New Taipei City, Taiwan
I deeply believe that a role with integrated expertise of consumer insight, trend of industry, strategy planning, and project management would assist companies to adjust in the fast-changing market. I am confident and sure that I am the suitable one.
Freelance • Jun 2019 - Present
◎Managing the blog and Facebook fan page with personal brand “Hysunburger’s Note”
■Keeping close eyes on market trend of Tourism, Accommodation, Food & Beverage, Retailing, and credit cards
■Self-learning and implementing digital advertising, affiliate marketing, and Google Analytics through managing blogger and facebook fan page.
■Articles published on blog have been approved by “Google News” as a source of news
◎Writing a column on the news media “The News Lens”
■In addition to reposting blog articles, regularly writing a series of comments on the “Street Side Observation on Industry Economic”
■Through the integration of market/ industry analysis, insights, opinion comments, and corresponding strategic planning, continue to track the transformation of the industry, and propose personal insights on improvements, breakthroughs and trends.
Leofoo Tourism Group • Mar 2016 - Jun 2019
■Managing the strategy management team with 3 colleagues
■Examining and improving the incumbent or new strategy on business and corporate level
◎Strategy Planning & Management:
■Planning the business strategy of loyalty program and market channel which covered the group product lines of hospitality, Food & Beverage, Retailing and amusement business
■Managing the loyalty program including self-owned free/ paid membership card, cooperation with credit card issuers, and co-branded credit card. That created over 100% growth of revenues through the channel of the loyalty program within two fiscal years.
◎New Business Planning & Development:
■Market feasibility on new businesses including accommodation, Food & Beverage, and retailing business
■Completion of the renovation plan of existing hotel business; prompting to abolishing or terminating businesses with poor performance
■Proposing operation improvement plans which successfully grew approximately 100% growth of marketing ROI with increasing the proportion of digital marketing and cooperation with KOL
■Supporting group business development strategy with market intelligence including macro/ industrial economics, competitors research, and consumer insight
■Proposing marketing strategy with STP (segmentation, Targeting, Positioning) method to react to the fast-changing market
FarEastone Telecom • Mar 2014 - Mar 2016
■Employing analysis of OTT-related products and consumer insights to develop new products and improve existing products
■Appealing new subscription on eBook with more than 100% growth and successful revamping streaming Video product with approximately 30% growth of revenue
◎New Business Planning & New Product Marketing:
■Planning a mobile payment/ digital wallet product which is with QRcode and NFC payment and digital wallet function and with highly consumers satisfaction when pre-launch
■Cooperating with varied industries, including banking/ credit card/ insurance/ retailing to integrated related services into mobile payment business
■Monthly analyzing, tracking and projecting the financial data, including P&L/ CAPEX/ OPEX/ EBIDTA of varied product lines
■Employing the analysis of the big data from self-owned data warehouse to improve the product operation and marketing performance and developing potential subscribers
Gamania Digital Entertainment • Mar 2010 - Jan 2014
■Managing the market and product development team with 8 colleagues
■Four of them are market and product analysts and the other four are executives on product test and fieldwork.
◎Product Development & Marketing:
■Employing the methodology commonly used in retailing industry to establish a new product evaluation system called GEMS (Game Evaluation Modeling System) which enormously shorten the business development procedure from at most 3 months to 1 month
■Establishing statistical analysis module and product test data warehouse and utilizing the statistics to assist developing new products
■Utilizing the data from beanfun! platform, operation and digital marketing analytics to improve branding and marketing performance and found some digital marketing channels with worse performance
■Adjusting the methods and channels of digital marketing to get the budget of digital marketing with over 15% reduction and to earn over 20% growth of Click Through Rate (CTR)
Institute of Information Industry • Aug 2005 - Jan 2010
■Managing the project sponsored by Ministry of Economic Affairs with annually budget NT$ 30 million
■Managing a research team with 2-3 members since 2008
■Coordination the project resource; leading the team to implement market insight research, corporate research, policy research; cooperation with companies from varied industries; and developing innovative service promoting partner
■Winner of the “2006 Best Project Innovation Award of the Year"
◎Consumer Insight & Research:
■Planning and implementing market and industry research; publishing market or industry research report and exposing on paper or digital media
■Invited to be a fellow researcher of a transnational research project (Worldwide Mobile Data Services Survey Consortium, WMDSS Consortium)
■Expertise on info-telecom industry
■Invited by a magazine “eBoss” to own a column named “Number Explorer” which reveals the societal trends by observing statistical numbers from varied sources
Trendgo Survey and Research • Dec 2003 - Aug 2005
◎Consumer Insight & Research:
■Research management; planning and implementing research project
■Being as a market consultant and responsible for projects with varied qualitative/ quantitative methodology primary sponsored by Telecom and Banking Industry
■Being responsible for over 60 quantitative research projects and moderating over 20 Focus Group Discussion during my stay in TRENDGO
■The annual project revenue on my personal responsibility was about NT$ 8 million.
