Summary
Proven executive leader and visionary with over 20 years of global and regional experience in Digital Marketing, Branding, Marketing Communications, and Design. Unique ability to identify, create and develop consumer communities and deep connections, regardless of demographic, by focusing on the human element, leveraging emerging technologies, social media platforms, and applications, as well as traditional advertising and media. Geographic expertise in Greater China, South-East Asia, India, Korea, and Japan, which represent critical areas for growth. Client relationships range from leading-edge start-ups to Fortune 500 companies across diversified industries and World-class agency groups.
Strategic Approach
The Creative and Business Balancing Act: Self-Discovery and the Power of Authentic Connections through Technology.
Throughout my life, I've been captivated by the intricate balance of creativity and business—a blend of structure and spontaneity that births success. How do we craft a system that fosters both methodical precision and groundbreaking business innovation? As I've delved deeper into my journey, I've unearthed two pillars at its core: relentless self-discovery and a network of authentic human connections through technology.
• The digital space and physical space need to be one of the same.
• Combining strategic planning with data analysis allows for deeper and better insights into customers, brands, markets, and campaigns.
• Optimizing resources and investments to generate revenue and returns are balanced with innovation and creativity.
• Social media team is focused on community building through trusted conversations about services, products, etc., and paid media to generate conversions, enabling the brand building, while still performing through sales, sign-ups, and other transactional actions that can be quantifiably measured as value.
Contact : Stevenyu8@gmail.com
Executive Roles
Head of Digital Business and Development B2B & B2C
at Standard Foods Group
January 2023 – Present | Taipei, Taiwan
Founded in 1987, Standard Foods has been serving the people of Asia with food and services. Built on the foundation of a proven R&D team, sourcing ingredients of the finest quality and ultimately working with the government of Taiwan to certify all our products to continue our legacy of innovation and quality.
As Head of all digital business for Standard Foods, my goal is to drive the legacy of food innovation with service-based marketing that digital tech and services can provide.
• Health and wellness services through Artificial Intelligence on GoogleAI, BERTai,
OpenAI and ChatGPT technologies.
• Paid Media
• Social Media
• Direct-to-consumer platform
• E-Commerce
• Holistic Physical experiences connected to our digital services
• Customer Relationship Management (CRM)
• B2B and B2C sales and marketing through holistic solutions.
As Head of all digital business for Standard Foods, my goal is to drive the legacy of food innovation with service-based marketing that digital tech and services can provide.
• Health and wellness services through Artificial Intelligence on GoogleAI, BERTai,
OpenAI and ChatGPT technologies.
• Paid Media
• Social Media
• Direct-to-consumer platform
• E-Commerce
• Holistic Physical experiences connected to our digital services
• Customer Relationship Management (CRM)
• B2B and B2C sales and marketing through holistic solutions.
Head of Global Marketing
at ViewSonic
September 2020 – December 2022 | Taipei, Taiwan
Created the first-ever global marketing strategy for the company in its 30-plus-year history. Drove digital transformational marketing across the globe on all platforms including product and experiential marketing, public relations, social and paid media, thought leaders and influencers, and service-based marketing to specific communities.
Expanded marketplace for key products, services, and customers in the Business to Business, Business Government, and Business Consumer channels.
Sample business results include:
•Created new digital media including images, video, games, web pages, websites, social media, data and databases, audio, documents, reference material, etc.)
•Reduced cost of customer acquisition by creating new and more effective digital media and marketing campaigns (i.e., MQL performance, cost per view, number of views, click-through for sales inquiry and purchase, etc.)
•Established performance metrics for marketing return on investments.
• B2B and B2C sales and marketing through holistic solutions.
Corporate Vertical
•Resource pages increased by 14.3% more traffic YOY.
•Avg. Time on Page increased 17.4% YOY
•Library traffic increased 13.7% YoY through SEO Traffic
•Sales Inquiry button Submissions increased by 50.1% YoY
•Buy now button Submissions increased 50.6% YoY
•Increased Buy Clicks; 80% from boosted social media and 7% from Paid Search
Gaming Vertical: United By Play Campaign
•45.45% reduction in eCPV (estimated Cost-Per-View)
•10.21% increase in video view rate
•408% increase in video views (at least 50% of a 2 min video)
Branding / Digital Transformation /
New Retail Consultant | Consulting
June 2013 - Present | Global
Provide branding, marketing communication and digital transformation strategic, operational, and execution advisory services to B2B and B2C clients such as: Starbucks Global Ventures group, Melco group Macau, King Kong on Broadway etc.
General Manager / Executive Creative Director
at Freeman APAC
March 2018 - March 2020 | Shanghai, China
Freeman is the world’s largest brand experience company. Transform an ailing, unprofitable and unknown Shanghai office into the best in class office in China, by integrating online and offline event marketing as part of a new retail and e-sports creative services offering.
