Résumé

CHAN, Ching Yuen Bryan

Performance Planner, Havas Worldwide (Hong Kong) Ltd.

With my valuable experience in a media agency, and my academic qualifications as a postgraduate completed MSc Marketing and Strategy at University of Warwick, I believe the position would give me a chance to actualise my potential and to collaborate with others in my field.

Recent achievements :

  • Facebook Blueprint Certified – Media Planning Professional

  • Board Game Instructor (Advanced)

Experience

 

Performance Planner, Havas Worldwide (HK) Ltd.                                           

Jul 2021 - Present

  • Growing client’s ROI by developing media & communication strategies / tactics across online and offline channels,

  • Leading regional & local media planning / buying (e.g., paid social, search, programmatic, native ads, etc.),

  • Managing client’s expectations, executing A/B testing, and evaluating campaign results for better performances & optimisations in
      driving conversions, leads, quality traffic, etc., to achieve campaign objectives & KPIs in local, regional (APAC) & global markets,

  • Key clients include: E-commerce: Havaianas (APAC) ;
    Banking: BNP Paribas (APAC) - Corporate & Investment Banking (CIB),
    Asset Management, Warrants, Wealth Management ;
    Tertiary Education: The Chinese University of Hong Kong (MBA)(APAC), The Open University of Hong Kong (Greater China)

  • Achievements:

    • Activating Havaianas brand e-commerce website in APAC region, managing their paid social activities to drive conversions & quality traffic to website, and formulating suitable strategies / tactics to reach target audiences,

    • Initiating IP Targeting campaigns in reaching potential clients for BNP Paribas, and driving quality traffic to their website.

Digital Executive, Havas Worldwide (HK) Ltd.                                           

Jul 2019 - Jul 2021

  • Conducting in-depth competitive research (i.e., Admango, Nielsen) to identify advertising trends and formulate insights from data,

  • Establishing good working relationships with clients, partner agencies, media vendors / publishers, and colleagues,

  • Achievements:

    • Managing BNP Paribas clients across multiple business lines, and exceeding branding & performance objectives by attaining agency assessment annual score of 7.3/10 in 2019 & 2020 (previously scored 4/10 in 2017).

    • Extending BNP Paribas business from media buy to SEO / SEM / social management & creative promotion,

    • Initiating Mainland China promotion campaigns for OUHK and achieving +30% growth in China application YoY.

Media Executive, IPG Mediabrands (Hong Kong) Ltd.

Jan 2018 - Jan 2019

  • Collaborating closely with clients & vendors in delivering multimillion-dollar marketing / branding campaigns on both online (i.e., Facebook, Instagram, LinkedIn, Twitter, Weibo, etc.) & offline (i.e., billboards, poster on wall, shelters, prints, TV, etc.) channels,

  • Creating competitive reports, analysing media trends using various tools (i.e., Admango, eTelmar, ComScore, etc.),
    and developing insights and recommendations for improvements,

  • Key clients include:

    • Pharmaceutical (MSD)

    • Health Supplements (Blackmores)

    • Government Department (BrandHK)

    • Tourism (Tourism Australia, Turkish Airlines)

    • Exhibition (Art Basel)

    • Investment (M&G Investments)

    • Education (OUHK)

    • Food & Beverage​ (Paradise Dynasty)

    • Gaming (Rockstar)

Private Tutor, Self-employed

May 2011 - Jun 2012

  • Supporting students aged 13 and 15 with homework (English, Chinese, Mandarin, Mathematics, Humanities) and other extra-curricular activities that needed to be completed,

  • Tailoring class materials for examinations and assisting students in effective speed learning,

  • Evaluating progress of the students and conferencing with parents
    about how the students were doing.

 

Sales Associate (Part-time), HMV, Hong Kong

Jul 2009 - Aug 2009

  • Articulating in English, Cantonese and Mandarin and recommending relevant products to customers,

  • Preparing marketing campaigns by arranging in-store displays and updating inventory records,

  • Stocking shelves with merchandise and familiarising with the latest music and movie trends.

