Mickey Cheung

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.

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.

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.

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%.

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.

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.

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.

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.