Christine Wu Email & Phone Number

New York, Ny, Us

New York, Ny, Us

Strategic Advisor facilitating Masters level Strategic Communications class.

New York, Us

• Manage strategic marketing engagements for start-ups and large corporations across various industries. Work spans development of strategic, commercialization and marketing plans, brand and visual identities, product offering, customer experience, supply chain strategy/logistics, and financials.

Safety Harbor, Fl, Us

New York, Ny, Us

Change agent leading transformation from traditional publishing to digital first media company. Led teams of ~100 people in functional areas including Ad Strategy, Insights, Corporate Marketing, Activation, Events, Creative Services and Client Solutions.

Tokyo, Jp

Senior Director, Corporate Marketing (2011-2014) • Led “One Sony” marketing initiatives to drive relevance of Sony Masterbrand globally. Managed creative assets and multimedia content to engage consumers in paid, owned and earned channels. Maximized collaboration among Sony technology and entertainment companies liaising across Sony regions worldwide.• Led teams in development of consumer insight work that spanned cultural trends driving behavior, millennials and emerging technologies. Successfully embedded ideas and concepts with key stakeholders worldwide. Unsolicited feedback was overwhelmingly positive.• Managed media agency of record in North America, responsible for over $1 billion annually in consolidated media planning and buying for Sony divisions. Delivered over $208MM in media savings and $200MM in value added media opportunities in last 3 years in North America.• Managed Sony owned channels including social media platforms and Times Square Digital Billboard with 21st Century Fox. Built infrastructure and processes for managing programming, delivery of digital content, and third party revenues. Increased billboard revenues +13% in initial years of deal.Director, Corporate Marketing (2008-2011)• Evolved Sony Masterbrand globally through new campaign engaging consumers with creative, content, and promotions across multiple traditional, digital, and social platforms. Led the global unveiling of “make.believe” at IFA and 2010 CES. Initiatives drove over 3 billion impressions with KPIs (click-through rates, video views, share rates and likes) significantly outperforming industry benchmarks. Campaign won 23 Telly, 2 Internet Advertising Competition and 2 Pixie Awards. • Facilitated learnings across multiple Sony companies and geographies, attended by company Chairman/CEO and 80+ senior executives.

Purchase, New York, Us

Base Business (2007-2008)• Created new value proposition for $600MM Propel business by transitioning to a new manufacturing process, hybrid distribution system, new formulas and packaging. Established new brand positioning and communications to inspire core heavy users and gain new users.Innovation (2004-2007)• Trademark: Developed long term portfolio strategy, innovation and plans to re-energize $3 billion Trademark Pepsi innovation pipeline. Launched Diet Pepsi MAX, largest trademark innovation in 10 years, reaching 1.0 share in 3 weeks and delivering 16MM cases. Led $75MM 360° marketing effort from concept through to commercialization including dedicated micro-site, PR and digital promotions. Advertising campaign won 2008 Effie. • Trademark: Delivered 20MM cases of Jazz, new line of zero calorie colas, closing share gap with Diet Coke in key markets. Managed all launch elements including television and radio advertising, online programming, grassroots sampling and key influencer events.• Corporate: Led development of beverage innovation pipeline for New Platforms group, leveraging new manufacturing technologies and evaluating potential brands for acquisition. Created and launched new healthy trademark line of high protein based beverages for natural channel and Ben & Jerry’s Milkshakes, managing licensing agreement and partnership with Unilever. Year 1 Milkshake shipments exceeded original plan by +15%. Patent issued on Milkshake bottle design. Milkshakes were finalists in Beverage Industry’s 2006 best new products.

Brand Manager, Desserts Division (2003-2004)• Identified and assessed opportunities to transform $100MM Baking & Canning “off-trend” portfolio by profitably extending into on-trend adjacent segments and developing mutually beneficial promotional partnerships to drive usage. Refined and refreshed brand positionings to support ownable and sustainable strategies for advertising campaigns. Launched Dipping Chocolate and 100% natural pectins.• In the face of strong competitive activity, stabilized $130MM Breyers Yogurt business, growing revenue and profit by +5% and +26% respectively. Developed umbrella branding strategy and sub-branding architecture. Identified and assessed opportunities to transform “me-too” portfolio into sustainable differentiated platform for growth with a new manufacturing strategy, consolidated manufacturing facilities, drinkable forms and licensed flavors as well as quality improvements.Senior Associate, Post Division – Cream of Wheat (2001-2002)• Managed integration of $70MM Nabisco brand into Post Cereals division, realizing $3MM in savings. Increased consumption +22% through quality improvements to base business and new flavors and forms, Defined innovation pipeline, led advertising and promotions, and redesigned website. Received 2001 Achievement Award.

Seattle, Wa, Us

• Developed launch and Year 1 marketing plans for new mobile phone store including both offline and online marketing vehicles.

New Brunswick, Nj, Us

Product Director, Carefree (1998-1999)• Led $100MM brand to #1 share position by achieving sales increases of +25%, launching new products and packages, optimizing line up at retail and defining future pipeline. Collaborating closely with global teams, refined brand positioning and developed brand’s first US high scoring TV advertising campaign. Received 1998 Achievement Award.Assistant Product Director, Stayfree (1997-1998) • Turned around declining $200MM brand through major product and positioning restage, growing share +6% points and sales +30%. Initiatives included new advertising, broad scale sampling, cross-retailer promotions, and SKU rationalization. Received 1997 Grandview Award.

Westport, Connecticut, Us

Senior Project Manager; Promoted from Project Manager • Managed strategic consulting engagements for Fortune 500 consumer goods, information technology, and durables companies. Assignments included strategic planning, new product development, trade marketing re-engineering, and joint venture assessments.

Master Of Business Administration (Mba), Marketing/Marketing Management, General

Bachelor Of Science (B.S.), Economics, Marketing And Finance