Global Brand , Business Strategy & Marketing Professional
Zen Chung
Ching Fung Tai Lai
Taipei City
Summary
Brand Marketing professional with passion for delivering impactful marketing solutions and driving brand success. Extensive experience in developing comprehensive B2C , D2C, B2B, C2B business and channel strategies and executing high-impact campaigns. Known for fostering collaborative team environments and consistently achieving results, with strong focus on adaptability and innovation.
Experienced with developing comprehensive brand and marketing strategies that drive brand growth and customer engagement. Utilizes data-driven insights to optimize campaign performance and market positioning. Track record of leading teams to exceed expectations through innovative creative marketing solutions.
Dynamic individual with hands-on experience in FMCG , Fashion and Textile , Creative Consulting Field and talent for navigating challenges. Brings strong problem-solving skills and proactive approach to new tasks. Known for adaptability, creativity, and results-oriented mindset. Committed to making meaningful contributions and advancing organizational goals.
Experienced leader with strong background in guiding teams, managing complex projects, and achieving strategic objectives. Excels in developing efficient processes, ensuring high standards, and aligning efforts with organizational goals. Known for collaborative approach and commitment to excellence.
Work History
Head of Global Marketing & New Market Development
2 Years 3 Months- Drove business growth by forging strategic alliances with complementary organizations to expand reach into new markets.
- Wrote and distributed press releases to increase brand visibility.
- Analyzed consumer usage patterns to identify trends and target key demographics.
- Mentored junior marketing staff, providing guidance on best practices in campaign execution and strategic planning.
- Established strong relationships with key industry influencers to elevate brand reputation.
- Analyzed market trends and consumer insights to inform product positioning and promotional strategies.
- Launched a successful email marketing campaign that grew subscriber base while maintaining low unsubscribe rates.
- Conducted market research to identify new opportunities and target markets.
- Preserved brand integrity by monitoring consistency and quality of marketing content.
- Implemented regional marketing strategies to enhance brand presence and support local market adaptation.
- Conducted competitive analysis regularly to inform positioning strategies, maintaining alignment with industry trends and consumer needs.
Secretary-General
2 Years 3 Months- Organized and managed executive meetings to maintain agenda compliance and ensure timely dissemination of meeting minutes.
- Managed correspondence, prioritizing communication between executives and internal/external stakeholders.
- Streamlined office procedures, enhancing operational efficiency and reducing response times for inquiries.
- Oversaw scheduling of appointments, optimizing calendar management for senior leadership team.
- Enhanced company-wide communication by distributing important information and timely updates.
- Greeted incoming visitors and customers professionally and provided friendly, knowledgeable assistance.
- Contributed to successful event planning by coordinating logistics such as venue selection, catering services, and guest invitations.
- Maintained accurate records of company policies, procedures, and guidelines for easy reference by staff members.
- Created informative presentations using PowerPoint slideshows for use in meetings and training sessions.
- Served as a liaison between executives and employees, fostering positive relationships throughout the organization.
- Developed and maintained courteous and effective working relationships.
- Demonstrated strong organizational and time management skills while managing multiple projects.
- Proved successful working within tight deadlines and a fast-paced environment.
- Facilitated communication between departments, ensuring efficient information flow.
- Managed scheduling and calendar coordination for executive team.
- Organized meetings and prepared agendas, enhancing operational efficiency.
- Led organizational strategy development for sustainable initiatives and community engagement programs.
- Coordinated multi-stakeholder meetings to ensure alignment on project goals and objectives.
Founder
6 Years- Curated and showcased works of Taiwanese artists in seal engraving, calligraphy, ink painting, metal smithing, pottery, and ancient incense making to provide fresh cultural perspectives.
- Identified and pursued new market opportunities, successfully expanding platform's geographical footprint and boosting overall profitability.
- Supervised marketing advertising efforts and coordinated new product development projects to align with business objectives.
- Directed strategic planning sessions, aligning organizational goals with long-term vision and mission.
