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Christina Chang
Product Marketing | Brand & Communications | Global marketing
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Christina Chang

Product Marketing | Brand & Communications | Global marketing
• A solid global leader with 8+ years' experience in brand communications, product and digital marketing. Have led teams and managed marketing budgets up to €1M. • Diverse backgrounds in software/tech, retail, and consumer goods industries, both B2B and B2C, in Europe and Asia. • Extensive experiences working with senior leadership team and cross-functional, cross-cultural teams. • A great team player and self-motivated individual contributor with strong interpersonal skills to adapt and excel in challenging environments. • Innovative thought leader who inspires and drives changes in organization. • Passionate about technology, Internet, culture, and innovation in a broader sense SPECIALTIES: brand communications | marketing planning | go-to-market strategy | digital marketing | integrated marketing | new product launch | partnerships | project management |
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Michelin
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Audencia Business School
Taiwan

Professional Background

  • Current status
  • Profession
    Marketer
    Global Marketing Mgr.
  • Fields
    Consumer Electronics
    Internet
    Software
  • Work experience
    6-10 years (6-10 years relevant)
  • Management
    I've had experience in managing 1-5 people
  • Skills
    Leadership
    Communication Strategy
    Go-to-market Strategy
    Integrated Marketing
    Brand Management
    Strategic Planning
    Product Marketing
    Cross Functional Project Management
    Cross-cultural Communication Skills
    Public Relations
    creative thinking
  • Languages
    English
    Professional
    Chinese
    Native or Bilingual
    French
    Beginner
  • Highest level of education
    Master

Job search preferences

  • Desired job type
    Full-time
    Interested in working remotely
  • Desired positions
    Global marketing / Regional marketing
  • Desired work locations
  • Freelance

Work Experience

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Brand & Commercial Communication Manager

Jan 2021 - Aug 2022
1 yr 8 mos
Shanghai, China
• As one of the 6 strategic work stream leaders for the first B2C Unified Loyalty Platform (Michelin Inspire+) development within Michelin China, I was in charge of leading the development of the brand communication strategy, and VI guidelines. Successfully drove new member registration rate towards the platform up to 86% from ATL. Project reported to China CEO. • In charge of building and implementing the communication and content strategy for the new E-tire category (tires for electric vehicles), a major portfolio launch within China in 2021 and initiated the new category launch campaign along with two new product launches. Successfully drove 8% CTR from the new content (highest of the year 2021). Reported to Head of Brand Comm China.
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Global Audience Segment Lead

Michelin
Full-time
Nov 2019 - Jan 2021
1 yr 3 mos
Shanghai, China
Part of the global central team and reported to HQ in France. • Developed brand and product communication strategies for a defined audience segment globally. ​• Initiated a key dealer communication and partnership strategy for European and US markets with major car brands such as Porsche & AMG to ensure continuous reciprocity between the brands. • Built Go-to-Market strategy to deploy a successful 360° marketing campaign for major new product launches. • Partnering with Regions to drive successful deployment and excellence in execution while ensuring the brand message and G2M ambitions are consistent.
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Global Marketing Communication Manager B2C

May 2017 - Nov 2019
2 yrs 7 mos
Shanghai, China
Shenzhen, Guangdong Province, China
Part of the global central team and reported to HQ in Eindhoven, I Led the development and implementation of integrated communication strategies to support the business goals, translating objectives into aligned communications plans and serving as a strategic partner to product and marketing managers on each team. • Led 2 major new product launch campaigns in APAC and 1 global new pattern communication campaign • Responsible for developing the global product assets for Philips LED Luminaires, supporting creative content creation for all new product launches • Activate corporate, regional, and market-level marketing efforts, including global websites, content strategy, and go to market plan • Annual marketing budget planning and control

Communications Manager

Oct 2015 - Jan 2017
1 yr 4 mos
Paris, France
​I was in charge of building and executing digital marketing & communications strategy for Augment, the leading B2B augmented reality (AR) platform for Sales and Omni-commerce. • Web management: manage and create content for Augment's Wordpress commercial website for lead generation; copywriting • Social Media : plan and execute paid social campaigns on Facebook, Twitter and LinkedIn, • Data Analytics : monitor and analyze social media and website traffic and consumer behavior based on Google Analytics, Moz, Salesforce Pardot and other analytics tools • SEO/SEM : build Augment’s SEO/SEM strategy with keywords research and planning • Content Marketing : video development, write blog posts, create and re-design marketing collaterals such as brochures, booklets and press kit with Adobe Photoshop, InDesign, and Illustrator • UX/UI Design : re-design the main commercial web interface to maintain brand consistency using HTML5, CSS3 • Email Marketing : create email newsletters to increase engagement and retain users • Event Planning : coordinate and participate in trade shows and other industry events in APAC region • APAC Business Development

Sales Specialist

Nov 2011 - Oct 2013
2 yrs 0 mos
Singapore
- Conduct market research and coordinate promotional activities for retail stores - Support marketing executive in organizing various projects such as retail store holiday campaigns and promotions

Education

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Master of Arts (MA)
International Management
2014 - 2015
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Bachelor of Arts (BA)
International and comparative education
2008 - 2012
Activities and societies
- 親善大使代表 - 籃球校隊主經理