A seasoned multicultural marketer with over 12 years of solid diverse marketing experience in insurance and automobile industries. Dynamic, results-driven with a proven track record in corporate branding and marketing, project and event management, community relations and public relations
*Proven ability to design marketing campaigns and programs that create brand recognition and high quality sales opportunities, particularly in the Asian markets
*Strong strategic vision as well as the ability to translate that vision into specific tactical initiatives
Skills
Development of In-Language Materials
Market Research & Focus Group
Project Management and Process Improvement
Corporate and P.R. Communication
Producer and Management Support
Languages
Native proficiency in writing and speaking Chinese (Mandarin and Cantonese)
Work History
01/2016 to Current
Multicultural Marketing DirectorMassMutual Financial Group – Springfield, MA
Responsible for developing and executing marketing plans across a variety of multicultural market segments, with a focus on Chinese, Korean and Vietnamese markets.
Leverage insights on the segments from consumer research, client, product and geographic segmentation as well as competitive marketplace assessment to support innovative, results-oriented marketing strategies.
Lead national marketing and advertising campaigns and media productions.
Create marketing tools to drive MassMutual's national and local engagement strategies and support General Agents targeting to the Asian markets segments.
Manage affinity relationships with the targeted firms and producers.
Provide strategic marketing consultation and resources to the field force.
Support Asian Markets focused agencies in recruiting diverse talents.
Present multicultural market value proposition and growth stories to the candidates.
Represent MassMutual at national and regional events in the Asian Markets.
Develop and implement Asian Markets strategy for the U.S.
Retail Business of MetLife (MetLife Premier Client Group) to create lead generation & branding opportunities, with a focus on Chinese, Korean, and South Asian Markets.
Responsible for driving MetLife's national and local distribution strategies to reach Asian American consumers by leveraging advertising, marketing programs and affinity relationships in collaboration with business partners and field representatives.
Drive marketing activities and results to support MetLife's strategic vision and business goals by leading key Asian Markets initiatives including key sponsorships and community events, advertising and PR campaigns, marketing research, in language seminars and in language materials.
Partner with high-value community and professional associations as well as ethnic media to create successful sponsorship programs and financial management educational seminars.
Acquired high sales leads from key targets including high-net-worth professional consumers and families.
Provide strategic marketing advice and support to the field force.
Provide recruiting marketing resources and consultation services to the firms targeting to the Asian Markets.
Support the regional recruiting and onboarding team to attract high quality diverse markets talents.
Accomplishments
01/2010 to Current
Project Manager / Marketing Consultant IIMetLife – New York, NY
Coordinate the development and execution of promotional campaigns, marketing materials, communication and market researches targeted to multicultural market segments.
Plan and organize multidimensional programs and sponsorship events targeting the Asian American markets to provide lead generation and network opportunities for MetLife reps.
Manage the development of culturally-relevant marketing collateral and sales tools.
Provide marketing and sales support to the ID field.
Manage the development, translation, proofing and production processes of in-language marketing materials for the Chinese, Korean and Hispanic markets.
Coordinate directly with the creative team, translation vendors, compliance and legal departments, and the field offices for project trafficking.
Coordinate the development and execution of marketing and advertising campaigns, promotions, initiatives and communications targeted to ID reps in the Chinese American Markets.
Develop and review creative and Chinese copy of the campaign deliverables.
Manage annual and monthly budget and expense controls for Diverse Markets.
Execute PO and invoices processes following our Procurement guidelines.
Accomplishments
01/2010 to 09/2012
Marketing Director, TeacherChinese Heritage School of New Jersey Jun – South Brunswick, NJ
Teach Chinese language and culture to higher grades students in the Cantonese Weekend School.
Prepare and present teaching materials and classroom activities.
Host teachers and parents conferences for effective communications on school activities and student performance.
Manage marketing programs and increase awareness and exposure of the School in the local community through publications in local Chinese newspapers.
Mercedes-Benz Hong Kong Limited - Hong Kong 2005 Nov - 2010 Jan Marketing Executive, Communication & Product Develop marketing and sales concepts in wholesale and retail levels to enhance brand awareness and to boost market share and sales revenue of after sales service and products.
Conduct market research and data analysis to identify business potentials for after sales market.
Monitor dealer in local marketing activities to be in-lined with corporate branding and business strategy.
Develop communication plans to increase customer retention and satisfaction.
Manage Public Relations and corporate webpage for After Sales Marketing Team.
Coordinate with internal and external business partners to plan and execute marketing activities and CRM programs.
Manage copywriting, design and production of communication materials in accordance with Mercedes-Benz corporate guideline.
Organize motor shows and "Mercedes-Benz Hong Kong Derby" event.
Manage the entire project from beginning to end, from agency selection, concept development, product display to on-site arrangement.
Accomplishments
Marketing AssistantR. E. Lee International Hong Kong Limited
High Profile Insurance Broker) - Hong Kong 2004 Sep - 2005 Nov Manage meetings and organize travel arrangement for Marketing Representatives.
Establish effective communication channels between Marketing Representatives, bankers and customers all over the world.
Education
2009
PSC Mandarin Proficiency Test (Putonghua Shuiping Ceshi) Certificate: Hong Kong Professional Putonghua School - GPA: Achieved 92 high score and remained the top 5% in class
2004
Bachelor of Arts: Linguistics and Comparative Literature The University of Hong Kong, Hong Kong - Linguistics and Comparative Literature
2003
Statement of Proficiency in Mandarin: The University of Hong Kong -
PSC Mandarin Proficiency Test (Putonghua Shuiping Ceshi) Certificate : Bachelor of Arts : Linguistics and Comparative Literature Statement of Proficiency in Mandarin :
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