Tommy Shum's OKR 2026
My core role is Digital Marketing — the company website, brand, SEO, social, the HubSpot CRM, and enabling the marketing team. On top of that I drove a company-wide AI initiative — adoption, productivity, and new business from proven internal tools.
campaign Digital Marketing
Keep masterconcept.ai healthy and on-brand, lead its rebrand, grow reach through SEO & social media, and enable the marketing team.
auto_awesome Drive AI adoption & productivity
Drive AI adoption and cut the manual work — assistant, shared access, academy, and automated reporting.
storefront FDE — new business from proven wins
Forward-deploy: prove each tool internally first, then package the winners into new business for customers.
sell Product development — solutions to sell
Build production-ready products for the company's commercial offering — Master Album and Master Prize.
Digital Marketing
My primary remit — the company's web presence, brand and organic growth, and enabling the marketing team.
public masterconcept.ai — company website & rebrandnorth_east
Own the company site: keep it healthy and on-brand, and lead its rebrand.
- ✓Maintain masterconcept.ai — content, pages and uptime for the company's primary web presence.
- →Now · Leading the website rebrand — refreshed visual identity, structure and messaging.
travel_explore SEO & GEO — search + AI visibility
Get Master Concept found in both classic search and AI answer engines.
- ✓Ongoing SEO — on-page optimization, content and technical health; grow organic traffic & keyword rankings.
- →Next · GEO (Generative Engine Optimization) — optimize so MC surfaces in AI answer engines (ChatGPT, Perplexity, Google AI Overviews), not just blue-link search.
share Social media management
Grow and run Master Concept's social channels across the region.
- ✓Manage MC's social channels across HK · TW · MO · CN · SG · MY · AU — content, cadence and engagement on LinkedIn, YouTube, Facebook, WeChat, Zhihu, Douyin & email (HubSpot EDM).
CRM — manage HubSpot
Own the HubSpot CRM for marketing & sales.
- ✓Administer HubSpot — contacts, marketing campaigns, pipelines and reporting for the marketing & sales teams.
groups_2 Enable the marketing team
Support the team's campaigns, events and tooling.
- ✓Facilitate marketing campaigns & events, and build the tools that support the team (below).
Marketing tools I built for the team
Master Form — enrollment & event formsnorth_east
Collect sign-ups and promote them with shareable posters.
- ✓Enrollment / registration system for events and programs.
- ✓Shareable posters to promote each form.
Master Link — link shortener & bookmarksnorth_east
Short, branded links and a shared bookmark hub.
- ✓Branded URL shortener for campaigns and sharing.
- ✓Bookmark manager — organize and share key links.
WP Buddy — AI for WordPressnorth_east
Empower the marketing site with AI-assisted building.
- ✓AI page-building + Brand Kit for on-brand WordPress pages.
- ✓MCP gateway and embedded live Zoom webinars on event pages.
Social Feed — MC social channelsnorth_east
Bring Master Concept's social channels together in one feed.
- ✓Aggregates MC social channels (WeChat, LinkedIn, Facebook, YouTube, Google Chat, RSS).
Event Master — registration & booth engagementnorth_east
Run event check-in and booth activities.
- ✓QR registration — fast attendee check-in at events.
- ✓Booth stamping — passport-style booth engagement tracking.
Finance & Operations
MCBMS for finance — AI insight, payments automation and cost visibility.
BMS AI Agent — ask BMS datanorth_east
Ask about orders, invoices, GP or vendors and get a finance-accurate answer back as a table or chart — no SQL, no waiting on a report.
- ✓Built & deployed the BMS Agent (Cloud Run · Gemini) — composable analytics: any measure × brand × region × period. live
- ✓Every figure finance-accurate — credit-note netting (GP corrected ~15%) + void-PO exclusion. −15% GP fix
- ✓Interactive charts, an eval harness & role-based access; runs at ~$2/mo.
- →Next · Mirror NetSuite (SuiteQL → BigQuery) beside BMS in the same agent — read-only, near-zero added cost.
- →Next · Per-user data scoping + usage/cost logging; extend netting to AR and align sales-credit to finance's rule.
Remittance Recognition — match payments to invoicesnorth_east
Turn a bank statement into confirmed, NetSuite-ready customer payments — automatically.
