Manager Marketing

JIARONG CARRIE ZHENG

Seattle, WA, *****; Tel: 865-***-****; Email: *******@*******.***

A passionate, result-driven and highly accomplished bilingual marketing professional with 12+ years of dynamic marketing

experience in consumer packaged & durable goods, consumer service, retail and technology sectors, specializing in:

Brand management and product marketing with P&L ownership

Domestic and global brand/product, consumer and retail marketing strategy and marketing campaign/promotion execution

Integrated MARCOM planning and execution of traditional (TV, Print, Radio and OOH)and non-traditional interactive media (digital,

social media, web, email, mobile, SEM and WOM)

Agency/vendor and people management

Product innovation cross-functional management, packaging re-stage and new product launches from concept to go -to market execution

Corporate sponsorship/partnership strategy, negotiation, activation and evaluation

PROFESSIONAL EXPERIENCE

OUTERWALL INC. – Bellevue, WA 09/2013 – 04/2015

Senior Manager, Brand and Corporate Marketing

Managed corporate strategic branding and enterprise-wide marketing strategy and initiatives for Outerwall, the company behind popular

Redbox®, Coinstar® and ecoATM® brands and products

Identified, developed, negotiated and managed all corporate sponsorships and budget with major sports properties of NFL (Seattle

Seahawks), MLS (Seattle Sounders), NASCAR and MLB (LA Dodgers)

Led cross-functional team (Corp PR/Public Affairs, CSR, Social Media and Creative) and LOB marketing teams to drive integrated

marketing planning, consumer activation execution and program overall measurement

- In-stadium branded assets delivered 185M TV viewers and TV QI media value 441% of initial sponsorship investment in 2014

- Brand association with sponsorship properties amplified the Outerwall suite of brands with purchase intent increase by +50%

- Geo-targeted digital activation programs (Email, mobile, social media and website) reached 30M+ impressions

- Led 1st ever geo-targeted enterprise-wide consumer social media sweepstakes, resulting in 28% conversion (>20% industry norm)

Built & managed Outerwall™ corporate brand architecture and support & grow the endorser line “Inspired by Outerwall” through kiosk

assets and all communication channels

Led corporate marketing initiatives and acted as interim marketing lead for ecoATM to enhance enterprise-wide marketing planning

capability and campaign & consumer program execution efficiency

- Managed first cross promotional Redbox / ecoATM co-branded email blast, delivering 22M impressions, 19.4% email open rate,

2.9% click-thru rate and $400k marketing cost saving for ecoATM

- Led ecoATM local integrated marketing test (PR, digital paid media, SEM, email and print) and increased aided awareness by 14%

Managed performance and development of marketing and creative team

MICROSOFT CORPORATE – Redmond, WA 08/2011 – 09/2013

Sr. Partner and Channel Marketing Manager, World Wide Computing Device Category and Consumer Strategy

Led global category & channel strategy development and the implementation of consumer -centric and insight-driven seasonal retail

category plan and initiatives for WW subsidiaries and channel partners (retailers, telecommunication operators and OEMs)

Spearheaded the annual consumer/category/shopper research planning and gained alignment with cross -functional stakeholders

Oversaw global research projects (Market Structure, Consumer Journey, Purchase Decision Hierarchy, Segmentation), provided

insight-driven consumer target, device/channel opportunities and integrated “sell-in” and go-to-market strategies to key retailers

Partnered with WW subsidiaries to test & evaluate new strategies and pilot marketing tests (incentive structures, store organization

principles etc.)

- Average sales per purchase increased by 6%

- Purchase conversion increased by 38%

Established seasonal cadence to track /monitor global category and consumer trends, competition and new technologies/standards to

influence device innovation and seasonal retail selling

Managed annual $12M budget for consumer/shopper researches and retail pilot programs

STARBUCKS COFFEE COMPANY – Seattle, WA 09/2009 – 07/2011

Category/Brand Manager, Global Blended Beverage

Managed P&L of global $1B retail blended beverage category (Frappuccino, Vivanno and Frozt branded beverages) to drive brand and

category growth and financial performance

Recommended North America long term category strategic direction to senior management regarding new product & marketing

opportunities based on consumer insight, market trend, financial viability and brand fit

- Led customer research to understand consumer insight and define customer targets and marketing mix for new products

