Emily Yu is a passionate professional with over 10 years of experience in marketing, PR, and brand communications. She holds an MBA from Nottingham Business School and has worked in strategic marketing and account management roles for companies in Taiwan. Her experience includes developing marketing campaigns, managing public relations, maintaining international business relationships, and organizing large-scale events. She is currently the Senior Executive of Public Relations at Tigerair Taiwan, where she leads PR strategies across Northeast and Southeast Asia.

1. Emily Yu (Huan-Yung Yu) Mobile: +886 986 430229
E-mail: emilyyu.tw@gmail.com
Linked-In: https://www.linkedin.com/in/theemilyyu
SUMMARY OF EXPERIENCE
A passionate, proactive and tenacious professional, with a MBA degree and international experience in marketing,
public relations, and brand communications. Setting a high standard and aiming to achieve excellent results. A
coordinator and organiser with a strong project management skills, but also focused on details. A great team
player with solutions-focus and entrepreneurial spirit with leadership characteristic. Good business network in
NE Asia and having experience in maintaining business relationship with vital clients and agency teams.
 Strong experience of marketing principles.
 Able to work under pressure and in a fast paced environment.
 Experienced in travel and leisure industry.
 Developing and implementing a range of marketing activities in Japan, including digital
platforms and event marketing.
 A successful history of conception and delivery of strategic marketing campaigns.
 Excellent communication skills with a skilled PR background for brand communications.
 Understanding administration and organisational skills.
 5+ years experiences in FMCG, Food/ Beverage, personal care and kitchen & home appliances.
 A history of directing large scale creative marketing campaigns generating in excess of NT$ 200
million (approx £5 million) in increased revenues.
 Maintaining/developing international business relationship from Far East to Western European,
such as China, Hong Kong, UK, Switzerland, Holland, Germany, Italy, USA, and France.
AREAS OF SPECIFIC EXPERTISE
▪ Strategic Marketing
▪ Advertising/ Branding
▪ Key Account Management
▪ Customer Engagement
▪ International Key Client Relationship Management
▪ Market Entry Strategy
▪ Administration and Organisational skills
▪ Public Relations
EDUCATION
Nottingham Business School, Nottingham Trent University Nottingham, United Kingdoms
Masters of Business Administration (MBA) September 2013-September 2014
- Leading a consultancy team working in Leicester and successfully delivered the solution to the
company.
- Working with an International Federation in Switzerland for developing market-penetration strategy.
- Studying “trade shows as an internationalisation strategy for UK SMEs into the Chinese market” as
the dissertation.
- Excellent performance (over 70%) in Operation Management, Constraints Management (TOC),
Accounting, and Strategic Management. Qualify to award MBA degree with Commendation (one of
the outstanding performances in class 2013/14).
- Awarded scholarship from Nottingham Business School.
Tatung University(TTU) Taipei, Taiwan
The Department of Management and Design September 2002-June 2006
Bachelor of Business Management
- GPA: 3.51/4 (Grade of 89.4%) and being voted as class representative.
- Awarded a variety of scholarships from external parties.

2. EMPLOYMENT HISTORY
Tigerair Taiwan CO., Ltd Taipei, Taiwan
Senior Executive, Public Relations April 2015-Present
Developing, planning and implementing PR strategies as well as the brand communications in Northeast
Asia and Southeast Asia, including Singapore, Thailand, Japan, Korea, China and Malaysia.
▪ Liaising with colleagues and the key spokesman;
▪ Liaising with and answering enquiries from media, individuals and other organisations;
▪ Researching, writing and distributing press releases to targeted media;
▪ Collating and analysing media coverage;
▪ Writing and editing in-flight magazines, case studies, speeches, articles and monthly reports;
▪ Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets,
promotional videos, photographs, films and multimedia programmes;
▪ Organising events including press conferences, exhibitions, inaugural event for a new route and
media fam tours;
▪ Maintaining and updating information on the organisation's website;
▪ Managing and updating information and engaging with users on social media sites;
▪ Sourcing and managing speaking and sponsorship opportunities;
▪ Managing the PR aspect of a potential crisis situation.
▪ Organising and assisting marketing team for a variety of tourism fairs.
GiveMarketing Consultants Taipei, Taiwan
Special Assistant to General Manager June-September 2013
Reporting directly to the General Manager, responsibility included distributing workload to the respective
teams.
▪ Executed a special project which culminated in an increase of NT$ 12 million (approx €330,000)
revenue to the company.
▪ Communicated and coordinated between internal departments and external agencies.
▪ Internal operation improvement.
Test Rite International Inc., LTD Taipei, Taiwan
Branding Management Marketing Specialist February 2012-June 2013
Developing the marketing plan for each season from the strategic perspective. Specialist in multi-channels
marketing, such as TV, Web, magazines, Social Networking etc. as marketing tools for engaging targets.
▪ Responsible for annual marketing budget of NT$ 10 million (approx €280,000).
▪ Managing marketing communications for the new product launch event. Generated around NT$
13 million (approx €355,000) advertising effect.
▪ Working with international partners within USA, China and Hong Kong
▪ Managing external suppliers for producing the high quality POSM.
▪ Through CRM and KAM for engaging key consumers and clients.
MarketMate Corporation Taipei, Taiwan
Assistant Purchasing & Marketing Manager September 2008-January 2010
An importer of Food and Beverage Industry of a subsidiary which is called GiveMarketing Consultants. Base
d on performance in GiveMarketing Consultants, this was a promotion and challenge to take over two jobs w
ith full responsibility at the same time.
▪ A number of successes were increasing brands (as the sole agency in Taiwan) from 4 to 11 after
10 months.
▪ With a very limited marketing budget (NT$150,000; approx €4,000), but reached a result of
twentyfold increase in advertising result.
▪ Using digital platforms to increase the talking rate of new products.
▪ Working with international partners from France, UK, USA, Canada, Germany, Holland, and Far
East regions.
▪ Through CRM and KAM for engaging key consumers and clients.

3. GiveMarketing Consultants Taipei, Taiwan
Assistant Project Planning Manager September 2006-January 2010
Planning a number of marketing events with responsible for FMCG and electronic products such as Kraft,
Nestlé, Unilever, Philips and Pfizer.
▪ Managing and organising the marketing event for Philips (Taiwan) for 3 years in a row. Generated
average over NT$ 60 million (approx €1.7 m) revenue in a month per year.
▪ Scheduled marketing events for over 300 locations in the country.
▪ Training, developing, and coaching the team to achieve sales target through marketing events.
▪ Managing business relationship with key clients.
VOLUNTORY EXPERIENCE
Full-time Training in Taipei (FTTT) Taipei, Taiwan
2010 Spring term trainee January 2010-December 2011
▪ Served as a volunteer in Sendai, Japan, after the tsunami earthquake from September to November in 2011.
▪ Taking care of teenagers’ suicide issue and supervising students experiencing difficulties.
ADDITIONAL INFORMATION
INTEREST
COMPUTER
LANGUAGE
cycling, cooking/ baking, ukulele, photographing, travelling, and badminton
Microsoft Office – advanced skills, Adobe Creative Suite - good
Mandarin-native; English-fluency; Japanese-ok; German-elementary
REFERENCES AVAILABLE UPON REQUES