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@mickeycheung
Consumer insights leader driving data-led growth and CX optimization across APAC markets.
I am a consumer insights professional with over eight years' experience across leading research agencies and in-house roles, focused on delivering end-to-end analytics that unlock customer growth and drive engagement.
At CHANEL I led multi-market studies and CX automation initiatives that saved 500+ manual hours, reduced data collection time by 93%, identified a $500M+ growing segment, and optimized a $200M media mix. I regularly presented insights to GM-level stakeholders and standardized methodologies to improve delivery speed and cost-efficiency.
I am outcomes-driven, skilled in stakeholder partnership, project management and market research, and available immediately to bring rigorous analysis and actionable recommendations to a data-informed team.
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Work history, roles, and key accomplishments
Prudential Hong Kong Limited
Feb 2025 - Jun 2025 (4 months)
Held an Assistant Manager role in Customer Insight and Research focused on customer portfolio management; departed prior to probation due to role-scope mismatch after a short tenure.
Chanel Limited
Sep 2024 - Nov 2024 (2 months)
Led market and consumer insight initiatives across North Asia and Asia Pacific, delivering segmentation, journey and campaign evaluation studies that identified $500M+ opportunities and optimized $200M media mix.
Chanel Limited
Jan 2023 - Aug 2024 (1 year 7 months)
Managed consumer insights and market intelligence for Asia Pacific, standardizing evaluation frameworks to cut delivery time by 20% and reducing acquisition costs by 5% through campaign measurement.
Chanel Limited
Jan 2022 - Dec 2022 (11 months)
Led end-to-end customized research supporting China & Hong Kong strategies, launched retail intelligence surveys and drove CX automation saving 500+ manual hours and boosting sample size by 35%.
Chanel Limited
Aug 2018 - Dec 2021 (3 years 4 months)
Supported Asia Pacific insights programs from 2018–2021, contributing to campaign evaluation, journey studies and CX migration to Salesforce to enable real-time dashboards and closed-loop follow-up.
The Nielsen Company (Hong Kong) Limited
Sep 2017 - Aug 2018 (11 months)
Managed 12+ retail and F&B insights projects annually, implemented a U&A-household panel integration solution and supported new business development including mystery shopping and brand trackers.
The Nielsen Company (Hong Kong) Limited
Sep 2016 - Aug 2017 (11 months)
Produced monthly and bi-annual retail sales reports to identify trends and support revenue growth across Health & Beauty, Tobacco and Household Goods, and provided database training and upgrades.
Degrees, certifications, and relevant coursework
Bachelor of Business Administration, Marketing
2012 - 2016
Grade: GPA: 3.45
Activities and societies: Exchanged at Erasmus University Rotterdam; awarded Top 10 World Asia Case Competition, Certificate of Outstanding Academic Papers, Wing Lai Yuen Scholarship.
Bachelor of Business Administration in Marketing with a GPA of 3.45 and an exchange at Erasmus University Rotterdam; received awards including Top 10 World Asia Case Competition and Wing Lai Yuen Scholarship.
Software and tools used professionally
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