Summary
I build growth by designing how people feel, think, and act across digital and physical environments.
With over 20 years of global experience across the U.S., Asia, and Europe, I specialize in translating consumer behavior, psychology, and data into scalable software-enabled, OMO (Online–Merged–Offline) ecosystems. My work sits at the intersection of human insight, platform thinking, and technology execution — from experiential environments to enterprise-level marketing software and AI-driven systems.
As a CMO and global marketing leader, I have led cross-functional software, data, and marketing teams, building platforms that connect content, commerce, CRM, and real-world engagement. Long before today’s AI content fatigue, my focus has been on designing systems that reduce noise, increase trust, and restore meaning and attention in consumer experiences.
With over 20 years of global experience across the U.S., Asia, and Europe, I specialize in translating consumer behavior, psychology, and data into scalable software-enabled, OMO (Online–Merged–Offline) ecosystems. My work sits at the intersection of human insight, platform thinking, and technology execution — from experiential environments to enterprise-level marketing software and AI-driven systems.
As a CMO and global marketing leader, I have led cross-functional software, data, and marketing teams, building platforms that connect content, commerce, CRM, and real-world engagement. Long before today’s AI content fatigue, my focus has been on designing systems that reduce noise, increase trust, and restore meaning and attention in consumer experiences.
Key Expertise:
Business Leader:
Driving growth through OMO strategies and AI-enhanced marketing tools to deliver seamless customer experiences and measurable results.
Driving growth through OMO strategies and AI-enhanced marketing tools to deliver seamless customer experiences and measurable results.
Creative Leader:
Driving transformative big ideas, seamlessly integrating advanced ad technologies and blending storytelling with precision targeting to deliver consistent results across all channels.
Driving transformative big ideas, seamlessly integrating advanced ad technologies and blending storytelling with precision targeting to deliver consistent results across all channels.
Strategic Leader:
Leading teams to uncover hidden customer behaviors and insights that go beyond data, crafting strategies that resonate on a human level.
Leading teams to uncover hidden customer behaviors and insights that go beyond data, crafting strategies that resonate on a human level.
Contact: stevenyu8@gmail.com
Executive Roles
Chief Marketing Officer (CMO)
at AquaChar
January 2025 – Present | Global
Steven Yu Consulting
Branding / Digital Transformation / New Retail
June 2013 - Present | Global
Branding / Digital Transformation / New Retail
June 2013 - Present | Global
My Purpose:
I am integrating creative media and business solutions for dynamic global markets.
My Behavior in Driving My Purpose:
I believe in creating spaces of safety that give people the time and space to be their true selves. Transparency, sharing, finding a compromise seeing things to the end, learning from mistakes, and improving the next time.
My Actions:
1. Understand your brand’s purpose and values,
2. Understand the situation of the market with you and your competitors.
3. What traction are you making and not making? This is done by tracking, (often) fixing, and analyzing your owned and paid media channels in both on-line and off-line experiences.
4. Understand what are your USPs that can compete with your competitors.
5. Then you are to set swimlanes to adjust your ad spending and USPs to better your competition. USP optimization is one of the key actions to build up your company’s core strategy. As you look at your business in a structured method by leveraging your digital analytics make this the way your team adjusts their overall plans.
6. Set up regular reviews of earnings, team performance, ad performance, and UPSs and upgrade them quarterly. Do this in a 3-year Highly Achievable Goal Strategy.
Notable Clients: Starbucks digital ventures group. Melco Group Macau. King Kong on Broadway. Freeman
I am integrating creative media and business solutions for dynamic global markets.
My Behavior in Driving My Purpose:
I believe in creating spaces of safety that give people the time and space to be their true selves. Transparency, sharing, finding a compromise seeing things to the end, learning from mistakes, and improving the next time.
My Actions:
1. Understand your brand’s purpose and values,
2. Understand the situation of the market with you and your competitors.
3. What traction are you making and not making? This is done by tracking, (often) fixing, and analyzing your owned and paid media channels in both on-line and off-line experiences.
4. Understand what are your USPs that can compete with your competitors.
5. Then you are to set swimlanes to adjust your ad spending and USPs to better your competition. USP optimization is one of the key actions to build up your company’s core strategy. As you look at your business in a structured method by leveraging your digital analytics make this the way your team adjusts their overall plans.
