Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I'm Yuan Chen, a data-driven marketing professional with over 14 years of experience at Tencent, Publicis, JWT, and more. I specialize in turning insights into ROI-driven campaigns across search, social, ecommerce, and programmatic media, always aiming to optimize performance and measurement. I thrive when collaborating with product, creative, and client teams to craft compelling narratives and efficient customer journeys. I enjoy translating complex data into actionable media and creative strategies, building scalable tracking frameworks, and enabling partners with practical training and guidance to maximize the value of advertising ecosystems. My goal is to drive measurable business growth for automotive, tech, and consumer brands while maintaining strong client partnerships and high-quality deliverables.…I'm Yuan Chen, a data-driven marketing professional with over 14 years of experience at Tencent, Publicis, JWT, and more. I specialize in turning insights into ROI-driven campaigns across search, social, ecommerce, and programmatic media, always aiming to optimize performance and measurement. I thrive when collaborating with product, creative, and client teams to craft compelling narratives and efficient customer journeys. I enjoy translating complex data into actionable media and creative strategies, building scalable tracking frameworks, and enabling partners with practical training and guidance to maximize the value of advertising ecosystems. My goal is to drive measurable business growth for automotive, tech, and consumer brands while maintaining strong client partnerships and high-quality deliverables.

Yuan Chen

Digital Marketer, Marketing Strategist, Growth Marketer, +4





I'm Yuan Chen, a data-driven marketing professional with over 14 years of experience at Tencent, Publicis, JWT, and more. I specialize in turning insights into ROI-driven campaigns across search, social, ecommerce, and programmatic media, always aiming to optimize performance and measurement. I thrive when collaborating with product, creative, and client teams to craft compelling narratives and efficient customer journeys. I enjoy translating complex data into actionable media and creative strategies, building scalable tracking frameworks, and enabling partners with practical training and guidance to maximize the value of advertising ecosystems. My goal is to drive measurable business growth for automotive, tech, and consumer brands while maintaining strong client partnerships and high-quality deliverables.…I'm Yuan Chen, a data-driven marketing professional with over 14 years of experience at Tencent, Publicis, JWT, and more. I specialize in turning insights into ROI-driven campaigns across search, social, ecommerce, and programmatic media, always aiming to optimize performance and measurement. I thrive when collaborating with product, creative, and client teams to craft compelling narratives and efficient customer journeys. I enjoy translating complex data into actionable media and creative strategies, building scalable tracking frameworks, and enabling partners with practical training and guidance to maximize the value of advertising ecosystems. My goal is to drive measurable business growth for automotive, tech, and consumer brands while maintaining strong client partnerships and high-quality deliverables.

Available to hire

I’m Yuan Chen, a data-driven marketing professional with over 14 years of experience at Tencent, Publicis, JWT, and more. I specialize in turning insights into ROI-driven campaigns across search, social, ecommerce, and programmatic media, always aiming to optimize performance and measurement. I thrive when collaborating with product, creative, and client teams to craft compelling narratives and efficient customer journeys.

I enjoy translating complex data into actionable media and creative strategies, building scalable tracking frameworks, and enabling partners with practical training and guidance to maximize the value of advertising ecosystems. My goal is to drive measurable business growth for automotive, tech, and consumer brands while maintaining strong client partnerships and high-quality deliverables.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Key Account Manager – Advertising & Marketing Services at Tencent Technology Shanghai, China

January 1, 2016 - March 1, 2025

Data-driven marketing professional responsible for managing ads performance campaigns across search, social, ecommerce, and programmatic placements within Tencent Ads. Improved CPA, CTR, and conversion metrics for major automotive clients (BMW, Volvo, BYD, Mercedes-Benz). Led pacing, forecasting, budget allocation and delivery accuracy to align with client KPIs. Collaborated with creative, bidding strategy, landing pages and audience segmentation to refine user journeys and improve measurement accuracy across the customer lifecycle. Built data tracking frameworks and partner enablement programs to support data-driven campaign management.

Key Account Manager – General Motors Team at Publicis Advertising Shanghai, China

March 1, 2015 - December 1, 2015

Led end-to-end process from brand strategy to creative execution for General Motors. Conducted product and consumer research; aligned brand positioning and messaging with global team; oversaw creative development and fully integrated campaigns across digital, PR, media and owned channels; ensured brand consistency and local market relevance. Coordinated cross-functional teams and managed timelines, approvals, and deliverables.

Key Account Manager – Ford Team at JWT Advertising Shanghai, China

October 1, 2012 - January 1, 2015

Led annual brand strategy planning; conducted consumer insight research and brand equity analysis; translated findings into actionable communication strategies; oversaw creative research, stakeholder interviews, and focus groups to validate concepts; delivered integrated campaigns across digital, PR, media and owned channels with strong cross-channel effectiveness.

Marketing Specialist at Microwave Vision Group, Paris, France

July 1, 2011 - February 1, 2012

Conducted market research, product analysis and competitive positioning for MVG’s antenna measurement systems; supported marketing material development including product comparisons, sales decks and technical summaries; collaborated with sales, product and engineering teams to maintain updated product documentation and marketing operations.