- ✓AI statement extraction — upload a bank PDF/CSV and Gemini pulls the transactions; Citibank CSV parsed directly (no AI cost).
- ✓Auto-matching engine — scores each deposit against open invoices (amount + company name) and surfaces the best candidates for one-click confirm.
- ✓NetSuite export — builds the Customer Payment CSV with RV numbers, FX rates, bank charges, credit notes & interest income, ready to import.
MCP for BMS — governed data platform (skill + agent)
One governed data layer serving both a Claude Code skill and the in-app agent.
- ✓Shared MCP data endpoint — 15 governed tools over a read-only mirror; no VPN, no SQL for users. 15 tools
- ✓Single source of truth — an improvement reaches the skill and the agent instantly; JWT auth + per-module RBAC.
- →Next · MCP for NetSuite — extend the same governed pattern to NetSuite data.
Google Billing — control cloud cashflownorth_east
Help F&O control cashflow on cloud — bill every cost and collect on time. Three tabs:
- ✓Monthly — GCP / GMP billing accounts & monthly spend per customer; KPI tiles (click-to-filter) + per-account drill-down.
- ✓Cost Recovery — surface billable cloud costs so nothing goes un-invoiced — recover what's owed.
- ✓Collection Ageing — overdue-invoice chase list so payment collection isn't missed.
MC AI Academy — course & lab platformnorth_east
Deliver AI training courses, hands-on labs and a sellable catalog.
- ✓Course-material & hands-on lab platform for AI training.
- ✓Course catalog ready for sale to customers.
Project Team
Keep renewals and delivery on track.
Renewal Pipeline — track renewals & backlognorth_east
One place to see upcoming renewals, order backlog and status — for the project / renewals team.
- ✓Renewal-status workflow with Dashboard, Orders list & Kanban views of the pipeline.
- ✓Monday.com sync — contract end-dates auto-pulled daily (MSP board), so pipeline dates are always current.
- ✓Team notifications — push the latest orders / renewal updates to the team chat.
AI Usage Monitor — company AI-usage dashboardnorth_east
One dashboard for how the company uses its paid AI tools.
- ✓Unified usage view across Claude, ChatGPT & Gemini — visibility into AI adoption and spend.
- ✓Helps right-size subscriptions and surface inactive seats.
Magic Login — one-tap access to AI toolsnorth_east
Secure passcode sign-in to shared AI tools — no shared passwords.
- ✓One-time-passcode gateway for shared AI accounts (Claude, ChatGPT, Poe, Perplexity).
- ✓Controls access without exposing shared credentials.
Lookoutnorth_east
A tool built for the Project Team.
- ✓Built & shipped Lookout for the Project Team. live
People & Workplace
Modern, self-serve people tools.
MC Contact — interactive company directorynorth_east
Find any colleague, see the org, and locate their desk — in one place.
- ✓Built an interactive org chart — browse teams and reporting lines visually.
- ✓Contact directory — look up colleagues and reach them directly.
- ✓Interactive floor plan — see who sits where. Live at mcai.dev/contact. live
Careers — applicant tracking (ATS)north_east
Assisting the development of Master Concept's ATS.
- ✓Assist the Careers ATS development — CV management & interview arrangement.
- →Next · Virtual interview — in-browser video interviews with recording.
- →Next · AI video screening — async one-way video Q&A with AI-assisted scoring.
- →Next · AI CV screening & ranking — auto-match and shortlist by fit.
Products — to sell
Production-ready products for the company's commercial offering (Objective 04).
Master Prize — event lucky-draw enginenorth_east
Run name draws and prize-wheel spins at company & marketing events.
- ✓Built the lucky-draw engine — Name Draw (spin names) + Prize Wheel (booth / kiosk) modes.
- ✓Built on GCP (Cloud Run + Firestore) — the modern successor to the legacy Apps Script Master Draw; in use at company & marketing events.
- →Next · Rollout: custom domain, automated deploy, legacy Master Draw data migration.
Master Album — monetization & GTMnorth_east
Make the album product revenue-ready on the Master platform.
- ✓Built & verified the monetization flow (tiers + landing) end-to-end on the test database.
- ✓Produced the go-to-market deck + pricing model; advanced shared Master ID / Master Mail foundations.
- →Next · Production launch + payments (pending provider approval).