Joshua Campbell

SUMMARY

A seasoned professional with a global integrated marketing background both in the U.S. and China, I’m a fluent Mandarin-speaker, and have held senior roles in strategy, public relations, training, and advertising.

EXPERIENCE

Consultant – Marketing Partnerships, Arbor Day Foundation, Lincoln, Nebraska, December 2019 to present

As a full time consultant, plays a leading role in forming the Arbor Day Foundation’s integrated marketing approach including development of strategies and tactics, e-newsletters, sharing content on social media channels, blogs, and through press releases, as well as short videos

Leads numerous integrated marketing efforts for corporate partners including Procter & Gamble (P&G), UPS, and Bank of America, among others

Plays a significant role in COVID-19 communications to corporate partners, including moving from physical to virtual formats, such as webinars, short videos, and online speaking engagements

PR Strategist, Bailey Lauerman, Omaha, Nebraska, June 2019 to December 2019

PR lead on Flagstar Bank, and head of e-newsletter development for Phillips 66 and Kendall Motor Oils

Played a significant role in PR strategy for Omaha Public Power District (OPPD)

Freelance Strategist, LAN Communications, Shanghai, China – Lincoln, Nebraska, November 2016 - June 2019

Founding member at the creative collective, LAN Communications in Shanghai, which continued in Lincoln, Nebraska

Research, insights, and China market strategy for Moët & Chandon and Dom Perignon champagne brands, leading to moving away from purely targeting female demographics, and expanding usage occasions

Led research, insights, and strategy for Shangri-La Hotels & Resorts on Chinese high net worth individuals (HNWI) and luxury family travel, offering a way forward towards catering to luxury family demographics

Presented research and insights on Taco Bell China's brand reemergence at a workshop for McDonald's in Mandarin

Norwegian Cruise Line (NCL) partnership development with Alibaba including exploring partnership opportunities with senior Alibaba executives over 2-days at their Hangzhou, China headquarters. Work led to strategic partnership establishment

Following Norwegian Cruise Line and Alibaba’s strategic partnership, played leading role in integrated marketing including planning, strategy, PR and digital marketing components, for official announcement aboard new Norwegian Joy cruise ship

General Manager, BBDO Live, Shanghai, China, May 2016 – November 2016

Managed team of 22 professionals, spanning three integrated divisions, including PR, events, and packaging design

Built up newly launched Norwegian Cruise Line (NCL) brand from scratch in China, leading integrated marketing strategy, including advertising and celebrity endorsement leveraging 王力宏 (Wang Leehom) as the new face of the brand, resulting in high top of mind brand awareness and preference

Chief Strategy Director, BlueFocus Communication Group, Shanghai, China, March 2015 – May 2016

Strategy head for Shanghai of the largest China-based integrated marketing group, BlueFocus Communication Group, covering five account service and creative teams, and 200 employees

Led agency strategy serving Jaguar Land Rover (JLR), including successful crisis management, brand and sales recovery following the Land Rover Evoque’s targeting by CCTV during “Consumer Day” show

New business pitches won covering a wide range of industries including major projects on Porsche, German elevator company ThyssenKrupp, leading Chinese cosmetics company 美加净 (Maxam), among others

Averaged one major new business win per month while at BlueFocus

Stakeholder lead on interviews of consumers, salespeople, media, etc. all in Chinese to gain insights in environments ranging from car showrooms to tire shops, beauty counters to furniture stores, leading to major new business wins

Director, Ketchum University Asia-Pacific, Ketchum, Shanghai, China, August 2011 to March 2015

After working for more than 3 years at Ketchum in Taiwan from 1999 - 2002, returned to Ketchum in Shanghai

Promoted November 2013 from Director, Ketchum University Greater China, adding Asia-Pacific responsibilities, including Singapore and South Korea. Responsible for Asia-Pacific learning needs assessment for each region, as well as developing and executing locally relevant curricula that had a positive impact on employee satisfaction and retention

Negotiated 5-year agreement between leading Chinese institution, Tsinghua University, and Ketchum; Tsinghua annually reviewed and endorsed the Ketchum curriculum. Oversaw Tsinghua relationship on an on-going basis

Led regional learning needs assessment and developed and executed first Ketchum Greater China curriculum from 2012 - 2015, as well as first Ketchum India curriculum for 2013

Arranged and moderated wide range of monthly webinars and face-to-face Ketchum Greater China and India training

Freelance Strategist & Consultant, EMG (the European Marketing Group), Burson-Marsteller and SPRG (Strategic Public Relations Group), Shanghai, China, February 2009 to August 2011

AVON Beauty Innovation Summit event planning and results measurement, Suzhou, China

Developed World Exposition 2010 Shanghai activity communication materials for Coca-Cola and Haier, including for opening Coca-Cola’s “Happiness Factory” pavilion and Haier’s sponsorship of the U.S. pavilion

Bayer MaterialScience communication materials development leader on projects including Chinaplas and PU China

Associate Account Director, Upstream Asia (now Bite Communications), Travel & Hospitality Practice Leader, Shanghai, China, May 2008 - Feb. 2009

Team leader and international coordinator between Dubai, Shanghai and Hong Kong on the Dubai-based luxury hospitality group, Jumeirah

Led Jumeirah Media Audit 2008 creation covering China and Hong Kong, annual planning and measurement reporting, media training for six top Asia Pacific executives, as well as media events, in Shanghai, Beijing and Guangzhou

Co-Author, “Know China Business: The Insider’s Guide to Doing Business Successfully in China,” Taipei, Taiwan, May 2006 - May 2008

Wrote Greater China ebook guide for Westerners focusing on the need to know yourself, Mandarin language, and Chinese culture made available online

Senior Strategic Planner, McCann Worldgroup, Taipei, Taiwan, July 2002 - January 2005. Promoted from Strategic Planner September 2004

Cooperated with leading Asia strategy directors on Coca-Cola, McDonald’s breakfast and Nestlé among other projects

Significant role in strategy for McDonald’s breakfast, Coca-Cola and Nestlé KLIM milk powder new business wins, with ongoing responsibilities for Coca-Cola and BenQ

Asia Pacific New Business Committee and PULSE consumer research and insights representative for Taiwan

McDonald’s breakfast campaign and strategy increased breakfast sales more than 20% in 2003 and strongly enhanced McDonald’s top-of-mind breakfast brand perception

Account Supervisor, Ketchum, Taipei, Taiwan, began as Senior Account Executive May 1999. Promoted to Account Supervisor May 2000: May 1999-July 2002

Clients included Boeing, FedEx, Norwegian Seafood Export Council (NSEC), JP Morgan Chase, Merrill Lynch and Singapore Airlines. Merrill Lynch account team leader

Key crisis management role for Singapore Airlines and Boeing during the 10-31-00-747-*** flight SQ006 Taiwan crash. Provided strategic counseling on controlling messaging, information disclosure, and managed international press

EDUCATION

University of Chicago, Chicago, IL, B.A. in East Asian Languages and Civilizations, June 1996

Awards: Dean’s List 1995-96

Full Scholarship & Stipend awarded by University of Chicago in cooperation with Taiwan’s Ministry of

Education to attend National Taiwan Normal University, Mandarin Training Center, Aug. 1996-Aug. 1997

National Taiwan Normal University, Taipei, Taiwan, Mandarin Training Center, Aug. 1996-Aug. 1997

SKILLS

Languages: Mandarin Chinese fluency; spoken. Basic Mandarin reading and writing; native English fluency

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