Marketing Manager

Frieda Shieh

***********@*******.***; 646-***-****

PROFESSIONAL PROFILE

. An MBA graduate with Seventeen-year experience with broad-based

experiences in Brand & Communications Management and Integrated strategy

between brand and acquisition efforts in the International and US

multicultural space.

. Solid background in strategic planning, multicultural communications,

International Marketing & Communications, Event/Promotion Planning,

Budget Management, Online/Offline Media Planning and Buying, content

rights licensing deal, pricing & packaging, project management, brand

management, advertising and promotion.

. Extensive experiences working with multiple stakeholders to ensure

concurrence and approval. Appreciate the dynamics of a multi-cultural

environment and embrace opportunities to align with partners to ensure

that the integrity of the brand is upheld across markets.

. Bi-lingual: English/Chinese (Mandarin).

PROFESSIONAL EXPERIENCE

Director of Marketing, KyLinTV, Plainview, NY, May 2010-Present

. Leads Advertising, Public Relations, Acquisition Marketing, Upgrade and

Retention Marketing, Sales support for all Sales channels of KyLinTV

services in North America, Latin America, Asia Pacific, Europe and

Australia. Drive business results on a global scale, applying a deep

knowledge of regional relevance and market requirements.

. Drives profitable growth by launching KyLin 2.0 and KyLinTV Everywhere

campaigns in North America, Europe, Latin America, Singapore, Taiwan as

the premier TV television service, growing online sales tenfold, re-

launching kylintv.com, and implementing social network marketing

campaigns to enhance product awareness and preference.

. Perform in-depth analysis of channel conversion, selling and ROI to

make recommendations and implement strategies for improvement

. Develop, lead and implement the overall web, ecommerce and online

demand generation strategy for kylintv.com at a global level. Drive

web, ecommerce, SEO/SEM, Online Advertising, website development and

content to drive revenue and customer acquisition.

. Develops sales forecasts scenarios and pricing options across

international markets, based on market trends and competitive analysis.

. Supervise staffs of seven.

. Increases online orders by 200% and increase ARPU by 50%

. Continuously explores market trends, expressed and unexpressed

customers' unmet needs for the brands and TV Entertainment platforms

Senior Marketing Manager, DIRECTV, New York, June 2007-April 2010

. Led International TV content acquisition, sub acquisition and retention

marketing for Chinese, Korean and Vietnamese services of DIRECTV's

WorldDirect, comprised of over 28 channels in 4 languages.

. Accountable for P&L. Developed business plan, identified potential

business growth areas, set key business metrics, planned channel

capacity and developed operational roadmaps for business expansion

needs. Built subscriber base, increased ARPU and improved AMPU. Acquire

leading international channels, developed pricing and packaging and

launched new channels. Managed acquisition and retention marketing

initiatives to drive new subscribers and retain existing customers.

. Managed agency relationship, scope of works and staffing planning.

North America Integrated Marketing Manager, Chevron Product Company, San

Ramon, CA, June 2006-May 2007

. Assessed business opportunities to ensure the growth of market share

and revenue goals for Chevron, Texaco, ExtraMile.

. Worked with various stakeholders throughout the company to identity and

implement integration programs targeting General consumers and Hispanic

segment.

. Managed agency relationship, scope of works and staffing planning.

Leveraged global media opportunities for synergies and efficiency.

Media Director, A Partnership, New York, NY, Oct 2001-May 2006

. Supervised a team of four in planning and implementing multi-cultural

and multi-channel communication strategies cross print, broadcast,

outdoor, online, guerilla marketing, PR, event and promotion.

. Developed, managed and tracked marketing budgets, timelines and

processes to ensure effective and timely execution of programs. Metric

all campaigns and deliverables to establish targets and gauge overall

effectiveness of marketing investment.

. Clients: Prudential, Allianz, DIRECTV, Echo Star, General Motors

Corporation, Center for Disease Control and Prevention, USPS, Oxford

Health Care, NY Department of Health, AIG, and GMAC Mortgage

Media Director, Bernard HODES Group, New York, NY, Oct 2000-Aug 2001

. Developed and implemented media strategies for integrated recruitment

solutions, including branding advertising, on campus and diversity

recruitment cross Asian, Europe, and South America.

. Clients: Lucent Technology, PricewaterhouseCoopers, Arthur Anderson,

Johnson & Johnson, and Novartis

Media Supervisor, Admerasia Advertising Inc. New York, NY, June 1997-May

1998, Dec 1998-Oct 2000

. Oversaw Asian American and East European advertising activities,

including advertising, promotion, research, events, and PR. Developed

on-line/off-line media strategies.

. Negotiated contracts and business partnership with various vendors to

promote clients' services. Supervised staffs of 10.

. Clients: MCIWorldCom, Hennessy, Chase Manhattan Bank, MetLife,

CitiBank, Fannie Mae Foundation, Sina.com, E*TRADE, and Money Gram

Assistant Brand Manager, Procter & Gamble LTD. Taipei, Taiwan, June 1998-

Dec 1998

. Developed, assessed, and recommended marketing strategies and tactics

using both primary and secondary marketing research techniques.

Conducted positioning/pricing research that optimized product or

service position and conducted message development.

. Conducted in-depth analysis and research of the brand business,

including store-check summary, market research, Nielsen summary, Frank

Small summary, shipment summary and brand position/ad concept and/or

message research.

. Brands: Oil of Olay, SKII, Max Factor and Cover Girl.

Account Supervisor, McCann-Erickson Adv. Co Taipei, Taiwan, 1992-1995

. Led cross-functional teams in support of marketing activities.

Coordinates with other departments to ensure marketing and

communication initiatives are aligned with the global brand strategic

direction.

. Clients: Coca-Cola, Hardee's, GM and Johnson & Johnson

EDUCATION

Baruch College, Master of Business Administration in Marketing June, 1997,

New York, NY (Enrollment: 1995)

University of Chinese Culture, Bachelor of Arts in Journalism, Taipei,

Taiwan

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