Michelle Chang
I help European brands grow in Asia — and Asian brands land in Europe. With 10+ years across creative production, brand strategy, and cross-border e-commerce, I've built systems that bridge cultural gaps and turn creative ideas into commercial results. I've coordinated campaigns for Apple, Nike, and Huawei, trained creative talent at Condé Nast Shanghai, and launched Coucou Goods — a Europe-to-Taiwan lifestyle brand — from zero to consistent monthly revenue. What makes my work different: I understand both sides of the world. I speak the language — literally (English, Mandarin, Taiwanese, French) — and culturally. That saves brands months of trial and error when entering new markets. I'm open to strategic brand roles, consulting missions, and cross-border growth projects where creative excellence and operational intelligence matter. Let's talk if you want to find the right narrative and transcreate your brand between Europe and Asia!
Based on everything you've built with Coucou Goods, here's how to frame it as a Strategic Planning Consultant role — language that works for CVs, LinkedIn, and consulting pitches: Short version (for CV or LinkedIn headline): Founder & Strategic Planning Consultant — Coucou Goods | Sept 2024–Present Full description: Conceived and lead the end-to-end strategic development of Coucou Goods, a cross-border lifestyle and fashion brand distributing curated European products to the Taiwanese market. Market Strategy & Brand Positioning Defined brand identity, target audience, and cultural positioning to bridge European design values with Taiwanese consumer expectations. Conducted ongoing market research to identify category opportunities and refine product-market fit. Commercial Development Onboarded 5 European brands, secured 1 exclusive distribution agreement in Taiwan, with a pipeline of 3–5 additional partnerships in development. Launched Shopify e-commerce platform generating €3,000–5,000 average monthly revenue within first months of operation. Growth & Marketing Execution Designed and executed go-to-market campaigns including influencer collaborations, community activations, and culturally adapted content strategies for both European and Taiwanese audiences. Managed Instagram and Facebook content creation driving organic community growth. Operations & Partner Management Oversaw supplier relations, pricing strategy, logistics coordination, and budget management across cross-border supply chains. Coordinated both online and offline distribution channels including consignment in brick-and-mortar retail. Creative Production Directed all visual content and brand assets ensuring consistency across digital platforms, e-commerce, and marketing materials.
Designed and delivered undergraduate portfolio development courses and post-graduate level professional programs in English and Mandarin. Guided students through the admissions process for top international fashion schools, offering personalised mentorship in portfolio development, school selection, and application preparation. Led workshops, seminars, and 1:1 portfolio consultations, developing talents aligned with global standards. Partnered with fashion brands to sponsor editorial projects, managing project timelines, resources, communications.