International Travel: Have traveled to 12 countries and 24 cities, with over 70% of trips self-planned with friends and family
YaChu(Wendy) Chang
Taipei,TPE
Summary
With 12 years of experience in the Taiwan marketing industry, specializing in advertising, digital marketing, event management, and entertainment. Successfully leading teams to complete high-efficiency projects, resulting in increased brand exposure and customer satisfaction. Completed Project Management and Business Administration certificate programs at the University of California, Irvine in 2023, strengthening cross-cultural collaboration and global market operations skills. Excited to utilize expertise and experience to help your company achieve greater success in a rapidly changing market.
Overview
15
15
years of professional experience
3
3
Certifications
3
3
Languages
Work History
Senior Manager
Starcom
Taipei City, Taipei City
10.2024 - Current
- Played a key role in Samsung's flagship phone media agency team, planning and executing the annual launch campaign and managing multiple major media projects within Taiwan's top five markets.
- Successfully leveraged media strategy to help the client achieve the company's annual goal, maintaining the same media budget while extending the campaign duration by 1.2 times compared to the previous year.
- Mentored junior staff members for skill development and career progression within the organization.
Marketing Team Intern
Carrazco Law Firm
Tustin
01.2024 - 03.2024
- Optimized the firm's overall marketing strategy by leading a diverse team of Japanese and American members in CRM, Google Analytics, and social media data analysis.
- Managed SEO execution, evaluated the performance of paid and owned media, and guided the team to create engaging social media content, increasing website traffic by 17%.
- Analyzed campaign data to make informed decisions on future marketing initiatives and optimizations.
Senior Media Planning and Buying Manager
OMD
Taipei City, Taipei City
07.2021 - 10.2022
- Managed e-commerce and online promotional activities for IKEA Taiwan, maintaining SEM traffic at target levels despite a 20% budget reduction.
- Developed the annual strategy for Quaker infant formula, successfully increasing online and offline customer acquisition and contributing to a 300% growth in productivity during the service period.
- Conducted market research to stay informed about industry trends, emerging technologies, and competitor strategies.
Media Planning and Buying Manager
Starcom
Taipei City, Taipei City
12.2019 - 07.2021
- Played a key role in Samsung's flagship phone media agency team, planning and executing the annual launch campaign and managing multiple major media projects within Taiwan's top five markets.
- Through market research, data analysis, and overseeing event execution, achieved 120% of marketing goals, and established processes and SOPs for future activities, earning praise from clients and supervisors.
- Achieved client vision and marketing objectives by collaborating with various departments.
Assistant Media Planning and Buying Manager
Dentsu X
09.2016 - 06.2019
- Managed clients across various industries, including FMCG (KAO, AVEDA), health food (Quaker), real estate (HB Housing), e-commerce (Watson), and fast food (KFC), serving as the primary business liaison during organizational transitions.
- Successfully secured additional budgets for clients through strategic proposals, expanding business opportunities, and ensuring a media purchasing budget exceeding $350,000 annually.
- Enhanced customer satisfaction by addressing and resolving inquiries promptly and professionally. Participated in ongoing professional development programs, staying current with industry best practices and emerging trends in customer service techniques.
Senior Marketing Planner
PChome Online
Taipei City, Taipei City
09.2014 - 09.2016
- Collaborated with over 100 product managers and the design team to plan and execute e-commerce promotions, including online campaigns and cross-industry marketing collaborations.
- Spearheaded two major projects single-handedly: the online live streaming show “Celebrity Chat Room,” which involved hardware planning, script development, and live recording; and the VIP members’ annual calendar, which included artist negotiations, theme planning, photo shoots, and production.
- Negotiated cross-industry partnerships, generating marketing resources worth over NT$3 million in six months.
