Open to opportunities

Yvonne Cheng

@yvonnecheng

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Business-driven creative leader crafting award-winning product and marketing strategies.

United States

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What I'm looking for

I seek senior/executive roles leading creative, product, or marketing teams where I can drive revenue growth, scale operations, and mentor high-performing cross-functional teams.

I am a business-driven creative leader with extensive experience directing creative vision, go-to-market strategy, and marketing for global brands and Fortune 500 tech clients. I lead cross-functional teams across creative, product, and business development to deliver measurable business outcomes.

At Article Group I serve as Chief Creative Officer, mentoring high-performing teams and driving enterprise client acquisition and retention for clients including Amazon, AIG, Google, and CrowdStrike. I develop and sell vision, strategy, process, and execution to internal and external stakeholders.

Previously I led Creative Development and Product Innovation for Global Business Marketing at TikTok, where I architected product portfolios, established TikTok for Business, and built go-to-market frameworks that expanded the platform into a comprehensive business marketing solution. Earlier roles include EVP of Product, Monetization, and Creative Solutions at WIREWAX (acquired by Vimeo) and senior creative leadership at Tumblr & Yahoo, MSCHF, BBDO, Droga5, and Campfire.

I have a proven track record of driving revenue and platform growth through data-driven creative frameworks, AI and ML-informed product roadmaps, scalable creative operations, and high retention talent practices. I am fluent in Mandarin and recognized with industry awards and press coverage for creative and business impact.

Experience

Work history, roles, and key accomplishments

Current

Chief Creative Officer

Current

Article Group

Sep 2023 - Present (2 years 1 month)

Executive leader driving go-to-market strategy and creative excellence for Fortune 500 tech clients, developing and selling vision, strategy, and scalable processes that improve client acquisition and retention.

Creative Direction Go To Market Strategy Team Leadership UX Brand Strategy Marketing

Creative Development & Product Lead

TikTok

Oct 2020 - Aug 2023 (2 years 10 months)

Led global business marketing and product portfolio initiatives that transformed TikTok into a comprehensive business marketing solution and established TikTok for Business, driving significant revenue and platform expansion.

Product Strategy Go To Market Team Leadership Revenue Strategy Creative Strategy Performance Optimization Enterprise Partnerships

EVP, Product & Monetization

WIREWAX

Sep 2018 - Oct 2020 (2 years 1 month)

Led product strategy, business development, and monetization for an AI-powered interactive video platform, creating a product roadmap and go-to-market playbook that drove 3x growth in enterprise clients and contributed to acquisition.

Product Roadmap Monetization Go To Market Strategic Partnerships Enterprise Sales Scalability

Managing Director

MSCHF

Jan 2018 - Aug 2018 (7 months)

Spearheaded viral product launches and digital activations that generated 100M+ organic impressions, leading creative ideation, business development, and cross-functional delivery to maximize cultural impact.

Product Launch Viral Marketing Business Development Digital Activations Media Relations

Executive Creative Strategy Director

Tumblr & Yahoo

Dec 2013 - Jun 2017 (3 years 6 months)

Led creative strategy and business development to transform Tumblr into a revenue-generating advertising platform, scaling frameworks that drove $50M+ in advertising revenue and increased retention to 85%.

Creative Strategy Advertising Productization Revenue Growth Team Leadership Playbook Development Business Development

Associate Creative Director

BBDO

Jun 2011 - Mar 2013 (1 year 9 months)

Directed digital and innovation campaigns for major clients, leading creative teams and championing early adoption of digital marketing technologies to optimize campaign performance.

Digital Innovation Team Leadership Campaign Strategy Data Analytics Client Management Creative Direction

Art Director

Droga5

Jan 2010 - Jun 2011 (1 year 5 months)

Established digital capabilities as the first interactive and digital art director hire, developing cross-platform strategies that increased engagement metrics by 200% and led digital transformation for clients.

Interactive Design Digital Transformation Creative Direction UX

Art Director

Campfire

Jun 2007 - Jan 2010 (2 years 7 months)

Led transmedia marketing campaigns for entertainment properties, creating immersive multi-platform experiences that drove fan engagement and increased viewership for major franchises.

Campaign Strategy Creative Direction Entertainment Marketing