After MBA graduation from The Chinese University of Hong Kong in 1993, Derek joined Saatchi & Saatchi Hong Kong as a media planner in 1994. In October 1996 Derek joined Zenith Media and relocated to Guangzhou in March 1997 to oversee the office. He has also been working at Zenith Media Shanghai and Beijing and became the company’s Managing Director in 2004. In 2010, Zenith became the biggest media agency in China (source: RECMA).
In September 2011, Derek joined Yoyi Digital as its COO. Yoyi launched the first DSP (Demand-side Platform) which supported RTB (Real-time Bidding) in China in March 2012, and has closed series C funding with Fidelity Investments in July 2012. In January 2014, Yoyi launched its DataBank product, which enables advertisers to combine their own first-party data with other sources of third-party data for campaign results optimization.
In August 2014, Derek joined Google as the Head of Greater China Programmatic Buyer Relations to oversee its Ad Exchange (AdX) buy-side business in Greater China. Google AdX provides multi-screen (PC, Pad, Mobile), multi-format (banner, rich media, video, etc.), and global display advertising resources for advertisers to reach and engage with their target audience at scale.
Derek is an enthusiast in the China media and marketing industry. He often shares his viewpoints and speaks in major industry conferences. He also lectures regularly in Peking University, Tsinghua University, Communication University of China, Beihang University, and Hongkong University. He is honored on Campaign Asia-Pacific China’s Digital A-List in 2014 and is the chairman of the data sub-committee of the ROI Festival.