Marketing Manager
Resume:
LINLIN WILLS
San Francisco, CA 94131 ******.*****@******.******.***
EXECUTIVE PROFILE
ß A web-head, brand builder, and hands-on leader with a track record of rocking online customer acquisition, viral marketing, and integrated marketing; A digital story teller produces quality content in written, videos, visual, online and on mobile, and pilots strategy and content to coincide in the same pace.
ß Strong track record in increasing market share through exemplary strategic and tactical planning, brand-building, PR/events, Integrated Marketing Campaigns, Mobile Marketing, Viral Marketing, outdoor, print, mobile interactive TV, trade show, Co-marketing, SMB marketing, online customer acquisition (SEM/SEO, Facebook, e-mail, affiliate, blogs, widgets, Twitter, YouTube, Linkedin), eCommerce, demand (lead) generation (Marketo, salesforce.com, CRM), and distribution/licensing and Channel (VAR/OEM) program management.
ß A strategic planner and financially minded marketer who is able to crunch numbers, identify patterns, and present opportunities up to investors and the C-suite; A strategist and analyst who not only crunches numbers, but also tells what is actionable;
ß Specifically recognized with expertise in managing content marketing programs in the industries of high-tech, broadcast, Telcos, and consumer brands such as Nokia, EMI, ESPN, MTV Asia, Glam.com, and IMshopping.
EXPERIENCE
PAPERCULTURE, San Francisco CA Aug. 2011 - Present
An eCommerce site for eco-friendly eCards and arty gifts targeting affluent fashion-conscious women
Marketing Consultant (part-time)
ß Integrated Social Media marketing and customer acquisition to drive eCommerce sales.
SOOVOX INC., San Diego CA July. 2009 – July. 2011
A Social Media & Mobile Influencers Relationship Management and ”listening” platform
SVP of Marketing
I am the “hands on” leader in customer acquisition and providing ideas, insights, and the helicopter ability to move from strategy to tactics seamlessly, blending of both web and non-web marketing and communicating to B2C and B2B audience.
ß Launched Soovox public beta, and grew users base from zero to 1 million within 3 months from online and on-mobile channels. Received the Red Herring 100 Global Award.
ß Foster strong relationships with brands such as GapKids and BCBgirls
ß Managed the marketing budget, ROI, as well as implemented a plan to measure the success of the team’s efforts. Motivated and led the marketing team consisting of designers and programmers.
ß Designed and executed viral campaigns across soovox.com, print, blogs, Facebook, iPhone app and twitter platforms. Organized and facilitated trade-show efforts.
IMSHOPPING INC., Santa Clara CA Oct. 2008 - May. 2009
An online and on mobile, human assisted social shopping community
VP of Marketing
• Led “brand setting” workshop, developed brand strategy and marketing plan, nailed down key message positioning and brand essence for B2C and B2B audience.
• Drove IMshopping’s spotlight product launch programs by leading PR, blogs, mobile and social media programs resulting in more than 50 media mentions and long term website traffic growth.
DIRECTOR OF MARKETING (CONSULTANT), San Francisco CA August 2005 - Sept. 2008
Strategic & creative consultant specialized in building “brand communities” through an integrated online, direct, mobile, and social media marketing approach
Help emerging companies achieve growth in audience/customers and advertising revenues through online customer acquisition/retention, social media optimization, direct mail, and leveraging of social network/blogs/RSS marketing, SEM/SEO marketing and e-commerce/e-communities with limited marketing budgets. Served in full time/part-time engagements in “acting” Director of Marketing roles with marketing budget and ROI responsibility. Client engagements include:
Glam Media
An online fashion social media and e-commerce/e-community site
Director, Marketing
Spearheaded buzz-making programs targeting celebrities, fashion influencers, and fashionstas young adults of age 18-34. Resulted in a spectacular launch for Glam.com and increased site visitors and traffic to more than 1000%.
ß Developed incentive viral acquisition campaigns targeting woman aged 18-34 that contributed to 80% of the site traffic. Spotted young adult trends, subcultures and psychographics.
ß Designed and executed Influencer Teasers, General Consumer Teasers programs that resulted in 1000s Glam Ambassadors, nurtured brand advocates through blogs and social-network channels. .
ß Drove a full re-branding process, increasing brand awareness through digital PR, blogs, RSS marketing, and SEM/SEO to optimize press release and drive interest from traditional PR media.
ß Defined affiliate partner strategy, managed traffic-swapping affiliate programs with Yahoo! Personal, Hi5. Managed e-commerce merchandising affiliates channels of online media (CPA, CPC, CPM, and CPL).
ß Worked with media sales team to design and produce media package to prospect advertisers.
FunMobility Inc.
An On-Deck mobile content & community with 25 millions users launched its Online brands with offerings of mobile content, applications and ecommerce storefronts
Director, Viral Marketing
• Led “brand setting” workshop, developed brand strategy and marketing plan.
• Designed and launched contests, promotions, viral marketing, and community building program that accelerating purchases/downloads, search optimization, and viral marketing.
Olivia, San Francisco
An online social network community, premier travel and entertainment company for lesbians
Director of Marketing
• Drove website traffic growth through “viral brand community” building, e-mail marketing, contests, artist content promotion, blogging, SEM/SEO, cross-media event sponsorship marketing, and website UI optimization.
