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Garfield Wang

@garfieldwang

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Senior brand leader crafting global GTM and AI storytelling that turns complex tech into category-defining equity.

Zimbabwe

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What I'm looking for

I’m looking to lead AI-forward brand strategy and GTM—translating complex technology into emotionally resonant narratives, investor-grade insights, and integrated campaigns that build equity and measurable pipeline across global markets.

I’m a trilingual brand architect with 10+ years building category-defining brands across AI, consumer tech, luxury, and lifestyle, partnering with companies operating between East Asia and the West. I’ve led founding-team marketing work “from zero,” shaping brand functions that translate deep-tech into emotional narratives for global audiences, investors, and media.

Most recently, as Senior Brand Strategist at Totem Media, I’ve built AI & data-driven brand intelligence—tracking 451 Chinese brands across global social platforms and producing investor-grade insights and annual industry benchmarks. I also lead integrated content and GTM storytelling across B2B and B2C touchpoints, and in-house I delivered a 2,299% ROAS outcome while overhauling brand voice/identity and scaling always-on KOL-driven content engines. I’m passionate about the AI-driven future and focused on integrated strategy, research-backed positioning, and cross-cultural execution that drives equity, pipeline, and thought leadership.

Experience

Work history, roles, and key accomplishments

Current

Senior Brand Strategist

Current

Totem Media

Jan 2022 - Present (4 years 5 months)

Founded the Chinese Brands Going Global intelligence program, tracking 451 brands across global social platforms and publishing an investor-grade annual industry report. Built an AI/data-driven brand monitoring pipeline and led integrated B2B/B2C content campaigns, including a Gore-Tex China strategy and an end-to-end consumer perception study (n=3,500 across 7 markets).

Brand Strategy Social Media Analytics Market Research Investor Communications

Brand Marketing Manager

Milleporte (Mitsui & Co.)

Jan 2020 - Jan 2022 (2 years)

Achieved 2,299% ROAS through precision audience segmentation and creative-led performance optimization for Japan’s premium lifestyle e-commerce. Led a brand voice and visual identity overhaul, managed a portfolio of 50+ Japanese lifestyle KOLs (driving 35%+ engagement lift), and developed GTM launches for 200+ international brands entering Japan.

Performance Marketing ROAS Audience Segmentation Content Operations E commerce Marketing Data & Analytics

Brand Strategy Lead

Cabana Brand Consultancy

Jan 2018 - Jan 2020 (2 years)

Led brand strategy for luxury/design clients including Vitra, GUBI, Kvadrat/Raf Simons, and Daniel Arsham, owning positioning, verbal identity, and campaign creative end-to-end. Built tailored China-entry brand frameworks for 6 European brands and developed platform strategies across WeChat, Weibo, Xiaohongshu, and Douyin.

Brand Strategy Positioning Verbal Identities Luxury Branding Market Entry Strategy Campaign Development Cross Functional Team Management

Brand Strategist

TOPYS (Top Creative Network)

Jan 2016 - Jan 2018 (2 years)

Produced long-form brand strategy content and trend reports reaching 2M+ industry readers, positioning TOPYS as an authority in China’s global creative excellence space. Delivered bespoke trend reports integrating cultural analysis into actionable brand strategy for clients across tech, automotive, and consumer goods.

Brand Research Trend Analysis Thought Leadership Content Strategic Reporting Client Advisory Tech Automotive CPG Branding Long Form Strategy Writing

Strategic Planner

Grey Group

Jan 2014 - Jan 2016 (2 years)

Led integrated campaign planning using consumer insight research and brand strategy for multinational clients across FMCG, healthcare, and tech verticals. Developed China social and content strategies for WeChat/Weibo platform launches, bridging global brand standards with local platform mechanics.

Campaign Planning Consumer Insights Brand Strategy Social Media Strategy WeChat Weibo Localization

Account & Strategy Executive

Ogilvy

Jan 2012 - Jan 2014 (2 years)

Worked across account management, consumer research, and campaign planning for clients including IBM, Unilever, and Taiwanese FMCG brands. Built foundational expertise in brand positioning, consumer insights, and campaign execution.

Account Management Consumer Research Campaign Planning Positioning Stakeholder Management Integrated Marketing FMCG Tech Marketing Fundamentals

Education

Degrees, certifications, and relevant coursework

Lancaster University

Master of Science, E-Business and Innovation

2011 - 2012

Grade: First-class honours

Master of Science in E-Business and Innovation with first-class honours. Dissertation focused on cross-cultural brand perception in Chinese luxury markets.