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Alfred Che

Position: 
Board Member
Company name: 
Danfoss

Alfred Che has over 20 year experience working in and for major public and private organizations in China, the United States, and Europe. With a proven track record in developing and executing strategic communications programs for  multinational companies both in China and abroad,  Alfred Che brings a wealth of experience in several industries in China and abroad including manufacturing, insurance, automotive, and construction. Alfred Che joined Danfoss in 2010 as Vice President and Head of Corporate Communications for the China region. In this capacity, Mr. Che is responsible for developing and implementing the company’s communication strategy, including public affairs/government cooperation, public and media relations, as well as branding and internal communications in China. In addition, he is among the first who systematically introduced “Danish Green Development Model” into China through various publications. 
 
Before joining Danfoss, Alfred Che has been a Partner with Kreab, a Nordic-based strategic consulting firm, for the past 10 years. He is one of the pioneers in adapting the tools of Western public relations to China, servicing a wide  range of multinational clients including many leading Nordic companies in China and major Chinese companies going global. 
 
Prior to that, Alfred Che worked as a Marketing Manager for Parsons & Whittemore Enterprises, a Forbes 500 company, to develop new projects in China and Southeast Asia.  As Marketing Manager, he was also responsible for all aspects of marketing and sales related to the company's major joint venture for consumer products in northeast China. 
 
Before going to study in the United States in 1993, Alfred Che worked for China North Industries Corp. (NORINCO) as a
project manager and specialized in international trade and marketing in Southeast Asia. Previously, he was a diplomat working with Chinese Foreign Ministry.  
 
Alfred Che holds a BA from the Beijing Foreign Studies University (1983) and an MA in international relations from Yale University (1995).