Annie Chen

BRAND BUILDER ! PRODUCT INNOVATOR

346 Hauser Blvd. #426 Los Angeles, CA 90036

CAREER
Wanderlust
Co-Founder Create the design vision for products. Manage prototype development, craft the business plan, marketing strategy for launch.

Nike
Consumer Experience Director - Fitness, Digital Sport Drove the development of digital consumer experiences and marketing plan. Launched Nike+ Kinect Training for the Xbox 360, #1 fitness title in Holiday 2012.

t 224.715.3809
e iluvtravel@gmail.com w www.annieswork.weebly.com (pw: portfolio)

Motorola Mobility
Global Marketing Lead - MotoACTV Created and launched MotoACTV, the first wearable fitness + music device, earning strong reviews and retailer support. Director, Global Product Management - Music Led a team of product managers to launch a portfolio of music products totaling $300M in sales. Achieved & maintained #1 market share.

MY STATS

marketing experience

15 Years

market share in product category

4 Achieved #1

product launches

22 New

Innovation Award

1 CES

Clorox
Brand Manager Full P&L responsibility for the largest brands with over $50M in revenues. Launched Glad Pressn Seal, increased sales by 67% in five months.

KEY SKILLS
3
Digital Marketing

MarketFirst
E-Marketing Consultant Developed digital marketing strategies for clients, designed email campaigns, set performance metrics and performed post-campaign analysis.

7 7

Brand Management

LANGUAGES
English . Mandarin . French . German

Product Management

15 15
#

Strategic Planning

Marketing Strategy

No. of Years

EXPERIENCE
Director, Product Management - Music Motorola Mobility Brand Manager Clorox Global Marketing Lead - Fitness & Music Motorola Mobility Consumer Experience Director - Digital Sport Nike Co-Founder Wanderlust E-Marketing Consultant MarketFirst

Product Marketing Manager ratiopharm

Consumer Insights Associate LCBO (Liquor Control Board of Ontario)

Volunteer Church Army Womens Shelter

96 packaged 97 goods, 98 99 01 promotions, 02 03 04 05 06 07 08 09 ODM, 10 12 marketing, 13 CPG, Consumer consumer insights,00 research, retail, Vice President, Director, Strategy, General Manager, Consultant, EMS, suppliers,11 agencies, global Toronto, sourcing, Ulm, Vienna, London, innovation, London, Toronto, Chicago, IL Chicago, IL consulting, Beaverton, OR Los Angeles, CA P&L, budget, CE, ConsumerBrussels, Electronics, creative, television, movies, film, media, food & beverage, mobile, digital marketing, social media, brand building
Canada Germany Austria Belgium UK UK Canada USA USA USA USA

Annie Chen
346 Hauser Blvd. #426 Los Angeles, CA 90036 T: 224.715.3809 E: iluvtravel@gmail.com W: www.annieswork.weebly.com (pw: portfolio)

What Im about

Dynamic marketing professional with 15 years of consumer marketing and international work experience. Excel at translating consumer insights into successful product launches from strategic planning to commercialization with attention to budget, quality and on-time delivery. Demonstrated ability to craft and implement brand strategies across diverse consumer industries that result in sustainable growth. Proven competencies in strategic planning, P&L management, brand building Strong leadership skills with experience in managing cross-functional teams, suppliers, advertising and research agencies to meet & exceed business objectives Languages: fluent in English, Mandarin, working knowledge of German, French

Experience

WANDERLUST, Los Angeles, California

2013 Current

A luxury travel bags start-up Co-Founder Create the design vision for a new brand of luxury travel bags and accessories. Work with design agency and materials consultant to iterate on the designs. Manage prototype development; craft the business plan, marketing strategy for launch.

