Now lead FIFA Women World Cup Campaign 2023 and McDonald's Marketing Transformation across the enterprise (global business solutions).Led the development of McDonald’s largest global marketing campaign: FIFA World Cup Qatar 2022, consisting of +75 markets with one globally unified voice. My role consisted of leading a global and cross-functional team, overseeing global creative process campaign development, managing market stakeholders relationships, and chairing “agency council” with… Show more Now lead FIFA Women World Cup Campaign 2023 and McDonald's Marketing Transformation across the enterprise (global business solutions).Led the development of McDonald’s largest global marketing campaign: FIFA World Cup Qatar 2022, consisting of +75 markets with one globally unified voice. My role consisted of leading a global and cross-functional team, overseeing global creative process campaign development, managing market stakeholders relationships, and chairing “agency council” with various functions: creative, media, communications, experiential and human rights. Budget > $15m.Also oversaw multi-year partnership negotiations with the FIFA organization, evaluated and responded to contract terms in close alliance with senior leaders and legal counselor. Show less

My work consisted of leading the transformation of Social Media Marketing, Social Media Listening and Consumer Insights across the global organization. (1) Led the development of McDonald’s Global Social Media Strategy in partnership with creative/media agencies, markets, departments and chief marketing officers. (2) Increased speed to insights from social listening data by envisioning and building innovative softwares in collaboration with IT and legal counsellors (text analytics MVP… Show more My work consisted of leading the transformation of Social Media Marketing, Social Media Listening and Consumer Insights across the global organization. (1) Led the development of McDonald’s Global Social Media Strategy in partnership with creative/media agencies, markets, departments and chief marketing officers. (2) Increased speed to insights from social listening data by envisioning and building innovative softwares in collaboration with IT and legal counsellors (text analytics MVP, social listening search engine, econometrics models) ; led the development of McDonald's Social Media listening strategy from the ground-up ; consulted a community of mid-level managers in markets to integrate social listening data into their marketing-communication planning process (workshops, webcasts, playbook publication, knowledge hub). (3) Also led Consumer Insights on McDelivery for the global strategy team to inform business analytics and find growth (built consumer surveys and grew online insights community to uncover consumer insights with agility). Show less

Revamped Global/US Social Media Care team ecosystem to automate inbound post management workflows, identifying operating cost savings > $1.5M per year and an increase of response rate by over 250%. The role also combined the deployment of social media command centers and social media alert systems in 21 markets within 18 months to detect brand damaging conversations in real-time. Proven record in leading Social Innovations by growing partnership with Sprinklr Social Enterprise to enhance… Show more Revamped Global/US Social Media Care team ecosystem to automate inbound post management workflows, identifying operating cost savings > $1.5M per year and an increase of response rate by over 250%. The role also combined the deployment of social media command centers and social media alert systems in 21 markets within 18 months to detect brand damaging conversations in real-time. Proven record in leading Social Innovations by growing partnership with Sprinklr Social Enterprise to enhance social display and social alerts offering with machine learning technologies. Show less

Launched McDonald’s Social Media Regional Center of Excellence (COE); consulted marketing leads in markets to accelerate social media marketing capabilities (content, care, listening, publishing, tools and processes); Envisioned and developed McDonald’s first Command Center MVP, leading to successful market roll-out in the next year.

Grew the Global Social Media Enterprise for Singapore Tourism Board Client with one direct report, established a global measurement frameworks and launched a content distribution system in collaboration with creative and media partners.J. Walter Thomson (or JWT) is one of the largest advertising agencies in the United States and the fourth-largest in the world. It is one of the key companies of WPP Group (NASDAQ:WPPGY) and is headquartered in New York.

Built and deployed Samsung Social Media Marketing Center (SMC) in 47 markets within two years, affecting Samsung’s Best Global Brands ranking to 8th rank in 2013 (Interbrand). Responsible for creating Samsung's global social media playbooks, social media analytics, social care ecosystems, channel brand design toolkits, creative content sourcing and publishing protocols - in collaboration with cross-functional teams. One of the 1st social media hire on a four-colleague team.Cheil… Show more Built and deployed Samsung Social Media Marketing Center (SMC) in 47 markets within two years, affecting Samsung’s Best Global Brands ranking to 8th rank in 2013 (Interbrand). Responsible for creating Samsung's global social media playbooks, social media analytics, social care ecosystems, channel brand design toolkits, creative content sourcing and publishing protocols - in collaboration with cross-functional teams. One of the 1st social media hire on a four-colleague team.Cheil Worldwide is the marketing company under the Samsung Group that offers advertising, public relations, sports marketing, digital marketing, etc. It is headquartered in Seoul, South Korea and has 53 offices spread across 5 continents. Show less

Digital Marketing experience: Grew brand image and awareness of the Korea tourism destination in Europe. Managed brand marketing, digital campaigns and launched the global social media community.The Korea Tourism Organization promotes Korea as a tourist destination to attract foreign tourists from around the world. It is a government-invested corporation responsible for the South Korean tourism industry and the management of tourism and cultural assets of the nation: music, food… Show more Digital Marketing experience: Grew brand image and awareness of the Korea tourism destination in Europe. Managed brand marketing, digital campaigns and launched the global social media community.The Korea Tourism Organization promotes Korea as a tourist destination to attract foreign tourists from around the world. It is a government-invested corporation responsible for the South Korean tourism industry and the management of tourism and cultural assets of the nation: music, food, historical sites, etc. Show less

Account Management: Coordinated advertising campaigns for Google B2B business and supported wining pitch development for SAAB automotive client in collaboration with creative team.Sputnik Agency is one of the leading digital creative agency located in Australia, founded in 1099 and part of the BWM Group. Specialities in Brand Innovation, Creative, Strategic Planning, Social Media and Community Management, Web, Mobile and Social Applications, and User Experience Design.