Eileen Tang Email and Phone Number

Leading research, innovation, and business development for Labbrand Malaysia.Labbrand Malaysia is a brand innovation agency with expertise in cultural research, naming, branding, innovation and design.LABBRAND Group is a multinational consulting corporation headquartered in Shanghai. Founded in 2005, now we have offices as well in Singapore, Paris, New York and Vancouver. With over 100 people, we help global companies create brand identities and innovation, digital experiences and cultural transformation. Working with 8% of the Global Fortune 500’s, this means the opportunity of collaborating with largest leading brands including Coca-Cola, L’Oreal, Danone, Renault, Audi, LinkedIn, Airbnb, GSK, and many more.

Botani is an innovation studio providing insights and strategy for F&B and Hospitality brands in China.- Oversaw design and implementation of botani’s research offering, covering research methods and discussion guide designing, recruitment quality control, fieldwork moderation, workshop hosting, fieldwork decoding, report writing & delivery.- Managed a senior team of researchers and strategists to deliver end-to-end product and service innovation. - Lead regular sharing of insights reports and organized insights sharing events with brand teams to increase awareness of latest market and consumer trends.Projects:- Consumer research and on/off-trade drinking strategy for the leading global Irish Whiskey- Video ethnography research around functional health & JTBD development to support NPD for a global health food brand- Video ethnography research & new product innovation around nutritious dinnertime & JTBD development for Chinese Supermom’s for a leading oats brand - Cultural decoding and strategic analysis around “Smart Snacking” for a global FMCG brand.- New “meat snacks” product innovation and concept testing for an American snacks brand- On-trade research and go-to-market strategy for a South African Brandy company - Cultural and product-world deep dive into beans category for a top American snacks brand- Lead internal research projects:- Effects of COVID lockdowns on home cooking- Cultured meat and its potential in China - The rise of street drinking and the intersection of alcohol brands and fashionClients: PEPSICO (Lays, Quaker), Pernod Ricard (Jameson), KWV

Rhizome is a leading consultancy specialized in applied anthropological research for the China market.- Leveraged anthropological lenses and approaches to analyze China’s social & cultural context, allowing us to build a comprehensive picture on the hidden forces that shape consumers’ lives and decisions- Dove deep into the real lives of consumers through fieldwork across China to uncover the underlying trends, emerging lifestyle and value, unspoken tensions, trigger points and demands of Chinese consumers that brands can tap into- Converted human insights into strategic solutions for business, brand communication, marketing (market entry) and product/service innovationProjects:- Pin-pointed “spritz” & “apertivo” product positioning in China for a leading global brand - Decoded Youth & Middle class in the contemporary China for a FMCG brand - Decoded the transformation of the Spring Festival and its cultural meaning to Chinese for a global beer brand - Decoded Female Drinkers typology, drinking behaviors and opportunity in China for a global spirits brand- Decoded Baijiu culture and drinking product concept design for a global spirits brand - Decoded steaks culture and Chinese consumption behaviors for an American steaks brand to enter China- Decoded the traveling culture and untold needs of silver travelers in China for an American Airline brand- Explored products and services innovation opportunity for a Chinese hotel group - Cultural Positioning of Zhang Yuan 张园 for a well-known real estate brand - Decoded aroma & fragrance culture in China for a prestigious French luxury brand - Decoded high-end craftsmanship of China for a prestigious French luxury brand- Decoded risk and insurance purchase awareness of Chinese for a well-known digital platform Clients: Unilever, Campari Group, RIO, AB inBev, Omaha Steaks, Danone, Chanel, American Airlines, Swire Properties, Jin Jiang Hotel Group, REHAU, Meitu, Didi Finance, Alibaba

McCANN is an award-winning global advertising firm offering integrated brand strategy, marketing communications, digital development and digital agency services.Research, Strategy & Planning- Led and cross-collaborated with multiple teams for quality digital output, including strategy, analytics, creative, technology development, media and SEM.- Researched and optimized projects output with industry insights, data, and competitor analysis.Project & Client management - Managed manpower resources, time, cost and project quality.- On-going client relationship and expectation management. Projects:- Integrated Marketing Communication for a global cruise brand - Mobile revamp strategy for a global cruise brand- Digital and ATL campaigns (H5, Website, EDM, SEM, traditional media) planning and management for the official launch of a global cruise brand in China - Digital campaigns performance on-going management and analysisClients: Princess Cruises

Labbrand is a China-originated global brand consultancy with services covering research, strategy, naming, design and digital.Research, Strategy & Planning - Led social media strategy, programmatic media strategy for brands with designers, copy writers and partners. - Led creative and content planning for social media and digital campaigns for brands.Project & Client Management - Managed creative and production resources from internal teams and partners. - On-going campaign planning and content management with analytics and reporting.- Managed project resources, time, cost and quality. Projects:- Social media content strategy and on-going planning for a global hotel group brand- On-going digital campaign planning and management for a global hotel group brand- O2O brand communication campaign and analysis for a leading German home solution brand- Social CRM strategy for a leading German home solution brand- Global social media management for a Chinese lighting solution brand - Social media management for an American celebrity brand Clients: Fairmont, Raffles, Swissotel, REHAU, OPPLE Lighting, The Honest Company, Jessica Alba

- Led Fudan University’s International Cultural Festival - Led multiple fundraising & charity events- Led Shanghai Tourism Exhibition 2012 (Tourism Malaysia)