• Defined plan to accomplish channel revenue objectives and set up co-branding partnership programs (e.g. Showtime, Logo, Twist, etc).
• Led direct mail package development, circulation planning and testing, and oversaw the production.
• Drove email marketing, online lead generation, online merchandising, viral marketing, search marketing, PR driven initiatives, and launch plan.
SKY INTERMEDIA GROUP, SINGAPORE Feb 2002 – August 2005
A mobile marketing agency specialized in building “brand communities” through an integrated online, on-air and on-mobile marketing platform.
Co-founder and VP of Marketing
Manage all aspects of creative, client acquisition & relationships, and business development operations for this fast-growing full service marketing firm with operations in Singapore and China. Collaborate with client business and marketing executives to clarify goals and define brand and marketing strategies with clear ROI. Attracted $600K in equity funding. Hired, trained and coach staff of 8. Earned a solid reputation for delivering marketing programs that exceed goals & expectations resulting in repeat & referral business.
• Developed and managed ESPN STAR program. Instilled excitement in sports to a Singpaorean audience. Created GOALS, an innovative interactive English Premier League (EPL) program. Spearheaded marketing programs integrating a variety of on-mobile, online and on-air consumer experiences; concurrently combined sponsorships, contests, and promotion into a single package. Forged new deals among mobile carriers, TV, and sponsorship brands. The success of the program resulted in subsequent engagements by MTV Asia, and AXN.
• Engaged by Oglivy for numerous cross-disciplinary marketing campaigns:
ÿ Conducted “brand community building” marketing program for Club Nokia. Designed SEM, and delivered promotion integrated with "Lord of the Rings" licensing tie-in of Multi-Media Messaging (MMS/SMS) campaigns to drive awareness for the lastest model of camera phone, developed copy and creative consistent with brand messaging (featuring Santa Claus as the branding ambassador). Delivered 260% brand affinity for Nokia, an 32% response rate.
ÿ Led team on a cross-media “God” project sponsored by 150 churches, with focus on mobile marketing. The campaign was the Silver Pencil Winner of One Show New York.
ÿ Retained by EMI to promote Gorillaz album. Led creative scripting effort that seamlessly blended "brand-mercials" with fun and intuitive SMS responses for EMI to promote Gorillaz album, subsequent engagements by Tiger Beer and Evian also dramatically beat expected response rates.
• Collaborated with Saatchi & Saatchi to conduct the National Family Week PR campaign for the Singaporean Government; developed mass and personalized direct media integration strategy, executed viral marketing campagin on-mobile and online that increased number of participants from 15,000 to 55,000; won Bronze Award for Best Use of Media Channel.
• Engaged by KiZZ-ME lifestyle beverage to define and implement brand strategy globally. Spearheaded “myth-making” for the brand. Led team of 12 to perform market analysis, and identify market niche. Developed $1 million brand launch of online, on-mobile and outdoor campaigns. Led online merchandising, lead generation, viral marketing, and SEM/SEO efforts. Result: Grew sales 150% in pilot Singapore market in just 3 months.
• Engaged by Shanghai Automotive to lead the marketing department with $3 millions marketing budget. Challenged to design and execute marketing and public relations programs to increase brand awareness.
ADC TELECOMMUNICATION, San Jose, CA July 2000 – January 2002
Hardware and software supplier of wireless messaging servers to Telco operators
Executive Business Development & Marketing Manager
Defined channel revenue objectives and set up channel partnership programs consisting of wireless carriers, technology developers, and content application partners.
• Developed strategic alliances and channel partners (VAR/OEM/affiliate); led cross-functional team of 11 to implement alliance agreements, generating $5M in global purchasing agreements.
ANDERSEN CONSULTING, San Jose, CA Aug 1998 – July 2000
One of the world’s premier business consulting and accounting services firms
Engagement Manager
Manager in the division specializing in e-marketing and e-business strategy consulting services
• Developed e-marketing tools/templates used for client engagement and internal practice training
• Engaged with 20th Century Fox in e-business strategy consulting engagements; credited for creating a website strategy which enabled the integration of its Talent Information System.
• Retained by Minnesota Grand Exchange to evaluate potential acquisition of ePit to enter online commodity trading market (e-Finance, e-Trading, e-Exchange). Performed comprehensive due diligence and negotiated high-level deal points for client.
BROADWEB, PALO ALTO, CA July 1995 – July 1998
Internet Marketing Consultant
Served as billable consultant to firms including IBM, HP, Nortel, 3Com, and Visa International. Led numerous interactive marketing, CRM, and e-commerce projects to successful completion.
EDUCATION
Executive MBA, Marketing (2004)
INSEAD, France/Singapore
Master of Arts, Management Information Systems (1994)
University of Arizona, Eller College of Business Public Administration
Bachelor of Science, Engineering and Economics
University of Science and Technology of China
LANGUAGES
English and Mandarin Chinese
RECOGNITIONS & AFFILIATIONS
Competent Toast Master (CTM), Toastmasters International
Numerous articles published in INSEAD IQ magazine
Docent for San Jose Museum of Art (1999-2000)
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