MS Office: Word, PowerPoint, Excel
Tina Shieh
Thriving Regional Marketing Professional
Hybrid | SG | TPE | SH
Summary
Forward-thinking Regional Marketing Director with nearly 20-year history of addressing strategic and tactical decisions to maintain market position and drive sales. Knowledgeable about brand management, product launching, GTM, and integrated marketing campaigns.
Overview
21
21
years of professional experience
3
3
Languages
Work History
Marketing Expertise
Free Lancer | Contract
Taipei
07.2022 - Current
- Develop branding GTM plan for independent small business in China and Singapore: including education services, e-commerce brand, and established HR services company.
- Work with local creative agency, and media agency in Taiwan to build team capabilities, and to develop branded creative communication plan: including set up new company entity, SoW, QSR Pizza brand, tobacco brand, and imported beer brand.
Marketing Director, Asia
GoDaddy
Shanghai | Hybrid
02.2018 - 04.2022
- Responsible for GTM across 11 markets, 10 languages: CN, TW, HK, SG, PH, MY, TH, VN, ID, JP, S. Kr.
- GTM Lead: Spearhead market deep dive with internal teams & external partners to identify brand's business & engagement opportunities, to set strategy, and manage all implementation to generate set goals of double digit (%) YoY growth in revenue and new customer acquisition
- Day-to-Day internal: Develop and present marketing plans to report to business unit President and CEO.
- Day-to-Day external: Act as key markets spokesperson to devise IMC strategy enabling authentic brand communication to land effectively on PR/events/partnerships/media, SEM/Blog/SEO, local influencers, small business owners, social, webinars, creative assets, GoDaddy service team, and GTM offers to set new milestones and grow brand awareness (+average 150-200 bps), and build purchase intend (+52% pre/post campaign).
- Day-to-day operational: 1) Oversaw/manage/collaborate/negotiate of 3-5 agencies & partners to deploy day-to-day operation that set to accelerate markets, business, and brand growth. 2) Manage marketing budget effectively, split between brand efforts and performance efforts, and working vs. Non-working, and resulted to gain ROAS range 1.3-1.5.
- Day-to-day (others): 1) Maintain in-depth understanding of company products and customer buying preferences. 2) Capitalize on emerging trends by pivoting current hybrid market conditions to set milestones. 3) Guide and manage performance campaigns with internal stakeholder team and agency (OLV/OTT/Social/Sponsorship/SEM/SEO/Display) to deliver high return results and ensuring positive business profitability across market. 4) Develop creative assets: brand, prospect, and re-targeting, to map to customer journey and behavior. 5) Vet for new partnership opportunities to scale business opportunities. 6) Develop metrics and measure success/failure in order to further penetrate/optimize efforts.
Senior Marketing Manager, Asia
GoDaddy
Shanghai
02.2016 - 02.2018
Group Digital Account Planning Director
Grey Group
Shanghai
10.2013 - 10.2015
- Key Client served: GSK, P&G, HSBC, Standard Chartered Bank,
- Developed digital activation plan and brand social commerce strategy and tactics by implementing innovative solutions to garner customer engagement to increase brand awareness, engagements, followers, product launch, and promotion campaigns.
- Worked closely with creative team and UX team to design effective promotions to meet brand needs and exceed sales goals. Pantene Praise project in China: The campaign video was viewed 126 million times and the total numbers of shares and likes on the campaign cards reached 10 million.
- Maintained energy and enthusiasm in fast-paced environment.
- Member of winning team: Campaign Asia-Pacific named Grey Advertising: Agency of the Year Awards in 2013 for Greater China.
- Implemented team plan, clarified roles of members and introduced new processes to boost quality across departments.
Communication Strategist | Business Director
Free Lancer
Hybrid
07.2011 - 09.2013
- Contributed to 3 winning new business pitch (Kao, Kia, Michelin Tyres) with global and local advertising agencies..
- Executed full advertising campaign and research lifecycle to completion, managing external vendors and partnering with internal stakeholders.
- Planned and led execution of integrated marketing campaigns to completion, managing external vendors and partnering with internal stakeholders for Lexus, Colgate Palmolive, GSK, and Bentley.
- Lead core team of 3, and/or work Independently to manage 2-5 accounts
Planning Director
Universal McCann, Beijing
Beijing
03.2007 - 05.2011
- Client served: Microsoft B2B as Business account lead. Leading internal stakeholder (core team, digital team, and buying team) to develop effective advertising campaigns, reported directly to COO, and Group Business Director.
- Cultivated strong client relationships and extended advertising communication services, driving best-in-class strategy and achieved 5 consecutive high score agency assessment scores.
- Streamlined operational processes and workflow to increase efficiency of team performance and resource allocation by efficiently managed FTE, and contribute to negotiate profitable retainer fee.
- Plan and managed working budget of global and local campaigns (over USD 10 mil)
- Aligned activities with global set objectives by coordinating and implementing marketing communication strategy, campaign optimization and reporting to achieve clients' marketing business goals
- Coordinated web data to understand traffic patterns, and land use to inform decision-making to maximize campaign results.
- Implemented team plan, clarified roles of members and introduced new processes to boost quality across departments.
Account Manager
Bates141
Taipei
04.2004 - 03.2007
- Client served: Texas Instruments, reports directly to Managing Director, leads team of 3
- Hub set up to establish advertising plan for ASEAN markets, Taiwan and Hong Kong. Worked/ communicated by phone, email and traveled for face to face among 20+ vendors to orchestrate and negotiate GTM communication plan.
- Identified key entry points to enhance market penetration and effectively analyzed data increase profitability
- Designed overall media campaign objectives, and defining campaign goals
- Developed presentations, execution plans and performance metrics for each campaign
- Directed creative process for traditional and online ads
Senior Media Planner
ZenithMedia
Taipei
10.2002 - 03.2005
- Client served: Nokia, HP, LVMH, Calvin Klein Fashion & Perfume, Ferragamo, Puma
- Increased brand awareness through creation of innovative print and digital productions for major publications.
- Created spreadsheets using Microsoft Excel, PowerPoint for daily, weekly and monthly reporting.
Education
Bachelor of Science - Marketing
09.1997 - 09.2001
Certificate - Art & French
09.1999 - 07.2000
- Study Abroad Program
Skills
Develop cross-region, cross discipline strategic framework
10Year experience in regional marketing
Integrated Marketing Communication
Decision Making aimed to set Goals
Problem solver & Staff Management
Operation Execellence
Software
Keynote, iMovie
Timeline
Marketing Expertise - Free Lancer | Contract
07.2022 - Current
Marketing Director, Asia - GoDaddy
02.2018 - 04.2022
Senior Marketing Manager, Asia - GoDaddy
02.2016 - 02.2018
Group Digital Account Planning Director - Grey Group
10.2013 - 10.2015
Communication Strategist | Business Director - Free Lancer
07.2011 - 09.2013
Planning Director - Universal McCann, Beijing
03.2007 - 05.2011
Account Manager - Bates141
04.2004 - 03.2007
Senior Media Planner - ZenithMedia
10.2002 - 03.2005
Institute De Catholique De Paris - Certificate, Art & French
09.1999 - 07.2000
University of Massachusetts, Boston - Bachelor of Science, Marketing
09.1997 - 09.2001