Marketing and Event Coordinator
Friendly Dog Productions
Taipei City, Taipei City
04.2012 - 06.2014
- Led media planning and execution for outdoor concerts (Spring Wave Music Festival, New Year's Eve events, and commercial performances) in collaboration with brands and vendors, attracting 7,000 to 15,000 attendees per event.
- Oversaw press conferences in Taiwan, Hong Kong, and Singapore, managing logistics from equipment setup to artist coordination, generating over $300,000 in media exposure value.
- Increased company productivity threefold during my tenure.
Event Coordinator
CSR-TAIWAN Summit Brand Marketing Co., Ltd
Taipei City, Taipei City
12.2011 - 12.2012
- Managed publicity and ticketing for the nationwide touring musical 'The Embodiment of Oil Paint,' which included 13 performances across Taipei, Taichung, Chiayi, and Kaohsiung, attracting over 10,000 attendees.
- Served as the emcee for the Chiayi Wind Orchestra's classical music festival and hosted international artists from the U.S.
- And historians from China.
Program Planning Assistant
Red Entertainment
Taipei City, Taipei City
01.2010 - 12.2010
- Planned and executed children's TV shows, such as 'Kids Are Busy' and sports game show 'Hit It Out,' starring Taiwan celebrities, managing tasks from recruiting participants to product sponsorship negotiations, scriptwriting, and supervising child stars on set.
- Worked effectively in fast-paced environments. Managed time efficiently in order to complete all tasks within deadlines.
Education
Certificate - Project Management
University of California, Irvine
California, Irvine 10.2023 - 12.2023
Certificates - Business Administration
University of California, Irvine
USA, California, Irvine 04.2001 -
Bachelor of Arts - Chinese Literature
National Sun Yat-sen University
Skills
- Comprehensive : Customer service and consulting, Analytical thinking, Project planning and management, Cross-functional team coordination, Troubleshooting and problem resolution, Budget oversight, Process improvement, Multitasking Abilities
- Marketing and Advertising :Digital media planning and optimization(Meta and other ad networks), Consumer research, Market analysis, Data analysis (Google Analytics), Brand content placement, Data-driven decision making
- Public Relations: Event planning and execution, Crisis management
Certification
Project Management Certificate, University of California, Irvine, 12/01/23, Proficient in front-end project development (FEOTP), scope definition, and communication planning. Skilled in multi-project planning, time and cost estimation, risk management, and utilizing both traditional and agile methodologies to build schedules and budgets.
Skills
Customer service and consulting, Project management, Team communication, Digital media planning and optimization (Meta and other ad networks), Consumer research, Market analysis, Data analysis (Google Analytics), Brand content placement, Event planning and execution, Crisis management
Driver Licenses
- Cars
- Motorcycles
Interests
Entertainment: Avid consumer of films and TV series from Korea, China, the US, and the UK, as well as variety shows and entertainment news
Health Information: Enthusiast of nutrition and dietary supplements, focused on ingredient research and health product analysis
Social Exploration: Strong communicator, especially skilled in one-on-one or small group interactions
Timeline
Senior Manager
Starcom
10.2024 - Current
Marketing Team Intern
Carrazco Law Firm
01.2024 - 03.2024
Certificate - Project Management
University of California, Irvine
10.2023 - 12.2023
Senior Media Planning and Buying Manager
OMD
07.2021 - 10.2022
Media Planning and Buying Manager
Starcom
12.2019 - 07.2021
Assistant Media Planning and Buying Manager
Dentsu X
09.2016 - 06.2019
Senior Marketing Planner
PChome Online
09.2014 - 09.2016
Marketing and Event Coordinator
Friendly Dog Productions
04.2012 - 06.2014
Event Coordinator
CSR-TAIWAN Summit Brand Marketing Co., Ltd
12.2011 - 12.2012
Program Planning Assistant
Red Entertainment
01.2010 - 12.2010
Certificates - Business Administration
University of California, Irvine
04.2001 -
Bachelor of Arts - Chinese Literature
National Sun Yat-sen University
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