Experience

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  TVBS

  • Taiwan
  • Media Production
  • 400 - 500 Employee

  • Deputy Controller, Audience Growth & Data Monetization

    • Oct 2022 - Present

    ．Management - revenue, strategy, people, project．Strategy - data martech (CDP and MA), data monetization, new data business．Growth Marketing - customer life-cycle marketing and membership management．Monetization - digital advertising and target marketing services．Analytics - customer intelligence, business analytics, market intelligence．Content - IP development: Global News (國際+), Health (健康2.0), digital curation

  • Deputy Controller, Data & Business Strategy

    • Jul 2020 - Oct 2022

    Customer Data/Marketing program lead• Spearhead 1st-party data/membership program and monetize through digital advertising• Conduct user/product analysis to effective decision making with actionable insights• Facilitate growth experiments to optimize product, retain users and increase web traffic• Strategize martech stack for cookieless future (CDP, MA, Tableau, GA, GAM, OTT solutions)• Evangelize data-driven and customer-centered cultureGlobal Audience Growth• Lead TVBS Global News project- facilitate global news project (content and app development)- strategize global audience growth and content distribution- develop global distributor partnership

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  Oriente

  • Taipei City, Taiwan

  • Sr. Director, Digital Commerce (with BNPL)

    • Aug 2018 - Apr 2020
    • Taipei City, Taiwan

    • Strategized business development for O2O commerce with BNPL payment• Managed B2B sales pipeline and supported merchant onboarding with series of product training• Built sales SOP to enable in-store brand ambassadors to promote the service• Be Voice of Customer to provide user experience insights for product improvement• Led digital transformation project of Robinson's Retail loyalty program

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  KKBOX Inc.

  • Taipei City, Taiwan

  • Sr. Director, Consumer Insights and Loyalty Marketing

    • Mar 2016 - Aug 2018
    • Taipei City, Taiwan

    • Subscriber life-cycle marketing (1M paid subscribers)• Customer research and insights (music lover persona) • Music business intelligence (trending songs/artists prediction)

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  Watsons Taiwan

  • Taiwan

  • CRM Senior Manager – Digital Loyalty and Business Intelligence

    • Apr 2014 - Mar 2016
    • Taiwan

    • Watsons I-Member loyalty program in Taiwan (5M member base)• Retail business intelligence and analysis (store-level, brand/category/product-level)• Customer research and insights (retail shopper segmentation)• VIP program• Close-loop member promotions

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  Yahoo! E-commerce Taiwan

  • Taiwain

  • Marketing Manager – CRM

    • May 2013 - Apr 2014
    • Taiwain

    • "Big E-commerce" membership program• PMO: CRM implementation (Teradata)

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  HAPPY GO

  • Taipei City, Taiwan

  • CRM & Direct Marketing Sales Manager

    • Mar 2009 - May 2013
    • Taipei City, Taiwan

    • Direct marketing and e-survey services (B2B, to FMCG brands, banks and research agencies)• HAPPY GO card loyalty program (10M+ member base)• Loyalty business intelligence and analysis (brand-level, store-level, shopping area)

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  e21MagicMedia

  • Taipei City, Taiwan

  • Head of Digital Marketing Planning

    • Jan 2005 - Mar 2009
    • Taipei City, Taiwan

    • Digital marketing• Account management (7-Eleven, Chinatrust Commercial Bank, Taipei 101 Shopping Mall, Advantech...etc)