Chen Yang

Cooler Master is a computer hardware manufacturer based in Taiwan that produces computer cases, power supplies, air and liquid CPU coolers, laptop cooling pads, and computer peripherals. 

• Led the global brand campaign and collaboration.
• Managed overall brand communication strategy and execution (Computex/CES), achieving over three million media/reach via key global events.
• Achieved over two million exposure via global brand campaigns with tier 1 PC YouTubers and top PC brand collaborations by establishing and managing partnerships with LG, Square Enix, ASUS, ACER, AMD, Logitech, Red Bull, ViewSonic, Techsource, Edifier, and nanoleaf.
• Generated over 30,000 additional sales incomes by new market territories such as LA Anime Expo, PAX West, world and region gaming tournaments, and TGS.
• Tripled sales revenue growth on new D2C business for Cooler Master Store in US/APAC/Taiwan via event collaborations, influencer marketing, pop-up shops in new strategic channels, and online campaigns.
• Established the first esports partnership with Red Bull by hosting the Red Bull Trinity Tournament.
• Planned and managed Cooler Master Rebrand Program in 2017. Successfully redirected the new brand direction by conducting global market research, setting guidelines, establishing product naming system, refining GTM process, leading corporate trainings, and implementing all aspects of design assets, including portfolio, retail, and marketing in 36 countries.
• Hired, led, and instructed the communication team including a design consultancy, graphic designer, communication strategist, and social media specialist.

Cooler Master is a computer hardware manufacturer based in Taiwan that produces computer cases, power supplies, air and liquid CPU coolers, laptop cooling pads, and computer peripherals. 

• Managed the product marketing team for global demand generation.
• Increased 1.5% monthly growth in global social media platform (FB) by influencer programs and product launch campaigns.
• Gained over 10,000 daily viewers peak via launching the online store pre-order campaign for the world’s smallest compact AIO cooler, MasterLiquid Maker 92 (IF and Red Dot Award).
• Co-developed and launched the first Cooler Master integration software, MasterPlus, with over one million media reach at CES and became the company’s major software across all product portfolio since 2018.
• Planned and executed the global GTM for power supply, MasterWatt Maker with MURATA in Japan.

Oversaw the product design and management in mobility group; reporting to the vice president of product marketing in Switzerland.

Worked on the world thinnest fabric keyboard, Keys-To-Go:

• Led the whole development process from the original value proposition to all the consumer touchpoints and successful launch the best-selling mobile keyboard in Apple Store and BBY (first mobile keyboard in Logitech with Red Dot and IDA 2015 Design Award).
• Planned, prioritized, and drove product development activities and manufacturing decisions to ensure that the product components meet sales/marketing, engineering, quality and manufacturing requirements.
• Generated PRD from scratch, translated consumer needs, product value proposition into technical features and design.

Worked on the first Logitech protective case series for iPad (6 ft drop protection), BLOK:

• Led the front-end innovation projects and set UX principles with the objective to contribute to the overall product strategy in line with the whole business strategy.
• Collaborated closely with consumer analysis, design, engineering, portfolio, marketing teams to make the best trade off among the vision of the user experience, time to market and product cost.

Worked on the first Logitech drop-proof protective case for iPad, Big Bang:

• Managed the overall product design and engineering development as well as creating marketing assets.
• Scanned and tracked the voice of consumers for Logitech products, generating requirement inputs including target consumer segmentation, consumer usage models/scenarios and consumers’ pain point to the team, and ensure the quality of product that reflects Logitech brand.

Worked on the first wired keyboard for iPad launched in Apple store, Logitech Wired Keyboard:

• Worked closely with design house/manufacturer to create the product, packaging, and user documentation.
• Managed sales samples preparation, bridge up different suppliers and vendors.

Cerebrum Design provides mainstream design delivery services from idea creation to portfolio management, from launch event to shop design.

• Led the design team, managing two graphic designers and two industrial design engineers.
• Co-designed the Logitech mouse, M525, which generates RMB$40 million revenue, and becomes one of the best-selling products in Logitech’s major product line.
• Managed three rebrand projects for Attend Tech, GPI, and Inova to increase the business revenue, brand awareness, and create strong, cohesive brand identities and marketing communications in their B2B and B2C markets.
• Provided design service and marketing communications strategy for ASUS, Philip Morris, Kimberly Clark, and Farcent.
• Developed Delta’s Standard Power Supply BU tagline for the B2B communication strategy.