Wendy Alison Yung is a seasoned digital marketer and events director with a penchant for all things tech-related. She is currently the Regional Head of Marketing at the Economist in Asia where she oversees marketing of their events business in APAC. Prior to that, she acted as the Executive Director of the Wireless Technology Industry Association, a not-for-profit organization dedicated to the development of wireless and mobile technologies in consumer and business markets in Hong Kong. She spent four years in Singapore leading content development and marketing of technology events including as tradeshows, large-scale conferences, and C-level seminars. Before working in Asia, she worked in the software development and media businesses in the United States.
She is the founder of Digital Marketers Alliance in Hong Kong and Singapore and co-founder of a boutique digital marketing training consultancy for startups called Kaptcher. Wendy holds a B.A. in Asian Studies from University of California, Berkeley, an MBA from University of Manchester (Manchester Business School) and is currently finishing her dissertation for her Doctorate in Business Administration with the Swiss Business School.
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