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Channing Cheng

Director of Execution at Hyperion Int'l Inc.

Work experience

Feb 2014Present

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 ( )
Jul 2013Sep 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 2011Jun 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  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 2011Aug 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.


Jan 2014Jan 2015

M.S. in Integrated Marketing Communication

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

Bachelor of Business Administration (BBA)

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


Market Research
College Basketball
Financial Statement Analysis
SAS Programming
Financial Accounting
Consumer Behaviour
Sales Operations
Consumer Marketing
Microsoft Office
Digital Marketing
Brand Management
Marketing Research
Sports Marketing


SAS Certified Base Programmer for SAS 9