Tasked with driving the brand’s awareness in the mainland, Chen will also oversee operations within the organisation’s different business units. The appointment, effective from 15 October, will see him work alongside NBA China VP and MD Mark Fischer, who has been promoted to senior VP.
“We (have to) build on the enormous business potential that spans media, merchandising, marketing, events and new initiatives,” said Chen.
Chen will head the NBA’s on-ground efforts in China, with the US organisation sporting a strong tradition of events-based promotions. Last month, the NBA announced series of high-profile games in Shanghai and Macau for October, featuring the Orlando Magic and the Cleveland Cavaliers. The games are aimed at tapping into the growing legion of young fans in China.
At Microsoft, Chen was responsible for leading the software giant’s growth on the mainland from 2003. Prior to that, he spent a two-year stint as chairman and president of Motorola in China.
Meanwhile, Microsoft has initiated a global search for Chen’s successor, with Ya-Qin Zhang, corporate VP and chairman of Microsoft China’s research and development group, named interim CEO. It is not clear when Chen’s successor will be announced.