NIKE INC., Beaverton, Oregon

2011 2013

Leading athletic footwear and apparel company with global sales over US$25B Consumer Experience Director Digital Sport Managed the development of new digital consumer experiences for Fitness, focusing on emerging opportunities powered by digital products and services. Led marketing initiatives for launch, defined insight-driven multi-generational roadmap and strategic plan. Launched Nike+ Kinect Training in partnership with Xbox, a revolutionary fitness experience for the Xbox 360. Earned 4.3/5 stars average review on Amazon. Became #1 fitness title in Holiday 2012 and grew Nike+ digital community by 10% Created Nike FuelPrint, a patent-pending universal test for fitness, and designed the digital experience for all screens (TV, web, mobile) Managed diverse agencies, Nike and Xbox marketing teams to develop a single marketing plan. Executed innovative PR events and social media campaign that generated Twitter moments for influencers, resulting in reach of 2M in 1st month

MOTOROLA MOBILITY INC., Chicago, Illinois

2005 2011

Googles mobile devices division with global sales over US$11B Global Marketing Lead MotoACTV 2009 2011 Tasked by senior leadership to find new opportunities beyond mobile phones for growth. Led a comprehensive research project to identify new innovation concepts. Created MotoACTV, the first wearable fitness + music device. Defined experiences grounded in insights, encompassing holistic platform for devices, web, and mobile app Developed integrated marketing plan including grassroots PR, TV & print advertising, and digital. Partnered closely with Sales on sell-in to new channels, successfully gained commitment from all key retailers to support the new launch

CPG, Consumer packaged goods, consumer insights, research, retail, promotions, Vice President, Director, Strategy, General Manager, Consultant, EMS, ODM, suppliers, agencies, global marketing, P&L, budget, sourcing, CE, Consumer Electronics, creative, innovation, television, movies, film, media, food & beverage, mobile, digital marketing, social media, consulting, brand building

Annie Chen

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Director, Global Product Management Music 2005 2009 Led a team of 5 product managers to launch a portfolio of music & multimedia products totaling $300M in sales. Accountable for strategic planning, product definition and development, and financial performance. Worked closely with advertising agencies and suppliers (ODMs) to ensure launch success. Achieved #1 market share position in wireless stereo headsets in three years with creative marketing campaigns focused on building awareness and trial Led the development and launch of 19 products globally with 90% On-Time-Delivery, including MOTOROKR EQ7 wireless speaker which won 2009 CES Innovations Award Integrated regional consumer insights into global plan, launched MOTOROKR S605 headset in Asia which boosted regional market share from 5% to 19%

THE CLOROX COMPANY, Toronto, Canada

2002 2005 A leading consumer packaged goods company with global sales over US$5B Brand Manager Brita, Glad Full P&L responsibility for the largest brands with over $50M in revenues. Created and executed brand strategies that achieved sales and brand equity growth. Championed research that identified insights to revitalize Brita. Realigned assortment and price to drive consumer trade-up and impulse purchase, stabilized sales decline for the first time in two years Led the launch of Glad Pressn Seal, the most successful new product initiative in company history. Launch exceeded objectives by securing unprecedented retailer support at key accounts and increasing sales by 67% after 5 months

MARKETFIRST SOFTWARE, London, United Kingdom

2000 2001

E-Marketing CRM software start-up based in Mountain View with 200 employees E-Marketing Consultant Developed digital marketing strategies for clients, designed email campaigns, set performance metrics and performed post-campaign analysis.

RATIOPHARM PHARMACEUTICALS, Belgium, Austria, Germany

1997 2000

Major German generics pharmaceutical firm with operations in 23 countries Product Marketing Manager Member of a team focused on expanding the companys global operations. Established a subsidiary in Belgium, structured the operations and launched the company in seven months. Negotiated product acquisitions, adding 20% to revenues. Created innovative brand awareness building programs on limited budget.

LCBO (LIQUOR CONTROL BOARD OF ONTARIO), Toronto, Canada

Consumer Insights Associate

1996 1997

Education

International Master of Business Administration (IMBA), York University, Canada, 1996 Bachelor of Arts in Economics (BA), University of Waterloo, Canada, 1994

346 Hauser Blvd. #426 ! Los Angeles ! CA 90036 ! 224-715-3809 ! iluvtravel@gmail.com