Curriculum Vitae  ·  Prepared for Sotheby’s  ·  Head of Marketing & Strategy, Asia

Villie
Tsang

Marketing & strategy leadership at the intersection of art, luxury & business.
Hong Kong· villie@theboringnation.com· +852 9858 0788· linkedin.com/in/villietsang· theboringnation.com
Profile

Marketing and strategy leader with 22 years building brands where art, luxury and commerce converge. Trained in Innovation Management at Central Saint Martins (MA, Distinction). As KEF Audio’s growth lead, I spearheaded its transformation from speaker manufacturer into a premium lifestyle brand — building the global D2C business to three-digit revenue growth, leading the Global Marketing team across four regional hubs, and delivering the brand’s first unified artist-led global campaign across five cities. I now lead The Boring Nation’s Artist Launchpad — turning emerging artists into internationally exhibited voices through brand, curatorial narrative, gallery outreach and international exhibitions.

Expertise
Entrepreneurial / Builder Mindset Global-to-Regional Localisation Marketing Strategy Artist / Creator Brand Building Data-Driven Growth & ROI Integrated Brand & Campaigns Experiential Events & Activations Strategic Partnerships Cross-Functional Leadership (3→80) D2C E-commerce & CRM Artist Development & Curation Go-to-Market Strategy for Web3 Projects Co-owned P&L with Regional Teams Global Marketing Budget (HK$30–80M / yr over 7 yrs) English & Cantonese (native), Mandarin (intermediate)
Selected Work
01
Listen and Believe
KEF’s first unified global brand activation · 2023–25
A five-city experiential, artist-led campaign — Amsterdam, Tokyo, Melbourne, London & Seoul — widening the upper funnel for brand awareness, re-engaging dormant myKEF members, and ~HK$5.6M+ attributed revenue in its first year of launch across five cities, from D2C omni-channels and B2B retailers.
project ↗·KEF ↗
02
Journey Through Sound
KEF × fx(hash) × Parameta · 2022–24
Empowering Creators, Enabling Experiences. KEF × fx(hash) with design collective Parameta — curating five generative artists and fusing art, sound technology and creative coding into acoustic sculptures; multi-sensory narratives exhibited at KEF Music Galleries in London, Tokyo & Hong Kong, with selected works at satellite events.
project ↗·KEF ↗
03
KEF × Nothing
Headphone product collaboration
A co-branded product collaboration — Sound by KEF, Design by Nothing — uniting two audio-design worlds.
View project ↗
04
Sound of Life
Global lifestyle content platform, powered by KEF · 2018–25
A cultural content platform reaching 100K+ monthly readers across English and Chinese, built with a worldwide creator network.
soundoflife.com ↗·project ↗
05
Artist Launchpad
The Boring Nation × kellyhosy.com · 2025–26
Brand build, gallery outreach and curatorial narrative for the artist's 2026 debut tour — Hong Kong, Berlin, Kuala Lumpur and Tokyo.
project ↗·kellyhosy.com ↗·shop ↗
06
Non-Fragment Token
Fragment Design (Hiroshi Fujiwara) × Mark Gonzales · 2022
Marketing campaign that drove the sell-out of a 10,000-edition NFT — sold out within the first 10 minutes of launch (Solana).
View project ↗
Experience
Founder & Director
2021 — PRESENT
The Boring Nation — Hong Kong
  • Founded a creative collective, artist launchpad and growth consultancy at the intersection of art, brand and commerce.
  • Creative collective & artist launchpad (2025–present): built a five-pillar platform under The Boring Nation umbrella — brand lab (The Alchemy), artist-led brand development (The Artist Launchpad), digital publishing (The Press), organisational design, operational efficiency & workflow management for SMEs (The Processor), and community building of talent and expertise (The Exchange). Launched The Artist Launchpad as an experimental proof of concept — artist-led brand build, gallery outreach and curatorial narrative for artist Kellyhosy’s 2026 debut tour: a curated solo show in Hong Kong, on to Berlin, Kuala Lumpur and Tokyo.
  • Growth consultancy, KEF (2022–25): three-year executive mandate leading KEF Audio’s brand, Global Marketing and growth strategy across seven functions — campaign, CRM & analytics, content, brand & creative, marketing communications, e-commerce & performance marketing, and retail events programming & partnerships. Co-led Asia & Europe regional marketing to deliver holistic brand experience from global to local, including KEF’s first unified global brand campaign, Listen and Believe; plus strategic partnerships, new revenue models (creator-led Web3 acoustic sculptures, eFranchise) and the SoundofLife.com spin-off.
VP Growth & Customer Engagement · Head of Global Digital Strategy
2017 — 2025
GP Global Marketing (KEF Audio) — Hong Kong
  • Led KEF Audio’s shift from distribution and manufacturing to a direct-to-consumer brand model; four-year executive mandate leading Global Digital Strategy, architecting digital infrastructure from data warehouse to e-commerce and digital marketing. Advisor to senior management on growth and innovation across GP Group’s subsidiary businesses and brands.
  • Delivered three-digit YoY D2C revenue growth across APAC & Europe; grew KEF.com to 15% of total revenue (APAC, Europe & Americas) with 7M+ visits.
  • Owned and allocated a HK$30–80M/year global marketing budget over 7 years; built and scaled the team from 3 to 40 across APAC and Europe, with regional hubs in Hong Kong, Kuala Lumpur, London and Shenzhen. Developed and delivered the 2023 brand revamp — Take It Home: Listen and Believe — across five cities (Seoul, London, Melbourne, Tokyo, Amsterdam).
  • Designed KEF’s omni-channel CX model and KPI framework; founded SoundofLife.com and Soundlab.com, and launched global KEF.com sites.
Chief Design Officer
2016 — 2017
STAKK Factory — Hong Kong · millennial & Gen-Z media startup funded solely by Hong Kong’s PCCW
  • Founding team; scaled the company 6 → 80+ leading Creative, Content and Digital Products (UX/UI).
  • Built brand and revenue model reaching a 700K+ Asian millennial community in under 8 months; clients incl. Google, Cathay Pacific, Levi’s, Mattel. Silver ×3, WAN-IFRA Asian Digital Media Awards.
Earlier
2004 — 2016
Design Strategist, Asia Miles (Cathay Pacific loyalty) · Senior Project Manager, Hong Kong Design Centre (BODW / KODW) · Senior Multimedia Designer, CNN International · Graphic Designer, Cartoon Network.
Education
MA, Innovation Management — Distinction
Central Saint Martins, University of the Arts London  ·  2010–2012
Dissertation on organisational design & management — Creative Hybridisation: A Gameful Workplace
Hons BA, Visual Arts (Studio) — Graduated with Honours
New Media Design & Communications · University of Toronto Scarborough, joint program with Centennial College, Canada  ·  2001–2005
Languages & Availability
English & Cantonese (native) · Mandarin (intermediate)  ·  Available from October 2026.