Jen Chen

Senior Brand Lead, Global Brand Management @ NIO

About

Born in Taiwan, raised in the U.S., and now leading brand strategy at the world's most advanced EV company in Shanghai.14 years in B2C brand management, communications, and PR. My career bridges two worlds: first, building Western tech brands across Asia (2011–2018); now, taking Asian innovators global (2018–present).At NIO, I don't just manage brands. I build the systems, stories, and standards that make global brand works and stays premium. Columbia M.S. in Negotiation & Conflict Resolution | Penn State B.S. in Business Psychology | Native Mandarin & English.Industries: NIO, OPPO, Ogilvy PR, UN Women |Locations: Shenzhen, Shanghai, Hong Kong, Taiwan, NYC.

Country

China

City

Shanghai

Industry

Automotive

Skill

Brand Strategy, Brand Communication, Brand Building, Public Relations, Marketing Communications, Social Media Marketing, Media Relations, Event Management, Brand Management, Corporate Branding, Crisis Management, Market Research, Project Management, Marketing Strategy, Crisis Communications, Press Releases, Internal Communications, Brand Awareness, Brand Development, Branding & Identity

Experience

Senior Brand Lead, Global Brand Management

NIO

2023-4 - Present · 3 yrs 6 mos

Shanghai, China

Led multi-brand governance (NIO, ONVO, firefly) and orchestrated both NIO and ONVO Brand Upgrade 2.0 rollouts across 50+ markets. Established Global Brand Committee secretariat, aligning strategy and investment with leadership. Co-developed brand evaluation system (0→1) to measure NIO’s brand value. Built brand infrastructure (asset platform + design governance) enabling scalable consistency. TDI-certified trainer, reaching 4,500+ employees annually; sole author of weekly brand column. Bilingual corporate speaker for high-level delegations including Google.

Senior Brand Manager, Global Brand Strategy & Communications

OPPO

2020-3 - 2023-3 · 3 yrs 1 mo

Shenzhen

Led OPPO’s global rebranding initiative from 0 to 1 – built brand value system (mission, positioning, proposition, manifesto), authored all brand content and English transcreation. Published OPPO’s first global slogan, “Inspiration Ahead” (2022). Orchestrated global communication strategy, serving as central liaison across 10+ cross‑functional MKT & Sales teams, 7 regions, and 20+ country heads. Established brand CI and governance – created Brand Book encompassing CI guidelines, brand DNA, voice, and style, driving global brand consistency and visual recognition.

PR Account Manager (consumer tech, female sports)

Ogilvy

2015-3 - 2016-2 · 1 yr

Taipei, Taiwan

Led a team of 7 to focus on consumer tech, sports, luxuries industries: served global clients like NOKIA, SAMSUNG, INFOCUS, ADIDAS, SEIKO. Held over 80+ press events, 50+ senior leader interviews, 40+ consumer events, 10 branding renovations, 5 national crisis, 4 oversea media tours

Senior Account Executive

Ogilvy

2013-4 - 2015-3 · 2 yrs

Taipei, Taiwan

plan countless senior leaderships’ interview outlines & organize press events. Also make pretty keynote slides for new business pitching.

Account Executive

Ogilvy

2012-7 - 2013-3 · 9 mos

Taipei

write countless press releases & make pitch calls on a daily basis. Maintain media relationships.

Assistant Account Executive

Ogilvy

2011-7 - 2012-6 · 1 yr

Taipei

do countless Daily News Clippings.

Education

Columbia University

Negotiation and Conflict Resolution

2016 - 2018 · 2 yrs

• Selected from 3/250 students to intern at UN WOMEN to serve as South-Asia Consumer Analyst. Executed 40+ weekly seminars to help generate insights on Vietnamese gender equity for the fiscal year’s marketing plan • Appointed TA in 4+ MBA classes in 6 months: Consumer Branding, User Experiences, Personal Leadership

Penn State University

Business Psychology, Minor in Media Studies

2007 - 2011 · 4 yrs

• First group of exchanging students to be selected (5/190) to intern in Shanghai RT-Mart (大润发), worked under the operations dept., during which I initiated and a cultural exchange seminar with the CEIBS (中欧) MBA students • Chief Communication Officer of Taiwanese American Student Association