• Brought business to breakeven and surpassed revenue targets in 12 months by retraining staff and changing approach to creative deliverables
• Designed, planned, and delivered immersive experiences for clients, used to directly engage their most important audiences while improving sales and return on investment
• Developed comprehensive solutions including strategy, creative, logistics, digital solutions, and event technology to develop new channels for growing end customer demographics and develop unique communities
• Created and instilled collaborative culture, intuitive knowledge, global perspective, and personalized approach to deliver world-class service to our clients
Implemented frameworks and approaches to generate better ideas, insights, analysis, and results for our clients
• Drove the intersection between experiential and digital between offline events and retail spaces to the ever-changing and progressive online social media and e-commerce channels
•Operations:
Managing resources internally and with external partners through digitally tracked platforms for regular reports on marketing investments.
Building process, finance, tracking, and optimization structure and SOP across all departments.
• Brought business to breakeven and surpassed revenue targets in 12 months by retraining staff and changing approach to creative deliverables
• Designed, planned, and delivered immersive experiences for clients, used to directly engage their most important audiences while improving sales and return on investment
• Developed comprehensive solutions including strategy, creative, logistics, digital solutions, and event technology to develop new channels for growing end customer demographics and develop unique communities
• Created and instilled collaborative culture, intuitive knowledge, global perspective, and personalized approach to deliver world-class service to our clients
Implemented frameworks and approaches to generate better ideas, insights, analysis, and results for our clients
• Drove the intersection between experiential and digital between offline events and retail spaces to the ever-changing and progressive online social media and e-commerce channels
•Operations:
Managing resources internally and with external partners through digitally tracked platforms for regular reports on marketing investments.
Building process, finance, tracking, and optimization structure and SOP across all departments.
Executive Creative Director Digital Activation Lead
at XMKT / Geometry Global
November 2014 - February 2018 | Shanghai, China
Geometry is the largest brand activation and shopper marketing agency in the world and XMKT has been the premier experiential and activation firm in China for the past 10 years. Partner with Leadership from both the regional Geometry team and XMKT team to deliver creative design and execution services to top-tier multinational and regional companies throughout China.
• Retrain staff, align creative culture, and rebrand XMKT’s creative integration to provide world-class experience marketing services to blue-chip to global retail brands such as Unilever, Diageo, ABInBev, and Uniqlo in China.
• Initiated Agile Business Platform for innovators, including agencies, tech start-ups, entrepreneurs, and artists to expand XMKT’s creative reach to gain traction and client engagements with companies driving new and emerging business and technology models.
• Leverage insights from the Agile platform to identify and understand business and market trends to tailor and support creative, strategic, and business needs.
•Operations:
Managing resources internally and with external partners through digitally tracked platforms for regular reports on marketing investments.
Building process, finance, tracking, and optimization structure and SOP across all departments.
• Retrain staff, align creative culture, and rebrand XMKT’s creative integration to provide world-class experience marketing services to blue-chip to global retail brands such as Unilever, Diageo, ABInBev, and Uniqlo in China.
• Initiated Agile Business Platform for innovators, including agencies, tech start-ups, entrepreneurs, and artists to expand XMKT’s creative reach to gain traction and client engagements with companies driving new and emerging business and technology models.
• Leverage insights from the Agile platform to identify and understand business and market trends to tailor and support creative, strategic, and business needs.
•Operations:
Managing resources internally and with external partners through digitally tracked platforms for regular reports on marketing investments.
Building process, finance, tracking, and optimization structure and SOP across all departments.
Executive Creative Director / Digital Activation Lead
at Saatchi & Saatchi X
at Saatchi & Saatchi X
September 2009 - June 2013 | Shanghai, China
Saatchi & Saatchi X is a global leader in shopper marketing services for the Publicis Network. Grow the creative capabilities of & Saatchi X from the more traditional shopper marketing offering into the context of digital transformation to increase customer offerings and industry competitiveness.
• Developed innovative retail experiences for companies like Lenovo, BHG, and ACUVUE to increase brand awareness and access new and additional market demographics.
• Designed and implemented best-in-class APAC regional guidelines for multinational companies and products to improve consistency, quality, execution, and returns for client branding and marketing expenditures
• Created holistic product and market campaigns for companies like Proctor & Gamble and Johnson & Johnson, along with their portfolio companies and brands to better coordinate marketing efforts and returns on investment
• integrated physical and digital experience to support our world-class brand activation capabilities
• Developed innovative retail experiences for companies like Lenovo, BHG, and ACUVUE to increase brand awareness and access new and additional market demographics.
• Designed and implemented best-in-class APAC regional guidelines for multinational companies and products to improve consistency, quality, execution, and returns for client branding and marketing expenditures
• Created holistic product and market campaigns for companies like Proctor & Gamble and Johnson & Johnson, along with their portfolio companies and brands to better coordinate marketing efforts and returns on investment
• integrated physical and digital experience to support our world-class brand activation capabilities
Senior Art Director/Lead Activation Designer
at Ogilvy Action
at Ogilvy Action
January 2003 – June 2009 | New York | Singapre
Lead the retail activation design and art direction for integrated 3D retail, interactive and digital experiences.
• Lead activation design and execution initiatives, putting Ogilvy Action and several clients including the Nokia Asian Pacific Region and Ben and Jerry, at the forefront of digital activation, incorporating interactive and of 3D retail, which was in its nascent days.
• Developed and implemented global branding guidelines and strategies for companies like American Express Platinum Oasis and British American Tobacco, which created a comprehensive consumer journey from ambient events, retail design all the way to product design and integration for their various regional brands.
Lead the retail activation design and art direction for integrated 3D retail, interactive and digital experiences. • Lead activation design and execution initiatives, putting Ogilvy Action and several clients including the Nokia Asian Pacific Region and Ben and Jerry, at the forefront of digital activation, incorporating interactive and of 3D retail, which was in its nascent days. • Developed and implemented global branding guidelines and strategies for companies like American Express Platinum Oasis and British American Tobacco, which created a comprehensive consumer journey from ambient events, and retail design all the way to product design and integration for their various regional brands.
• Lead activation design and execution initiatives, putting Ogilvy Action and several clients including the Nokia Asian Pacific Region and Ben and Jerry, at the forefront of digital activation, incorporating interactive and of 3D retail, which was in its nascent days.
• Developed and implemented global branding guidelines and strategies for companies like American Express Platinum Oasis and British American Tobacco, which created a comprehensive consumer journey from ambient events, retail design all the way to product design and integration for their various regional brands.
Lead the retail activation design and art direction for integrated 3D retail, interactive and digital experiences. • Lead activation design and execution initiatives, putting Ogilvy Action and several clients including the Nokia Asian Pacific Region and Ben and Jerry, at the forefront of digital activation, incorporating interactive and of 3D retail, which was in its nascent days. • Developed and implemented global branding guidelines and strategies for companies like American Express Platinum Oasis and British American Tobacco, which created a comprehensive consumer journey from ambient events, and retail design all the way to product design and integration for their various regional brands.
Founder | Avid Union (Social Commerce, Community Building)
Founded product development, branding, marketing, and digital transformation company focused on social commerce, community, and crowdfunding platforms. Worked with investors, incubators, startups, and established companies to identify, develop and drive new products, reach and grow new end markets (demographics and channels) supporting growth and profitability.
·Advised various emerging technology and business model startups on branding, product positioning, and go-to-market strategies.
·Collaborated on projects relating to conceptualization, experience-based design development, idea hacking, prototype co-creation, and cross-digital platform solutions.
·Established strategic e-commerce engagements across all social, digital, and offline channels in the support of the conversion of sales and brand advocacy.
·Conducted holistic campaigns driving innovation in engagements by creating agile content used across sales and other social channels beyond traditional, such as crowdsourcing platforms Kickstarter and IndieGoGo.
·Created free and organic traction on media channels such as Mashable, Huffington Post, and CNN, as well as collaborations with Google’s internal team and other premium e-commerce outlets such as Touch of Modern
Multimedia Artist, Stevenyuart
A classically trained artist, well versed in the digital creative process and related major applications and platforms. Fine arts are focused on bringing together styles and elements from both the East and West, which have inspired human civilization and interpreting them into bodies and architecture.
Notable Clients & Brands
ViewSonic, Google, Lenovo, Ubisoft, Microsoft, Sony, American Express, Visa, Deloitte, PWC, Starbucks, Proctor & Gamble, Johnson & Johnson (ACUVUE), Gillette, Unilever, Porsche, Diageo, Remy Cointreau, AB InBev, Hennessy, Heineken, Uniqlo, Columbia, Walmart, BHG, Ben and Jerry, SKII, Shiseido.
Skills
Marketing Strategy • Digital Marketing • Creative Direction • Integrated Marketing • Art Direction • Creative Strategy • Concept Development • Fine Art • Design • Branding & Identity • Shopper Marketing
All Social Media Platforms • Paid Advertising • CRM Lead Generation • Datamining (traditional and big data, historical, current, and emerging trends) • Community identification and building.
Publications | Patents
“Brand development from concept to sustained business growth”
Amulet: a technology platform to deliver the next generation of creative, marketing and media services, which can create trust and influence purchasing and consumption decisions
Awards
·Marketing Effectiveness | Benchmark Award | Ubisoft ChinaJoy - BYTE Award Advertise Review
·Excellence Brand Relationship, PR and Communications | Ubisoft ChinaJoy - APAC Excellence
·Best Interactive/ Experiential Marketing | Porsche Experience Centre - MAwards Marketing Creativity Meihua Net
·Gold | Best Production | Porsche Experience Centre - Event Marketing Awards Campaign CEI Asia
·Gold | Best Trade Show | Ubisoft ChinaJoy - Event Marketing Awards Campaign CEI Asia
·Silver | Best Integrated Marketing | Ubisoft ChinaJoy - Event Marketing Awards Campaign CEI Asia
·Bronze | Best Creative Idea | Ubisoft ChinaJoy - Event Marketing Awards Campaign CEI
·Tencent's Top 10 WeChat moment's ads of 2018 | Starbucks Women's Day Campaign
Experience Marketing Innovation for New Retail and New Media award | Ubisoft - China Joy