Open to opportunities

Ching Yuen

@chingyuen

Message

Senior UX writer and copywriter who builds brand governance for consistent distributed teams.

Hong Kong

Message

What I'm looking for

I’m looking to lead brand and messaging systems that keep distributed teams consistent—turning product and technical inputs into market-ready narratives, supported by clear governance, creative standards, and faster editorial workflows.

I’m a firm believer that problems are opportunities. I find where messaging breaks down and fix it with brand identities, governance frameworks, and creative standards—so distributed teams stay consistent. With eight years across APAC advertising and Web3, I translate complex requirements into clear, market-ready language.

At Cronos Labs (Crypto.com), I diagnosed brand fragmentation across 12+ dApp and protocol teams and architected a brand framework that differentiated each protocol and gave the ecosystem a legible identity. I built governance systems (UX writing guidelines, playbooks, and Gemini Gems adoption) that cut editorial cycles 40% and scaled content output 2.5x, while bridging product, design, and marketing to feed audience signals upstream. Earlier roles include strategic campaign narrative development for Hong Kong Tourism Board across 6+ APAC markets, brand-voice governance for AMEX and Marriott Bonvoy, and SEO-focused editorial work—where I learned to connect positioning to visibility and performance.

Experience

Work history, roles, and key accomplishments

Senior UX Writer

Cronos Labs (Crypto.com)

Jun 2024 - Feb 2026 (1 year 8 months)

Diagnosed brand fragmentation across 12+ dApp and protocol teams and architected a brand framework to give the ecosystem a legible identity. Built content governance systems that reduced editorial cycles by 40% and scaled output 2.5x across distributed teams.

UX Writing Brand Strategy Content Governance Stakeholder Management Cross functional Coordination Web3 & Blockchain UX

Senior Copywriter

Grey Group

Nov 2023 - Jun 2024 (7 months)

Pitched and developed 8+ strategic campaign narratives for senior leadership on Hong Kong Tourism Board global campaigns, coordinating alignment across 6+ APAC markets. Translated global strategy into locally resonant narratives while balancing brand consistency with cultural specificity.

Copywriting Brand Consistency Localization Stakeholder Management Cross functional Coordination

Senior Copywriter

Dentsu International

Nov 2020 - Oct 2023 (2 years 11 months)

Built brand-voice component libraries for AMEX and Marriott Bonvoy, applying systematic governance to reduce messaging inconsistencies. Pitched creative concepts and led a team migration to Trello to improve project management transparency and delivery speed.

Copywriting Brand Governance Messaging Consistency Component Libraries Content Governance Trello Cross functional Coordination

English Copywriter

Fimmick Limited

Feb 2020 - Oct 2020 (8 months)

Created brand copy and maintained cross-channel messaging consistency across 5+ channels for yuu Rewards Club. Identified market gaps with program partners and implemented SEO strategies to improve organic visibility and partner engagement.

Brand Copywriting Cross Channel Marketing SEO

Editor

Localiiz Hong Kong

Aug 2018 - Sep 2019 (1 year 1 month)

Researched, wrote, and edited SEO-optimized lifestyle and culture articles, and managed the editorial calendar and quality assurance across platforms. Expanded industry network in Hong Kong’s F&B sector to source timely editorial content.

Research Writing Editorial Calendar Management Quality Assurance Content Development Networking