Manager Marketing
Resume:
Dublin, CA
adfvod@r.postjobfree.com
TERENCE LAU
MARKETING MANAGER / PRODUCT MARKETING MANAGER
Consumer-centric marketing leader offering 20 years of experience working with high-profile global brands, such as McDonald’s, AB- InBev, AT&T, Nike, adidas, and Reebok. Versatile expertise spans retail, digital, social, sponsorship, and partnership marketing functions. Drive targeted brand strategies and marketing campaigns to engage and call to action diverse consumer groups, with specialization in US, Philippines, Taiwan, Hong Kong, and Mainland China markets. Keep a pulse on consumer interests and develop data-driven insights to shape product and marketing strategy. Cultivate cross-functional relationships and drive consensus building to align resources and plans for key initiatives.
AREAS OF EXPERTISE
Integrated Marketing Global Brand Development Sponsorship Marketing Partnership Marketing Digital Marketing Social Marketing Retail & In-Store Activations Event Planning & Execution Consumer Insights Team Leadership Market Research Agency & Client Management Influencing & Consensus Building Public Relations Licensing PROJECT MANAGER CONVERSE (PART OF NIKE INC.) 2019 to Present Designated to build Beijing Converse Hoops community, drive traffic to renovated retail location, and reestablish Converse as performance basketball brand among Beijing basketball community. Leverage relationships with FIBA Basketball World Cup and Converse Chinese professional basketball player Abudushalamu Abudurexiti and NBA Player Kelly Oubre, Jr.
Partnered with Brand Communications, Social, Digital, Media, and Retail functions to devise Beijing City Attack basketball plan. PROJECT MANAGER, NIKE WOMEN DIGITAL EDITORIAL (2019) (FREELANCE) NIKE CHINA Entrusted to build and lead new function for Digital brand. Own project calendar between brand and production teams. Coordinate and revise social calendar for editorial story scheduling. Collaborate with Brand to review and refine editorial story ideas based on global and Greater China brand / commercial objectives.
Introduced new process for producing compelling, consumer-targeted digital content for Nike Women brand, boosting consumer reach and engagement 30% compared to non-editorial features during same time in prior year. CONSULTANT / PRODUCER (2015 to 2018) (FREELANCE)
Engaged to manage Nike China projects aimed at building brand and increasing consumer engagement. Composed internal communications. Wrote internal reports, recaps, and meeting notes.
Demonstrated tactical planning and prioritization skills while managing workbook schedules, calendars, and cross-functional team communication during complex, global projects.
Sustained Nike as #1 brand for teens and young adults across China and bolstered brand strength through piloting projects in key Chinese cities. Initiatives included Cristiano Ronaldo Beijing Tour 2018, LeBron James Beijing Tour 2018, Court of Force Beijing 2018, Jordan Brand 30th Anniversary Shanghai, Nike Unlimited Olympic 2016 campaign, and Selina Ren
#MoveWithSelina# Brazil trip.
Fostered collaboration between functions to improve project execution; provided continual updates on project status and reminders of deliverables.
PROJECT MANAGER, NIKE BASKETBALL (2015)
Designated to lead cross-functional teams of up to 40 personnel in executing sub-projects supporting Nike Basketball RISE campaign in Shanghai. Coordinated tour plans for high-profile athletes, including Draymond Green, LeBron James, and Kobe Bryant. Managed 2 agencies involved in campaign. Oversaw VIP experience programming for Nike.com members and internal VIPs.
Directed marketing sub-projects to reinforce Nike China RISE 2.0 realty TV web series aimed at growing urban Chinese youth interest in basketball; elevated Nike Basketball social media followership 5x and viewing numbers across Chinese streaming sites to 100 million+.
Shaped strategic partnerships to execute high-profile activations, including Lebron James Shanghai Tour House of the King (3- day event) and Kobe Bryant Shanghai Tour House of Mamba (3-day event).
Created content for and disseminated weekly RISE newsletter to 1,000+ high-level executives across Nike China, Nike Basketball, Nike global marketing, and Nike Inc.; recapped marketing campaign results. Continues…
TERENCE LAU Page 2 of 2
RESOURCE MANAGER SHANGHAI DISNEY RESORT (SHDR) 2018 Hired to drive internal culture improvement among retail staff and merchandise team, as well as strategize and plan semi-annual retail events to generate revenue and consumer engagement. Maintained SHDR merchandise external vendor partnerships, including PhotoPass+, Balloon Magic, and Passport. Controlled event budgets of up to $80K and oversaw 4-person team.
Established new revenue streams through collaborating with Shanghai Disney retail partners and vendors to expand locations and available products.
Orchestrated multiple retail-focused events, such as Pin Trading Fun Day, yielding 150% of projected revenue. DIRECT-TO-CONSUMER (DTC) BRAND MANAGER NIKE CHINA 2011 to 2015 Designated to ensure united message to consumers by aligning Retail and Brand functions. Liaised between Brand, Category, and Territory Marketing teams and Nike DTC organization to ensure mutually beneficial support for key marketing and retail initiatives. Directed in-store retail marketing activations. Drove communication between store operations / staff and Marketing organization. Led 3-person team and administered $750K budget.
Programmed and led launch events for 10 Brand and Category experience doors across Greater China region.
Ensured epic consumer experiences at retail stores by fostering partnerships with functional and territory teams.
Grew consumer satisfaction and engagement 50% within first year of initiating Nike+ Run Club in-store experience.
Built specialist teams for Running Women, Basketball and Jordan, and Global Football brands through collaborating with Retail Brand, EKIN, and Store Operations functions to establish targeted service training. MANAGER, GLOBAL MERCHANDISING GROUP NBA CHINA 2008 to 2011 Brought to market and maximized revenue from NBA-licensed apparel and footwear by building and managing alliances with adidas, Vancl, and Boshiwa. Leveraged licensee partnerships to execute product, brand, and retail marketing campaigns. Oversaw 1 employee and managed $250K budget.
Designed targeted product, brand, and retail marketing campaigns that generated $10M+ in royalty revenues.
Launched NBA Store and NBAStore.com.cn within Mainland China market by engaging with retail partners as merchandising planner. Wrote seasonal buy plans for store patterns to be adopted, including NBA footwear, apparel, souvenirs, and toys.
Contributed to store development strategy, product planning, and in-store fixture layout as 1 of 5 members appointed to newly created NBA Store team.
EARLIER ROLES:
ASSOCIATE DIRECTOR, SPORTS PRACTICE WEBER SHANDWICK 2007 to 2008 MANAGER, CORPORATE ACCOUNTS HOUSTON ROCKETS, COMETS, AND TOYOTA CENTER 2002 to 2006 COORDINATOR, EVENTS AND BASKETBALL PROGRAMS NBA ASIA LTD. 1999 to 2002 PROJECT MANAGER SPORTS INTERNATIONAL LTD. 1997 to 1999 COMMUNITY RELATIONS INTERN LOS ANGELES DODGERS BASEBALL CLUB Summer 1995 EDUCATION
BACHELOR OF ARTS IN POLITICAL SCIENCE UNIVERSITY OF CALIFORNIA, BERKELEY Foreign Languages: Cantonese (fluent), Mandarin Chinese (fluent) Residency: American Citizen, Hong Kong SAR Right of Abode
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