1. Michael Sung
I am a Smart, Speed, Innovative and Discipline entrepreneur with 24 years of working
experiences in Advertising, FMCG, Direct Marketing and Financial Services. I have 15 years
complete business experiences in consumer banking, credit card, digital banking and
business development and strategy alliance with many world class awards of innovative
business model. Good at in Advertising & IMC, Strategy planning, Biz Mgmt., CRM, Digital
banking, Mobile and innovative business development through strategy alliances & new
technology deployment and many of them had contributed a great deal of additional profit to
the banks and strategy partners.
Education:
- The National Cheng-Chi University EMBA
- The World College of Journalism / Printing & Photography
NGO Membership:
1)2010~2013: Director of the Chinese Non-store Retail Commerce Association.
2)2004~2006: Executive Secretary of Taiwan Bank Association
3)1997~2000: Executive Director of Taiwan Direct Marketing Association.
Major World Recognitions and Achievements:
- 2012 Citibank (Taiwan) Mobile Banking Won the Banker's Magazine the Best Marketing and
Customer Service Technology Innovation Award.
- 2011 ahead market to set up smart service center (ATM + LBS touch screen TV + Mobile
QR code push services) in TWTC 3 exhibition hall.
- 2011 Best E-commerce Acceptance Development of the Year - MasterCard Worldwide
- 2011 BNext Magazine-The Best Digital Service
- 2011 中華傑出企業管理人協會年度十大創新產品金峰獎 Citi Mobile Bank services.
- 2010 the Citi Mobile Bank Launch won the Best Marketing Practice Citi Award in AP
- 2010 launched the first all aspect (banking + Credit card) daily life mobile banking services
in Taiwan.
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Name: Michael Sung
Gender: Male
Date of Birth: Feb. 21, 1963
Tel. Number: (H) +886 228762417
Mobile: +886 935966228
Address: 4F, No.10, Lane 9, Alley 728, Sec.6,
Chung Shan North Road, Shi Lin District,
Taipei 111, Taiwan, R.O.C
Email Address: michael-sung@hotmail.com

2. - 2008-2012 Reformat credit card e-statement with aggressive channel conversion promotion
and advanced utilities payment to achieve the highest 55% penetration rate in Taiwan.
- 2007 Plan and Helped to Launch the first multi-partnership co-brand card in Asia, the Citi
Privilege card with integrated offers of Cinema, Travel and Restaurants and successfully
acquired in 600M cards in 6 years.
- 2006 Helped to initiated and completed the M&A of Bank of Overseas’ Chinese to expand
Citi branches from 11 to 65 which made Citibank Taiwan business as the Top 3 profitable
bank in Taiwan.
- 2005~2007 Best Internet Banking Services Award / Global Finance magazine/ China Trust.
- 2005 Help to launch the first Visa Waive contactless card in Taiwan and had been widely
adapted into MRT co-brand and Mobile NFC payment. Until now there are over 18 millions
contactless cards in Taiwan.(China Trust)
- 2004~2005 Best CRM award of Asia Pacific, Asia Banker, the first time that Taiwan won
such honorable award in AP region. (China Trust)
- 2002 Help Sinopac Bank launch the first SMS + inbound installment payment service in
Taiwan and with this automation SMS promotion had successfully bring in average NT$4.8
billions sales every year.
- 2002 Help Sinopac developed the first credit card installment business in TV shopping then
followed by all banks in Taiwan then expanded to EC and physical 3C & department stores.
- 2002 Planed and launched the first ATM / Credit combo card in Taiwan (Sinopac Bank)
- 2001 launch the first online bonus points point redemption platform in Taiwan (Sinopac
Bank)
Professional Experiences:
2014/06 – till now: Principle Business Consultant for Bank 3.0, Mobile Payment,
Viewshow Mobile Ticketing and O2O Ecosystem development for High Performance
Information Co. Ltd Hyweb tech. and Richie Inc.
I am now working as independent business consultant focus on retail bank & credit card, bank
3.0 optimization, CRM, new business development, start up, Mobile Commerce and Retail
O2O ecosystem development.
- branding, direct marketing, online marketing, customer experience marketing, event
marketing and 360 degree all aspect customer relationship development strategy.
- Strategic Consulting: business plan, sales & channel development, process and procedure,
performance optimization.
