Anya Cheng is a digital professional with 10+ years’ experience in digital marketing and media, digital analytics and digital product management.
Anya is the head of tablet and mobile payment product in Target. Before she joined Target, she was Mobile Product Manager at Sears Holdings where she manages mWeb and app m-commerce product life cycle and analytics. Anya was the Digital Marketing Strategy and Analytics Manager at Sears. Before joined Sears, Anya led the digital team at Vance, a leading B2B publisher, helped Yum! Brand to market its KFC brand in China, and led account team at Excellence, a partner marketing agency of Ogilvy in Asia. Her clients include P&G, Pfizer, Pepsi, Motorola, Taiwan Vice President candidate and more. She was nominated to 2011 Folio Magazine Digital Audience Development Award and 2012 Top Ten Outstanding Young Persons in Taiwan.
Anya is an expert in conversion strategy of personalizing offer/content/creative. As the Mobile Product Manager at Sears, Anya manages Sears/Kmart mWeb and app features and optimization, mobile analytics, and product marketing to help to drive m-commerce revenue. Sears was ranked as No.3 Mobile Retailer. Her recent project was helping Lawn & Garden business unit to use geo-fencing tactics increase 245% of m-commece revenue and that was featured on Shop.org Smart Brief and Mobile Commerce Daily. Her team also helped Sears app to achieve No.1 page load speed, and that was featured by Mobile Commerce News and Internet Retailer.
Before that, Anya, as the Digital Marketing Strategy and Analytics Manager at Sears Holdings, she led re-targeting, media buying measurement, cross-channel attribution, and using database management to drive targeted marketing. In addition, she was appointed to manage Chairman Eddie Lampert special project about predict marketing and social commerce. Anya has worked on various marketing tactics including display, online video, SEO, paid search, SMS, email and their related analytics efforts.
She is the columnist of Brain and ADM Magazines, two leading trade magazines for digital/marketing professionals in the greater China area. She frequently lectures and consults for leading firms in Asia related to digital marketing, media, product and analytics.
She is a candidate of Executive MBA at University of Chicago Booth Business School where she is the youngest female student and is one of the 9% female and youngest 2% students. She has a Master of Science in Integrated Marketing Communications (IMC) and Media Management from Northwestern University’s Medill School of Journalism and Media and from The Kellogg School of Management. She worked or studied in in various parts of the world including the US, India, South Korea, Singapore, China, and Taiwan, which is her hometown.
Group Manager, Mobile Product