executive  profile

Isabel Chen

Isabel Chen is ICI’s managing director for the Asia Pacific Region.

A seasoned and successful communications executive, she has experience in ICI’s country image practice thanks to her years working from conception to implementation on the Image Enhancement Program for Taiwan Products.

She is also well acquainted with the high tech and IC arena having worked with chip manufacturers Qimonda and Philips Semiconductors; in the PC and peripheral field thanks to experience leaders in the field including Philips Monitors, Twinhead, Elitegroup Computer Systems.

And she has more than five years of leadership experience in building and expanding sales teams for the European market combined with more than three years of success expanding and overseeing sales in emerging nations including India, South Africa and Brazil. 

Prior to assuming her current post, she was Director of AP Communications for Qimonda, a leading global memory supplier with a broad diversified DRAM products portfolio. She leads a professional team stationed in the Taipei office for Asia Pacific communications, which includes public relations, government relations, corporate communications and marketing communications for China, Taiwan, Singapore, Korea, and Malaysia.

She was a for a short time prior to the company’s reorganization Senior Director at ASUSTek Computer, for specialized product marketing and sales in IPC BU (Industrial PC Business Unit), overseeing new medical and education accounts in the European market.

Chen was Director of global marketing for Twinhead International Corporation and, concurrently, Managing Director of the firm’s German and British subsidiary, personally overseeing new business development in the European Community and managing key accounts in Germany, France, Spain and the United Kingdom.  In this post, she directed a diverse, intercultural team of 11 professionals, overseeing global marketing of both new lines and established products in the United States, Europe, China and Taiwan. She personally managed direct accounts in the Asia Pacific area and directed worldwide customer service/aftersale operations, hiring engineers in each locality to handle customer care, repairs and RMAs.

Before joining Twinhead, she was marketing director for corporate marketing with the rank of senior manager at the Elite Group, a motherboard maker that was then rapidly expanding into the manufacture and marketing of laptop PCs and personal digital assistants.  To fuel the expansion, she developed and implemented a comprehensive plan for enhancing Elite Group’s corporate and brand image in China. Her varied duties included responsibilities in liaison with government and educational officials; program development; internal communications; and strategic planning.

Earlier, she was market strategy and research manager for Philips Semiconductors’ Global Marketing Segment. GMS is the marketing and sales division for specific global distribution, standard products (MMP/DSC) and industrial products. At Philips Semiconductors GMS, Ms Chen developed global market strategies and oversaw broad based research that is the foundation of the corporate decision making process. Her responsibilities included generating market/customer input for business strategy; generating internal and external analysis of strategic issues; organizing the business plan workshop that reviews internal and external analysis of issues to agree upon global sales, products and industrial plan by consolidating data and conclusion into a global business plan; reviewing business plan implementation progress; coordinating integration of business planning and strategy with PD planning and strategy; coordinating  worldwide design-win database that oversees global account new project cost and timing; and budget planning.     

Previously, she honed her marketing and sales skills as worldwide manager of marketing communications for Philips Monitors, a business unit of Philips Consumer Electronics. During her tenure, Philips Monitors – with an annual turnover approaching US $2 billion, eight manufacturing facilities in seven countries and 9,000 employees around the globe – she helped increase sales to become one of the world’s top two manufacturers of PC display devices.  In directing the varied MARCOM activities of this international organization, Ms. Chen’s duties had a direct impact on the business unit’s sales performance and included overseeing an annual US $15 million promotional and advertising budgets; coordinating worldwide corporate image, brand management and product advertising campaigns; guiding media relations around the world; coordinating product launches; overseeing internal communications; and directing preparation of both technical and consumer marketing materials. She directed content and shared policy responsibility for Philips Monitors and Philips PC Peripherals Web set. As a senior level manager, she served on Philips Marcom Council, formulating worldwide strategic plans and takes a lead role in motivating six regional marcom managers in the achievement of organizational goals. Collaterally, she coordinated a successful international corporate image and product campaign for Philips PC Peripherals business group and oversaw in channel sales.

 

Prior to joining Philips, she served as an account director at Saatchi & Saatchi Integrated, the integrated marketing division of Saatchi & Saatchi Advertising. Where she planned marketing campaigns, created formal marketing plans and oversaw their implementation. 

 

Ms. Chen began her advertising career in 1986 with United Advertising, promoting both consumer goods and government affairs.

 

She has worked at HGC Hocheng Corp. as special assistant to the president responsible for planning domestic communications and international business development.  Ms Chen has also served as project manager at Bright & Associates overseeing initial planning and implementation of the Image Enhancement Program for Taiwan Products, a comprehensive public private partnership to upgrade the international image of made in Taiwan goods.

 

Ms. Chen holds a BA degree from Tamkang University on Taiwan and a MA degree from Oklahoma City University.