- Developed portfolio expansion/innovation recommendation, targeting to deliver $250M sales and grow share by 5%-10% in 5 years

Oversaw global market/consumer tests to gain learning and develop new market (i.e. Asia Pacific Region) entry strategies

Managed performance and development of product manager

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SARA LEE FOOD & BEVERAGE – Chicago, IL 09/2003 – 08/2009

Brand Manager, Dinner Innovation, Hillshire Farm® Brand

Led Hillshire® Farm® brand short & long term innovation strategy development and implementation to drive brand growth

Led in-depth segmentation and analysis of quantitative & secondary consumer research to develop portfolio strategy, strategic need-

state and occasion-based innovation frameworks and identify long-term white space opportunities

Identified long term (3-5 years) strategic focus areas and platforms for new products across multiple sub-categories

Built Hillshire Farm® dinner innovation 5-stage plan and product pipelines to support brand long-term objectives

Led cross-functional members to manage multiple new product launches from concept to national rollout and go-to market

implementation with targeted $45M sales

Brand Manager, Beverage, Senseo® Brand

Led brand strategies/activation and 360º marketing planning and managed P&L for $80M Senseo® premium single-served coffee and

appliance businesses

Developed, directed and measured aggressive execution of strategic Annual Operating Plan and Long Range Plans in order to atta in

volume and profit commitment

Directed agencies in the development and activation of marketing strategies and $12M consumer connection plan to achieve brand

profit and share objectives

Spearheaded viral marketing & digital interactive media strategies and initiatives through media partnership (cooking.com, Food

Network, AOL etc.) and consumer activation programs with $6M budget

- Delivered brand impression of 250M along with 5.6% “tell a friend” rate and 95% brand satisfaction

Managed performance and development of associate brand manager

Sr. Associate Brand Manager, Entertaining Segment, Hillshire Farm® Brand

Built marketing objective and strategies and managed $152M Hillshire Farm® Entertaining product lines and P&L

Directed agencies and cross-functional team to develop & implement brand activation strategies, media plan and consumer programs

with annual $8M budgets

- Developed “Extend the Season” strategies and drove growth to the declining category, achieving 8.7% sales growth with improved

share from 56% to 60%

Led the development of Hillshire Farm® master brand ($850M portfolio) interactive media strategies and digital activation

- Implemented $15MM interactive marketing initiatives to drive brand awareness and consumer engagement

- Oversaw Gomeat.com rollout to support new brand campaign, delivering 0.75M visitors and 1.1M page viewed within 4 months

- Managed the Ye Olde Shrek The Third Online Game Tournament sponsorship to enhance Hillshire Farm® “Go Meat” Campaign,

delivering 67.6M impression (more than double than the industry norm)

Associate Brand Manager, Fresh Bakery, Earth Grains® Brand Strategy

Managed strategic brand re-positioning development and marketing execution of $99M Earth Grains® brand

Led brand revitalization project including new brand strategy and positioning and packaging re-design

Provided portfolio recommendation and repositioned the brand under the “Natural & Organic” platform

Led the “Natural” line launches, resulted in double sales and improved share by 5 points

Associate Brand Manager, Fresh Bakery, Sara Lee® Brand

Assisted in building Sara Lee® brand strategies and equity and managed $170M branded Buns & Rolls portfolio

Managed consumer activation initiatives and built Sara Lee to be No.1 brand in fresh bakery bun segment, generating new flavor

trend and driving overall 3.5% segment growth

Led cross-functional team on $30M new product launches and “go-to-market” plan execution, establishing national No.1 bun SKU and

contributing to overall brand growth by 35% vs. YAG with 6 points share improvement

BP CORPORATION – USA and PR China 05/1997 – 08/2002

Retail Business Analyst

Provided analytical support for strategic marketing planning to drive $50M “Wild Bean Café” business in US

Supported development of 1999-2001 retail business plans with annual profits of $45M for Greater China Region

EDUCATION

University of Tennessee, Knoxville, TN, USA MBA, Marketing

Sun Yat-sen University, Guangzhou, PR China BA, International Business

COMPUTER SKILLS

Advanced Microsoft Office Application (Word, Excel and PowerPoint), IRI/Nielsen Syndicated Data, SAP, RepuCom Analytics

LANGUAGES

English and Chinese (Fluent Mandarin and Cantonese)

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