2023 scholar

• Oct 2023 - Present

Director, North America Consumer Marketing

• Jan 2022 - Present

Director of North America Marketing Consumer: Retail, brand & media marketing for premium, gaming, tablets and services Director of North America Marketing Consumer: Retail, brand & media marketing for premium, gaming, tablets and services

Speaking Engagements: Leadership, brand marketing, growth marketing

• Jun 2018 - Present

Panelist 2022 Left Lane Summit, NY Panelist 2021 App Growth summit, Austin TX Speaker 2019 Brand ANA Marketing Conference Panelist 2018 NY Adweek Keynote speaker 2018 Esports Summit Panelist 2022 Left Lane Summit, NY Panelist 2021 App Growth summit, Austin TX Speaker 2019 Brand ANA Marketing Conference Panelist 2018 NY Adweek Keynote speaker 2018 Esports Summit

Marketing Advisor

• Jan 2022 - Mar 2022

Advisory services related to integrated marketing, GTM plans, media activation planning, asset requirements, and planning cycles. End-to-end orchestration of integrated marketing plans and key activation moments supporting business goals Leverage market and customer insights to develop an integrated marketing strategy, campaign architecture, and channel mix both online and offline to drive customer engagement and conversions. Develop and strategize campaign themes for quarterly and… Show more Advisory services related to integrated marketing, GTM plans, media activation planning, asset requirements, and planning cycles. End-to-end orchestration of integrated marketing plans and key activation moments supporting business goals Leverage market and customer insights to develop an integrated marketing strategy, campaign architecture, and channel mix both online and offline to drive customer engagement and conversions. Develop and strategize campaign themes for quarterly and year-long time frames and ensure alignment and relevance across regions Consultation services for initiative/campaign plans and briefs, in collaboration with Product Marketing, Demand Gen, and business partners, that are aligned to overarching go-to-market strategies, marketing plans, and annual goals/priorities Evaluate campaign performance and adjust the strategy with subject matter experts. Show less Advisory services related to integrated marketing, GTM plans, media activation planning, asset requirements, and planning cycles. End-to-end orchestration of integrated marketing plans and key activation moments supporting business goals Leverage market and customer insights to develop an integrated marketing strategy, campaign architecture, and channel mix both online and offline to drive customer engagement and conversions. Develop and strategize campaign themes for quarterly and… Show more Advisory services related to integrated marketing, GTM plans, media activation planning, asset requirements, and planning cycles. End-to-end orchestration of integrated marketing plans and key activation moments supporting business goals Leverage market and customer insights to develop an integrated marketing strategy, campaign architecture, and channel mix both online and offline to drive customer engagement and conversions. Develop and strategize campaign themes for quarterly and year-long time frames and ensure alignment and relevance across regions Consultation services for initiative/campaign plans and briefs, in collaboration with Product Marketing, Demand Gen, and business partners, that are aligned to overarching go-to-market strategies, marketing plans, and annual goals/priorities Evaluate campaign performance and adjust the strategy with subject matter experts. Show less

Sr. Marketing Manager - Gaming , North America Marketing

• Nov 2018 - Jan 2022

- Head of North America Gaming Marketing for PC, monitor, peripherals, and software businesses. - Manage all marketing for HP gaming marketing, delivering on double digit brand growth, triple digit business growth Y/Y. Oversee end-to-end marketing campaign development and all customer touch points: paid media, social, influencer, events, and retail. - Establish strategic partnerships with gaming publishers, gaming communities, lifestyle brand & organizations. Spearhead esports… Show more - Head of North America Gaming Marketing for PC, monitor, peripherals, and software businesses. - Manage all marketing for HP gaming marketing, delivering on double digit brand growth, triple digit business growth Y/Y. Oversee end-to-end marketing campaign development and all customer touch points: paid media, social, influencer, events, and retail. - Establish strategic partnerships with gaming publishers, gaming communities, lifestyle brand & organizations. Spearhead esports partnerships, gaming tournaments and leagues. - Lead brand activations that won industry marketing awards in 2017, 2018 and 2020. - Oversee end-to-end marketing campaign development: paid media, social, influencer, events, and retail. Built social community/ channels from the grounds up to 500k followers. Growing customer advocacy 3x higher engagement % than industry benchmarks. - Lead all paid media, direct response, software inbound & outbound performance media. - Manage marketing budget, annual planning cycles, drive collaboration with internal stakeholders and business groups.

