Alexandra Cheung

Alexandra Cheung currently serves as the Paid Performance & Retail Media Director for the APAC region at The Estée Lauder Companies Inc., a position held since July 2025. Prior to this role, Alexandra held various key leadership positions at Dyson, including Head of Direct-To-Consumer (eCommerce & Retail) for Hong Kong, and earlier roles in eCommerce and media spanning Hong Kong and Taiwan. Experience also includes working at Wavemaker as Head of Client Development and Business Director, and at MEC as Associate Director. Alexandra began a career in media as a Manager in Channel Planning at Mindshare and later held the role of Media Manager at ZenithOptimedia Group. Educational background includes a Bachelor of Business Administration in Marketing and Finance from HKUST Business School.