6. Set up regular reviews of earnings, team performance, ad performance, and UPSs and upgrade them quarterly. Do this in a 3-year Highly Achievable Goal Strategy.
Notable Clients: Starbucks digital ventures group. Melco Group Macau. King Kong on Broadway. Freeman
Head of Digital Business and Development B2B & B2C
at Standard Foods Group
January 2023 – 2024| Taipei, Taiwan
at Standard Foods Group
January 2023 – 2024| 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.
Led the end-to-end redesign of the e-commerce and digital service UX, rethinking customer journeys, trust signals, and engagement flows for health-conscious consumers.
Oversaw the integration of AI-driven services (Google AI, BERT, OpenAI, ChatGPT) to support personalized wellness experiences, content, and CRM engagement.
Designed platform experiences that balanced data, psychology, and usability, translating complex health information into accessible consumer touch points.
Led the end-to-end redesign of the e-commerce and digital service UX, rethinking customer journeys, trust signals, and engagement flows for health-conscious consumers.
Oversaw the integration of AI-driven services (Google AI, BERT, OpenAI, ChatGPT) to support personalized wellness experiences, content, and CRM engagement.
Designed platform experiences that balanced data, psychology, and usability, translating complex health information into accessible consumer touch points.
Head of Global Marketing
at ViewSonic
September 2020 – December 2022 | Taipei, Taiwan
at ViewSonic
September 2020 – December 2022 | Taipei, Taiwan
ViewSonic Corporation is a multinational electronics company with headquarters in Brea, California, the United States, and a research & development center in New Taipei City, Taiwan.
For over 35 years, ViewSonic specializes in visual display technology—including liquid-crystal displays, projectors, and interactive whiteboards—as well as digital whiteboarding software. The company provides solutions in three key markets: education, enterprise, and entertainment.
In my role, I created the first-ever global marketing strategy for the company in its 30-plus year history, focused on expanding key products and services within the marketplace and customers in Business to Business, Business Government, and Business Consumer channels. Drove digital transformation of marketing across the globe and all platforms including, product and experiential marketing, public relations, social and paid media, thought leaders and influencers, and serviced based marketing to specific communities.
Led and aligned global marketing software, web, CRM, and performance platforms, working cross-functionally with regional sales, education, and product teams to translate customer data into platform and product insights.
Directed global UX, website architecture, SEO, and performance infrastructure to support both B2B and B2C demand generation across education, enterprise, and consumer segments.
Established data-driven feedback loops between regional sales teams, end users, and product development, ensuring marketing platforms informed product positioning and roadmap decisions.
Reduced customer acquisition costs by optimizing platform-level performance metrics (MQL quality, conversion paths, content effectiveness), not just media spend.
For over 35 years, ViewSonic specializes in visual display technology—including liquid-crystal displays, projectors, and interactive whiteboards—as well as digital whiteboarding software. The company provides solutions in three key markets: education, enterprise, and entertainment.
In my role, I created the first-ever global marketing strategy for the company in its 30-plus year history, focused on expanding key products and services within the marketplace and customers in Business to Business, Business Government, and Business Consumer channels. Drove digital transformation of marketing across the globe and all platforms including, product and experiential marketing, public relations, social and paid media, thought leaders and influencers, and serviced based marketing to specific communities.
Led and aligned global marketing software, web, CRM, and performance platforms, working cross-functionally with regional sales, education, and product teams to translate customer data into platform and product insights.
Directed global UX, website architecture, SEO, and performance infrastructure to support both B2B and B2C demand generation across education, enterprise, and consumer segments.
Established data-driven feedback loops between regional sales teams, end users, and product development, ensuring marketing platforms informed product positioning and roadmap decisions.
Reduced customer acquisition costs by optimizing platform-level performance metrics (MQL quality, conversion paths, content effectiveness), not just media spend.
General Manager / Executive Creative Director
at Freeman APAC
March 2018 - March 2020 | Shanghai, China
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
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
September 2009 - June 2013 | Shanghai, China
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
January 2003 – June 2009 | New York | Singapre
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
Brand Building • Marketing Strategy • Digital Marketing • Creative Direction • Integrated Marketing • Art Direction • Creative Strategy • Concept Development • Fine Art • Design • Shopper Marketing
All Social Media Platforms • Paid Advertising • CRM Lead Generation • Data mining (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