Global Strategic Partnerships Marketer

Jenny Y. Liu

626-***-**** addzyg@r.postjobfree.com www.linkedin.com/in/jennyyliu

Global Strategic Partnerships Marketer

Innovative bilingual marketer with experience in pitching, negotiating and executing 360 global multimedia campaigns across the entertainment and media industry. Launched large-scale marketing campaigns across diverse industries such as CPG, e-Commerce, Telecom, Streaming, Automotive, and Retail. Some high-profile campaigns include San Diego Comic-Con, The Emmy Awards, Super Bowl, and NBA Playoffs.

Highly adaptive with proven experience of tackling each project with cross- functional teams’ and company’s overall mission in mind, while anticipating market needs in order to build new businesses and cultivate existing partner relationships.

Key Skills

B2B Marketing

Cross-Channel Marketing

Marketing Strategy

Integrated Marketing

Business Development

Customer Acquisition Strategy

Market Research & Analysis

Cross-Functional Team Strategist

Digital & Social Media Campaigns

Global Agency & Account Management

zPROFESSIONAL EXPERIENCE

Vice President, Strategic Partnerships BIG BOOTS STUDIOS, Culver City, CA 2018 - Present A startup that works with influencers, brands, and entertainment publishers to build content for digital channels.

• Develop and negotiate business proposals by securing strategic partnerships, resulting in 32% increase in revenue.

• Create go-to-market strategy for product and campaign launches, which include brand and digital content implementation, customer acquisition strategies, promotions, monetization, and ancillary revenue streams.

• Define immersive platforms through brand development and account management while acting as creative director and content producer, leading to streamlined collaboration with talent, producers, brand partners, and agencies.

• Cultivate prospecting partners for digital development to allow for scalability across Over-the-Top (OTT) services, direct and programmatic ads, mobile and social media to exceed campaign reach and awareness. Consultant, Worldwide Marketing Partnerships & Alliances WARNER BROS. PICTURES, Burbank, CA 2017

• Pitched and executed global 360 campaigns with strategic partners tailored to KPIs, garnering $330M+ media value in innovative digital (Augmented Reality, Virtual Reality, and mobile), traditional (TV, outdoor, print), and franchised licensing deals (In-Pack Premium, On-Pack, In-Store Signage) in 71 international markets.

• Maximized revenue and led Asia-Pacific accounts to build incremental strategic partnerships with top-tier partners, including Mercedes-Benz, McDonald’s, Gillette, and Tencent, which led to $184M+ in international media value.

• Managed the execution of TCL partnership program in 90+ international markets that covered 25K retail locations.

• Collaborated with cross-functional teams to align synergy strategies and scale integrated campaigns; such as working with filmmakers and Emerging Technologies to develop custom VR and AR content for brand partners. Consultant, Strategic Partnerships & Brand Marketing DISNEY-ABC TELEVISION GROUP, Burbank, CA 2015 - 2016

• Prioritized and forecasted cable affiliates (AT&T/DirecTV, Comcast, etc.) cross-channel marketing budget, which included TV, Video on Demand (VOD), Free Standing Inserts, direct mailer, print ads, and exclusive talent content for barker channels, accumulating $20M+ media value per quarter and reaching over 100M+ households.

• Optimized unique marketing campaigns with Electronic Sell-Through (EST) platforms by maximizing data on engagement and acquisition, including first of its kind co-promotion with Hulu to include linear tune-in for network TV spot, resulting in 11% lift in activities during the week of activation.

• Determined targeted ABC branded content to air on Out-of-Home (OOH) media networks, which generated 56M+ weekly impressions.

• Oversaw ABC brand strategy and asset management across San Diego Comic-Con, The Emmy Awards, NBA Playoffs, Upfront campaigns and brand marketing for 47+ TV shows, including local affiliate stations, Netflix, Hulu, iTunes, Google, and Amazon.

JENNY LIU Page 2 626-***-**** addzyg@r.postjobfree.com Owner & Vice President, Marketing & Business Development MRS. FIELDS COOKIES, Santa Clara, CA 2014 - 2016

• Spearheaded business development efforts by creating weekly partnerships with local businesses, schools, TV, radio stations, and Westfield to secure and execute B2B marketing campaigns, resulting in a 16% increase in sales.

• Initiated monthly promotions & rewards program and increased customer retention by 33% by maximizing existing relationships and securing business loyalty.

• Served as a franchise owner responsible for all aspects of managing an entrepreneurial business, including business development, marketing, operations, legal, finance, and human resources. Manager, Global Marketing Partnerships & Promotions WARNER BROS. HOME ENTERTAINMENT, Burbank, CA 2013 - 2014

• Pitched, negotiated, and executed Theatrical New Release and Catalog global campaigns with partners such as Nestle, LEGO, and Motorola in OOH, TV, print, Point-of-Purchase/Sales (POP & POS), online and mobile, garnering

$102M+ in media value

• Led and directed 11 agencies in promotional activities, including competitive analysis research, sales pitch, and campaign executions in digital, TV, print, radio and grassroots marketing to promote theatrical new release films and entire Warner Bros. library catalog titles

• Collaborated with brand marketing, publicity, consumer products, legal and international departments to execute cross-divisional, multi-platform promotional programs that aligned the overall Warner Bros.’ company strategies. Manager/Coordinator, Global Marketing Partnerships DREAMWORKS ANIMATION SKG, Glendale, CA 2010 - 2013

• Executed the first film integrated marketing campaigns for the studio by collaborating with filmmakers and brought in $29M+ above the line media value from top tier brands like Chevrolet, AAA, and Hewlett-Packard.

• Created mobile history by collaborating with cross-functional teams on the Turbo Racing League, a free-to-play mobile game in partnerships with Verizon on presenting $1M in total cash prizes. The gaming app drew in 20M+ downloads and spent 10+ weeks as the #1 most downloaded racing app.

• Directed creative executions of marketing partnership campaigns with brands such as General Mills, L’Oreal, and Lowe’s in OOH, TV, print, digital, mobile (AR), On-Pack and retail marketing. Licensing Associate, Disney Consumer Products THE WALT DISNEY COMPANY, Glendale, CA 2010

• Streamlined product approvals by working with key stakeholders, licensees and retailers throughout the product development cycle from concept, pre-production, production, and on-shelf placement.

• Analyzed industry trends and consumer insights for retailer meetings with Walmart, Target, Macy’s and Nordstrom.

• Managed day-to-day product development with internal creative team as well as external vendors and licensee. zEDUCATION

UNIVERSITY OF SOUTHERN CALIFORNIA - MARSHALL SCHOOL OF BUSINESS, Los Angeles, CA Executive MBA Candidate Expected 2021

• Vice President, Executive MBA Partnerships Graduate Marketing Association Board Member

• MBA Clubs: Graduate Marketing Association, Business of Entertainment Association, Marshall Data Analytics Club, High Tech Association, Marshall Interactive Gaming Association UNIVERSITY OF CALIFORNIA, SANTA CRUZ, Santa Cruz, CA Bachelor of Arts, Sociology Emphasis in Media & Marketing Analysis Dean’s Honors zADDITIONAL INFORMATION

• Language: Fluent in Chinese (Mandarin) and Taiwanese

• Certificate: Understanding Media by Understanding Google Northwestern University 2014

• Volunteer: Motion Picture Television Fund 2013 – Present

• Interests: Social Gamer, Sports Fan, Adventurous Diner, Movie & TV Watcher, Puppy Admirer, Country Music Enthusiast, Theme Park Rider

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