Maggie Chien

Global Brand Director

Lee Kum Kee

Maggie Chien holds the position of Global Brand Director at Lee Kum Kee, where she oversees global brand strategy, brand expression, brand management, and leads the development of Lee Kum Kee’s new brand experience. With over 15 years of marketing expertise spanning in-house roles, brand consulting firms, and communication agencies, Maggie is committed to supporting the 137-year-old Lee Kum Kee company in its brand rejuvenation and cultural transformation efforts, with the aim of establishing Lee Kum Kee as a beacon of Asian culinary culture. Additionally, she fulfills the role of an internal brand trainer within the organization.

Prior to her tenure at Lee Kum Kee, Maggie accumulated several years of experience at WPP Group, where she honed her client service skills across Greater China and international markets. As a Managing Partner at a brand consulting agency, she facilitated the localization of international brands in the Greater China region and assisted Chinese brands in their expansion into overseas markets, encompassing diverse industries such as real estate, technology, F&B, and FMCG.

Maggie is a skilled storyteller in the branding domain, consistently displaying enthusiasm for brands and creativity, driven by her curiosity and desire to explore the world and societal trends. She excels in utilizing consumer insights to establish brand distinctive assets and craft compelling content. With a deep understanding of how brand building and market communication align with business strategic objectives, Maggie demonstrates proficiency in strategic thinking and brand management.