Cherla Cheung Email & Phone Number

Tallinn, EE

Estonia

• 𝗚𝗲𝗻𝗔𝗜 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻
• Ideated an automated approach to streamline customer interviews, eliciting deeper customer intelligence.
• Led an extensive technology assessment to determine the optimal integration of GenAI across all stages of the customer research process.𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿-𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗲𝗱 𝗩𝗮𝗹𝘂𝗲 𝗣𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻
• Uncovered unmet market needs for first-hand customer intelligence through in-depth customer interviews.
• Identified high-potential markets with growing demand for customer intelligence solutions and explored effective entry strategies leveraging comprehensive market analysis.𝗥𝗼𝗯𝘂𝘀𝘁 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝗗𝗮𝘁𝗮 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲
• Curated high-fidelity and task-aligned data to effectively fine-tune pre-trained model for maximised effectiveness in accomplishing its core tasks (i.e. plan, interview, analysis).

Estonia

• 𝗥𝗲𝘀𝗼𝘂𝗿𝗰𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗳𝗼𝗿 𝗘𝗨 𝗠𝗮𝗿𝗸𝗲𝘁 𝗘𝗻𝘁𝗿𝘆
• Secured €12K in seed funding from Hong Kong Cyberport for prototyping the product concept and validating its business potential.
• Spearheaded efforts to obtain strategic resources through Estonia's Tehnopol incubation program (e.g., mentorship, network connections), accelerating our product development and easing market entry."𝗔𝗴𝗶𝗹𝗲 𝗥𝗼𝗮𝗱𝗺𝗮𝗽 𝗳𝗼𝗿.
• Employed MVP approach to deliver immediate value to users (i.e. providing campaign valuation and insights), who in turn contributed real-world data that fueled subsequent AI model development.
• Prioritised product features strategically by addressing potential data-related roadblocks early in the development process to prevent delay and resource waste.𝗗𝗮𝘁𝗮 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝗔𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺 𝗙𝗼𝗿𝗺𝘂𝗹𝗮𝘁𝗶𝗼𝗻
• Acquired open-source market datasets (e.g., industry benchmarks, ad spending reports) to significantly enrich the data pool for developing robust algorithm.

Hong Kong SAR

• 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗧𝗮𝗹𝗲𝗻𝘁 𝗠𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺
• Created a business model centred on a Machine Learning algorithm to precisely match businesses with highly qualified talents based on specific marketing project needs and skill sets.
• Leveraged valuable resources from the Hong Kong Science & Technology Park (HKSTP) incubation program to fuel platform development and growth.𝗗𝗮𝘁𝗮 𝗜𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 & 𝗜𝗻𝘁𝘂𝗶𝘁𝗶𝘃𝗲 𝗜𝗻𝘁𝗲𝗿𝗳𝗮𝗰𝗲
• Established a well-defined data architecture with a structured data model and schema of project and skill requirements that enables precise matching of projects with talents' skill sets.
• Designed a user-friendly UI that caters to both user groups: businesses can clearly articulate their project needs with ease, and talents can effortlessly capture and describe their skills and experience.𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿.
• Leveraged industry association seminars to present our platform's unique value proposition, and directly engaged with potential customers to generate interest in adopting our services.

• 𝗖𝘂𝘀𝘁𝗼𝗺𝗶𝘀𝗲𝗱 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀 𝗳𝗼𝗿 𝗖𝗹𝗶𝗲𝗻𝘁 𝗦𝘂𝗰𝗰𝗲𝘀𝘀
• Conducted in-depth studies of clients' unique business challenges, delved into the underlying context and background, uncovering hidden growth opportunities specific to each client's situation.
• Presented compelling proposals that featured customised solutions, directly addressed their needs and aligned with the business objectives with a commitment to delivering measurable results.𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗖𝗹𝗶𝗲𝗻𝘁.
• Committed to delivering successful projects by taking ownership, maintaining open communication with clients, and promptly addressing any unforeseen challenges.
• Cultivated strong, long-term client relationships (lasting 4+ years) by prioritising client success at every stage through consistently delivering exceptional results and offering insights for continuous.
• Led integrated marketing projects by leveraging interactive multimedia, cross-channel campaign management, and data-driven marketing strategies to maximise campaign effectiveness and reach.

• 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘄𝗶𝘁𝗵 𝗥𝗲𝗴𝗶𝗼𝗻𝗮𝗹 𝗥𝗲𝘀𝗼𝗻𝗮𝗻𝗰𝗲
• Led the implementation of a regional campaign celebrating Bosch Power Tools' 125th anniversary and the launch of its celebratory event – a race for cordless drill-powered go-karts. To generate excitement across key.
• Transformed client's expectations and project requirements into an actionable roadmap that outlines task dependencies, key milestones, and resource allocation, ensuring a smooth project workflow.𝗖𝗹𝗶𝗲𝗻𝘁 𝗘𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻.
• Ensured client buy-in and set clear expectations for project scope and deliverables from the outset by effectively communicating the campaign strategy, design concepts, and functionalities.
• Negotiated adeptly with clients about their unforeseen change requests that necessitated scope adjustments, balancing client needs with project feasibility and timeline constraints.𝗩𝗶𝘀𝗶𝗼𝗻-𝗔𝗹𝗶𝗴𝗻𝗲𝗱 𝗧𝗲𝗮𝗺 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻
• Bridged cultural gaps among project stakeholders (from Germany, mainland China, and Hong Kong) to prevent misunderstandings arising from different communication styles and work habits.

• 𝗟𝗼𝗰𝗮𝗹𝗶𝘀𝗲𝗱 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗟𝗮𝘂𝗻𝗰𝗵 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻
• Led the launch campaign for Microsoft Office 2010, implemented interactive online competitions (eCard design & comic strip writing) that showcased the product features to drive user engagement, combined with a.
• Acted as the dedicated point of contact for ACUVUE across10 APAC countries, 1) spearheaded a regional brand experience refresh by revamping their website with new design and functionalities; 2) oversaw the development.
• Liaised effectively between multidisciplinary teams based in Hong Kong and Shanghai offices, building a supportive and cohesive unit to ensure on-time project delivery.AGENDA, Asia's leading interactive agency under.

• 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗱: 𝗗𝗲𝘀𝗶𝗴𝗻 𝗦𝗸𝗶𝗹𝗹 𝗚𝗮𝗽𝘀 𝗨𝗻𝗰𝗼𝘃𝗲𝗿𝗲𝗱
• Conducted expert interviews with experienced creative directors to gain a comprehensive understanding of industry expectations for entry-level designers.
• Pinpointed gaps between graduates' skill sets and industry needs – technical proficiency, soft skills, and industry-specific knowledge, providing insights into aligning education and professional expectations.𝗧𝗲𝗮𝗰𝗵𝗶𝗻𝗴.
• Enriched learning experience for undergraduates by delivering interactive learning activities that equipped them with advertising design principles, design software proficiency, industry-standard practices.

• 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗱: 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝗧𝗵𝗿𝗼𝘂𝗴𝗵 𝗣𝗕𝗟
• Implemented a controlled experiment to investigate the effectiveness of the Problem-Based Learning (PBL) approach in enhancing undergraduate student designers' creative flexibility in advertising design.
• Employed a semiotic approach to evaluate students' creativity, problem-solving and divergent thinking skills in different learning approaches, revealing that the PBL group generated a wider range of solutions.

Bachelor Of Arts (Ba), Communication

Machine Learning: From Data To Decisions