Marketing Manager: OMEN by HP gaming brand, Americas Marketing

• Jan 2016 - Jul 2021

Lead marketing for Omen by HP gaming brand in the US market - Developing marketing strategies and plans to build the Omen by HP gaming brand to support the gaming product business goals in the US. - Lead strategy, planning, and execution of all marketing programs and US activations: events, sponsorships, digital media, social content strategy, retail experiences - Analyze gaming market and customer insights, identify go to market strategy and plan for the US market -… Show more Lead marketing for Omen by HP gaming brand in the US market - Developing marketing strategies and plans to build the Omen by HP gaming brand to support the gaming product business goals in the US. - Lead strategy, planning, and execution of all marketing programs and US activations: events, sponsorships, digital media, social content strategy, retail experiences - Analyze gaming market and customer insights, identify go to market strategy and plan for the US market - Identify and establish partnerships with key gaming ecosystem partners that align with our product/ services offerings - Lead/manage cross-functional/cross-organizational teams in the development and execution of marketing strategies and plans - Identify/align cross-functional and/or cross-organizational teams as needed to plan and execute near-term GTM plans and budgets - Responsible for the development and execution of integrated marketing programs for Omen by HP brand: primarily focused on social, digital, esports programs, etail and retail - Develop closed-loop post-analysis , track program metrics/goals/ benchmarks

Marketing Manager: Sprout by HP, Americas Marketing

• Apr 2015 - May 2016

Lead and implement robust online & offline integrated marketing campaign: awareness, trial, demand generation marketing programs for Sprout immersive computing in the US market. Develop customer experience plans, executed, and conducted real-time optimizations to drive maximum efficiency Identified critical marketing strategy plans and approach to aligned with brand and business needs and challenges. Direct cross-functional, cross- organizational teams and agencies in the… Show more Lead and implement robust online & offline integrated marketing campaign: awareness, trial, demand generation marketing programs for Sprout immersive computing in the US market. Develop customer experience plans, executed, and conducted real-time optimizations to drive maximum efficiency Identified critical marketing strategy plans and approach to aligned with brand and business needs and challenges. Direct cross-functional, cross- organizational teams and agencies in the development and execution of Sprout go-to-market US plans and budgets. Define digital, social, trial experiential metrics/goals/ benchmarks and tracked/reported on a weekly basis. Develop closed-loop post- analysis for marketing programs and identified insights, executed indicated actions. Perform marketing operations activities, PO/accrual management, collateral fulfillment. Manage the development of marketing training materials for demo reps.

Manager, Americas Marketing Strategy & Planning Consumer PC, Accessories, Services

• Aug 2014 - Apr 2015

Marketing lead for the Americas region ( North America and Latin America) Marketing strategy & planning: Consumer PC, accessories, services - Develop annual and quarterly regional-level marketing plans aligned with business and global marketing priorities - Create marketing framework for AMS campaign and programs in close collaboration with countries - Define cross-Regional activation platforms for key marketing campaigns - Drive region marketing needs and requirements… Show more Marketing lead for the Americas region ( North America and Latin America) Marketing strategy & planning: Consumer PC, accessories, services - Develop annual and quarterly regional-level marketing plans aligned with business and global marketing priorities - Create marketing framework for AMS campaign and programs in close collaboration with countries - Define cross-Regional activation platforms for key marketing campaigns - Drive region marketing needs and requirements into global and cross functional support teams

Americas Marketing Analytics Manager

• Mar 2012 - Mar 2015

Marketing campaign Analytics Manager for Americas Region (PC, Printing, Supplies) - Identify analytic and measurement approaches for PC, printing, and supplies marketing programs - Integrate long-term ROI metrics, short-term direct-response data and insights to generate marketing insights -Develop marketing campaign analysis to measure strategic and economical return and value, improve marketing effectiveness impact marketing-mix allocation and tactical media mix.

Sr. Digital Strategist, Ecommerce JCP.com

• May 2011 - Mar 2012

Digital strategy, Ecommerce business analysis, Web marketing, Competitive Analysis, Industry trends and market share analysis Web Analytics, Site Merchandising, Ecommerce and Web Content Management Digital strategy, Ecommerce business analysis, Web marketing, Competitive Analysis, Industry trends and market share analysis Web Analytics, Site Merchandising, Ecommerce and Web Content Management

