Alky Cheng

Experience

• 

  Muji (Hong Kong) Co., Ltd

  Jul 2013 - Sept 2015

  • All-round marketing support to Corporate Communications team, included but not limited to campaign and promotion execution, PR event and workshop, new stores opening, credit card (MUJI Card) promotion & roadshows, OOH advertising, digital marketing, etc• Communicated with Japan HQ on planning and execution of joint corporate projects• Japanese ⇄ Chinese / English written and verbal translation

  • Corporate Communication Officer

    Jan 2015 - Sept 2015

  • Assistant Corporate Communication Officer

    Jul 2013 - Dec 2014
• 

  Dentsu

  Nov 2015 - Sept 2016

  Account Manager

  Account: UNIQLO, GU, NISSIN Cup Noodles- Formulated full year marketing strategy- Execution of ATL & BTL communications for seasonal product launches and sales campaigns- Management of timeline, budget, project details, etc- Preparation for the Grand Opening of 1st GU store in Hong Kong

• 

  Puyi Optical

  Dec 2016 - Apr 2019

  KEY BRAND: GENTLE MONSTER, MYKITA, Kaneko Gankyo, Kering Group, etcMARKET: Hong Kong, Taiwan, Macau, China• Strategic planning with brand partners to build their brands in Greater China Region• Gave instructions to internal teams on the execution of campaigns, PR events and VM• Conducted training and workshops to ensure frontline staff are equipped with the most updated knowledge on both brand and products• Led collaboration projects with Japanese eyewear brands and Japanese artists/designers• Coordinated new store opening of Gentle Monster and all shop-in-shop installations• Supported in the expansion of retail business into new market Taiwan• Assisted in C-levels business negotiation Show less

  • Senior Business Executive

    Jan 2018 - Apr 2019

  • Business Executive

    Dec 2016 - Dec 2017
• 

  Pentland Brands

  Apr 2019 - Jul 2020

  Business Development Manager - North Asia

  BRAND: Speedo, Canterbury, BerghausMARKET: Japan, South Korea, Taiwan, Hong Kong• Strategic planning with partners annually to stretch the sales and market share, review regularly to ensure plans are on the right track• Communicate closely with partners regarding local implementation, ensuring partners are positioning the brand appropriately and products are visible and available at all time• Assist partners to communicate with HQ on the development of strategic partnerships or collabs with other brands for brand building and reaching new customers• Act as brand representative at tradeshows to introduce new products and new assets to partners, also assist in partners’ tradeshows for wholesale• Sports events support: Coordination of Olympic 2020 activation plan, Marketing support to Japan partner for Rugby World Cup 2019• Explore new markets in North Asia (Mongolia), assist new partners to test and run the brand• Contract renewal negotiation: Take good balance between HQ’s expectation and partners’ capacity Show less

• 

  Speedo

  Feb 2022 - Aug 2023

  Brand Manager - Speedo Korea

  - Revisited branding and buying strategy- Resegmentation in offline and online channels- Doubled total sell-out in a year

• 

  Pentland Brands

  Dec 2023 - now

  Business Development Manager APAC

  Brand: Speedo, Ellesse, BerghausMarket: South Korea, Thailand, Japan, Hong Kong, Singapore