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Chelsea Perino

With an undergraduate degree in Anthropology and Linguistics from NYU and after a fouryear solo trip around the world, Chelsea Perino first discovered her love for advertising in Cape Town, South Africa. There, Chelsea spent two years running all things marketing related for an experiential marketing startup, before returning to New York to complete her MA in Public and Organizational Relations.

Since then Chelsea has worked in advertising both in New York and most recently in Seoul, South Korea, leading digital strategy for a global mobile communications brand. Now based in Hong Kong, Chelsea is the Managing Director, Global Marketing & Communications at The Executive Centre, Asia’s leading premium flexible workspace provider.

Chelsea is passionate about organizational culture and believes that creating a dynamic and collaborative working experience positively affects team morale, productivity, and fosters community. Through a newly developed global marketing strategy and complete re-brand, her goal is to establish The Executive Centre as the leader in workspace experience, community and corporate-culture facilitation.

Upcoming talks

Regional vs local – how to tackle fragmented landscapes with your content in Asia

  • Identifying different preferences, habits and cultural sensitivities throughout Asia

  • Adapting your marketing strategies for a market-to-market approach

  • Extracting useful consumer data to better understand consumer behaviour, personality and ever-changing desires

  • Utilising local channels in Asia, wechat, weibo etc

Panel: Think local, act global: localisation whilst maintaining your brand voice

• The importance of localisation when tapping into foreign markets and making a good first impression • Connecting with a new market and building trust and acceptance • Incorporating local-cultural sensitivities, values, emotions and language to avoid offending your customers • Maintaining global consistency and brand persona whilst localising content

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