Orlena Yeung

Current

• VP, Marketing, Last.fm at CBS Corporation

Past

• Business Director at Fahrenheit 212
• Director of Creative Development at JDK Design
• Global Brand Marketing Manager at Xbox, Microsoft

• Xbox Marketing Manager at Xbox, Microsoft
• Xbox Associate Marketing Manager at Xbox, Microsoft
• Account Manager at Vivendi Universal Games
• Account Manager at Sierra Online, VU

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Education

• Beijing Language and Culture University
• University of Puget Sound

Recommended

8 people have recommended Orlena

Connections

299 connections

Industry

Entertainment

Orlena Yeung’s Summary

I work in the consumer entertainment tech space. Specifically, my experience centers around building global consumer brands through strategy and creative management.

I have just started a new position at CBS as VP of Marketing for Last.fm. So details to come in the following months.

In my last role as Business Director at Fahrenheit 212, I partnered with clients to develop new products to meet their innovation needs. Previously, I started my NYC experience at JDK Design to work on Zune, Merrell, and Pepsi.

Before moving to NYC, I spent 5 years at Xbox, Microsoft. My most notable achievements were launching Xbox 360, a $5 billion/yr business, Xbox Live, the digital entertainment and gaming service, and Halo 2.

With each brand/product launch (5 to-date), I have managed the process from positioning strategy to creative development and execution across marketing mediums.

Orlena Yeung’s Specialties:

Brand Creation, Strategy and Management, Marketing Integration, Design Platform Developement, Marketing Communications Strategy and Execution

Orlena Yeung’s Experience

• VP, Marketing, Last.fm

  CBS Corporation

  (Public Company; 10,001 or more employees; CBS; Entertainment industry)

  April 2008 — Present (6 months)

• Business Director

  Fahrenheit 212

  (Privately Held; 11-50 employees; Marketing and Advertising industry)

  January 2007 — November 2007 (11 months)

  http://www.businessweek.com/magazine/content/07_03/b4017086.htm?chan=innovation_innovation+%2B+design_innovation+and+design+lead
  
  Fahrenheit 212 is a consultancy that delivers product innovation for clients that are strategic and commerically viable.
  
  Summary: Lead cross-functional teams on business innovation projects. Created strategic frameworks, developed business case and opportunity analysis, and architected new product and service platforms for clients.
  
  Developed innovation strategy and delivered a product portfolio for Warner Music Group to combat declining CD sales
  
  Defined brand positioning, developed business plan, revenue strategy and go-to-market plan for Alpha Mom, a new media company targeting influencer moms

• Director of Creative Development

  JDK Design

  (Privately Held; 51-200 employees; Design industry)

  March 2006 — November 2006 (9 months)

  Summary: Provided a strategic framework to guide and evaluate creative development
  
  Developed and presented a go-to-market plan for the 2007 Merrell Apparel launch
  Partnered with the Zune team to develop the brand strategy for Microsoft’s foray into themusic player/service industry
  Consulted on all aspect of the Zune experience: brand marketing, design language, hardware design, software integration
  Concepted a launch initiative for Zune to have a deeper relationship with the music community
  Working on the new business swat team to create criteria and new process
  Helped define and articulate the studio’s long term vision

• Global Brand Marketing Manager

  Xbox, Microsoft

  (Public Company; 10,001 or more employees; MSFT; Marketing and Advertising industry)

  March 2001 — April 2006 (5 years 2 months)

  BRAND STRATEGY
  Conducted global consumer research
  Developed the brand identity, positioning framework, & design philosophy
  Developed a multi-tiered design approach & diverse visual language
  Authored global brand guidelines
  
  BRAND DEVELOPMENT
  Created brand creative executions across print, video, animation, audio design
  Developed and launched an online tool to educate, inspire and equip worldwide functional groups and external partners
  
  CAMPAIGN GTM EXECUTION
  Managed one of two tiers of the brand launch advertising (3 spots)
  Worked with the consumer experience team to ensure a hardware/software integrated experience including industrial design, UI design, and out-of-box experience
  A virtual team member on the global PR,Events, and Retail teams to guide strategic development of programs and campaigns including the MTV announcement and the unveil at E3 2005
  Developed the global packaging strategy and delivered the North America hardware packaging executions

• Xbox Marketing Manager

  Xbox, Microsoft

  (Public Company; 10,001 or more employees; MSFT; Consumer Electronics industry)

  2002 — 2004 (2 years)

  Summary: Managed the 1st party games marketing communication and maintained the Xbox Brand
  
  BRAND STRATEGY
  Launched the Halo 2 brand by defining the brand strategy and design language
  Continued to strategically develop the Xbox brand and sub-brands architecture.
  
  BRAND EVALUATION/RESEARCH
  Conducted an extensive Xbox brand creative audit worldwide
  Presented the brand research and audit at WWHED, the marketing symposium
  
  COMMUNICATIONS
  Managed package design for the Xbox Live launch in seven European countries.
  Developed strategic software and hardware packaging that is on target and within budget. Managed ten software titles for fiscal year 2003-2004.
  
  BRAND INTEGRATION
  Led cross-group collaboration processes to ensure efficient workflow and integration within the worldwide marketing organization.
  Facilitated better global integration with Europe for the Xbox Live service and console hardware packaging.

• Xbox Associate Marketing Manager

  Xbox, Microsoft

  (Public Company; 10,001 or more employees; MSFT; Consumer Electronics industry)

  2001 — December 2002 (1 year)

  Summary: Responsible for hardware and 1st party software packaging globally
  
  BRAND IDENTITY
  Developed and launched the Xbox Live brand identity
  Implemented the Xbox Live identity within the Xbox brand framework in the areas of print, video, animation and the Web
  Authored 3rd party Peripheral Branding guidelines
  
  COMMUNICATIONS
  Managed three of the Xbox launch software titles’ key art development, logo creation, and packaging
  Managed the three retail cartons and eight peripheral packaging for new Asian territories: Singapore, Hong Kong, Taiwan, Korea, Australia/New Zealand
  Developed the worldwide branding and line look for the B-channel Refurbished SKUs for the North American, Australian, and European markets
  Worked closely with the other marketing functional groups to foster integration and consistency in our messaging.

• Account Manager

  Vivendi Universal Games

  (Public Company; Marketing and Advertising industry)

  1999 — 2001 (2 years)

• Account Manager

  Sierra Online, VU

  (Public Company; 10,001 or more employees; Marketing and Advertising industry)

  1999 — 2001 (2 years)

  Account Manager responsible for marketing communications for PC franchises such as Half-Life and NASCAR.

Orlena Yeung’s Education

• Beijing Language and Culture University

  1998 — 1999

• University of Puget Sound

  BA, English Literature, 1994 — 1998

  University of Puget Sound, Tacoma, WA
  • Bachelor of Arts in English GPA: 3.55, May 1998
  • Semester Abroad in England, Spring 1997
  • Dean’s List, Spring 1997

Additional Information

Orlena Yeung’s Honors:

Polaris Award, Microsoft Home and Entertainment Division

Orlena Yeung’s Contact Settings

Interested In:

• career opportunities
• consulting offers
• expertise requests
• getting back in touch