- Enhanced customer experience with introduction of user-friendly online platform.
- Developed strong partnerships with key industry players, contributing to an increased market presence.
- Increased brand visibility and market penetration by developing and executing comprehensive marketing strategies.
Marketing Director
1 Year- Corporate organizational restructuring, planning, optimization and implementation of annual strategies for marketing departments (Product, E-commerce, Marketing planning, Design)
- Managing 4 units under Marketing Division (Product, e-commerce, marketing planning, design units)
- Team building development and man power allocation for marketing department unit
- Personnel allocation and Organizational restructuring
- Global and local market research and related execution
- Annual Marketing budget allocation and management (OGSM measurement / GA result monitoring)
- Brand awareness improvement (Developing New 4 brands strategy plan and execution, marketing strategy formulation brand marketing management, establishment of corporate culture and brand image)
- Corporate PR / TA / Media / B2B Customer Relation
- Overseas brand corporation development and contract negotiation
- Online and Offline platform merging and CRM planning and execution
- Pet exhibition related promotion and physical store planning and execution
- Corporate Brand and product educational training materials and implementation
- Improve your marketing team's ability to promote your brand
- Strategic planning execution for group business units and new brands
- Line and e-commerce platform CRM Completed
- Achieved Q1-Q3 Sales performance targets
- Gain free media exposure through working with top tier on line media niu news which generate 20% of sales
- Increased brand awareness by developing and implementing strategic marketing campaigns.
- Improved lead generation efforts by implementing targeted inbound marketing strategies that attracted high-quality prospects.
- Mentored junior marketing staff, providing guidance on best practices in campaign execution and strategic planning.
- Enhanced customer engagement with targeted social media strategies and content creation.
- Worked with communications team to drive internal promotion of company programs, initiatives, guiding principles and mission.
Overseas Division Senior Manager
1 Year 10 Months- Assisted in managing distributor relationships in Japan and overseeing channel operations. Supported business development efforts for overseas brands and product marketing initiatives. Facilitated retail store design and visual merchandising planning and execution.
- Japan retail store planning which inducing working with japan design team and hq design team to pin point and develop and manage brand image and vm
- Assist and provide marketing materials (video, content and visual) for build-up online brand EC website for Japan / SEA agents
- 2020-2021 Japan Market Annual Sales increased to 83% compare to 2019
- 2020 Jan. ~ 2021Oct. Japan Retail store increase from 1 to Total of 6 stores across Japan. (Tokyo, Kyushu Kogura, Chiba, Oita, Kumamoto, Osaka, Nagoya)
- Developed training programs to elevate staff performance and foster professional growth.
- Implemented strategic initiatives that aligned departmental goals with corporate objectives.
- Facilitated collaboration among diverse teams to drive improvements in operational processes and project results.
- Led cross-functional teams to implement strategic initiatives enhancing operational efficiency and productivity.
- Facilitated cross-departmental collaboration to ensure alignment of marketing initiatives with corporate objectives.
- Developed detailed reports and presentations to communicate project progress to senior executives effectively.
- Coordinated training sessions for agents and distributors on new marketing tools, enhancing team capabilities and efficiency.
- Executed comprehensive market entry strategies by assessing local consumer behaviors and preferences.
- Coordinated training sessions for staff on new marketing tools, enhancing team capabilities and efficiency.
- Enhanced team performance with regular coaching sessions, focusing on individual strengths and areas for improvement.
- Revitalized underperforming product lines by analyzing sales data, leading to focused improvement efforts and increased profitability.
Senior Brand Manager
2 Years 3 Months- Achieved successful product launches by refining development processes. Enhanced online platform functionality through optimized back-end operations. Elevated market competitiveness with innovative product positioning strategies.
- Assisted in building brand identity and enhancing brand culture through various touchpoints. Directly contributed to promoting brand personality across online and offline channels. Supported initiatives to engage customers through sensory experiences.