- Help to expand business franchise for banks, 3rd party payment, mobile commerce,
hospitality and start up firms via strategic alliances and FinTech application.
- Information based business decision support via comprehensive database management and
customer behavior analysis and the entire CRM strategy recommendation.
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3. - tourist and retail business development via cross banks and cross merchant alliances
( leading Banks, Cinema, Restaurant and Department stores) with advanced Mobile O2O
technology and SOLOMO strategy.
September 2015 till now: Principle Consultant of HyRead ebook business development
- With the alliances with the Taiwan largest eBook Services company HyRead I had helped to
build up the first B2C bonus point continuous eBook reading content services successfully
and launched 3 leading domestic banks eBook services in just 8 months time with varied of
intensive marketing promotion effort.
1. Innovated B2C business model for the credit card customer who can use eBook services
with very small amount of reward points, with only 200~300 points ( depends on different
bank’s BPs scheme) which equal to NT$ 16 per book / magazine can redeem for 14 days
reading from 50,000 titles and first and largest BPs eBook reading services in Taiwan.
2. Launched China Trust Commercial Bank eBook Bonus Points eBook Services
http://chinatrust.ebook.hyread.com.tw on Dec.15.2015
3. Launched E.SUN Bank’s eBook Services http://bonus.ebook.hyread.com.tw
on March 10,2016.
4.The Cathay Commercial Bank’s eBook Services launched in Late May 2016, and the
Chung-hwa Telecom, Sinopac Bank and Far Eastern Commercial Bank is under contract
signing.
2013/06 – 2014/06: The Lion Travel Group – Strategy Biz Planning /25 staffs,
Branding, PR, CRM, Social Network Marketing and strategy alliance SVP.
Lion group, the leading travel agent in Taiwan who have 2,500 people, annual sales NT$16
billion, consist of 4 BUs, the Lion Travel, the Xin Media group Jason IMC and Lion
Transportation Services. With its public release (2731) in Taiwan stock market, I was hired by
Chairman on a contract base to help on promoting its brand and expand the overall biz via
social network CRM, Corporate CRM strategy development and banking alliances.
2006/09 – 03/2013: Citibank Taiwan – Retail Banking Group/ 21 staffs
Direct Banking and Business Development & Alliance Director.
To expand overall retail banking business franchise via M&A, Strategy Alliance, Agent
Banking and new business development. Successfully merge Bank of Oversea Chinese
(BOOC) in Apr. 2007. And the post demerger exercise was so successful and we double up
our overall profitability and successfully turned Citibank Taiwan as the top 3 profitable banks
in 2010,
Responsible for the new co-brand card business development via strategic alliance.
In 2008 launched the most successful multi-partnership co-branding card (花旗饗樂生活卡)
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4. via the alliance with the leading T&E brands, Vieshow Cinema, Lion Travel and Wowprime
Restaurant chain.
- e-Business Head responsible for the whole Citibank Taiwan digital banking business which
including Internet, ATM and mobile banking business. Achieved the best 50% e-statement,
45% e-channel off-load rate annual cost avoidance US$30 millions.
Launched the first all aspect smart phone mobile banking (card + bank) business in 2010 and
its unique all aspect mobile life services had been adapted by Citibank regional office as the
standard mobile banking services model for AP region and in May 2012 we won the world’s
best customer service and marketing technology innovation award of the Banker’s magazine.
2004/07 – 2006/08: China trust Commercial Bank/Retail Banking Group/75 staffs
Head of the Strategic Marketing Department /Senior Vice President.
-Led 70+ professional staffs in 6 major professional marketing functions: Internet Banking,
Test & EBM Marketing, BIU (CRM & business intelligent unit), Marketing Research & Strategy
Planning, PR and Integrated marketing communication, Strategic Alliances & New Emerging
Tech.
With these 6 key marketing function teams to construct the most effective, scientific and
customer oriented marketing platform to support 3 business units, Wealth Mgmt., Customer
Lending and Credit Card and also taking the lead in driving for change from product push to
customer centric organization.
Major Achievements:
-Campaign Management and Event Based Marketing: in 2005 we successfully launched the
first real time Event Trigger Marketing (EBM) in Taiwan. This EBM model includes training, the
close loop channel management, campaign development process, list selection, event trigger
campaign set up, testing and campaign refining process.
