The main content type
Hashtags	Max 3, professional	5–10, community-building
Post length	150–300 words	50–150 words (+ Cantonese)
Images/video	Sparingly — text posts perform best	Essential — always include

Starting Point

Alice has a stronger foundation than she realises. 3,600+ LinkedIn followers, an authentic bilingual voice on Threads/IG, and a story that bridges two worlds most people never connect — corporate fintech and personal wellness.

The problem isn't content quality — it's volume and consistency. Donna's job is to reduce the friction from "I have something to say" to "it's posted." That's it.

First post to try: The "why I also teach yoga" LinkedIn post (Template 3). It's the bridge post — performs well because it surprises the corporate audience and humanises Alice instantly. Drop the topic to Donna and it'll be ready in minutes.

Sources

[1] Alice Wong — LinkedIn Profile — linkedin.com/in/alicewlwong. Profile data, follower count, experience, current role.

[2] Flow with Alice — Threads — @flowwithalice. Recent posts including 炭燒雞蛋仔 mindful cooking event and breathwork experience with APT.

[3] Alice Wong — Yoga Bagel HK — yogabagel.com. Teacher bio, background: dance → yoga → RYT200, Hatha/Inside Flow/Sound Healing.

[4] About Us — Beans Wellness — beans-wellness.com. Founder story, corporate burnout background, Stanford Employee Wellness certification.

[5] Claudia Wu's IWD Post — linkedin.com. Colleague credited Alice for "encouraging her to reach her full potential" — signals mentorship/leadership identity.