Director, Marketing

Julia Chen

***** ***** ***. *** *******, CA *****

Mobile: 310-***-****, Email: *******@*******.***

Professional Summary:

• Senior marketing and communications professional with 15+ years’ experience in brand

management, advertising, direct response campaign management, digital and traditional media

planning/buying, SEO/SEM, mobile advertising, and social media marketing. Strong business

communication skills with analytical background and comfort working with data and metrics.

Industry and product category experiences including media/entertainment industries, financial

services, retail, CPG, healthcare, utility, federal and state government agencies. Client brand

experience: Time Warner Cable, Comcast, AT&T, Dish Network, DirecTV, McDonalds, Coca-Cola,

and Walmart

Work Experience:

Dish Digital, Los Angeles, California, U.S.A. 06/2013 - Present

Director of Marketing

• Direct all consumer marketing initiatives for a subscription-based business, plan and execute across

online and offline activities including digital, email, social media, direct mail, print, television, radio,

event management

• Build bottoms-up marketing plans/budget with campaign analytics/forecast, present to stakeholders

for alignment, manage the campaign execution and report results weekly

• Specialize in direct response campaigns and digital campaign management: plan and execute

initiatives across web, mobile, SEO/SEM, email, and social media; monitor results and provide

quantitative analyses of marketing spend vs. results and provide recommendations to improve ROI

• Work closely with internal and external functional groups including Sales/Customer Service,

Operations, Content/Production, Analytics, and Legal to ensure product/campaign delivery

• Oversee and manage ad agencies for campaign implementation; participate in creating and editing

marketing material and design procedures, stay on top of deliverables and timeline to ensure the

company’s business goals are met

East West Bank, Pasadena, California, U.S.A. 2012 - 2013

Vice President, Advertising Manager

• Led and managed multi-channel marketing communications programs to support business goals:

advertising, social media, digital, direct mail, public relations, and printed collateral

• Collaborated with internal business units to develop consumer communications strategies, and

interfaced with advertising agency to create marketing communications material to address customer

needs

• Spearheaded bank’s digital and social media communications strategy, creating and managing all

content that supports marketing objectives while adhering to compliance and privacy regulations

• Identified business opportunities, support internal business units’ sales goals, and provide

measurement to validate ROI

IW Group, Inc., West Hollywood, California, U.S.A. 2004 - 2012

V.P. Media Director

Key Clients: Walmart, McDonald’s, Coca-Cola, Metlife, Farmers Insurance, Bank of the West,

Census 2010, Well Point, Pacific Gas & Electric, Southern California Edison, California Public

Utilities Commission, Dish Network, Comcast

• Led campaign strategy and oversaw all media activities for clients’ marketing campaign

development. Acted as principle agency contact in client communications and collaborated with

internal partners and external resource centers to ensure timely project execution

• Identified marketing opportunities and corresponding communication strategies to achieve and

optimize clients’ annual revenue/sales objectives utilizing a full suite of communications channels:

advertising, public relations, direct mail, social media, events, and experiential marketing

• Managed digital and social media campaigns and collaborated with DoubleClick and Google,

Facebook and Twitter, in implementing behavioral targeting campaigns to reach niche target

consumers

• Directed all media relations, joined and presented various media campaign recommendations on

behalf of government agency clients in front of key stake holders (e.g. for Census 2010, presented

campaign plans to House of Representatives, Senate, Dept. of Commerce Race and Ethnic Advisory

Committee, community-based-organizations, and others)

K&L Advertising/Young & Rubicam Inc., New York, NY, U.S.A. 2000 - 2004

Media Supervisor

Key Clients: AT&T, Western Union, Sears, Census 2000, Shiseido, Seagrams

• Led a team of six media planners/buyers and oversaw the development and implementation of all

media campaigns for key clients.

• Implemented Asian-American media programs for the 2000 Census campaign across 11 Asian ethnic

groups; collaborated with other agency teams to ensure the delivery of the campaign and performed

post-campaign analysis.

• Researched and developed media plans and competitive analysis for all clients.

• Coordinated marketing events and regional press conferences for new product launch/promotion

campaigns.

Education:

New York University, New York, NY, USA

M.A. Speech and Interpersonal Communications

National Taiwan University, Taipei, TAIWAN

B.A. Political Science/Public Administration

UCLA Extension 2011, Los Angeles, CA, USA

Advertising in the Digital Age

Focus on: Digital media planning & buying

Search Marketing

Email Marketing

Mobile Marketing

Creative Development/Optimization

Computer Skills:

Strong MS Office (Word, Excel, PowerPoint) skills, Google Ad Planner, Google Analytics, DoubleClick,

Donavan, Advantage, Respondex

Language Abilities:

Mandarin/Chinese

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