Astin Chang Email & Phone Number

Taiwan

As Cathay Financial Holdings' voice to stakeholders, media, and external partners, I excel in strategic branding communication, storytelling, PR campaigns, crisis management, and media engagement. I am mainly responsible for Cathay Life Insurance/Cathay SITE related contents, international press opportunities, as well as brand governance.Key responsibilities:• Actively develop Cathay’s branding communication strategies and tactics• Effectively streamline key information by delivering precise and focused talking points• Evaluate opportunities for external partnerships and advertising on an on-going basis• Execute PR campaigns, press events, and earning calls• Nurture and leverage relationships with existing and potential local/international media partners• Stay on top of Fintech industry trends

As Academia Sinica's voice to the public, stakeholders, media, and external institutions, I advance and secure Sinica’s brand reputation. I excel in strategic communication, storytelling, and employee engagement. I am responsible for Sinica’s Life Sciences, Healthcare Research Unit, and the National Biotechnology Research Park projects.Key responsibilities:• Actively leveraged media contacts, insights, and opportunities to drive Sinica's media coverage, achieving over a hundred exposures monthly, all in compliance with IP policies and legal requirements• Planned and executed Sinica’s annual brand storytelling marketing campaign• Proactively identified and conducted over 250 responses for sensitive issue avoidance and mitigation• Identified 22 public affairs collaboration opportunities with cross-industry institutions on ESG topics, such as CPC/Fubon Financial Holdings (clean energy), FET (biodiversity), and Moderna (biotech)• Designed over 50 talking points for media, highlighting Sinica's research milestones and policies on cancer treatment, mRNA laboratories, and biotech talent cultivation• Developed more than 40 media interviews and press releases, resulting in a 35% growth in media coverage within two months; effectively led and supervised PR agency for desired outcomes• Hosted employee engagement events, including town hall meetings, workshops, and lectures on AI applications, ESG, and DEI programs, with 96% positive employee feedback

Demonstrated leadership in overseeing nationwide public affairs operations, resulting in a media coverage growth rate of 250% within two years. Promoting the brand among stakeholders and developed strong relationships with key media, achieving excellent marketing outcomes.Key responsibilities• Led the PR team in implementing public affairs strategies, ensuring compliance with U.S. Department of State policies and legal requirements• Maintained excellent relationships with stakeholders, including key media, leading educational institutions, and influencers, to enhance the Fulbright program’s public presence• Planned and executed 36 marketing campaigns, including five brand videos and 30 interview videos, achieving over 20,000 views; revamped the official website; and edited annual disclosure reports• Hosted 252 employee and grantee engagement events, including town hall meetings, dinners, staff days, intercultural workshops, and lectures on DEI and ESG programs, receiving 98% positive feedback• Identified 32 public affairs collaboration opportunities with cross-industry institutions on ESG and talent cultivation programs, such as Citibank/Cathay Financial Holdings (talent cultivation), Formosa Plastics Group (ESG education), and 19 city and county governments (English co-teaching programs).• Facilitated the Fulbright program’s diversity and inclusion values by participating in 25 exhibitions, roadshows, and charity programs

Drove this global first-tier AIoT conference to remarkable achievements, achieving an exceptionalattendee growth rate of 170% through advertisement sales, collaboration with emerging voices, andeffective marketing management. Proactively identified solutions to enhance the conference team'scapabilities.Key responsibilities• Served as key PA contact; maintained excellent relationships with external stakeholders• Executed 52 marketing campaigns across social media platforms (Facebook, Instagram, Twitter)and media buying, achieving an audience growth rate of 370% compared to the 2019 edition• Crafted 20 press releases and promotional content to convey conference information• Enhanced the conference’s public presence by participating in five communication exhibitions andpurchasing Taipei MRT lightbox advertisements• Developed marketing collateral in accordance with IW3C2 committee policies and legal requirements

Shanghai

Successfully launched several high-end events, online/offline campaigns, and press meetings. Worked with clients closely for business development.Key responsibilities• Provide tailored-made solutions and consultancy that improving sales margin• Conduct media-monitoring/competitor analysis insights; launch over 300 original contents and press releases; crisis management• Execute PR stunt for key clients in fashion, FMCG, banking and telecommunications industries• Facilitate B2B/B2C creative strategies, SMO contents, and digital marketing deliverables• Maximize the efficiencies of IMC digital marketing resources (including supply chain/vendor management, digital marketing, and financial statement analysis)

Doctoral Program, Graduate Institute Of Development Studies

Visiting Graduate Researcher, School Of International Relations And Public Affairs