Yuxing Chen
About Yuxing Chen
Yuxing Chen is the Brand Director for Global SK-II at Procter & Gamble, with a diverse background in brand management and consulting.
Professional Background
Yuxing Chen is currently serving as the Brand Director for Global SK-II at Procter & Gamble. She has been in this role since 2020, based in Singapore. Prior to this, she held the position of Senior Brand Manager, Global SK-II from 2018 to 2020, also in Singapore. Her expertise extends to E-commerce and personal care, having worked as the Senior Brand Manager for Greater China Personal Cleansing Care at Procter & Gamble from 2016 to 2018 in Guangzhou, China. Additionally, she has experience from working as a Part-time Associate at The Boston Consulting Group in Shanghai City, China for 5 months in 2015. Yuxing also had brief internships at DMG Entertainment and China Central Television (CCTV).
Educational Qualifications
Yuxing Chen has a robust educational background. She earned a Master of Arts in Global Communication from the University of Southern California, completing the program in one year from 2014 to 2015. Before this, she studied at The London School of Economics and Political Science (LSE) and obtained a Master of Science in Global Media and Communication, finishing in one year from 2013 to 2014. Chen earned her Bachelor of Arts in Germanic Languages, Literatures, and Linguistics from Renmin University of China, where she studied from 2009 to 2013. She also studied Germanistic at The University of Göttingen in 2012.
Experience in Global Brand Management
Yuxing Chen's career at Procter & Gamble has been marked by her roles in global brand management. As the Brand Director for Global SK-II, she is responsible for the strategic direction and growth of the brand worldwide. Prior to this, her role as Senior Brand Manager for Global SK-II involved oversight of global marketing initiatives and campaigns. Her experience covers both traditional brand management and the specific challenges of the e-commerce space, demonstrating a comprehensive understanding of consumer behavior in diverse markets.
Roles in E-commerce and Personal Care
In her capacity as Senior Brand Manager for E-commerce, Greater China Personal Cleansing Care at Procter & Gamble, Yuxing Chen managed digital strategies and online commercial activities. This two-year role from 2016 to 2018 in Guangzhou, China, involved enhancing the online presence and sales performance of personal care products. Her work contributed to optimizing e-commerce platforms and aligning digital strategies with consumer trends in the Chinese market.