Internet Marketing Analyst

• May 2010 - May 2011

Digital media and mobile strategy, marketing and analytics - Web analytics, digital media and marketing research & planning (display banner ads, direct response CPA campaigns, social media, mobile marketing, external e-mail -campaigns) - Budget management -Prepared digital marketing briefs, digital media RFPs, marketing creative briefs for digital media and mobile campaigns - Utilize Omniture to provide insight on campaigns, ensures the ROI meets Academy's standards, and… Show more Digital media and mobile strategy, marketing and analytics - Web analytics, digital media and marketing research & planning (display banner ads, direct response CPA campaigns, social media, mobile marketing, external e-mail -campaigns) - Budget management -Prepared digital marketing briefs, digital media RFPs, marketing creative briefs for digital media and mobile campaigns - Utilize Omniture to provide insight on campaigns, ensures the ROI meets Academy's standards, and suggests new avenues to increase traffic to academy.com - Created Internet marketing research plan to identify strategic online marketing initiatives, keeps up with industry trends, and expanded company database. - Oversaw the company’s first mobile marketing efforts, lead the marketing and development of mobile database club Business Management: Responsible for day to day management of Academy's gift card business, including preparation and presentation of a gift card business plan, inventory planning, business development, cost analysis, and sales forecast. Show less Digital media and mobile strategy, marketing and analytics - Web analytics, digital media and marketing research & planning (display banner ads, direct response CPA campaigns, social media, mobile marketing, external e-mail -campaigns) - Budget management -Prepared digital marketing briefs, digital media RFPs, marketing creative briefs for digital media and mobile campaigns - Utilize Omniture to provide insight on campaigns, ensures the ROI meets Academy's standards, and… Show more Digital media and mobile strategy, marketing and analytics - Web analytics, digital media and marketing research & planning (display banner ads, direct response CPA campaigns, social media, mobile marketing, external e-mail -campaigns) - Budget management -Prepared digital marketing briefs, digital media RFPs, marketing creative briefs for digital media and mobile campaigns - Utilize Omniture to provide insight on campaigns, ensures the ROI meets Academy's standards, and suggests new avenues to increase traffic to academy.com - Created Internet marketing research plan to identify strategic online marketing initiatives, keeps up with industry trends, and expanded company database. - Oversaw the company’s first mobile marketing efforts, lead the marketing and development of mobile database club Business Management: Responsible for day to day management of Academy's gift card business, including preparation and presentation of a gift card business plan, inventory planning, business development, cost analysis, and sales forecast. Show less

Digital Media & Marketing Account Manager

• Mar 2008 - Jan 2009

Campaign Management:  Managed, launched and reported on retail client’s digital branding campaigns: online sweepstakes, product integration and sponsorship programs, online promotional sitelets, social networking campaigns, mobile, video episodes, display banners, custom sitelets  Structured and implemented campaign launches with publishers, agencies and vendors  Lead and managed campaign measurement and analysis to meet strategic objectives  Created and presented… Show more Campaign Management:  Managed, launched and reported on retail client’s digital branding campaigns: online sweepstakes, product integration and sponsorship programs, online promotional sitelets, social networking campaigns, mobile, video episodes, display banners, custom sitelets  Structured and implemented campaign launches with publishers, agencies and vendors  Lead and managed campaign measurement and analysis to meet strategic objectives  Created and presented campaign wrap-ups to clients and senior management  Analyze and presented competitive landscape for retail industry’s digital media strategies  Ensure publisher integration programs aligned with brand equity Insights and reporting:  Spearheaded campaign reporting and analysis to meet strategic objectives  Monitor and report digital media performance through metrics and KPIs, provide strategic analysis, recommendation for optimizations  Generated and presented weekly reports, examined measurements: traffic volume, conversions, engagement, interaction rates, click order, revenue, opt-in and leads  Identified success metrics, benchmarks and established key performance indicators for campaign measurements  Assisted the launch of online branding surveys, involved in the review of surveys and presentation  Analyze competitive landscape for the retail industry, retail digital strategies and social media strategies  Created and presented in-depth post analysis campaign wrap-ups to clients and senior management, provided in-depth insights and learnings from digital branding and social media campaigns Project Management:  Lead status meetings with agency partners and clients to align project and manage timelines, initiated the generation of clear status reports for complex projects  Acted as liaison between client public affairs, legal, merchandise, marketing teams and publishers  Managed monthly accounting Show less Campaign Management:  Managed, launched and reported on retail client’s digital branding campaigns: online sweepstakes, product integration and sponsorship programs, online promotional sitelets, social networking campaigns, mobile, video episodes, display banners, custom sitelets  Structured and implemented campaign launches with publishers, agencies and vendors  Lead and managed campaign measurement and analysis to meet strategic objectives  Created and presented… Show more Campaign Management:  Managed, launched and reported on retail client’s digital branding campaigns: online sweepstakes, product integration and sponsorship programs, online promotional sitelets, social networking campaigns, mobile, video episodes, display banners, custom sitelets  Structured and implemented campaign launches with publishers, agencies and vendors  Lead and managed campaign measurement and analysis to meet strategic objectives  Created and presented campaign wrap-ups to clients and senior management  Analyze and presented competitive landscape for retail industry’s digital media strategies  Ensure publisher integration programs aligned with brand equity Insights and reporting:  Spearheaded campaign reporting and analysis to meet strategic objectives  Monitor and report digital media performance through metrics and KPIs, provide strategic analysis, recommendation for optimizations  Generated and presented weekly reports, examined measurements: traffic volume, conversions, engagement, interaction rates, click order, revenue, opt-in and leads  Identified success metrics, benchmarks and established key performance indicators for campaign measurements  Assisted the launch of online branding surveys, involved in the review of surveys and presentation  Analyze competitive landscape for the retail industry, retail digital strategies and social media strategies  Created and presented in-depth post analysis campaign wrap-ups to clients and senior management, provided in-depth insights and learnings from digital branding and social media campaigns Project Management:  Lead status meetings with agency partners and clients to align project and manage timelines, initiated the generation of clear status reports for complex projects  Acted as liaison between client public affairs, legal, merchandise, marketing teams and publishers  Managed monthly accounting Show less