Master of Sociology • Sep 1998 - Jan 2002
Bachelor of Sociology • Sep 1994 - Jun 1998
In addition to reposting blog articles, regularly writing a series of comments on the “Street Side Observation on Industry Economic” published both on Chinese and International version
Managing the blog and Facebook fan page with personal brand “Hysunburger’s Note” and Keeping close eyes on market trend of Tourism, Accommodation, Food & Beverage, Retailing, and credit cards
Co-Author of this book (圖解服貿) on industries and policy related domain published by 2014
Author of this book (我國家庭寬頻、行動與無線應用現況與需求調查) on consumer behavior and insight published by 2008
Author of this book (消費者無線應用認知與需求調查) on consumer behavior and insight published by 2006
A monthly column "Number Explorer (數據看發展)" for the magazine "eBoss Monthly" monthly published in 2005
There are two phases of my career which takes 15 or even longer years to build up my expertise on new product development and strategy, new business planning and strategy, as well as corporate strategy. First phase is when I worked in consultancy agents, and the second is when I worked in companies varied in different industry.
◎ First Phase of Career: Being an Insightful Analyst and a Project Manager
At the beginning of my career, I worked in research firms. The first one was Trendgo Survey and Research which was a small consumer research consultancy and I worked as a senior researcher and was responsible for quali- and quanti- research, like telephone interview, in-depth interview, focus group interview…etc. and specifically on telecom, finance, and retail industry. The solid training and experience in consumer research consultancy made me much sensitive on insight to consumer behavior.
After Trendgo Survey and Research, I worked in Institute for Information Industry (III) and as a project manager. I managed the project with the budget of 30 million Taiwan dollars a year. Our sponsor was Ministry of Economic Affairs. And the project was specifically on consumer insight or policy research of info-telecom industry. It took me much effort to led the project team, coordinated resources and assisted the government to in industry promotion.
Being a consumer researcher, a corporate analyst and a project manager, I did all my best to transformed my remarkable insights on consumer behavior and the trend of info-telecom industry into an awarded project result. My team and I were granted by III a reward of Best Innovative Project in 2006. In the year of 2007, I personally published several books based on the project results and was honored to be invited to publish on the “Prime Mover”, a professional periodical published by Laurea University of Applied Science, Finland. Besides that, I had my own column on a magazine to reveal the societal trends by observing statistical numbers from varied sources.
◎ Second Phase of Career: Elevating from being a Product Manager to Strategist
Taking a role in industries have broadened my vision and career. When I worked in Gamania, an online game publisher, my team and I developed a product evaluation module, a mechanism called GEMS, based on product tests, experimental design and advanced statistics. It shortened the process of business development from at most 3 months to 1 month. Additionally, my accumulative ability of data analysis contributed to the improvement of business operation, specifically on branding and marketing.
And then, I worked in FarEastone Telecom, as a new business planner. I deeply involved in the development of the new service, mobile payment. It was not an easy task to develop such highly cross-industry-integrated product. We have to manage or integrate with many resources from different industries, such as banking, credit card, insurance and retailing. My insightful understanding on market trend contributed to plan a service that meet consumer’s needs, and my solid experience on project management conduced to coordinate different teams inside company and communicate under the same domain language with partners from varied industries.
Previous positions in Gamania and FarEastone Telecom elevated my expertise to the level of strategically thinking and planning. When I worked in Leofoo Tourism, I dedicated to new business planning and strategy, marketing strategy and corporate strategy. Through different projects that I took responsible for, I had to convinced the Management Executive Teams that would improve or upgrade corporate operation condition, like shutting down a business with continuous bleeding financial condition, improvement of the performance of the loyalty program, as well as pointing out the trend of the exquisite market segmentation for hotel renovation design.
◎ Integrated Expertise would Contribute Companies in the Fast-Changing Market
It was excited to employ all expertise trained in my whole career when I was on the position in Leofoo Tourism. And it is proved that everything is getting better. I deeply believe that a role with integrated expertise of consumer insight, trend of industry, strategy planning, and project management would assist companies to adjust in the fast-changing market. I am confident and sure that I am the suitable one.
In the meantime, I’m still working on my blog and Facebook fan page “Hysunburger’s Note” to share my insights on the industries of tourism, accommodation, Food & Beverage, as well as credit card, and keeping writing column on an online news media “The News Lens”. Besides, I’ve self-learned and implemented digital advertising, affiliate marketing, and Google Analytics through managing blogger and facebook fan page.
I’m keen and enthusiastic to contribute; hope you’re interested in me and my experiences.