- Directed operations and online sales strategies to optimize performance. Led research and development of culturally relevant target audience markets. Managed brand communication and visual merchandising projects to enhance market presence. Oversaw public relations and media communication initiatives to strengthen brand reputation. Formulated and executed diverse marketing strategies focused on engaging target audiences. Established and nurtured channel partnerships to foster collaborative efforts. Executed high-impact seminars and events to boost brand awareness.
- Analyzed sales performance metrics and compiled monthly ROI reports for strategic decision support.
- Managed artist collaboration workflows to support compliance with contractual obligations.
- Analyzed consumer insights to inform product development and optimize brand messaging.
- Developed and executed brand strategies to enhance market positioning and drive growth.
- Led cross-functional teams in launching new products, ensuring alignment with brand vision and market needs.
- Developed and executed comprehensive brand strategies to enhance market presence and customer engagement.
- Executed targeted product launches and promotional campaigns to support market share growth.
- Managed and oversaw creative projects to drive quality, accuracy and deadline management.
- Developed and executed comprehensive brand strategies, enhancing market presence and consumer engagement.
Director, International Market Strategy
4 Years 4 Months- Assist in the development and expansion of overseas market related research
- Provide overseas retail market and competitors analysis and insights, business strategy implantation
- Strategic alliances with local Japanese channels to overseas
- The work content is mainly to assist upper management (Founder and GM, Board of directors) in understanding overseas markets and provide strategies, the work of staff rather than external
- Self-motivated, with a strong sense of personal responsibility.
- Worked effectively in fast-paced environments.
- Skilled at working independently and collaboratively in a team environment.
- Proven ability to learn quickly and adapt to new situations.
- Worked well in a team setting, providing support and guidance.
- Managed time efficiently in order to complete all tasks within deadlines.
- Organized and detail-oriented with a strong work ethic.
- Adaptable and proficient in learning new concepts quickly and efficiently.
- Conducted in-depth market entry assessments aligning with local consumer preferences and behaviors.
- Developed comprehensive frameworks for assessing competitor strategies in overseas retail environments.
- Executed targeted outreach programs to strengthen relationships with key stakeholders in foreign markets.
- Monitored regulatory compliance related to international marketing initiatives, ensuring alignment with local laws.
- Collaborated with cross-functional teams to enhance brand strategy implementation across international markets.
- Led strategic initiatives to enhance operational efficiency and drive organizational growth.
- Developed and implemented performance metrics to evaluate team effectiveness and productivity.
Brand Strategist
4 Years 6 Months- Conducted in-depth analysis and strategic planning for global brand marketing initiatives.
- Crafted effective brand marketing strategies and delivered comprehensive analytical reports to inform decision-making.
- Produced valuable analytical reports that enhanced brand marketing strategy effectiveness. Developed innovative brand marketing strategies and provided actionable insights through thorough analytical reporting.
- Achieved successful brand implementation through effective coaching strategies across global markets. Delivered impactful consulting services that strengthened brand presence and client relationships.
- Facilitated brand coaching sessions that significantly improved stakeholder engagement.
- Enhanced brand recognition through effective multilingual marketing communications.
- Achieved enhanced brand visibility through the creative direction of global retail marketing tools. That improved customer experience and engagement.
- Achieved a cohesive brand identity by successfully implementing streamlined product naming strategies. Delivered a comprehensive product roadmap that enhanced brand architecture and market presence. Drove brand architecture initiatives that resulted in improved product differentiation and consumer engagement.
- Advisor for Brand and Corporate Identities system
- Proposal for Taiwan Government ministry of economy for annual Sponsorship for SMB business
- Executed comprehensive rebranding strategies for Gohiking and Ozaki, resulting in recognition as Best Rebrand of the Year by industry standards.
- Led JHT rebranding initiative, achieving the Best Rebrand Award from Ministry of Economic Affairs, R.O.C. Taiwan government in 2009.
