Jonathan Yeung Email & Phone Number

Consider this a change of scenery from product line creation & management, back to the fun stuff - product marketing and branding.Primarily responsible for OnePlus foldable, flagship, NORD smartphone series and hearable products - yeah, basically everything ;)- Remapping the decade-old OnePlus brand and various product series, refreshing all narratives in prep for 2023- Starting 2022, leading the charge on feature negotiations with product-R&D teams due to urgency and their “grade school” style product planning- Program by program, directing individual product narrative, positioning, consumer marketing and feature communications strategies for various functional teams- Consult and “play tastemaker” on all creative assets, marketing campaigns (on & offline), giving directions to creative, integrated marketing and digital teams at HQ- Keynote speaker at global product launches and media events

Primarily responsible for True Wireless headphones under the JBL, AKG brands - paving way for future of TWS at Harman, hard-software (app);- JBL FREE X TWS (2018 Q4 - 1.3 million units shipped)- JBL LIVE 300 TWS (2020 Q2 - 4.5 stars on Amazon alongside Harman Kardon Fly TWS, reskin of said model)- AKG N400NC TWS (2020 Q2 - Samsung’s South Korea exclusive. Their first ever ANC TWS scoring 4 of 5 stars on Samsung.com. Links found below - media section)TWS products (released) based off my products;- JBL REFLECT Mini TWS (2020 Q4)- JBL LIVE Free NC+ TWS- JBL CLUB Pro+ TWS (2020 Q4)Creator of JBL QUANTUM gaming series (2020 Q2)- Brainchild of Quantum series announced at CES2020- Led series development from ground up- ***Responsible for series naming, initial product lineup (5 over-ears only), requirements for “QuantumENGINE” PC software, KSP / feature step-up, "Cyberpunk" series design DNA that flows through ID / CMF of headsets, packaging and overall “series experience”- NPI GPLM for series flagship, JBL Quantum ONE - Reviewed 9/10 by IGN.com, 4.3 stars on Amazon***Basically everything under the sun other than the proprietary 3D audio algorithms (HarmanX team), PC software architecture, digital marketing / eCommerce.Creator of JBL CLUB headphone series (2020 Q1)- Brainchild of Club series announced at IFA2019, Harman's first ever “swag-oriented” flagship series designed from scratch- Responsible for product lineup, “Club” series design DNA that flows through headphone ID / CMF, packaging and initial “1 OAK / Vegas Nightclub” series experience until plans were forcefully changed to resemble festive “Tomorrowland” by Harman's global marketing- Product ranges from “edgy, fashionable” yet studio-ready Bluetooth on-ears, over-ears to next-gen True Wireless in-ear headphones (all equipped with hybrid ANC)Mentionables- JBL Reflect Mini 2 Sport Wireless (2018 Q1 - 750K shipped)- JBL Reflect Contour 2 Sport Wireless (2018 Q1 - 550K shipped)

Hong Kong / Shenzhen, China

With products available in more than 170 countries worldwide, Alcatel was ranked No. 4, 3 and 3 mobile handset manufacturer in North America, Australia and the UK.09/2015 - 11/2015: Senior Product Marketing Manager, Global11/2015 - 01/2016: Product Lead, Direct-to-consumer devices - Global- Direct report to Senior Director, Online Business - Global.- Promoted 2 months upon hire. Responsibilities involved everything a portfolio lead would do.01/2016 - Present: Product Lead, Global*2nd promotion within 5 monthsThe role at present is an extension of the previous - to rejuvenate our 2018 global product strategy, rebuilding concepts of the entire smartphone lineup (mobile carriers and open market) with a fresh, young, more relevant mindset and ideas following the welcomed departure of former VP of Global Marketing & Products - Dan Dery.Core responsibilities, - Consumer tech, industry trend forecast- Redefining target markets by understanding customers (mobile carriers) and endusers- Competitive analysis, benchmarking, KSP forecasts and counter strategies- Lead on product concepts - balancing creativity vs practicality (factoring in price step up, BOM, in-house R&D inabilities and regional volume demands etc)- Influence USP, KSP and thus individual product stories- Influence hardware and software experiences (OS level)- Lead initial concepts on product definitions for smartphones at key price slots, in view to secure 2018 business goals and brand build.

Hong Kong / Shenzhen, China

Part of 1st gen International marketing team (started with team of 4) who shaped DJI into what it is today (post Phantom 3 launch), a "Unicorn" tech startup valued at USD$10billion by Accel within span of 2 years in 2015 - almost 2 news articles per week on TheVerge / CNET.comDirect report to Senior Marketing Director, Global.- Defined “What is DJI”, what should DJI represent?- Product marketing strategies, execution for flagship products- Product development alongside R&D- Sole liaison with internal design team for creation of all online/offline product marketing materials (eg official product pages, online banners, product marketing tools, channel booklets-posters, online/print ads etc)- Identify, lineup potential strategic partners, business opportunities for branding, market expansion purposes- Offer insights on future product requirements based on needs of consumers/partners- Retail-channel marketing strategies, execution alongside sales team, chain-stores, distributors- Manage integrated engagement campaigns (eg DJI Stories aka Your Story by DJI)Key achievementsProduct marketing for the Phantom (1, 2, 3), Mavic Pro (1), Inspire (1) and Spreading Wings Pro series.Initiated Flight Simulation mobile app targeted at consumers for pre-sales flight experience and after sales simulated training - DJI+Discover & DJI ARInitiated DJI Experience Stores - leveraged retail expertise of distributors to set up retail stores Worldwide.Paved way for enterprise business by creating "DJI Stories" initiative that detailed usage of DJI products among commercial industries.Led partnership with Microsoft HQ. Liaison with MS business partnership teams on platform development (Windows10, Office365) in prep for usage of drones among commercial industries. Also, channel marketing at Microsoft Stores and launch of a video-interactive platform on Xbox OneLed partnerships - ARUP, Rio Tinto, Economic Development Board Nevada, Deluxe Rewards, Google, HBO, NBA etc

