MINISO
Chang Chen is a seasoned public relations and marketing professional, currently serving as the PR Director at MINISOLife since July 2021. Prior experience includes the role of Global Media Head at BIGO from October 2017 to July 2021, where responsibilities encompassed corporate branding and global marketing strategies for BIGO LIVE and Cube TV, in addition to managing extensive campaigns across Southeast Asia and Latin America. Chang Chen’s background also features a position as Branding and Marketing Manager at BIGO, focusing on public relations and brand launch events that significantly elevated brand awareness in multiple Southeast Asian countries. Previous roles include journalist and editor positions at Nanfang Media Group and a reporter at both Xinhua News Agency and China News Service, along with a translator role at WENGFU Arabia Co. Ltd. Educational qualifications include a Master of Arts in Global Media from the University of Westminster and a Bachelor of Arts in English Language and Literature from Guizhou University.
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MINISO
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Miniso is a Chinese low-cost retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware.