Petrina Chong
Summary
- A visionary marketing executive with a proven track record in the field of 360 marketing, CRM, digital transformation and omni-channel management that creates strong business results and brand performance.
- Keen insights in translating consumer needs into business opportunities and realizable company revenues.
- Recognized as an industry leader in developing break-through business strategies integrated with creative 360 marketing campaigns, CRM, and latest mar-tech tools to boost business outcomes.
- Strong channel partnership management skills in delivering sizable sales revenues for both the company and channel partners.
- A visionary leader skilled in developing and motivating teams with cross-region/functional management capacity, covering U.S., China, Hong Kong, Taiwan, and Southeast Asia.
- An ESG certified professional incorporates sustainability thinking into business management and marketing communications to create a better world.
Overview
33
33
years of professional experience
1
1
Certification
Work History
Associate Marketing Vice President & E-Commerce Head
CHUNGHWA TELECOM CO., LTD
08.2015 - Current
- Lead CHT marketing organization to develop winning marketing strategies and innovative 360 marketing programs achieving mobile business over 37% and broadband over 55% No.1 market share
- Integrated media investment, social media, CRM and latest mar-tech tools to increase CHT website traffic YOY +89% and raised the sales YOY by double digits in both online and offline channels
- Co-developed customer CHT customer data platform (CDP) with Big Data departments to integrate customers, members and social media data to build the All-in-One marketing solutions increasing sales
- Worked with a top consulting firm to orchestrate the “customer centric” digital transformation and resolved the pain points, which improved customer experience,online store sales and NPS significantly.
Associate Vice President of Global Integrated Marketing Communication Center & EC Head
BENQ CORPORATION
05.2014 - 08.2015
- Led BenQ global marketing teams and cross-border EC teams to develop global marketing and EC strategies and implemented marketing programs that increased BenQ global earnings and US Amazon EC sales with double-digits growth, while building BenQ projector and gaming monitors as the world-top brand.
Head of Retail Operations & Executions
NOKIA CHINA
03.2013 - 02.2014
- Led retail promotion teams to develop retail investment strategies, best-in-class retail execution capabilities as well as ROI evaluation guidelines for 3,000 retail stores and promoters, which increased the average monthly revenue by $1 million.
Marketing Director, the Greater China Region
MOTOROLA MOBILITY
03.2009 - 10.2012
- Led the Greater China marketing teams to build strong brand equity by developing insightful marketing strategies and launching many unprecedented 360 marketing campaigns throughout the region to assist achieving sales goals
- Built Motorola Taiwan as the only No
- 1 market in all Motorola regions
- Managed the retail and sales operations teams to segment 1,000 retail accounts and 5,000 retail stores to deliver the best-in-class retail operations and analyze market intelligence to maximize sales efforts; resulted in increase of sales revenue by 20%
- Oversaw the execution of Motorola consumer website/CRM strategies and programs that successfully accumulated over 400,000 members in 3 years in Taiwan.
Assistant Group Product Manager
L’OREAL COSMETIC
01.1997 - 01.1998
- Developed, managed, and executed ATL and BTL marketing activities for Maybelline Cosmetics including advertising and PR campaigns, managed budget and sales forecast that propelled Maybelline from a start-up to number-one brand in Taiwan within a year.
Product Manager
PACIFIC INTERNATIONAL TRADING Co., Ltd.
01.1996 - 01.1997
- Designed, managed, and executed overall marketing programs for Perrier, Vettel Mineral Water, and Miller Beer brands
- Planned advertisement campaigns, controlled budgets, designed incentive programs, and initiated joint promotional programs with major international sponsors such as Nestle, MTV, and Disney.
Account Supervisor
Elite PR, Ogilvy & Mather, DYR Advertising
01.1992 - 01.1996
- Managed marketing projects and developed marketing campaigns for MNC clients including OREO Biscuits, Disneyland, and Unilever Pond’s product lines.
Education
Postgraduate Diploma in Digital Business Strategies -
Global Ivy Education in collaboration with Columbia Business School & MIT Management Executive Education
04.2019
Value Investing Certificate Program -
Columbia Business School Executive Education
07.2018
Data Driven Marketing Certificate Program -
Cornell University
06.2018
Executive MBA in Technology Innovation Management -
National Chengchi University, Taiwan
01.2010
B.A. in Communication Studies -
California State University, Sacramento, California
01.1991
Skills
- Winning Brand Building
- Mar-tech and digital transformation
- 360 marketing management
- CRM and social CRM
- Budget Management and ROI Analysis
Accomplishments
- Build CHT as the most favorable brand, highest purchase/use brand and like to switch to brand.
- Increased CHT website traffic and ecommerce sales double digits growth in consecutive years.
- Improved omni-channel pain points and gained customer satisfactions.
- Propelled CHT app store from No.5 to No.1 within half a year among telecom industry.
- Developed CDP platform and used the latest marketing technologies to reduce media CPC and CPA cost as well as increased sales results.
Certification
Sustainability Management Certification, TAISE (Taiwan Institute for Sustainable Energy), 11/2023
Otherreferences
Interests in art appreciations, traveling, reading, movies, golfing, yoga, Pilates, boxing and gym exercises.
Timeline
Associate Marketing Vice President & E-Commerce Head
CHUNGHWA TELECOM CO., LTD
08.2015 - Current
Associate Vice President of Global Integrated Marketing Communication Center & EC Head
BENQ CORPORATION
05.2014 - 08.2015
Head of Retail Operations & Executions
NOKIA CHINA
03.2013 - 02.2014
Marketing Director, the Greater China Region
MOTOROLA MOBILITY
03.2009 - 10.2012
Assistant Group Product Manager
L’OREAL COSMETIC
01.1997 - 01.1998
Product Manager
PACIFIC INTERNATIONAL TRADING Co., Ltd.
01.1996 - 01.1997
Account Supervisor
Elite PR, Ogilvy & Mather, DYR Advertising
01.1992 - 01.1996
Postgraduate Diploma in Digital Business Strategies -
Global Ivy Education in collaboration with Columbia Business School & MIT Management Executive Education
Value Investing Certificate Program -
Columbia Business School Executive Education
Data Driven Marketing Certificate Program -
Cornell University
Executive MBA in Technology Innovation Management -
National Chengchi University, Taiwan
B.A. in Communication Studies -
California State University, Sacramento, California
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