CV - HKUST Business School - The Hong Kong University of Science

Home Address
Cassian K. S. Cheung
Block 3 Flat 28/B Garden Terrace Phone: 9307 2811
8A Old Peak Road Fax: 2530 2809
Hong Kong Email: cassian@ust.hk
Academic Appointment
Hong Kong University of Science and Technology
2005 – To Present Adjunct Professor – HKUST School Of Business and Management
I teach the courses Doing Business in China and Managing in Asia in the MBA program at the
Business and Management School of HKUST.
Academic Interest
Marketing and new media in Greater China; and managerial leadership in East meets West
environment.
Academic Background
MBA Marketing & International Business Kellogg School of Management, USA
BSc Economics Saint Joseph’s College, USA
Professional Experience
Next Media
2011 – To present Group Chief Executive Officer
I am responsible for the overall strategic development and operations of Next Media’s
Newspaper & Magazine, TV, Animation and Printing businesses. Next Media’s Apple Daily and
Next Magazine are market leaders in both Hong Kong and Taiwan.
2010 -2011 Group Co-CEO
I developed the digital and animation business of Next Media, focusing on creating a digital
platform for Next TV, globalizing animated news and driving the online and mobile
development of Apple Daily in Taiwan and Hong Kong.
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Wal-Mart
2002 – 2005 President, China
I was responsible for the overall development of Wal-Mart’s retail business, under the
Wal-Mart and Sam’s Club banner, in mainland China.
Quaker Oats.
1997 - 2000 President, Asia
I restructured the Quaker’s organization in Asia, and consolidated the food and beverage
businesses in China, ASEAN and Australia. Key brands included Quaker Oatmeal and
Gatorade sports drinks. Quaker merged with Pepsico in year 2000.
1994 – 1997 President, Asia Foods
I was responsible for establishing a clear entry strategy for Quaker cereals in China, and built
a professional executive team in the key Asian markets.
Nestle
1991 – 1994 Chief Operating Officer, China
I led the expansion of Nestle’s business in China, facilitated the setting up of four joint
venture factories, and built a solid portfolio of food products that became leading brands in
the market.
1989 -1990 Market Development Manager, Nestle China
I led the development of key Nestle food products, and established key alliances in the
distribution and sales of Nestle milk powder, Nescafe and other culinary products brands in
the China market.
1988 – 1989 Coffee Marketing Specialist, Nestle S.A.
Based in Nestle’s Swiss headoffice, I was responsible for the development of specialized
Nestle coffee projects around the globe, and branding development of Nescafe in Asia.
1985 – 1988 Group Product Manager, Nestle China
I headed up brand marketing of Nestle key products in the bourgeoning China market.
1982 – 1985 Product Manager, Nestle Singapore
I was responsible of many development products, including distributing L’Oreal haircare and
Vittel’s water business in Singapore
1980 – 1982 Product Manager, Nestle Hong Kong
I was responsible for marketing Nestle’s leading brands of milk products in Hong Kong.
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1979 – 1980 Marketing Trainee, Nestle Singapore
In my first assignment in Asia, I assisted the National Sales Manager in Singapore to develop
Nestle’s business in the “modern trade”.
1978 – 1979 Marketing Assistant, Nestle USA
I joined Nestle’s USA headoffice in New York as an assistant in the Tea marketing team,
primarily responsible for brand analysis.
Board Directorship and Advisory Positions
Currently – Independent Non-Executive Board Director, Trinity Limited, Hong Kong
Member, Kellogg Advisory Council, Asia
Formerly – President, Kellogg Alumni Club, Hong Kong
Committee member, Coca Cola Retailing Research Council of Asia
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