Education
Languages

 

English (Fluent)

Cantonese (Native)

Mandarin (Fluent)

Computer

Google Campaign Manager 360 (DCM)

Google Analytics

Facebook Ads Manager

LinkedIn Campaign Manager
Twitter Campaign Manager

Admango

Social Power

Nielsen

Sprinklr

Adobe Photoshop

Microsoft Word

Microsoft Excel

Microsoft PowerPoint

Final Cut Pro (Video Editing)

 

Typing
 

English 56 - 63 wpm

Chinese 45 wpm

 

Interests

Playing Board Games

Taekwondo

Badminton

Hiking

 

Sep 2016 - Sep 2017

Warwick Business School, University of Warwick, Coventry, United Kingdom

MSc Marketing & Strategy

Merit (Overall: 67.5%)

  • Modules included:
     

Strategic Management: 74%, Service Marketing: 75%, Global Branding: 71%, Marketing of Luxury Products & Services: 66%, Marketing Management: 64%, Environment of Business: 63%

 

Dissertation - "Anthropomorphised Spokes-characters & Word-of-mouth Communications": 70%

Sep 2013 - Jun 2016      

University of Sussex, Brighton, East Sussex, United Kingdom

BSc Marketing and Management

Second-class Honours, Division 1 (Overall: 65%)

Third-year Grade Overall: 64%

  • Third-year modules included:

Marketing Communications: 68%, Marketing Strategy: 64%, Strategic Managemetn of Public
and Nonprofit: 62%, Digital Marketing: 60%, Services Marketing: 58% and Strategic HRM: 51%

Research Project - "Signal Visibility in Luxuries & Electronic Word-of-mouth Communications": 75%

Second-year Grade Overall: 66%

  • Second-year modules included:

Project Management: 74%, Operations Management: 69%, Buyer Behaviour: 68%, 

Marketing Research: 68%, Information Systems: 65%, International Marketing: 64%, Management of Innovation: 64% and Research Methods for Managers: 59%

 

First-year Grade Overall: 70%

 

  • First-year modules included:

Economics: 90%, Accounting: 83%, Presenting Heritage: 80%, 

Organisational Behaviour and HRM: 76%, Marketing: 64%, Material Heritage: 63%, 

Business Law: 59% and Management: 47%, 

 

 

Sep 2011 - Aug 2013   

The Hong Kong Polytechnic University

Hong Kong Community College, Hong Kong

Associate in Business (Information Systems and Knowledge Management) GPA: 3.18

 

Modules included:

Marketing: A, Organisational Learning: A,

E-Commerce: B+, Logistics & Supply Chain Management: B+

 

Sep 2009 - Aug 2011

New Method College, Hong Kong

Secondary 6 - 7, Hong Kong Advanced Level Examination (2011)

 

Sep 2004 - Aug 2009

La Salle College, Hong Kong

Secondary 1 - 5, Hong Kong Certificate of Education Examination (2009)

Honours and Activities

2017

Participated in "UK City of Culture 2021" Competition

  • Collaborating with three students in different cultural backgrounds to prepare a pitch presentation within a week. The team has been rewarded £1,000 in bringing the ideas forward.

2014 - 2016

Founder and President of Board Game Society, University of Sussex

  • Establishing the society in the values of 'PLAYS' - Play, Learn, be Active and Young and Share,

  • Liaising with Student Union and other societies to hold events, and recruiting new members,

  • Engaging with local companies for sponsorship agreements and sourcing board games online.

Vice President of Walking Society, University of Sussex
 

  • Being the leading person to schedule walks and promote on social networking sites before every event,

  • Preparing contingency plans for any unfavourable circumstance occurred and assessing potential risks

2013

Received HKCC Travelling Scholarship - Study Tour to Beijing and Mongolia, China

Received HKCC Travelling Scholarship - Study Tour to Singapore

 

2012

Attained the 2nd Dan in the 0212 Taekwondo Promotion Test and

Passed the Referee Course Test and granted the qualification of Referee

 

  • Having been engaging in Taekwondo training for fifteen years, it teaches me to be patient, courageous and courteous, which is conducive to my work performance
    in the future.

 

2011 - 2012

Received Best Proposal Award for "My Journey" Proposal Competition

 

  • Demonstrated a liberal attitude to communication and collaboration with team members and making good use of presentation tools and skills in order to attain the award.

 

2004 - 2011

Received 7 Good Conduct Award and 5 Good Service Award

Elected as a Class Prefect for 7 years

 

  • Acting as a meticulous observer and an active listener for my classmates,
    I was willing to offer them help that enabled me to build friendships and
    to demonstrate leadership in organising class activities.

 

2007 - 2008

Attained "The Silver Standard" Award of the Hong Kong Award for Young People

 

  • The program shaped me to become a person who is independent, mature,
    self-confident and willing to serve others.

 

2006

Passed Grade 6 ABRSM Piano Examination

 

 

 

References are available upon request.