P&G Advertising Sr. Account Executive

• Aug 2003 - Jun 2006

Performed advertising strategic planning and execution for Greater China region multinational P&G brands: Pampers, Olay Skin Care and Head & Shoulders to maintain its leadership in market share Accomplished successful localization campaigns from global strategies, derived from deep understanding of consumer insight  Guided qualitative consumer research for new product launch and marketing strategies Revamped Olay anti-aging line via advertising, promotions, events… Show more Performed advertising strategic planning and execution for Greater China region multinational P&G brands: Pampers, Olay Skin Care and Head & Shoulders to maintain its leadership in market share Accomplished successful localization campaigns from global strategies, derived from deep understanding of consumer insight  Guided qualitative consumer research for new product launch and marketing strategies Revamped Olay anti-aging line via advertising, promotions, events program by leveraging on brand’s strength, strong consumer insight and unmet needs. Achieved record high in SKU shipping and category market share Launched successful Olay facial mask campaign with clear positioning that achieved success in extremely cluttered market of department store brands and low-tier products Launched Head & Shoulders product extension through celebrity endorsement campaign, claimed new market share from cosmetics category and reached new brand equity goals Developed Pampers in-store promotions materials that created dynamic presence in retail store environment. Delivered promotional messages while aligning with brand guidelines and integrated with holistic campaign look. Created brand advertisement effectiveness reports that informed marketing strategies Analyzed and presented monthly, quarterly and annual competitor reports Presented knowledge on local consumer insights from marketing research and competitive analysis to regional account supervisors and regional marketing brand teams Conducted status meetings, creative presentations and reviewed production financials Managed marketing initiative calendars and project timelines Developed advertising programs for the non-profit Taiwan Beverage Alcohol Forum, emphasizing holistic communication Show less Performed advertising strategic planning and execution for Greater China region multinational P&G brands: Pampers, Olay Skin Care and Head & Shoulders to maintain its leadership in market share Accomplished successful localization campaigns from global strategies, derived from deep understanding of consumer insight  Guided qualitative consumer research for new product launch and marketing strategies Revamped Olay anti-aging line via advertising, promotions, events… Show more Performed advertising strategic planning and execution for Greater China region multinational P&G brands: Pampers, Olay Skin Care and Head & Shoulders to maintain its leadership in market share Accomplished successful localization campaigns from global strategies, derived from deep understanding of consumer insight  Guided qualitative consumer research for new product launch and marketing strategies Revamped Olay anti-aging line via advertising, promotions, events program by leveraging on brand’s strength, strong consumer insight and unmet needs. Achieved record high in SKU shipping and category market share Launched successful Olay facial mask campaign with clear positioning that achieved success in extremely cluttered market of department store brands and low-tier products Launched Head & Shoulders product extension through celebrity endorsement campaign, claimed new market share from cosmetics category and reached new brand equity goals Developed Pampers in-store promotions materials that created dynamic presence in retail store environment. Delivered promotional messages while aligning with brand guidelines and integrated with holistic campaign look. Created brand advertisement effectiveness reports that informed marketing strategies Analyzed and presented monthly, quarterly and annual competitor reports Presented knowledge on local consumer insights from marketing research and competitive analysis to regional account supervisors and regional marketing brand teams Conducted status meetings, creative presentations and reviewed production financials Managed marketing initiative calendars and project timelines Developed advertising programs for the non-profit Taiwan Beverage Alcohol Forum, emphasizing holistic communication Show less