Y.C. Tsien has over 40 years of experience as a business executive and management consultant in both US consumer brand marketing and international business development in China, India and Russia. Y.C. was born in Shanghai but received pre-college education in Hong Kong, where he graduated from the Diocesan Boys School (DBS). He also earned a BA in Philosophy from St. John’ College (Maryland) and a MBA in Marketing from the Wharton School, University of Pennsylvania.
After Wharton, he was in consumer brand management for over 20 years, and worked on such famous brands as Wisk Detergent (Unilever), Cross-Your-Heart Bra (International Playtex), French’s Mustard (Reckitt & Colman) and Ray-Ban Sunglasses
(Bausch & Lomb), from Assistant Product Manager to Group Product Manager. In 1985, the President of Bausch & Lomb International asked YC to head a team composed of engineers, financial analysts and lawyers to negotiate a contact lens joint venture with the Beijing 608 Optical Factory in China, As Director of International Business Development at Bausch & Lomb, he completed the negotiations and obtained Chinese Government
approval for the project within 18 months, which was very quick at that time. Additionally, he obtained Chinese Government approval for Bausch & Lomb to repatriate its contact lens Renminbi profit via the export of microscopes from an unrelated third party, a privilege not granted to any foreign company at that time. After China, YC negotiated Bausch & Lomb’s contact lens joint venture in India and also explored the Russian market for the company. In 1993, he left Bausch & Lomb to found his own consulting company, Deh Hsing International. Clients included Alcon International (consulted on strategy for the Indian market and the selection of an Indian distributor for its ophthalmic products), Corning (training on doing business in China and management development of a Chinese manager) and Eastman Kodak (product development focus groups in Toronto).
In 1999, YC joined DCH Auto Group as Manager, Special Group Marketing, where he promoted the company to various groups in New Jersey and New York, including such not-for-profit groups as the Huaxia Chinese School, the Union County Patrolmen’s Benevolent Association, corporations such as Evergreen-America, diplomatic entities such as the Chinese, Indian and Malaysian Permanent Missions to the United Nations, the Chinese Consulate and the Chinese Embassy. This work helped to increase DCH’s brand awareness among the Chinese and Asian communities in New Jersey.
YC retired from DCH in December, 2006.
YC lives in Short Hills, New Jersey with his wife, Mabel and son, Maximilian.