The journey of a Product Marketer at ASUS HQ

I’m Alice Jane from Taiwan. I graduated from UAL for my undergrad and UCL for my postgrad. After graduating from UCL, I joined ASUS HQ as a global product marketing specialist. And I’ve been with ASUS since April 2020 – about 2.5 years now.

Why did you choose to come to ASUS?  

I studied Digital Anthropology at UCL, and I have been passionate about understanding the tech consumption, the tech users and their usage behaviors. Working in a huge tech brand offers you to understand your consumers’ needs and demands and provides meaningful values to them. This is what I wanted to do, and ASUS is the perfect choice for me. ASUS being one of the top tech brands in the world, I saw the innovations that the company had been releasing every year – ASUS never stops innovating and growing and that’s the environment I wanted to place myself in.

What did you imagine when you joined and how is it now? 

I was expecting to work on a lot of fun marketing projects when I first joined, and it turned out to be better than I imagined. I never thought I’d fly abroad to work with my favorite artists and directors, and to produce the amazing work together with them in the volcanic mountain of Gran Canaria. I also never anticipated I’d work with my most admired Netflix star on a Zenbook Space Edition unboxing video and remotely monitoring the entire shoot 10,360 km away in Taiwan from the US. I found there is a lot of creative possibilities working at ASUS, and I’m extremely thankful to my managers for giving the team the flexibilities/opportunities to explore and create some incredible marketing campaigns freely and fully.

What do you like here the most? 

I love the growth opportunities. And the growth here includes the intangible ones – I’ve grown to communicate better internally and externally, and I’ve grown to understand the PC consumers better and how we can help them achieve things in lives as a brand. I also adore the peers here in our team – everyone here works toward the same goals, being extremely supportive and caring to one another. We are like a heart-warming little family.

How is your daily life at ASUS?

My daily life is pretty hectic. We have to coordinate events to deliver product launches, and need to work with multiple internal teams to create a huge series of marketing assets. Also, we need to talk to agencies daily to discuss the creatives for campaigns and any campaign-related marketing operations. The ASUS life is very fulfilling and there’s new thing to learn every single day for me.

ASUS ranks this year again as one of Forbes' World's Best Employer 2022. From your perspective, what makes ASUS a great workplace?

I’d say the company benefits are outstanding and the wellbeing is placed at heart of ASUS. We got a nice gym with plenty of cardio and weight-training areas. I always gym at 7 am in the morning before work, and the motivation of working out and preparing for a fulfilling workday ahead inspires me to come to work every day. 
 

So far, what is the project at ASUS that you are most proud of? 

I’m especially proud of my work baby – the Zenbook 14X OLED Space Edition that was launched in CES 2022. I got the chance to be the product marketing owner for this very special edition, and got to work with the ASUS design centre, internal design team and several creative agencies to visualize a series of fantastically surreal marketing visuals that truly make the born of this exclusive laptop special. I enjoyed co-working with social, influencer, event and channel marketing teams to deliver outcomes for every channel, as well as having the chances to work with celebrities/top-tier influencers to allow massive exposures during the 2022 CES launch.

Another project that I’m most proud of is the ‘Incredible Comes From Within’ campaign that was launched in May 2022. My team leader, Coraline, had been non-stop guiding me and helping me with all the creative thinking process. I've learned so much throughout this unforgettable journey. By connecting talents across the UK, Germany, Spain, US, Slovakia, and Taiwan, this campaign has proved how greatly international collaboration can achieve entering the new age of pandemics. At the end, ASUS Zenbook successfully surprised the audiences with the launch of the campaign and set the precise brand tonality for our consumers. Both of journey and outcome are extremely rewarding.