- Supported relationship management with major clients, including Acer, Asus, and BenQ Group. Assisted in project coordination with Liteon Group and Taiwan Design Center. Facilitated communication between International Design Alliance and Prince Hotel Group.
Senior Marketing & PR Manager
2 Years 10 Months- Marketing Annual Plan and Annual Budget allocation
- Digital Marketing strategy and Digital Campaign roll out
- Consumer Behavior analysis, T.A data mining and analysis
- SEO ranking monitoring and analysis report, PPC purchasing and planning, web marketing applications and management
- ATL and BTL promotions, Media relation, In-Store SP, Joint Promotions, Brand Joint-Venture
- Marketing and PR Strategy, Media Ad placement, Media strategy and liaison, News Release preparation, PR Events execution, creative direction and support, Vendor sourcing and management, Retail space implementation
- Seasonal Marketing and Sales Team training
- SPACE Concepts is luxury positioned high end yoga studios and wellness center, which provide the latest yoga trends from all over the world and invite the top notch yoga masters to participate the yoga conferences and yoga teacher trainings, also distribute the latest yoga fashion brands and products to Asia market.
- In 2006-2007 by Re-positioned the brand by applied new strategies and promotion. The results show sales recover by 20% after 6 month implement and generated an NTD 15 million media value
- Crafted tailored communication strategies to engage diverse audiences and enhance brand loyalty.
- Monitored media coverage and public sentiment, ensuring alignment with corporate messaging and values.
- Developed comprehensive PR plans, identifying key opportunities for outreach and community engagement initiatives.
- Established metrics to evaluate campaign effectiveness, facilitating data-driven adjustments to PR strategies.
- Managed relationships with external partners, optimizing collaborations to amplify brand presence in target markets.
- Coordinated with cross-functional teams to execute integrated campaigns that boosted brand visibility.
Head of Marketing and PR
1 Year 10 Months- Handling Annual PR and AD, SEO ranking monitoring and analysis report to US HQ
- Planning and managing annual prints and digital marketing campaigns strategy
- Media Advertising and PPC placement
- Annual budget planning and allocation
- PR strategy and planning, Brand communications, Brand image reinforcement, Brand Joint-Ventures
- Marketing Annual Plan, ALT and BLT promotions, PR Event execution
- Visit US HQ for Seasonal buying, provide analytical report in sales numbers
- Consumer behavior analysis and Research, proposal and news release preparation, follow brand guide lines and monitoring Retail space VM implementation
- Hunting world is famous man's luxury fashion bag and apparel brand from US, the brand symbolized the adventure, wildlife and nature loving.
- Established first flagship store in TAIPEI 101, and total of 6 stores across Taiwan. Through sponsor events, media tour and PR VIP events, PR Value increased 75%. And Sales increased 87%
- Reason for leaving: Change of the distribution ownership for Hunting World brand. (Marketing ownership has been changed from the U.S. to Itochu)
- Led cross-functional teams to drive successful product launches and marketing campaigns.
- Developed and executed comprehensive marketing strategies to enhance brand recognition and market positioning.
- Developed and executed comprehensive marketing strategies to enhance brand visibility and market presence.
- Established key performance indicators (KPIs) to measure campaign effectiveness and drive data-informed decisions.
- Fostered strategic partnerships with influencers and organizations to expand reach and engagement initiatives.
- Oversaw budget allocation for marketing projects, ensuring optimal resource utilization and ROI maximization.
- Cultivated brand partnerships with luxury influencers to amplify reach within target demographics.
- Developed comprehensive multi-channel marketing initiatives enhancing customer retention through personalized engagement strategies.
Senior Project Manager
1 Year 2 Months- NOKIA Hitchhikker Regional Program for NOKIA 3300 Digital Marketing Project, which includes Opinion Leader digital on-line analysis research and platform for NOKIA 3300 potential T.A, which consist of 12 online T.A campaigns, 12 Sponsorship T.A Events in Fashion, Art and Design, Gaming, Music tribes, Creative and collaborative event executions and activity planning
- Oversaw opinion leader relationships via online platform and maintained weekly reporting to Nokia Asia HQ (Singapore).
- Designed and coordinated creative events for TA seeding program rollout, ensuring clear program presentation.
- Planned design directions and delivered executed design outputs in alignment with creative guidelines.
- Developed online CRM system for T.A. to support customer relationship management operations.
- Developed regional marketing campaigns for major Asia Pacific clients as a cutting-edge creative marketing agency.
- Planned and produced creative T.A events series for promotional campaign, resulting in 11.5% sales growth during promotion.
- Created new creative thinking and executed PR event ad campaign development to generate US$2 million media value.
- Managed project risk assessments and created mitigation strategies to reduce impact of potential issues.
- Managed vendor coordination by facilitating communication with external vendors and partners for timely delivery of project components.
- Monitored project budgets and tracked expenses against forecasts to maintain financial control.
- Evaluated team workload to allocate resources effectively and support smooth project execution.
PR Manager
1 Year 1 Month- Conducted market analysis and crafted targeted PR initiatives to support regional communication needs across Asia Pacific.
- Achieved notable outcomes in public relations events by integrating creative elements throughout planning processes. Elevated brand messaging through impactful public relations events that resonated with target audiences. Delivered compelling public relations events that significantly enhanced brand engagement and visibility.
- Conducted market trend research and prepared monthly news release advertorials for targeted communication in Taiwan, Hong Kong, and China.
- Coordinated media relations product photo shooting arrangement to support consistent product imagery for media coverage.
- Coordinated overseas media tour executions interview arrangement to support successful media engagements.
- Directed client relations and managed end-to-end planning and execution of direct marketing efforts, press conferences, and congress events.
- Collaborated with Seagrams UK headquarters through weekly meetings and daily communications to support alignment on Chivas Whisky objectives. Assisted in establishing effective communication channels with Seagrams HQ in London to facilitate project success for Chivas Whisky.
- Created Chivas Revolve as top-selling product in 2002 through effective PR and sponsorship strategies. Achieved net profit of 1 million during the campaign. Developed series of engaging events and joint promotions that boosted sales by 11.5% during promotion period.
- Planned, owned, and implemented strategic public relations campaigns to elevate brand visibility and reputation.
- Coordinated outreach, relationship management, and press coordination to secure top-tier outlet coverage for client messaging amplification.
- Managed PR initiatives in alignment with broader marketing objectives to support consistent brand storytelling across teams.
- Managed media relations to build and sustain positive relationships with key journalists and influencers.
PR Manager
1 Year 8 Months- Fostered strong relationships with journalists to enhance client coverage opportunities.
- Optimized online presence through social media management and search engine optimization techniques.
- Executed comprehensive crisis communication plans to effectively address challenging scenarios and maintain public trust.
- Cultivated relationships with key influencers, enhancing outreach efforts and expanding audience engagement.
- Reviewed marketing materials and documents for brand accuracy and trending design.
- Researched latest market trends and analyzed data to develop public relations strategies and tactics.
- Evaluated campaign effectiveness through metrics analysis, refining strategies for continuous improvement in results.
- Collaborated with external PR firms, as well as internal sales and marketing managers, to determine branding, product positioning and media messages.
- Developed and implemented comprehensive PR strategies to enhance brand visibility and reputation.
- Developed and executed comprehensive PR strategies to enhance brand visibility and reputation.
- Cultivated relationships with influencers, enhancing outreach and engagement efforts for campaigns.
- Analyzed market trends to inform strategic decisions and optimize PR initiatives.
- Increased brand awareness by developing and implementing strategic public relations campaigns.
- Managed crisis communications, mitigating potential damage to company reputation.
- Fostered positive relationships with key business journalists in national publications.
- Taught in-house employees strategies for successful internal and external communications.
- Developed comprehensive media outreach strategies targeting key publications to maximize brand exposure.
- Identified metrics to measure and evaluate effectiveness of public relations campaigns and initiatives.
