Theresa is a Strategic, Marketing, and Storytelling leader with over 15 years of experience at building Global Brands and Game-Changing Campaigns. She is currently Head of Fortune Lab at Cheil China. Fortune Lab is a Special Purpose-Based Agency Model dedicated to Brand Building, Creative Storytelling and Social Movements. Through Fortune Lab, Theresa develops mission-based solutions to build and grow brands through unique strategies and excellent creative works.
Prior to joining Cheil, Theresa was the first strategist at TBWAMedia Arts Lab to take lead of strategic efforts for Apple brand in China market. At MAL, she worked on the launch of iPod, iPhone, iPad, App Store, and other amazing Apple products and services since 2009. She set up the China planning team to provide brand strategy for Apple brand in China: from contextual thinking to on-going brand stories; from consumer researches to high-level strategies; from developing local POVs to shaping creative ideas.
Previously, Theresa was a moderator connecting with emerging culture and real-life people. Her strategic instincts has been formed by years spent in a global research house through the lens of primary researches (Ad-hoc, ethnography, mystery shopping) and data.