By the end of 2005, 6 months after we kicked off we launched first 30 EBM campaigns with
average response rate of 10+% while traditional DM campaign only got 2~3%. The average
MROI as high as 1300%, the US 1:1 Media association had granted the international award of
“ the best ROC (return on customer) Star in Asia”.
-2006 Launched the first Visa wave contactless card in Taiwan and innovative product which
helped to open up a new era in TW payment card business and this contactless card been
wildly used in the MRT co-brand card and the mobile NFC payment, now in Taiwan there are
over 15 millions contactless cards been issued.
-The leading and the best ATM services in TW: To create supreme competitiveness among
banks, we had installed total of 4,500 ATMs in leading CVS chain 7-eleven in 2005 with many
innovative services such as the ATM bonus point redemption , Yahoo C2C payment,
consumer lending leads getting and etc….the leading ATM service in TW.
-With scientific marketing research and MIS analysis, we conducted the CTCB website
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5. revamp and won the best internet banking award from 2005~2007.
2001/02 – 2004/06:Sinopac Bank, Credit Card Division/25 staffs
Head of Marketing Department/Vice President
Responsible for the Sinopac bank credit card portfolio management including card usage
promotion, line management, cross selling, internet and marketing.
Responsible for the whole card type upgrade (gold to platinum) program & new co-brand card
alliances development to expand customer base...
Launched the first SMS retail installment services and got over NT$400 million sales a month,
Plan and execute the DM + TM card loan & Insurance business so as to maximizing the
overall revenue income. Successfully acquired in NT$2.8 billions card loan within 700M DM
mailing, the recorded high 8+% response rate via segmenting monthly statement inserts.
Launch the first ATM / Credit Combo Card in Taiwan - MMA Combo card
Build up the first merchant installment payment sales team in Taiwan.
1999/05 – 2001/02: Standard Chartered Bank, Taiwan Branch / 10 staffs
Credit Card Customer Development & Marketing AVP.
Responsible for the customer relationship management, credit card usage promotion, anti-
attrition, mail order and upgrade.
Launch the post-office co-brand card, the post-office Dragon card and at same time to
manage 1200 post office branches to promote the new card acquisition.
1995/08 –1998/08: Reader’s Digest Taiwan Branch./12 staffs
Marketing & Sweepstakes Manager
Main responsibilities: Planning and executing the annual direct mail marketing campaign to
achieve annual sales goal.
Work with editorial department to come out with 3 year onwards publishing plan for book,
video & audio than to finalize the plan via DM testing program.
Planning & executing the annual sweepstakes plan.
1993/04 – 1995/08: Nu Skin Taiwan Inc., Taiwan Branch/15 staffs
Marketing & Corporate Communication Senior Manager
Responsible for the whole business planning, PR & marketing promotion.
Help to turn the company from sales push to the customer oriented business.
Help to develope the all aspect integrated distributor selling process and sales aid strategy.
1990/10 – 1993/04: Max Factor, Procter & Gamble Co., Taiwan Branch/10 staffs
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6. Marketing Manager
Key responsibilities: worked as MF/SKII marketing manager to plan and execute the annual
business plan and to achieve the annual business goal via varied of brand building, SP, PR
and events.
1987/06 –1990/10: Target Advertising Agency/Account Service Supervisor/5 staffs
-Conduct marketing research and reposition the Bomy Fruit and Vegetable cocktail juice and
re-launched with the new branding campaign :
波蜜果菜汁”均衡一下” which had successfully helped to increase 30% of brand awareness
and because of its unique brand positioning and creative TVC had won the World’s Clio
Advertising Award.
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7. Marketing Manager
Key responsibilities: worked as MF/SKII marketing manager to plan and execute the annual
business plan and to achieve the annual business goal via varied of brand building, SP, PR
and events.
1987/06 –1990/10: Target Advertising Agency/Account Service Supervisor/5 staffs
-Conduct marketing research and reposition the Bomy Fruit and Vegetable cocktail juice and
re-launched with the new branding campaign :
波蜜果菜汁”均衡一下” which had successfully helped to increase 30% of brand awareness
and because of its unique brand positioning and creative TVC had won the World’s Clio
Advertising Award.
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