Carrie Zheng: Marketing Director in Pacifica, CA

Define marketing vision and strategy and lead all things marketing to grow Spansive branded business and drive customer success • Oversee rebranding initiative to drive the strategic development of Spansive brand strategy, brand guideline, key message framework and spansive.com design & development, resulting in a 600%+ increase of website visits • Lead brand and marketing strategy, planning and execution of PR and all integrated outbound marketing communication and consumer campaigns (paid digital and social media ads, content marketing, email, website, influencer marketing and search) • Partner with engineer lead to drive product (hardware and software) development and management • Oversee product marketing including insights & analytics, concept development, A/B test, packaging, pricing and GTM • Spearhead direct-to-consumer e-commerce and CRM program development and implementation • Lead marketing and customer success teams, grow and foster marketing functional capability and excellence • Manage all marketing-related agencies / vendors and budgets

Oversaw branding, digital advertising campaign, product marketing, customer lifecycle management, and retail channel marketing to drive the growth of Anker branded charging business online and offline globally • Defined long term brand strategy and led development and execution of annual integrated marketing strategy/plan for Anker branded consumer charging business (#1 charging brand on Amazon.com) with 30% YOY growth • Led go-to-market plan and product marketing executions with marketing budget of multi-million dollars • Supervised advertising campaigns and marketing programs (digital, paid search, SEM, social, email, blog, online community, website, PR, influencer, Amazon media and affiliate programs) to drive double digits growth of e-commerce sales and customer LTV • Guided and steered consumer & retail marketing strategies and execution in collaboration with regional marketing and sales teams • Managed 4 team members' performance and development

Managed global integrated campaigns through strategic planning, field and ecosystem partner integration and measurement to drive brand perceptions and product/service consideration and demand metrics • Leveraged customer, competitive, media and business insights to develop global campaign objectives, strategy, architecture, key messaging and KPIs for B2C and B2B marketing campaign across Microsoft portfolio of hardware, software and cloud solutions • Supported leadership team in the development of Global Integrated Advertising & Media Plan, global execution guidelines and prioritization • Partnered with market research team to identify insights, track competition and brand health, evaluate campaigns (TV, Video, Print, OOH, Digital, Social, Web and SEM) results / impact, and to optimize measurement practice to inform strategic decisions • Collaborated with Product, Creative, Finance and Media leads to monitor global budget and drive optimized marketing mix ROI • Partnered with sales & field teams to drive international market integration and co-marketing efforts with OEM/retail/industry partners • Managed strategic communication and presentations for executives, internal and external audiences to ensure cohesive brand/product storytelling and communication of campaign messages and impact

Managed corporate branding and enterprise-wide marketing strategy, integrated marketing communication and marketing program execution for Outerwall, the company behind popular Redbox®, Coinstar® and ecoATM® brands and products • Led corporate brand strategy and oversaw development of corporate brand portfolios guideline, architecture and strategic messaging frameworks • Identified, developed, negotiated and managed all corporate sponsorships and budget with partners of NFL (Seattle Seahawks), MLS (Seattle Sounders), NASCAR Truck Series and MLB (LA Dodgers) of CZ Resume • Led cross-functional team (Corp PR, Public Affairs, CSR, Social Media and Creative) and LOB marketing teams to drive integrated multi-media marketing campaign planning, execution and measurement - Experiential marketing delivered 185M TV viewers and TV QI media value 441% of initial investment in 2014 - Geo-targeted direct response campaigns (Email, mobile, social media, website and consumer PR) reached 30M+ impressions - Led 1st ever enterprise-wide consumer social media sweepstakes, resulting in 28% conversion (>20% industry norm) • Led ecoATM revenue growth and built a marketing team to drive brand growth and customer acquisition - Supervised company 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 integrated campaigns (PR, radio, print, digital paid media, SEM, web and email), increasing aided awareness by 14%

Led insight-driven global category & channel strategy development to drive category sales and share • Spearheaded the annual shopper & category research planning and gained alignment with cross-functional stakeholders • Oversaw global research projects (Market Structure, Consumer Journey, Purchase Decision Hierarchy, Segmentation), provided consumer target, device/channel opportunities and integrated "sell-in" and go-to-market strategies to key retailers • Partnered with account team and retail/OEM partners to test strategic pilot programs (incentive structures, store organization principles etc.), resulting in a 6% increase of purchase basket and 38% purchase conversion improvement • Established seasonal cadence to track /monitor global trends and competition to influence device innovation and seasonal retail selling • Managed annual budget for consumer/shopper researches and retail pilot programs

Managed global $1B retail blended beverages (Vivanno & Frozt branded beverages) to drive 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 - Developed portfolio innovation recommendation, targeting to deliver $250M sales and grow share by 5%-10% in 5 years - Managed seasonal promotion and media campaigns to drive new beverage awareness and sales • 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 and assistant product manager

Led Hillshire Farm® brand short- & long-term innovation strategy development and implementation to drive brand growth • 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 with targeted $45M sales Brand Marketing Manager, Beverage, Senseo® Brand Led brand strategy planning and managed P&L of $80M Senseo® premium single-served coffee and appliance businesses • Directed agencies in the development of marketing strategies and $12M integrated consumer campaign and improve share by 5% • Spearheaded viral marketing & digital interactive media strategies and initiatives through media partnership and consumer activation programs, delivering 250M impressions along with 5.6% "tell a friend" rate and 95% brand satisfaction • Managed performance and development of associate brand manager Sr. Associate Product Marketing 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 & execute brand activation strategies and $8M marketing programs - Led "Extend the Season" strategy and execution, achieving 8.7% sales growth and 5% share gain for a declining category • Led the development of Hillshire Farm® master brand ($850M portfolio) interactive media strategies and digital activation - Implemented $15M interactive marketing campaigns 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 - Led the Ye Olde Shrek The Third Online Game Tournament marketing integration, delivering 67.6M impressions (2x industry norm) Associate Product Marketing Manager, Fresh Bakery, Earth Grains® and Sara Lee® Brands • Managed strategic brand re-positioning development and marketing execution of $99M Earth Grains® brand • Led brand revitalization and developed new brand strategy and packaging re-design with "Natural & Organic" platform, resulted in double sales and improved share by 5 points • Assisted in building Sara Lee® brand strategies and equity and managed $170M branded Buns & Rolls portfolio • Managed consumer activation programs to build Sara Lee® to be No.1 brand in fresh bakery bun segment with 3.5% segment growth, contributing to over brand growth by 35% with 6+ points YOY share increase