Kuala Lumpur, Malaysia

Awarded by "Skytrax World Airline Awards"​ as the World's Best Low-Cost Airline for 11 consecutive years, 2009-2020.Post Digital Manager's departure for Microsoft (after 1 month into the role);- Developing digital marketing strategies (Online/social brand building, Search engine marketing "SEM"​, Search engine optimization "SEO"​, Online advertising via Adnetworks eg Google, Guru, Yahoo! , Forum seeding, Webpage management, AdWords, AdText, etc)- Web analytics reporting (Omniture, Google analytics)- Liaison with agencies (OMD, Group M) on media/brand strategies, buying and execution.- Managing existing social media platforms (Facebook, YouTube, etc)- Mobile innovation, - ATL/BTL consumer marketing + commercial SME marketing- Developing local-oriented brand strategies to build regional rapport and recognition- CRM- Business, Strategic Partnerships development, management- Asian Hub brand expansion in Asia.Key achievementsCreated and managed AirAsia's "Fly more, discover 2013" CRM online digital, social media campaignLed joint promo with 寰宇Universe Films for their blockbuster movie《同謀》(Conspirators - 郭富城Aaron Kwok, 張家輝Nick Cheung) launch on digital, social marketing level.In talks for producing micro movies for launch across television stations, social media (YouTube, Facebook, Weibo etc) and other online platforms.Initiated/pushed through idea of shortening online membership signup process Worldwide to enhance consumer sign-up motivation and efficiency.

Hong Kong

Direct report to Director, Consumer Channels Group.- Develop product & channel marketing strategies- Enhance penetration among distribution channels (eg retail, frontline and consumer perception for Xbox 360, Xbox Kinect, Microsoft Office/Office for Mac, Windows Phone and Microsoft Hardware.- Assist marketing-product managers with roadmap development- Identify communication touch-points for said flagship brands- Develop and execute marketing campaigns (ATL, BTL, digital and social platforms)- Ensure all communications are adequate for local target segment- Spot, explore, develop, establish and manage marketing & sales relationships and opportunities with non-traditional strategic retail partners among consumer brands, retail corps, distribution channels to facilitate future consumer electronics business/communications growth (Jardine Matheson's Dairy Farm Group, Cathay Pacific, IKEA, McDonalds, Dragonair - member of Cathay Pacific Group, etc)- Lead collaborative marketing joint-campaigns with retail groups, consumer brands, educational institutes and non-profit organizations.Key achievementsDeveloped plan for retail penetration enhancements, successfully expanded retail channels by over 30% within a quarter.Established and managed joint marketing campaigns with Jardine Matheson Group, bringing Microsoft products through non-traditional retail channels, paving way for new "Device and Services" direction.Initiated idea, implementation of in-flight product sales through Cathay Pacific, Dragonair.Initiated idea of inducing brand readiness/loyalty among students via Microsoft-headlined university modules.Established relationships with IKEA, McDonald’s to bring Microsoft brands thru non-traditional marketing, potential retail channels.Involved in marketing campaigns for the Xbox 360, Xbox Kinect, games, Microsoft Hardware, Windows Phone, Microsoft Office/Office for Mac, etc*Promoted from Business Development Executive in Feb 2012

Hong Kong

Full-on FMCG consumer marketing, brand development experience under Jardine Matheson's "scholar internship" initiative. Accumulated duration due to multiple school vacations and extensions requested by employer.- Articulated brand philosophies/communications strategies/store ambience for extension brands launch;- Managed daily communications, advertising, PR routine for Market Place by Jasons, Wellcome, ThreeSixty and Oliver’s the Delicatessen;- Had a hand in localization of extended brand brought in from Singapore;- Managed joint promotions, campaigns, seasonal eventsKey achievementsPart of brand development, marketing communications, strategic planning and launch team for ThreeSixty (luxury FMCG retailer) in Hong KongInvolved in monthly, festive marketing campaigns (French fest, American commission, New Year fest, etc)Involved in bringing Market Place by Jasons from Singapore to Hong Kong.Involved in special joint-marketing project with fashion label, Anya Hindmarch.During which, I’ve worked with top advertising/PR agencies such as TBWA Tequila, McCann Erickson, Universal McCann, Edelman, Splash, etc.

Bachelor Of Communication, Advertising Creative

Diploma, Communication And Media Studies