INMA 30 Under 30: Felix Cheng of South China Morning Post

By Paula Felps

INMA

Nashville, Tennessee, United States

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On October 2, INMA awarded 30 young professionals around the world with its third “30 Under 30” award as part of its Young Professionals Initiative. This is the ninth in a series of 30 features about the impressive rising media stars who are shaping our industry.

Felix Cheng balances data analytics and creative thinking to drive decisions and results.
Felix Cheng balances data analytics and creative thinking to drive decisions and results.

Working for a marketing agency during and shortly after college equipped Felix with the tools needed to execute successful paid search campaigns as well as campaigns for display and social.

When he began working with South China Morning Post as a marketing executive in brand marketing, he was able to use all the skills he had honed — only now he was approaching them from an in-house perspective. Instead of leveraging paid media channels, Felix started leveraging owned channels to promote SCMP as a brand.

He also let his creative side shine, such as helping with the Spirit of Hong Kong Awards, an annual event that honours Hong Kong’s unsung heroes. Felix recently shifted his focus from a branding role to a subscription-driving role, which is creating a change in company strategy.

Combining his experience and knowledge in both paid media marketing and owned media marketing, he continues running campaigns to drive users to subscribe to SCMP and was promoted to assistant manager within six months of joining the department.

Regardless of what role he is in, Felix shows his ability to balance data analytics and creative thinking to drive decisions and results.

About Paula Felps

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