Taipei, Taipei City, Taiwan
With over 15 years of experience in strategic communications and corporate branding, I am a proven leader with a strong track record in developing impactful corporate narratives for global B2B and B2C brands. My extensive work with multinational companies has honed my objective-focused mindset and results-driven approach, enabling teams to achieve successful outcomes consistently. - At Appier, I led a global team, crafting the company’s external communication strategy and demonstrating multi-dimensional leadership. - At Ogilvy PR Beijing, I directed WPP Team Dell, responsible for Dell's PR activities across Greater China, covering corporate, consumer, commercial, and enterprise business units. - At Eslite Group (誠品), I oversaw communications across multiple divisions, including Eslite Bookstore, Eslite Spectrum (encompassing department stores, self-owned brands, restaurants, and hotel businesses), and Eslite Shows & Performances (managing the movie theatre and concert hall at Songyan Store). - At Ogilvy PR Taiwan, I led a team managing multiple retainer accounts, including AMD, Cisco, Corning, Sony, HTC, TomTom, and MasterCard. Mastery areas: AI technologies, AdTech, MarTech, consumer electronics, and semiconductors, with a demonstrated ability to swiftly adapt to industry trends and acquire knowledge through research and advanced tools. Specialities: Executive communications, project management, traditional and social media activities, industry speaking engagements and relations, integrated campaigns, internal communications, and issue and crisis management.
• Directed the corporate comms team, overseeing cross-country teammates and managed vital markets, including JP, KR, GC, SEA, the US, and EMEA, along with official social media. • Led Appier's IPO communications, managing cross-regional PR efforts resulting in 250+ media exposures in top outlets such as Business Insider, Bloomberg, Nikkei, and key TW media. • Additionally, I coordinated shareholder and employee participation through the "Knock the Bell" campaign, generating 500+ impactful social posts. • Acted as the content creator for 60+ Appier CXO's scripts and presentations across high-profile speaking and business engagements, including AI EXPO in Tokyo, SuperAI at Singapore AI Week, World Knowledge Forum in Seoul, and NTU graduation ceremony, which garnered over 200K views on YouTube. • Managed PR communications for media initiatives, including earnings calls, executive interviews, and bylines, securing positive coverage in top-tier outlets such as CNBC, Bloomberg TV, Nihon Security Journal, Tatler Asia, and major Taiwanese media, strengthened Appier's corp reputation and built brand momentum. • Oversaw communications for Appier's M&A projects like Woopra and BotBonnie, driving media coverage with 400+ clippings and in-depth feature articles. • Consolidated 30+ case study newsletters across key industries—retail, e-commerce, FMCG, BFSI, fashion, beauty, travel, gaming, and automotive—demonstrating a robust customer endorsement and significant business impact. • Consistently drove substantial audience growth, reaching 73K LinkedIn followers by Q4 FY24, with an average increase of 1K monthly followers. • Collaborated with marketing teams to craft high-quality creative assets, ensuring precise communication of the corporation website, videos, event flyers, and other collateral. • Safeguarded the company's reputation by continually assessing and mitigating risks, managing issues and crises, and conducting spokesperson training across served markets.
• Led the WPP Team for DELL, managing a team of 8 PR professionals responsible for corporate, enterprise, commercial, and consumer communications. • Oversaw Dell Technologies' corporate strategy in China, ensuring product positioning and branding stayed consistent across all communications. • Maintained daily collaboration with global, regional, and local communication leaders to strengthen Dell GC's leadership in digital and workforce transformation, business competitiveness, and technological innovation. • Coordinated resources within WPP Team Dell to amplify regional influence and worked closely with stakeholders to form strategic business alliances and drive impactful results. (At least 8+ executive interviews, 6+ press events, 10+ product reviews, 8+ press releases per quarter) • Achieved a 35% increase in media coverage in 2018, a 28% improvement in key content search results for Dell China, and a 111% growth in online visibility for digital transformation, with 98.4% of the coverage being positive or neutral. • Supported external and internal communications during the Dell and EMC merger, including developing communication strategies, key messaging, executive announcements, and integrated programs for employees and partners. • Cultivated and leveraged influential relationships with national and local media and industry analysts and diversified KOLs to strategically enhance communication outcomes, including VR, e-sport, animation, design, photography, entrepreneurship and many more fields. • Boosted Gore-Tex brand awareness by executing comprehensive traditional and digital marketing campaigns, including partnerships with China's top 10 EMBA outdoor clubs and celebrity endorsements (Dou Xiao and Nicholas Tse). • Managed the department's P&L, overseeing staff recruitment, training, mentoring, promotions, and professional development. • Applied measurement tools, analysis, and process alternatives to identify and implement best practices
• Supported corporate communications for Eslite, overseeing activities across Eslite Bookstore, Eslite Spectrum (including department stores, self-owned brands, restaurant, and hotel businesses), and Eslite Shows & Performances (movie theatre and concert hall). • Orchestrated the Eslite Spectrum Songyan Store opening in 2013, driving local and regional tourism interest and consistently generating business opportunities through targeted promotional campaigns, attracting 3.1 million visitors annually and securing over 250 media coverage instances. • Coordinated Eslite Group's 25th Anniversary Celebration Campaign in 2014, reinforcing brand narratives and stimulating store revenue growth through consumer-focused events. • Guided Chinese and international stakeholders with curated talking points highlighting Eslite's brand presence, store positioning, and cultural creative vision.
• Managed PR strategies for multinational companies across semi-conductor, telecommunication, consumer electronics, panel/display and finance sectors, including AMD, Cisco, HTC, Sony, TomTom, TPK, Corning, and MasterCard on a retainer basis. • Collaborated closely with clients to successfully execute over 40 high-impact corporate, brand, and product events, delivering impressive media results in both quality and quantity. • Led the development of the 'I Heart APU' campaign to promote AMD's new-generation APU at Computex, successfully increasing brand awareness and driving exposure. The campaign was adopted globally by AMD and earned the 'Outstanding PR Award' in the Brand Communication category. • Managed HTC's 15th-anniversary celebration and the grand opening press event for its new Taipei headquarters, coordinating 400 VIP guests—including government officials, industry leaders, partners, employees—and 100 media attendees. The event generated 75 neutral to positive media clippings. • Designed and implemented creative concepts for the MasterCard inControl platform in Taiwan, highlighting online shopping safety concerns and showcasing the strengths of partner Far Eastern International Bank. • Oversaw Corning Display Technology Taiwan's 10th-anniversary celebration campaign, including creating a commemorative album and a gala dinner banquet for premium stakeholders. • Revamp TPK's corp website with 5 languages within 3 months and increased visibility for its talent recruitment campaign through online and offline media efforts, achieving 60,000 visits and 100,000 page views—exceeding the target by 50%. • Handled issue and crisis management for various industries, crafting reactive statements, providing comprehensive wrap-up reports with coverage analysis, and conducting media training for spokespersons as needed. • Demonstrated exceptional multitasking abilities, excelling both independently and as a collaborative team player.