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).• Enriched training dataset with data augmentation (e.g. paraphrasing, synthesis), allowing R&D team to train the model on a wider range of customer interactions.𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆• Developed website with content strategy that prioritises the product's benefits and solutions to user problems with clear and compelling messaging.• Led product UI design to facilitate effective communication of the product's value and technical functionalities with R&D team.ADintel, GenAI-powered Marketing Research Analytics, unlocks the full potential of your customer intelligence. Get expert guidance, conduct engaging interviews, and analyse data effortlessly with our team of AI experts – AI Consultant, AI Moderator, and AI Analyst. This MarTech startup is a graduate company of Estonia's Tehnopol Startup Incubator, aiming to revolutionise how we unlock marketing intelligence with AI technology, assisting businesses to embrace the future of marketing research with ease and take control of their data to make informed marketing decisions with confidence.

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 𝗔𝗜 𝗣𝗿𝗼𝗱𝘂𝗰𝘁• 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.• Shared in-depth domain expertise of digital marketing with the data science team to formulate a campaign valuation algorithm that unifies effectiveness measurement across different campaign types.𝗣𝗿𝗲𝗲𝗺𝗽𝘁𝗶𝘃𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗣𝗶𝘃𝗼𝘁 𝗳𝗼𝗿 𝗙𝘂𝘁𝘂𝗿𝗲-𝗣𝗿𝗼𝗼𝗳𝗶𝗻𝗴• Addressed an emerging challenge – evolving and increasingly strict data regulations from media platforms – causing disruption to data availability and its quality, thus undermining product sustainability.• Led a thorough analysis with the team to explore potential solutions and champion a long-term success plan that future-proofs the product by mitigating data dependency.ADintel was previously a machine learning-powered marketing strategy analytics that provided explainable, improvable, profitable marketing intelligence, generating insight-driven strategy advice with AI technology.

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 𝗔𝗱𝗼𝗽𝘁𝗶𝗼𝗻 (𝗗𝗲𝗺𝗮𝗻𝗱-𝘀𝗶𝗱𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁)• 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. • Integrated a promo-code system that allows users to enjoy reduced service fees, referral rewards, and other discounts, lowering adoption barriers and accelerating platform adoption.𝗧𝗮𝗹𝗲𝗻𝘁 𝗘𝗺𝗽𝗼𝘄𝗲𝗿𝗺𝗲𝗻𝘁 (𝗦𝘂𝗽𝗽𝗹𝘆-𝘀𝗶𝗱𝗲 𝗦𝘂𝗽𝗽𝗼𝗿𝘁)• Led the integration of help centre addressing common questions and troubleshooting issues in project and client management, empowering talents to navigate project execution smoothly.• Co-organized events and workshops for talents to gain industry insights and hone their skills, created valuable networking and knowledge-sharing opportunities, fostering an engaged talent community.Hub2Co is a machine learning-enabled creative talent matching platform. Having graduated from Hong Kong Science and Technology Parks incubation, it was acquired by an Asian marketing company in 2020.

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 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀• 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 improvement.𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀• Led integrated marketing projects by leveraging interactive multimedia, cross-channel campaign management, and data-driven marketing strategies to maximise campaign effectiveness and reach.• Spearheaded innovation to enhance user experience and engagement (2X increase), particularly for a Theme Park client, incorporated new technology in developing interactive console games in exhibitions.𝗧𝗲𝗮𝗺 𝗨𝗽𝘀𝗸𝗶𝗹𝗹𝗶𝗻𝗴 & 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 • Cultivated high-performing teams by implementing targeted upskilling initiatives to ensure team members possessed the necessary skills and knowledge to excel in their roles and tackle complex challenges.• Collaborated strategically with external experts and vendors, leveraging their specialised skills to optimise resource allocation and maximise our collective expertise to drive successful project outcomes.Cou4 Interactive, 1st content marketing agency in HK, customises marketing solutions.Clients: HK Gov, Ocean Park, WWF, TransUnion

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 Asian markets, developed a multilingual campaign website packed with interactive games.• 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 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁• 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.• Managed cross-functional teams with differing priorities by proactively identifying potential conflicts and defining clear project vision to ensure everyone worked towards the shared objectives.Aquarius Asia, based in Hong Kong and Shanghai with headquarters in Munich, Germany, offers localized digital services for international clients in the APAC region. Clients: BOSCH, Hugo Boss

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 multi-channel marketing strategy to achieve 2X more targeted user registrations.𝗖𝗹𝗶𝗲𝗻𝘁 𝗦𝗲𝗿𝘃𝗶𝗰𝗶𝗻𝗴 𝗔𝗰𝗿𝗼𝘀𝘀 𝗔𝗣𝗔𝗖• 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 of localised multimedia content to ensure consistent brand messaging.𝗖𝗿𝗼𝘀𝘀-𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗧𝗲𝗮𝗺 𝗖𝗼𝗼𝗿𝗱𝗶𝗻𝗮𝘁𝗶𝗼𝗻• 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 the WPP’s Wunderman Thompson network, provides key digital services for Global Brands.Clients: Microsoft, ACUVUE (Johnson and Johnson Vision)

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 𝗔𝘀𝘀𝗶𝘀𝘁𝗮𝗻𝘁 𝗶𝗻 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗗𝗲𝘀𝗶𝗴𝗻• 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