Do Do Yeung heads back to Hearst

Do Do Yeung, general manager and publisher of SCMP Hearst, will take on a new role at Hearst International China replacing Lena Yang who steps up to MD.Based in Shanghai, Yeung will look after the Elle brand, which includes Elle, Elle Décor, Elle Men, elle.com.cn, its mobile and e-commerce sites, which is a portal that links online retailers to editors’ choice of clothing; as well as the Elle credit card.She told Marketing the move gives her a bigger working palette than Hong Kong could offer.“In Hong Kong, you need to go step by step if you want to push out new endeavours. Take the credit card, for example, a lot of people already have a wallet full of them, so there’s really no need for another one. But in China, it’s seen a privilege to have one so there’s a lot of space for us to expand.”“Hong Kong is a really developed market, but in China: there’s a lot more gaps to be filled.”But her new office is no stranger to Yeung: Having joined Hachette Filipacchi as advertising director in 2001, she was promoted to managing director six years later.She continued on this role in 2011 when Hearst bought out the company and was promoted to general manager and publisher when Hearst entered into a joint venture with SCMP.Founded by Lagardère decades ago, Elle is currently grouped under Hearst International in China and, in Hong Kong, SCMP Hearst – a joint venture that formed between two publishers in 2011 after the Hong Kong publisher took over Cosmopolitan, Harper’s Bazaar and Cosmogirl.For the full story, pick up a copy of Marketing Magazine Hong Kong’s June issue.