Channing Cheng

  • Greater Chicago Area, US IL

Work History

Work History
Feb 2014 - Present

Director of Execution

Hyperion Int'l Inc.
  • Assisted in conceptualizing a distinctive camp concept -"Pinnacle Basketball Camp"
  • Brainstormed a comprehensive 12-day consumer/athlete/fans journey for the camp and oversaw the execution process by working with different parties (execution agency/media/local network/production team) to carry out authentic experiences in basketball training, cultural explorations, community events and media coverage
  • Cultivated relationship with NBA athlete (Ray Allen), corporate sponsor (Lenovo - Thinkpad) and broadcast platform (LeTV Sports Network) that resulted in Ray Allen's 10-day trip to China while securing $200,000 sponsorship and exclusive online publicity
  • Managed two official social media platforms of Pinnacle Basketball; increased the fan base from 0 to 2,200 on Pinnacle Basketball Weibo (Twitter China) account and 0 to 1,000 on Pinnacle Basketball Wechat (the most popular app in China) account through online contests/interactions and comprehensive communications that also resulted in the increase of fan base on Ray Allen's Weibo account (from 0 to 720,000)
  • Have assisted in brainstorming the actionable plans of 2015 "Pinnacle Basketball Camp"
  • Have helped in building up and promoting official website (http://pinnaclebasketball.com.cn/ )
Jul 2013 - Sep 2013

Operational Account Manager(Intern), Customer Business Development

Procter & Gamble
  • Coordinated in establishing and negotiating business development strategies with the customer-Beijing Hualian Group by identifying its in-store growth opportunity through evaluating sales volumes and consumer behaviors
  • Helped P&G to launch new products of shampoo (Rejoice) and powder (Tide) in Wangjing store of Beijing Hualian Group that resulted in 4% increase of in-store products share for P&G over competitors.
  • Initiated the market research project-"Solution to In-Store Direct Mail Advertising Problem" with the use of statistical software STATA. Successfully compensated 50% of monthly potential sales loss
Nov 2011 - Jun 2013

Assistant Brand Manager(Intern), Greater China North Territory Basketball Catrgory

Nike Inc.
  • Helped to plan and execute a variety of consumer events, such as NBA athlete tours, Xmas Battle, etc.
  • Led project "Give Me The Ball - Campus Attack " that brought unprecedented market penetration into 12 universities/high schools in Beijing with 5,000+ on site participants and 1,000,000+ digital hits.
  • Brainstormed and pitched brand category strategy, including FY14-16 North Territory Basketball Brand Plan
  • Collaborated with the research agency Ipsos  and digital partner Aiwdk.com  to conduct comprehensive study on youth behaviors in Wudaokou area in Beijing; as a result, we identified the most popular spots and best locations to carry out our Out-of-home strategy while finding effective ways to communicate with consumers.
Jun 2011 - Aug 2011

Marketing Research Assistant(Intern)

Panguso Communication Co., Ltd
  • Conducted strategies for user experience-oriented mobile client application, proposed to build social community, redesigned the interface and created desktop widgets. Some proposals were adopted by the company and put into practice
  • Developed plans for campus events. Including designs on campus recruitment; brand promotion in campus; concepts on students design competition.

Education

Education
Jan 2014 - Jan 2015

M.S. in Integrated Marketing Communication

Northwestern University
  • Concentration in Data Analytics
  • Co-chair of Oratoria
  • GPA: 3.6/4
Jan 2009 - Jan 2014

Bachelor of Business Administration (BBA)

Peking University
  • Majoring in Accounting
  • GPA: 3.5/4

Skills

Skills

Market Research

Marketing

College Basketball

Auditing

Stata

Financial Statement Analysis

Accounting

SAS Programming

SQL

R

SPSS

Financial Accounting

Consumer Behaviour

Sales Operations

Consumer Marketing

Microsoft Office

Digital Marketing

Brand Management

Marketing Research

Sports Marketing

Certifications

Certifications

SAS Certified Base Programmer for SAS 9