- Analyzed market trends and media coverage to inform PR strategies and improve outreach effectiveness.
- Produced and distributed internal and external communications.
Education
Master of Arts - Design History
Master of Arts - Strategic Fashion Marketing
Bachelor of Arts - Fashion Design
27
Years of experience
10
Certification
4
years of post-secondary education
10
Languages
Skills
Global Brand and Marketing Strategy
B2C B2B C2B Business Model tactics
Strategic Planning
Brand and Marketing Communication
Brand Management
Brand and Business Strategy Consultation
Creative Direction
Creative Sub-Culture Campaign Implementation
Creative Event Management
Business Developement
Market and Trend Analysis
Consumer Branding
Luxury Brand Management
Vendor Relation Management
Public relations
Negotiation
Budget Planning and Budget Allocation
Digital Marketing
ATL & BTL Promotion
Global Market Knowledge
Global Business Strategy and related training
SDG's and ESG Development
Press Media Liaison
PR and AD Strategy
Art Curator
Art / Music Critics
Five Sense Workshop Training
Cross Culture Programme Organizer
Business Strategy Consulting
Creative direction
Marketing analytics
Media planning
International marketing
Multicultural marketing
E-commerce strategy
Influencer partnerships
Localization strategies
Team leadership
Creative thinking
Decision-making
Effective communication
Computer proficiency
Team building
Training and development
Analytical thinking
Professionalism
Public speaking
Social media marketing
Digital marketing
Strategic planning
Complex Problem-solving
Time management abilities
Marketing and advertising
Communication Strategy
Marketing plan development
Brand and Project management
Content development
Market research analysis
Marketing strategy development
Customer relationship management (CRM)
Pricing strategy
Strategic marketing
Brand and Product Architecture
Go-To-Market Strategy
Timeline
Head of Global Marketing & New Market Development
UTC
07.2024 - Current
Secretary-General
Taiwan Zhi Yun Sustainable Development Association
07.2024 - Current
Marketing Director
UO
12.2022 - 12.2023
Founder
Ching Fung Tai Lai
10.2020 - Current
Overseas Division Senior Manager
YUAN
12.2019 - 10.2021
Senior Brand Manager
KUANISM ( KUAN )
05.2017 - 08.2019
Director, International Market Strategy
HatTrick Inc.
12.2012 - 04.2017
Brand Strategist
DDG
06.2008 - 12.2012
Senior Marketing & PR Manager
SPACE Concepts
01.2005 - 11.2007
Head of Marketing and PR
HUNTING WORLD (LLC)
01.2004 - 11.2005
Senior Project Manager
The Filter Group ( Nokia 3300 )
10.2002 - 12.2003
PR Manager
Pernod Ricard S.A ( Chivas Brothers )
09.2001 - 10.2002
PR Manager
LVMH Moet Hennessy Louis Vuitton SE ( LOEWE )
12.1999 - 08.2001
Royal College of Art (RCA)
Master of Arts from Design History
09.1998 - 10.1999
University of The Arts London
Master of Arts from Strategic Fashion Marketing
09.1998 - 09.1998
Central Saint Martins of Art And Design (CSM)
Bachelor of Arts from Fashion Design
09.1994 - 07.1997
Certification
- CM - Certified Manager Certification
- Certified of Completion of Japanese Brand Strategy Workshop held by International Trade Bureau, Ministry of Economic Affairs Taiwan (Co-organized by Hakuhodo , Japan )
- Advisor and Translator for Japanese Traditional Cultural Events and seminar ( Noh Raku 能楽 ；Rakugo落語 ；Chado 茶道； Koto 香道 )
- Contributing Columnist 2000-2006 for Taiwan T-Mag , egg , Bang and ELLE magazine focused in Sub cultural movement , altinative music and street fashion , art and design field.
Languages
English
Chinese (Mandarin)
Japanese
Taiwanese
Afrikaans
French
Italian
German
Hebrew
Arabic